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Samantha NobleKoozai
Driving Loyalty Through Paid Media in 20 Strategies@SamJaneNoblehttp://www.slideshare.net/koozai
@SamJaneNoble
#BrightonSEO – April 2017
DRIVING LOYALTY THROUGH PAID MEDIA IN 20 STRATEGIES
500%more cost
It costs 500% more to acquire new customers
than it does to keep your current ones.
Source: Social Annex
So why don’t we put more effort
into customer loyalty?
Paid media historically has
been about acquiring new
customers.
I am here today to shift your
mindset.
I want to get you thinking more
outside the box.
Gone are the days when
all we had were keywords.
We now have more to get
excited about.
We can now target our
own audiences via PPC.
This is music to our ears for
increasing customer loyalty.
20 strategies to shift your
mindset and think
beyond the conversion.
65%of consumers
say that receiving rewards impacts their
frequency of purchase.
Source: Social Annex
80%of shoppers
would switch stores or brands when offered a
compelling promotion.
Source: Access Development
All Platforms
Use dedicated landing pages for existing
customers to show different messaging & offers.
Create a dedicated page promoting a loyalty
scheme & remarket to any page visitors.
AdWords & Bing Ads
Stop customers going to a competitor using
RLSA with competitor keyword bidding.
Make sure you have every keyword covered
with DSA & Customer Match/Converting RLSA.
Offer unique discounts for existing customers
and get them to appear in any ads they see.
Use RLSA to avoid showing new customer
offers to your existing customer base.
Use search ads for the Brand+Rewards terms to
drive traffic into your site rather than another.
AdWords
Use remarketing on the GDN to upsell
customers to make additional purchases.
Use Customer Match with Gmail Ads to offer
loyalty discounts for existing customers.
Upsell existing customers with related products
using Gmail Sponsored Promotions.
Create urgency using Countdown ads to
include repeat offers for a limited time frame.
Use Customer Match segmented by purchase
month to push them to buy again that month.
Encourage email campaign readers to make
a purchased based on content read.
Use App Engagement on the Search Network
to show ads to people who installed your app.
App Engagement on Display can show your
ads on other apps to existing app customers.
Facebook / Instagram
Facebook remarketing with additional but
relevant products based on previous sales.
Messenger Ads with Customer Match can be
used to trigger repeat purchases with offers.
Facebook Lead Gen Ads with Customer
Match can promote your loyalty scheme.
Target your loyal blog readers with a thank
you, then an eBook & then a sale!
https://www.jonloomer.com/2015/10/13/facebook-ads-target-loyal-visitors/
Instagram Ads have the same targeting as
Facebook so use all ideas on both platforms!
My all time favourite new
feature of 2016…
Similar / Lookalike /
Actalike Audiences!
This feature enables you to find
people who share characteristics
with your site visitors or
customers!
These four platforms allow you to build new
audiences based on existing ones!
Actalike Audiences
Lookalike Audiences
Similar Audiences
1 2 3
This allows you to tap into new-to-brand
audiences who are similar to your customers!
Final words from me…
You work super hard to
obtain new customers!
Don’t make it easy for
them to leave you.
Use your happy customers
to gain new ones.
