Here is the screencap of this week’s PPCChat session, where host Julie F Bacchini engaged experts in a discussion about the platforms they use to reach cold audiences. The conversation covered whether there are significant differences in performance between cold and warm audiences, if those differences vary by platform, and more.
Q1: Which platform(s) are you currently using to try to reach cold audiences for your clients/brands?
My clients are primarily on Google right now. @NeptuneMoon
LinkedIn and Google for my B2B client. @PabloBerckmans
I’m interested if folks budget for cold audiences or not. @navahhopkins
@navahhopkins Maybe we should also define cold audiences. In my mind a cold audience could be:
- People who realized the need something like you’re selling and are just starting their searching
- People who don’t even know they need what you’re selling @NeptuneMoon
Google, YouTube, Meta, and LinkedIn, depending on the client. @revaminkoff
Same as what @revaminkoff – I also use Quora & Reddit when it’s a fit. @alimehdimukadam
Mostly these platforms (Google, Meta, Youtube, MS Ads, Linkedin) We have tried to push Reddit & TikTok as well, but our clientele is still unsure about those. We never had success with Pinterest. @ernohorvath
I have always thought Quora was a little engine that could for some clients. @NeptuneMoon
@NeptuneMoon – I lean into #2 – People who realize they have a problem and are starting to search. I set up product-focused ads and place them on generic keywords related to the product. @JeffreyHain
LinkedIn and Google Ads. @ChristophSchachner
@alimehdimukadam May I ask what industries you are using Reddit & Quora for? @ernohorvath
Google, Meta, TT, LI & YT at the moment depending on the client. @adwordsgirl
Q2: What are you doing on the different platforms to try to reach new customers? Do you find it easier on some platforms than others? And if so, do you have thoughts as to why that might be?
Different platforms allow different ad formats and targeting options. @revaminkoff
Nothing… but I do have a client that is bidding on a super technical term and using search almost as a display ad. In the old days I never would do that because of intent and matching but it’s super cheap for them and getting traffic and it’s a super long conversion cycle so it’s OK. @runnerkik
Impression based remarketing is a super power on Microsoft – it’s a must for net new customers. @navahhopkins
Obviously, case by case on this! @runnerkik
Aside from brand campaigns, I would categorize most of what I do as reaching cold audiences for clients. But those who are searching, as I’m primarily in Google Ads for clients. @NeptuneMoon
I use a combination of audience list and remarketing list exclusions wherever possible. And try to analyze user journeys with tools like Clarity. @alimehdimukadam
We have tested the “new customers” feature in performance max for an ecomm client and like Barry was mentioning, it’s difficult to justify higher CPA’s and lower efficiency if you don’t have strong insights into seeing how much of a brand lift it has. @BreanneBartlett
There is a of trust you have to have in platforms too when you choose an option where it tells you it is prioritizing new customers. I think many of us are at least a bit jaded on how much we can actually trust that the platforms are truly seeking fully new customers…@NeptuneMoon
Absolutely! We ended up not keeping it as an evergreen strategy but it was insightful to see the difference in efficiency. @BreanneBartlett
It really depends on the client’s offerings, product/service. I have seen campaigns running on Meta with crazy low CPAs and I cannot even replicate them with Google Ads. I have one client where we almost spend the same on MS Ads compared to Google Ads (windows software…. so yeah, I know). I think you need to keep testing which platform is better for cold traffic, because sometimes one starts working surprisingly well. @ernohorvath
Barry’s points about social ads feeling less intrusive than they did in the early days was really interesting too. With the pushing of more of a “for you” feed as defaults rather than a strict “people or accounts you’re actively following” feed. @NeptuneMoon
Social platforms boiled us. @runnerkik
@BreanneBartlett I’m pretty sure some of the conversions in Search brand are due those campaigns, just there is no way to tell for sure. (Client asked us to pause PMAX because of CPA, and surprise, surprise Brand started to get less conversions as well). @ernohorvath
We are typically finding cold customers outside of search – so display, YouTube, Demand Gen, PMax, Meta… but it’s still the most efficient to use audience signals where possible to show those ads to cold audiences who are at least in the ballpark of people who could use the solution. @revaminkoff
I think Google has some of the better audience options that don’t require you to have your own first-party data. @revaminkoff
Like @revaminkoff said, we are essentially doing the same. Our cold prospecting-type campaigns are outside of Search. @adwordsgirl
Q3: Have you seen drop offs in performance over the past year and/or major differences in cold vs. warm audience results? Has it varied by platform?
Not really – we continue to see solid performance in both. I would argue cold audiences have actually improved some, but it also still depends on how far down the funnel you want them to go. @revaminkoff
Search got a lot more expensive for cold audiences as broad match has put more players into each auction and raised CPCs, but that’s why using the other platforms and ad types is so important. @revaminkoff
Search got a lot more expensive for your own brand name as well. @ernohorvath
Google is more expensive with the continued “broadification” of search terms and keywords…@NeptuneMoon
Agree; we saw rising CPCs for Brand without seeing an increase in competitors bidding on Brand terms. @JeffreyHain
Clients don’t exactly dig that it costs more to try to keep the same level of performance YoY. Competitors matching to brands makes me. Choosing to run ads on competitor names is a very strategic decision that Google seems to think is no big deal. @NeptuneMoon
There’s a lot more volatility for sure. @alimehdimukadam
Q4: How do you try to capture the attention of potential customers in today’s short attention span universe?
I am very big on making sure I have a very good idea of what other ads potential customers are probably seeing so that I can help to make sure my clients ads are competitive. @NeptuneMoon
Videos, reels, influencer content, gifs… but at the end of the day, it’s really about the quality of the content. @revaminkoff
I strongly advise all clients to build content in any shape or form they can and not stick to ads only including Linkedin, Social, etc. For larger clients – newsletter sponsorships, influencers become a part of the plan. @alimehdimukadam
I also think if you can find creative places to get awareness to your target demographic, everything should be on the table – even if it is not PPC. @NeptuneMoon
So local businesses for example sponsoring sports teams or charity events. For example, my husband is on the board of a local nonprofit that coordinates getting food that would otherwise be thrown out from restaurants and convenience stores, etc., to shelters and places where it can be eaten. But they also will coordinate food drives where businesses can participate and collect food. They publicize where food drives are happening. Outside the box! @NeptuneMoon
UGC has been a big part of creative strategy recently as well as high quality video. @BreanneBartlett
PPCChat Participants
- Julie F Bacchini @NeptuneMoon
- Navah Hopkins @navahhopkins
- Jeffrey Hain @JeffreyHain
- Ali Mehdi Mukadam @alimehdimukadam
- Pablo Berckmans @PabloBerckmans
- Reva Minkoff @revaminkoff
- Erno Horvath @ernohorvath
- Sarah Stemen @runnerkik
- Ameet Khabra @adwordsgirl
- Breanne Bartlett @BreanneBartlett
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