Samantha Nobles slides from dmsso17

1. SamJaneNoble
Bridging the gap between
Acquisition & Retention
Increase customer LTV
S A M A N T H A N O B L E
# D M S S O

2. SAMANTHA NOBLE
FOUNDER
BIDDABLE MOMENTS

3. Why are we so focused on new
customer acquisition?

5. We should be putting more
effort into Customer Loyalty

6. 7x more expensive to
acquire new
customers

7. Customer Match

8. Target email addresses from
your CRM database

9. Positive &
negative bid
adjustments
Show specific ads
or landing pages
to specific
audiences
Bid on more
generic keywords
than you usually
would
Stop certain
audiences from
seeing your
ads

11. When did Customer Match launch?
Launch Date
September 2015
October 2013
October 2013
April 2017
June 2017
NA
NA

12. @gmail
@outlook
@hotmail
Upload Email Lists Matching Process Targeted Audience Advertise
How does Customer Match work?

13. What do we need to match at a minimum to
target the audience?
Match Rate Minimum
1,000
20
20
300
100
NA
NA

14. On average Google
match 50.40%

15. Wordstream uploaded 360k email addresses;
these were the results

16. You want to cleanse & segment
the data before you upload it

17. Segmenting the customer database
Age and/or Gender
Location (country, city)
Month and year of purchase or enquiry
Lifetime value of the customer
Product or serviced purchased/enquired about

18. Segmenting the email database
Age and/or Gender
Date of last opened email
Location (country, city)
Types of content they enjoy reading
Date of sign up

19. Strategies for Loyalty

20. 65% of consumers say
receiving rewards
impacts their purchase
frequency
Source: Social Annex

21. 80% of shoppers would
switch stores if offered a
compelling promotion
Source: Access Development

22. How can we use paid media to
encourage loyalty?

23. These cover everything
All Platforms

24. Use dedicated landing pages for existing
customers to show different messaging & offers

25. Create a section or page on site to promote a
loyalty scheme

26. Ensure you always show reviews and testimonials
on your website landing pages

27. The major search engines
AdWords & Bing

28. Stop customers going to a competitor using
RLSA with competitor keyword bidding

29. Offer unique discounts for existing customers
and get them to appear in ads they see

30. Stop showing new customers offers in ads or
landing pages to your existing customer base

31. Use search ads for Brand+Loyalty Scheme terms
to drive traffic to your site rather than another

32. Things we can’t do on Bing
AdWords

33. Add special offers in Shopping Ads that only
existing customers can see

34. Run Promoted Pin adverts to existing customers
with offers to bring them back in the store

35. Aggregated reviews automatically appear in
search ads and make them stand out

36. Customer Match with Gmail Ads can be great for
promoting loyalty schemes to customers

37. Upselling to existing customers with related
product ads using Gmail Sponsored Promotions

38. Create urgency in ads using Countdown timers to
include repeat offers for a limited time

39. Segment your customers into purchase month to
target and encourage repeat purchases

40. http://bit.ly/campaign-url-builder-ga
Track email clicks and build a remarketing list to
encourage purchases based on content read

41. Use App Engagement on the Search Network to
entice customers to use your app

42. App Engagement on the GDN can also be used to
encourage customers to use the app

43. The biggest social network
Facebook & Instagram

44. Remarketing to showcase relevant additional
products a customer may buy

45. Messenger Ads for customers can be used to
promote repeat purchase deals

46. Lead Gen Ads are great for encouraging existing
customers into your loyalty scheme

47. Target your loyal blog readers with a thank you
message, then an eBook and then a sale
http://bit.ly/jon-loomer

48. It’s not just for B2B
Linkedin

49. Run a Sponsored InMail campaign to promote
new product or service launches to customers

50. Lead Gen Ads on Linkedin are also great for
encouraging signups to your loyalty scheme

51. Use the traditional ad formats to show relevant
products or services and encourage repeat buys

52. Final Words

53. You work hard and spend budget
to obtain new customers

54. Take full advantage of the
audience targeting options

55. Get paid media teams working
with other teams to share
audience insights

56. This isn’t the future. This is now.
We need to embrace it.

57. http://bit.ly/increase-lifetime-value
Customer Loyalty Strategies

58. SamJaneNoble
View the
slides here:
# D M S S O
http://bit.ly/sam-noble-dmsso

59. SamJaneNoble
Thank you
for listening.
# D M S S O
CON TA CT DETA ILS
0 7 8 6 9 1 1 4 3 0 0
i n f o @ b i d d a b l e m o m e n t s . c o m
http://bit.ly/sam-noble-dmsso