How Your PPC Program Can Help You Retain Customers

Remarketing campaigns can help you gain an extra edge from your PPC efforts. Don’t overlook customer retention in your overall marketing mix.

In our post, PPC and the Marketing Lifecycle, we discussed the role paid search plays in each phase of the marketing cycle from the discovery phase through conversion. But once you’ve acquired a customer, is there a role for paid search in customer retention?

After all, existing customers are extremely valuable. According to a recent study of small businesses by Manta and BIA/Kelsey, a repeat customer spends 67 percent more than a new customer.

Although retargeting campaigns are commonly used to acquire new customers, remarketing is also an effective way for digital marketers to increase customer retention and engagement. This type of campaign can be used to build awareness, strengthen customer loyalty, and create opportunities for upgrading customers to new products and services. With a bit of creativity, you can use a retargeting campaign to stay in front of customers and keep them coming back to your website.

Remarketing campaigns are similar to other forms of retention marketing, such as email, in which marketers use information they already know about their customers. This includes who they are, when and what they last purchased, and what the last interaction was, to retarget with relevant content or offers.

Using this information, you can retarget customers with advertising that promotes your thought-leadership, offers discounts for repeat or new purchases, or keeps your business top of mind during long sales cycles.

Here are four creative ideas for developing a remarketing campaign to help increase retention rates:

The long sales cycle. For large products and services with a long sales cycle, staying top of mind is critical. Your expertise is a valuable asset that can help your clients evaluate problems and identify opportunities. But if they haven’t visited your blog or aren’t on the mailing list for your newsletter, they may not be aware of your recent thought-leadership content additions. By retargeting these customers with advertising that promotes the blog or newsletter, you reinforce your value proposition with ongoing impressions/visibility regardless of whether they click-through to the content itself.

Special offers. Customers who haven’t made a purchase in a while can be enticed back to your website with discounts and coupons served exclusively to them via remarketing. For example, footwear retailers can retarget previous buyers by advertising a new line of summer shoes and offering 10% off the next purchase, as a way to thank them for being a customer.

Upgrade and cross-sell. Businesses that launch new product or service lines can build awareness among existing customers by retargeting anyone who has visited the website but hasn’t yet seen new pages promoting additional offerings. For example, a heating and plumbing service provider that has added bathroom remodeling services could use a remarketing campaign to promote the new pages/services to existing clients.

Loyalty Programs. Reward and VIP programs can turn your customers into sales people. By encouraging customers to purchase more or refer friends for discounts or points, businesses can give customers a reason to be loyal. For example, digital marketers can retarget any customers that have not submitted a referral with an offer to join the loyalty program.

The key concept here is that existing customers have already raised their hands and indicated an interest in your products and services. Because they already have an affinity for your brand, they’re easier to upsell and cross-sell and they’re more likely to refer a friend or family member, according to the survey by Manta and BIA/Kelsey. A retargeting campaign will ensure you’re top of mind when the time comes to buy or give a reference.



Google Not Provided: Privacy Issue or Just a Ploy to Get More AdWords Sales?

GoogleNotProvided Just last week, numerous SEO blogs and news outlets reported that Google is soon going to start encrypting all search activity both for users who
are signed in as well as those who are not. The only exception will be clicks on ads, which Google will not encrypt. As you can image, this has many marketers up in arms and others simply scratching their heads wondering what comes next. Are there going to be any benefits for marketers, or is this the end of keyword data as we know it?

The Quick Basics: What Does Google “Not Provided” Mean? Hubspot reminded us that the discussion of encryption actually started back in October 2011 when Google announced that any users who are logged in to a Google product (Google+, Gmail, YouTube, etc.) would have encrypted search results. Essentially, a marketer would not be allowed to see the keywords someone used before visiting his/her company’s website, so knowing which keywords to optimize for was a struggle. As any good marketer knows, keyword insights open the door not only for optimizing an actual webpage but also for improving content marketing, retargeting, identifying audience, and much more.

The Real Reason Why: Is Google Doing this to Enhance Their AdWords Sales? Google is claiming it is for extra protection for searchers—a completely valid reason that makes sense. However, many in the field are a bit skeptical. Marketing Land feels that Google might be attempting to block NSA spying activity, while Search Engine Watch threw out the idea that Google might soon release a new “premium” version of Google Analytics where users would pay a monthly fee in order to get access to full keyword data. A more popular opinion is that it could be to drive more people to use Google AdWords. Since ad clicks are not part of this new announcement, how can we not jump to that conclusion? Many are telling small businesses to use AdWords in order to gather this organic data. Consider some quotes from around the web:

QuickSprout: “Even if Google goes with ‘not provided’ for all your data, you can still uncover new keyword opportunities by using keyword research tools or spending money on AdWords.”

Search Engine Watch: “At this time advertisers still get full keyword referral data from Google, while there is speculation this could change sometime in the future, there is also the necessity for advertisers to be able to determine conversions from the traffic they are paying for.”

Search Engine Roundtable: Coming from a Webmaster World thread, “Go fully broad match on every single keyword and pay AdWords for your data.”

Moz: “Optionally, we can use AdWords to bid on branded terms and phrases. When we do that, you might want to have a relatively broad match on your branded terms and phrases so that you can see keyword volume that is branded from impression data.”

You certainly can’t blame anyone for giving users this advice because it is good advice. In fact, we’d give that advice ourselves. In short, Google’s plan has worked perfectly. It’s clear that AdWords is going to benefit and privacy was just a secondary thought in Google’s mind that happened to work perfectly when informing the public. Nevertheless, for now all we can really do is believe Google and move on to the next part of any announcement—create a new strategy that works.

Your Reaction: What to Do With Google Not Provided The first thing to understand is that the new change isn’t going anywhere so it’s time to react, whether you agree with Google’s decision or not. Fortunately, there are ways to cope without falling into their trap and spending a lot more money on AdWords; there are still things that you can measure using search data that isn’t necessarily keyword data. Consider some of your options below:

- Other search engines. The keyword trends you will find with search engines such as Bing and Yahoo are very similar to those you would find on Google. These engines have not encrypted their keyword data, so put your focus here and on the keywords that work.

- Traffic from organic. You might not be able to see the exact keywords people are using to find your website but that doesn’t mean you can’t see your overall organic traffic just like you’ve done in the past. It might take a bit more work, but figure out what you’re doing in the way of keywords and how your traffic is performing and then find correlations.

- Use filters and track landing pages. You might not be able to see the exact keyword someone used, but if you can set up a filter on all of the ‘not provided’ traffic and see which landing page those people landed on, you can get an idea of what it was they were searching for when they came to your website.

- Google Webmaster Tools. You can view your top pages and top search queries in GWT where you get clicks. Although you can’t see anything past 90 days, it’s still something that can help you keep track of your progress.

- Google Trends. This will help you see quickly if you are improving or you need to ramp up your efforts.

In the end, this Google update is just something else that will force marketers to adapt, but it isn’t going to take away your job or ruin your chances in the results pages (after all, everyone is in the same boat). Many see this as a positive move for the industry because it will force websites to create great content and put a focus on things that will really produce a great website. As a user, you’re going to be a little bit safer. Do you think this change was for privacy reasons, or do you think Google was more interested in lining their pockets with some increased AdWords sales? What are you going to do in response? Let us know your story and your thoughts in the comments below.


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Amanda DiSilvestro gives small business and entrepreneurs SEO advice ranging from keyword density to recovering from Panda and Penguin updates. She writes for the nationally recognized SEO agency that offers online marketing services to a wide range of companies across the country.

Opinions expressed in the article are those of the guest author and not necessarily SEMPO.