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.

1. @SamJaneNoble
#PubCon – October 2016
A MINDSET SHIFT: THINKING
BEYOND THE CONVERSION

2. Paid media historically has
been about acquiring new
customers.
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3. Only recently have businesses
started to think about what
happens AFTER the conversion…
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4. But very few…
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5. …actually consider the lifetime
value of a loyal customer vs. a
one-time buyer.
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6. #pubcon

7. 500%more cost
It costs 500% more to acquire new customers
than it does to keep your current ones.
Source: Social Annex

8. Think back to what Lisa has just been talking
to us about…
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9. WE CAN’T STOP THERE!
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14. Gone are the days when
all we had were keywords.
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15. Advertisers now have more
to get excited about.
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16. We can now target our
own audiences via PPC.
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17. This is where paid funnel targeting gets powerful.
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18. Competitors are unable to
replicate your audience.
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19. And you can channel
your audience down the
purchase funnel.
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20. “Audience is your
Unique Marketing
Point (UMP)”
@SamJaneNoble
#pubcon

21. 14 strategies to shift your
mindset and think
beyond the conversion.
#pubcon

22. FUNNEL
BACK TO THE

23. LOYALTY
#pubcon

24. 65%of consumers
say that receiving rewards impacts their
frequency of purchase.
Source: Social Annex

25. 80%of shoppers
would switch stores or brands when offered a
compelling promotion.
Source: Access Development

26. Adobe looked at the conversion rates of
repeat customers with more than 2 purchases.
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27. 8 strategies to boost the
lifetime value of a
customer
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28. Limit customers leaving you by showing ads
when they search for competitor terms.
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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. Remarketing to upsell customers to make
additional purchases.
#pubcon

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. Gmail Sponsored Promotions to upsell
customers to encourage additional purchases.
#pubcon

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. Unique discounts for existing customers to
appear in any ads they see.
#pubcon

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. Use dedicated landing pages for customers to
deliver different messaging and offers.

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. Use Countdown ads to include special repeat
offers for a limited time frame.
#pubcon

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. Use Customer Match with Gmail Ads to offer
loyalty discounts for existing customers.
#pubcon

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. Use search ads for the Brand+Rewards terms to
drive traffic into your site rather than another.
#pubcon

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. ADVOCACY
#pubcon

45. 88%of people
trust online reviews written by other consumers as
much as they trust recommendations from
personal contacts. Source: BrightLocal

46. 92%of consumers
regularly or occasionally read online reviews for
businesses.
Source: BrightLocal

47. In the 2015 Bright Local survey, 40% say they
form an opinion reading only 1-3 reviews.
#pubcon

48. 6 strategies to encourage
customers to recommend
you to others
#pubcon

49. Encourage existing customers to ‘Forward to a
Friend’ using Gmail Ads with unique discounts.
#pubcon

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. Use remarketing across platforms to generate
reviews from existing customers.

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. Use star ratings within Google Ads to highlight
positive feedback from customers.

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. Be sure to include reviews and testimonials on
your landing pages. Think H2H, not B2C or B2B.
#pubcon

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. Gmail Ads with Customer Match can be used
to promote a Refer-a-Friend Scheme.
#pubcon

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. Target customers reading emails from cash
back sites and promote RAF.

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. ATTRIBUTION
DON’T FORGET
#pubcon

63. Use the Assisted Conversions report to
understand the ‘actual’ value of non-converters.

64. The Top Paths report will show you which
campaigns drive the touchpoints before a sale.
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65. THOUGHTS
FINAL
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66. You work hard to obtain
a new customer.
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67. Don’t make it easy for
them to leave you.

68. …and use your happy
customers to gain new
ones.
#pubcon

69. #pubcon

70. “Audience is your
Unique Marketing
Point (UMP)”
@SamJaneNoble
#pubcon

71. Thanks
for listening.
@SamJaneNoble
E-mail: sam.noble@koozai.com
www.koozai.com
Tel: 0330 353 0300
#pubcon