Increasing top funnel traffic is essential to growing your revenue. To do this effectively, it’s important to recognize that there are two types of top funnel traffic: visitors discovering your brand (brand awareness) and visitors with actual purchase intent who are more likely to be converted through remarketing campaigns. In this article, we will be discussing ways to use top funnel campaigns to get more high-intent visitors and how to identify audiences with these types of visitors using your Google Analytics and CRM Data.
To begin with, there are two types of audiences you can use to bring more high-intent visitors to your website
1. Lookalike Audiences
2. Interest-based Audiences
A lookalike audience can be created through a custom audience on Facebook. Using your CRM data, you can identify the following sets of people:
- Customers based on the product categories they have purchased
- Customers who have purchased in the last year or same month/quarter
- Loyal customers
- Affluent customers based on their order value
- Customers based on product attributes - color, fabrics etc.
By filtering customers based on the above criteria and uploading the list of contacts to Facebook, you can create custom audiences and then high-intent lookalike audiences based on the matched percentages. Multiple audiences can be generated by changing the match types.
An interest-based audience lets you target potential customers based on what they like and create personalized ads specific to a selected interest. However, the challenge is to identify the most relevant interests, so you can attract the best potential customers. Unfortunately, Facebook does not reveal the interests of your customers or visitors, but Google Analytics gives you in-market and affinity reports.
If you navigate to the audience section in your Google Analytics account, you will see the links to in-market and affinity reports.
To identify the top in-market or affinity audiences, sort the table by transactions to find the best performers as these are more relevant to your business with regards to intent.
Select the top audiences from each report and use Facebook interests to search for them. You won’t find exact matches, but you can find similar audiences. For example, you won’t find ‘Beauty Mavens’ but there are interests on Facebook like ‘Beauty’, ‘Cosmetics’ and ‘Beauty Salons’. You can also go a step further and target popular beauty salons as interests.
Google Analytics and your CRM data have information you cannot get from Facebook. This information allows you to build data-driven audiences with high-intent for top funnel campaigns. The trick to doing this effectively and overcoming the audience saturation is to consistently generate audiences using this method, so you can keep experimenting and to find new profitable audiences.
Admittedly, this is a very time-consuming exercise, which is why we developed an automated AI application for do it. Schedule a demo and start a free 30-day trial of Alavi.ai now.