https://www.ventureharbour.com/8-uncommon-ways-increase-ppc-conversions/
#8: Create campaigns for your existing customers
I’ve touched on this a couple of times today but let me make one thing clear: the best kind of customer is a repeat customer. People who buy once are more likely to buy again – as long as you keep them excited about your brand and what you have to offer.
You already know how to target existing customers with PPC ads because we looked at remarketing and uploading email lists earlier in this article. What you need to do now is build a profile on your existing customers so you can create ad messages that whet their appetite for future purchases.
Here are a few things to consider:
- What’s your product/service lifecycle?
- What related products/services will interest each customer (based on their purchase history)?
- What do your customers need/want in between purchases?
Example
The first question is important because many people buy phones on an annual basis but software customers will ideally be yours for many years. You need to know when your customers are likely to get the itch to buy again and this depends entirely on what you’re selling.
Repeat customers don’t necessarily buy the same product every time, of course. For example, phones are better with accessories, software can be upgraded to premium packages or combined with other platforms and just about every purchase opens the door to buying related products.
Finally, it’s important to keep customers sweet between purchases by addressing their needs after the initial sale. This starts with exceptional customer service but ask yourself what else you can do to meet people’s needs because this is how you build brand loyalty.
By knowing when your customers are likely to buy again and keeping them happy in the meantime you’re in a good position to target them with ads that make them hungry for the next purchase and ensure it’s your brand they come back to when the time comes.
