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.

Thanksfor listening.

@SamJaneNoble

E-mail: sam.noble@koozai.com

www.koozai.com

Tel: 0330 353 0300