I am writing this post on basis of my 3yrs adwords experience, so read my article & give suggestion to improve my experience in Google Adwords
As PPC experts we spend more time on brainstorming, creating strategies and taking essential step to implement them and to get more valuable new customers. No doubt, the goal is generate more revenue, sales, leads or signups.
But do you think what about the existing customers, have you prepared marketing strategy for existing customers. If no! Don’t worry; here I am explaining my marketing strategy & experience to the valuable existing customers.
From seniors, white papers & my experience what I’ve learned so far, comprehensive marketing strategies to existing customers sooner or later proves more effective and rewarding. If it is implemented in right way, it increases ROI, improves brand reputation, and assists to bid competitor.
Let’s See how it possible.
How to implements a campaign to target only existing customers?
Before you going to market to your Adwords existing customers, your first step must be set up a separate campaign for this… See here how you can able to do-
> Just think you are already using Google Adwords conversion tracking, make a re-marketing campaign for targeting only the visitors who already taken your services in past 30 days. This 30 days duration is very important to experiment and depends on your ppc advertising goals. I recommend to start with thirty days (30 days) initial period.
> As I told you that, you must have 2 separate groups for image and text ads. You may as why? It will make easy your bidding strategy, you can bid on text and images ads differently and able to track their performance in smooth way.
> Set up a separate & eye-catching tracking template for this campaign so that you can easily track its performance.
So, now your campaign set up are finished, let’s come to point, what type of strategies you should have for adwords existing customers.
Be Thankful Them for Being Your Customers
A customer generally happy if someone appreciates her/him. An appreciation plays important role as marketing tools and helps to bring customer more closer to brand, and if you can handle in right way then they play as your brand ambassadors spreading your brands in their communities through words of mouth marketing.
I think, you must already be done it but you need to check whether it’s work effectively or not.
Generally, we send simple text email “Thanks for shopping with us” once someone purchased product from us.
Have you asked this question yourself! Will this work effectively, I think not! As a customer point of view I think it’s an old as formula and not meaningful.
Such type of emails have become less or more monotonous. Hardly anyone likes to read it. Your customers think about your brand when they find any problem with payments, shopping, delivery etc.
So, my advice; you should think something unique, different and that can force to customer think about your brand.
The solution is – Advertise in such way that customers think you are not selling to them again.
Take help of Adwords Remarketing ads to appreciate and thank your customer s for valuable shopping with your brand. Make them feel special and gently ask them to stay connected.
Bring them to a web page that has all the current updates your brand and be sure they can easily contact you. Show all support and contact information on the same page. Have social media links and ask them to re connect.
Doing such type of activities you will defiantly sure that your customer are too closer to your service and now you have better opportunity to impress and convert them in near future.
Offer complementary products or services.
Before offer them any complimentary product/services track your customer’s information and shopping behavior. For example if your customer brought a smart phone, advertise phone accessories or phone cases to them. If somebody takes your services like software, ask them if they need any consultancy services.
Keep in mind, do not provide same remarketing ads to your converted customer because it impact negative effect to your brands.
If you account does not have separate campaign for existing customer, simply exclude them from your adwords remarketing lists. This way you can stop to showing product or services to your existing customers.
Offer Attractive Discounts on Repeat Purchases.
Create attractive discount codes for existing customers and make them to know it via Adwords Remarketing ads.
Show them a special reason to revisit and shop again. So them there are no hidden terms give them straight discounts and convert then to your life time customers.
Think what to do the after sales.
Every e commerce and service industries facing challenges in today digital word. Have you think why not getting 20 reviews even you get 200 customers in a day. You know, if you make one customer unhappy, you will pay more time and money to fight against his/her negative reviews.
Yes, it’s one of the biggest challenges these days. When you make 100 happy customers in a day, you won’t be getting even 10 happy reviews for your products or services. But ironically, if you happened to make a single customer unhappy, you will have many negative reviews to fight with.
And you may don’t know! Search engines like Google, Yahoo, Bing give more important on higher ranking these reviews then positive reviews.
Anyway, come to the point. Use your adwords remarketing campaigns to expand your brand/service after sales , ask customers if they need any type of support.
By Doing this Activity You will Get Better Helpful.
This type of activities makes your loyal customers happier; they will keep in touch in future. If you think everything is right then share these customers’ remarks in all your social channel and let to know other visitors.