SamJaneNoble

Bridging the gap between Acquisition & RetentionIncrease customer LTV

S A M A N T H A N O B L E

# D M S S O

SAMANTHA NOBLEFOUNDER

B IDDABLE MOMENTS

Why are we so focused on new customer acquisition?

We should be putting more effort into Customer Loyalty

7x more expensive to acquire new customers

Customer Match

Target email addresses from your CRM database

Positive & negative bid adjustments

Show specific ads or landing pages to specific audiences

Bid on more generic keywords than you usually would

Stop certain audiences from seeing your ads

When did Customer Match launch?

Launch Date

September 2015

October 2013

October 2013

April 2017

June 2017

NA

NA

@gmail

@outlook

@hotmail

Upload Email Lists Matching Process Targeted Audience Advertise

How does Customer Match work?

What do we need to match at a minimum to target the audience?

Match Rate Minimum

1,000

20

20

300

100

NA

NA

On average Google match 50.40%

Wordstream uploaded 360k email addresses; these were the results

You want to cleanse & segment the data before you upload it

Segmenting the customer database

Age and/or Gender

Location (country, city)

Month and year of purchase or enquiry

Lifetime value of the customer

Product or serviced purchased/enquired about

Segmenting the email database

Age and/or Gender

Date of last opened email

Location (country, city)

Types of content they enjoy reading

Date of sign up

Strategies for Loyalty

65% of consumers say receiving rewards

impacts their purchase frequency

Source: Social Annex

80% of shoppers would switch stores if offered a

compelling promotion

Source: Access Development

How can we use paid media toencourage loyalty?

These cover everythingAll Platforms

Use dedicated landing pages for existing customers to show different messaging & offers

Create a section or page on site to promote a loyalty scheme

Ensure you always show reviews and testimonials on your website landing pages

The major search enginesAdWords & Bing

Stop customers going to a competitor using RLSA with competitor keyword bidding

Offer unique discounts for existing customers and get them to appear in ads they see

Stop showing new customers offers in ads or landing pages to your existing customer base

Use search ads for Brand+Loyalty Scheme terms to drive traffic to your site rather than another

Things we can’t do on BingAdWords

Add special offers in Shopping Ads that only existing customers can see

Run Promoted Pin adverts to existing customers with offers to bring them back in the store

Aggregated reviews automatically appear in search ads and make them stand out

Customer Match with Gmail Ads can be great for promoting loyalty schemes to customers

Upselling to existing customers with related product ads using Gmail Sponsored Promotions

Create urgency in ads using Countdown timers to include repeat offers for a limited time

Segment your customers into purchase month to target and encourage repeat purchases

http://bit.ly/campaign-url-builder-ga

Track email clicks and build a remarketing list to encourage purchases based on content read

Use App Engagement on the Search Network to entice customers to use your app

App Engagement on the GDN can also be used to encourage customers to use the app

The biggest social networkFacebook & Instagram

Remarketing to showcase relevant additional products a customer may buy

Messenger Ads for customers can be used to promote repeat purchase deals

Lead Gen Ads are great for encouraging existing customers into your loyalty scheme

Target your loyal blog readers with a thank you message, then an eBook and then a sale

http://bit.ly/jon-loomer

It’s not just for B2BLinkedin

Run a Sponsored InMail campaign to promote new product or service launches to customers

Lead Gen Ads on Linkedin are also great for encouraging signups to your loyalty scheme

Use the traditional ad formats to show relevant products or services and encourage repeat buys

Final Words

You work hard and spend budget to obtain new customers

Take full advantage of the audience targeting options

Get paid media teams working with other teams to share

audience insights

This isn’t the future. This is now. We need to embrace it.

http://bit.ly/increase-lifetime-value

Customer Loyalty Strategies

SamJaneNoble

View the slides here:

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SamJaneNoble

Thank you for listening.

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