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Thinking Beyond the Paid Media Conversion

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Advertisers typically use Google AdWords to drive conversions but very few look at how it can be used to encourage customer loyalty and advocacy.

In this presentation you will learn 14 strategies that can used to target people after they have converted.

Published in: Marketing

Thinking Beyond the Paid Media Conversion

  1. 1. @SamJaneNoble #PubCon – October 2016 A MINDSET SHIFT: THINKING BEYOND THE CONVERSION
  2. 2. Paid media historically has been about acquiring new customers. #pubcon
  3. 3. Only recently have businesses started to think about what happens AFTER the conversion… #pubcon
  4. 4. But very few… #pubcon
  5. 5. …actually consider the lifetime value of a loyal customer vs. a one-time buyer. #pubcon
  6. 6. #pubcon
  7. 7. 500%more cost It costs 500% more to acquire new customers than it does to keep your current ones. Source: Social Annex
  8. 8. Think back to what Lisa has just been talking to us about… #pubcon
  9. 9. WE CAN’T STOP THERE! #pubcon
  10. 10. #pubcon
  11. 11. #pubcon
  12. 12. #pubcon
  13. 13. #pubcon
  14. 14. Gone are the days when all we had were keywords. #pubcon
  15. 15. Advertisers now have more to get excited about. #pubcon
  16. 16. We can now target our own audiences via PPC. #pubcon
  17. 17. This is where paid funnel targeting gets powerful. #pubcon
  18. 18. Competitors are unable to replicate your audience. #pubcon
  19. 19. And you can channel your audience down the purchase funnel. #pubcon
  20. 20. “Audience is your Unique Marketing Point (UMP)” @SamJaneNoble #pubcon
  21. 21. 14 strategies to shift your mindset and think beyond the conversion. #pubcon
  22. 22. FUNNEL BACK TO THE
  23. 23. LOYALTY #pubcon
  24. 24. 65%of consumers say that receiving rewards impacts their frequency of purchase. Source: Social Annex
  25. 25. 80%of shoppers would switch stores or brands when offered a compelling promotion. Source: Access Development
  26. 26. Adobe looked at the conversion rates of repeat customers with more than 2 purchases. #pubcon
  27. 27. 8 strategies to boost the lifetime value of a customer #pubcon
  28. 28. Limit customers leaving you by showing ads when they search for competitor terms. #pubcon
  29. 29. How do we do it? 1. Create a Search Network campaign 2. Have ad groups for your competitor names in different permutations 3. Write ad copy that is tailored to stop your customers from leaving you 4. Add your Customer Match or RLSA list containing existing customers to each ad group 5. Set the targeting to ‘Target and Bid’ 6. Note: This will not work if your competitors’ brands are trademarked #pubcon
  30. 30. Remarketing to upsell customers to make additional purchases. #pubcon
  31. 31. How do we do it? 1. Build up remarketing lists of customers who have purchased different types of products or services from you 2. Work out what other products those groups are more likely to buy as an additional purchase 3. Create ads that are designed to upsell a customer from one product/service to another; include a deal if you can. 4. Create a Display Network campaign and add the remarketing lists to separate ad groups with the targeted ads
  32. 32. Gmail Sponsored Promotions to upsell customers to encourage additional purchases. #pubcon
  33. 33. How do we do it? 1. Create a Display Campaign and select a mail.google.com as the only placement to create a Gmail Sponsored Promotions campaign 2. Upload all the email addresses for your customers who have made a purchase for a specific product or set of products as a Customer Match list (minimum of 1,000 matched emails needed) 3. Use ads that are designed to specifically cross-sell customers from one product/service to another 4. Including repeat purchase discounts can work well More info: http://kooz.ai/GSP-Guide
  34. 34. Unique discounts for existing customers to appear in any ads they see. #pubcon
  35. 35. How do we do it? 1. Create a new Search Network campaign with all features enabled 2. Upload an email list of all your converting customers (minimum of 1,000 matching emails) 3. Copy across all the ad groups from your existing campaigns that you want to use 4. Create adverts designed to speak to existing customers and include a repeat purchase offer 5. Set the targeting to ‘Target & Bid’ on the Customer Match list
  36. 36. Use dedicated landing pages for customers to deliver different messaging and offers.
  37. 37. How do we do it? 1. Create dedicated landing pages either using your own CMS or a third-party platform like Unbounce 2. Create a new Search Network campaign 3. Upload an email list of all your converting customers (minimum of 1,000 matching emails) 4. Copy across all the ad groups from your existing campaigns that you want to use 5. Update the destination URLs to point to the dedicated landing pages 6. Set the targeting to ‘Target & Bid’ on the Customer Match list
  38. 38. Use Countdown ads to include special repeat offers for a limited time frame. #pubcon
  39. 39. How do we do it? 1. Create a new Search Network campaign with all features enabled 2. Upload an email list of all your converting customers (minimum of 1,000 matching emails) 3. Copy across ad groups from your existing campaigns 4. Create adverts using the {COUNTDOWN} function showing the unique repeat purchase discount code for a limited time 5. Always run a static ad alongside 6. Set the targeting to ‘Target & Bid’
  40. 40. Use Customer Match with Gmail Ads to offer loyalty discounts for existing customers. #pubcon
  41. 41. How do we do it? 1. Create a Display Campaign and select a mail.google.com as the only placement to create a Gmail Sponsored Promotions campaign 2. Upload all the email addresses for your customers who have made a purchase for a specific product or set of products as a Customer Match list (minimum of 1,000 matched emails needed) 3. Use ads that are designed to specifically to promote your loyalty programme or any loyalty discounts so the reader knows you are attempting to personalise the offering More info: http://kooz.ai/GSP-Guide
  42. 42. Use search ads for the Brand+Rewards terms to drive traffic into your site rather than another. #pubcon
  43. 43. How do we do it? 1. Create a standard Search Network campaign 2. Build ad groups that include keywords such as • brand + rewards • brand + loyalty discounts • brand + loyalty schemes • etc. 3. Make sure your adverts include details of the scheme and any discounts customers and potential customers could get
  44. 44. ADVOCACY #pubcon
  45. 45. 88%of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts. Source: BrightLocal
  46. 46. 92%of consumers regularly or occasionally read online reviews for businesses. Source: BrightLocal
  47. 47. In the 2015 Bright Local survey, 40% say they form an opinion reading only 1-3 reviews. #pubcon
  48. 48. 6 strategies to encourage customers to recommend you to others #pubcon
  49. 49. Encourage existing customers to ‘Forward to a Friend’ using Gmail Ads with unique discounts. #pubcon
  50. 50. How do we do it? 1. Create a Display Campaign and select a mail.google.com as the only placement to create a Gmail Sponsored Promotions campaign 2. Upload all the email addresses for your customers who have made a purchase for a specific product or set of products as a Customer Match list (minimum of 1,000 matched emails needed) 3. Use ads that are designed to encourage them to forward the discount email onto their friends and family More info: http://kooz.ai/GSP-Guide
  51. 51. Use remarketing across platforms to generate reviews from existing customers.
  52. 52. How do we do it? 1. Decide on one platform you want to push customers to review you on 2. Use the Display Ad Gallery to create lots of different ad variations very quickly if you don’t have access to a designer 3. Upload a list of your existing customer base either as a Customer Match list or Remarketing list 4. Create your Display Remarketing campaign to target that list 5. Be sure to check the Site Category options and remove any you do not want your brand associated with
  53. 53. Use star ratings within Google Ads to highlight positive feedback from customers.
  54. 54. How do we do it? 1. Encourage customers to leave reviews on one of the main review sites 2. Google will aggregate the data 3. Make sure you keep your business name and URL consistent across all platforms you use 4. You must have at least 150 reviews from the past 12 months 5. Always check the Automated Extensions reports to see whether the ratings are having a positive impact on your campaigns
  55. 55. Be sure to include reviews and testimonials on your landing pages. Think H2H, not B2C or B2B. #pubcon
  56. 56. How do we do it? 1. Create dedicated landing pages using either your own CMS or a third-party platform like Unbounce 2. Use an RLSA list for non-converters within your Search Network campaigns 3. Copy across all the ad groups from your existing campaigns that you want to use 4. Update the destination URLs to point to the dedicated landing pages 5. Set the targeting to ‘Target & Bid’ on the RLSA list
  57. 57. Gmail Ads with Customer Match can be used to promote a Refer-a-Friend Scheme. #pubcon
  58. 58. How do we do it? 1. Create a Display Campaign and select a mail.google.com as the only placement to create a Gmail Sponsored Promotions campaign 2. Upload all the email addresses for your customers who have made a purchase for a specific product or set of products as a Customer Match list (minimum of 1,000 matched emails needed) 3. Use ads that are designed to promote your Recommend a Friend scheme More info: http://kooz.ai/GSP-Guide
  59. 59. Target customers reading emails from cash back sites and promote RAF.
  60. 60. How do we do it? 1. Create a Display Campaign and select a mail.google.com as the only placement to create a GSP campaign 2. Add various cashback site domains as keywords to target (you don’t need the www.) 3. Upload customer emails who have made a purchase as a Customer Match list (minimum of 1,000 matched emails needed) 4. Use ads that are designed to promote your Recommend a Friend scheme More info: http://kooz.ai/GSP-Guide
  61. 61. ATTRIBUTION DON’T FORGET #pubcon
  62. 62. Use the Assisted Conversions report to understand the ‘actual’ value of non-converters.
  63. 63. The Top Paths report will show you which campaigns drive the touchpoints before a sale. #pubcon
  64. 64. THOUGHTS FINAL #pubcon
  65. 65. You work hard to obtain a new customer. #pubcon
  66. 66. Don’t make it easy for them to leave you.
  67. 67. …and use your happy customers to gain new ones. #pubcon
  68. 68. #pubcon
  69. 69. “Audience is your Unique Marketing Point (UMP)” @SamJaneNoble #pubcon
  70. 70. Thanks for listening. @SamJaneNoble E-mail: sam.noble@koozai.com www.koozai.com Tel: 0330 353 0300 #pubcon

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