December 21, 2017 Marketing Analytics

Audience targeting. If you are a digital marketer, defining, engaging, and converting your target audience is part of your day job, but it’s also a responsibility that gets a lot of attention from your clients or executive team.

Google AdWords has spent the better part of 2017 building a user interface that gives marketers new opportunities to improve their efficiency on multiple fronts — most recently on audience targeting. Last week, Google announced additional new ways to target audiences in search, shopping ads, display, Gmail, and even YouTube, utilizing first-party data, outside of just site traffic and email addresses.

Marketers can now use their offline first-party data, such as phone numbers and addresses for audience targeting. In this article, I want to specifically focus on the phone number targeting aspect of this feature and how marketers can use phone numbers to improve their AdWords campaigns.

First, let me show you quickly how easy it is to add your first-party call data to build an audience.

Step 1: Access your audience lists in the Audience Manager through the shared library.

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Step 2: Click on the “+” Sign and you will get directed to this screen.

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You will want to select: “Customer List”

Step 3: Name your audience and upload your prospect or customer phone numbers.

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Step 4: Apply to Campaigns/Ad Groups that make sense for this audience.

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Next, let’s go into two very specific ways you can use phone numbers for audience targeting:

1. Segment Call Conversation Targeting for Prospects and Customers

The best way to use audience data is to segment and apply it to campaigns with targeted keywords and ad copy that is unique and specific to the audience. In order to do this, you need to segment your prospects and/or customers by the product or service they have identified as top priority or what your team has identified as a cross-sell or upsell opportunity.

For example, at DialogTech we have customers interested in our Dashboard Insights reporting dashboard, so we add them to a campaign/ad group that has specific benefits and promos for this dashboard. We also include this audience in a customer service campaign that promotes ongoing information and support for our dashboard feature.

2. Basic Call Retargeting for Prospects

If you are just getting started with call tracking and analytics and haven’t had a chance to dig into the types of calls that are coming in, never fear — there is still an option for marketers to do some basic call retargeting. I always recommend doing as much segmentation as possible when it comes to your audiences, but if you are just getting started, don’t wait to start retargeting your top caller prospects and customers. If they are a hot lead, retargeting them with a promo and a lower funnel message is going to be your best bet in converting callers to customers.

If you want to learn more about using call data to improve audience targeting, check out our on-demand webinar on Targeting Audiences on AdWords, Facebook, and Display Using Call Analytics.

About the author:

Kelley Schultz

Director of Digital Marketing & Analytics, DialogTech

As the Director of Digital Marketing & Analytics at DialogTech, Kelley Schultz is responsible for all digital acquisition channels and analytics including: SEO, SEM, Display, Email and Social Media. She has been in the digital marketing space for the past 8 years with experience on both the client and agency side working on B2C and B2B clients.

See more posts by Kelley Schultz

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