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{"id":3375,"date":"2018-03-01T08:29:08","date_gmt":"2018-03-01T08:29:08","guid":{"rendered":"https:\/\/gojiweb.com.au\/?p=3375"},"modified":"2018-07-31T23:38:06","modified_gmt":"2018-07-31T23:38:06","slug":"now-you-can-target-users-based-on-their-search-behaviour-without-them-even-clicking-on-your-ads","status":"publish","type":"post","link":"https:\/\/gojiweb.com.au\/now-you-can-target-users-based-on-their-search-behaviour-without-them-even-clicking-on-your-ads\/","title":{"rendered":"Personalise the Customer Journey from First Search to Final Conversion"},"content":{"rendered":"
\"Adobe
Adobe’s Campaign Management Platform, Ad Cloud<\/figcaption><\/figure>\n

Did you know that you can now target users with content across your website and ads from an initial Google search query,\u00a0even without them clicking on one of your search ads<\/em>? Something that even Google’s own Ad stack cannot do on it’s own.<\/p>\n

Companies using a combination of personalisation, DMP (data management platforms), and DSP\u2019s can now target users based on Google input alone (without the click), a highly powerful and until recently, impossible, technological skill.<\/p>\n

This capability has been made possible by Adobe\u2019s Experience Cloud<\/strong> products working together in unison to provide users with a personalised experience across every channel:\u00a0Adobe Target<\/em> (for on site personalisation), Audience Manager DMP<\/em> and the powerful Adobe Advertising Cloud<\/em>, Adobe’s fast-evolving campaign management platform.<\/p>\n

What does it look like?<\/strong><\/p>\n

    \n
  1. User types a search term into Google Search \u2013 e.g. \u201cSamsung TV\u201d\"search<\/em><\/li>\n
  2. User doesn\u2019t click<\/strong> on the Google search results but goes to your website by typing the address into the browser or clicking on a bookmark<\/li>\n
  3. Your website homepage is then tailored to the user\u2019s search term<\/strong> \u2013 e.g. \u201cSamsung TV\u201d hero banner image (with a big, juicy call-to-action for the user to buy it).\u00a0\"personalised<\/em><\/li>\n
  4. That’s right, the user’s search data just bypassed Google and fed directly into our website personalisation engine<\/em>. But the magic doesn’t stop there.<\/li>\n
  5. User doesn’t convert (of course, they rarely do the first time), but then navigates to Buzzfeed, where they are retargeted with the same message as the one they originally searched, and the corresponding company offer or content \u2013 e.g. Samsung TV Special Offer!\"\"<\/em><\/li>\n
  6. User then returns to the company website at a later date to view more products or content on the website \u2013 e.g.<\/em>\u00a0the\u00a0Samsung 65 inch LED TV page<\/em><\/strong>\"personalised<\/li>\n
  7. User is then retargeted with ads related to this specific content across Programmatic, Social, Video and other websites \u2013 e.g. ‘Samsung 65 inch LED TV’ ads on Facebook, Youtube and on the Huffington Post<\/em><\/li>\n
  8. User is also retargeted using search<\/strong>. The next time they search for the original term (e.g. \u201cSamsung TV\u201d), they are retargeted with a search ad about their latest service or product viewing \u2013 e.g. search for “Samsung TV” generates an ad for “Samsung 65 inch LED TV”<\/strong> directing them back to the offer page.\"rlsa<\/em><\/li>\n<\/ol>\n

    In other words, the user is now exposed to a personalised, tailored experience that is consistent across search, display, video and website content<\/strong>. As the user adds more information into their search, their experience improves, benefiting both customer and advertiser. Specifically, advertisers who invest in high-value targeting technology.<\/p>\n

    \u201cBut how is this possible? I thought Google stored all of this information and no one else could access it.\u201d<\/em><\/p>\n

    Traditionally, this has been the case. But Google\u2019s position as a monopolist across it\u2019s search engine, and most of the data within it, has forced other ad-tech vendors to circumnavigate using data collected from web beacons, cookies and other data sources.<\/p>\n

    Data Management Platforms are the new way to de-monopolise the system, allowing other tech vendors greater ability to collect user data, and then target and personalise customer journeys.\u00a0See more on how Goji can help you utilise a DMP<\/a>.<\/em><\/p>\n

    \"personalised<\/p>\n

    Vendors such as Oracle and Adobe are constantly seeking out new ways to obtain critical customer data, such as search data, to prise the natural competitive advantage away from Silicon Valley’s biggest search juggernaut.<\/p>\n

    While these companies generally respect privacy rules around Personally Identifiable Information (PII), and ensuring our data is used for constructive purposes (\u2018Don\u2019t be Evil\u2019 \u2013 Google\u2019s Mantra), user data is something that can and should be used for the benefit of consumers and the advertisers selling to them.<\/p>\n

    As a result, our advertising eco-system is changing fast. The incumbents are battling it out to see who can best personalise the overall customer experience across these channels.<\/p>\n

    With efforts like this, its clear to see which of them are leading the pack.<\/p>\n

     <\/p>\n

    About the Author<\/strong><\/p>\n

    \"Matt<\/p>\n

    Matt Murfitt<\/strong> is Director of Data and Analytics<\/em> at Goji. He specialises in Search, Analytics, Display, Social and Personalisation across a broad range of industries. He has a passion for data-driven, customer acquisition and improving the customer journey. He is qualified in both Marketing and Psychology and routinely works with brands both big and small to increase their web traffic, leads, improve customer experience and collaborate across new and challenging projects.\u00a0His passion for technology is rivalled only by his curiosity of what it’s capable of to improve our lives.<\/p>\n

     <\/p>\n

     <\/p>\n

    About Goji<\/strong><\/p>\n

    Goji is one of a select few specialised Adobe Partners<\/strong> in the Asia Pacific region. We solve two key challenges for our clients:<\/em><\/p>\n

      \n
    1. Technical implementation of Adobe platforms that maximise profitability, efficiency and customer experience<\/em><\/li>\n
    2. Campaign execution to successfully advertise, personalise, analyse and optimise company web assets<\/em><\/li>\n<\/ol>\n

      Platforms we specialise in include:<\/em><\/p>\n