Google AdWords

How to Use Remarketing to Nurture Customer Relationships

Although most consider the acquisition of the conversion the final piece of the customer lifecycle, it is just as important to ensure that their experiences after the sale are going to turn them into a loyal return customer. Remarketing allows you to cater ads to anyone that’s been on your site. Many only know of it as an express method to re-gain lost customers (which it can be) but don’t realise the potential it has with bringing in return customers. There are several things to take into account when setting up the remarketing campaign which can make the experience as positive as possible for your audience.

  1. It’s imperative to be as comprehensive and clinical as possible when dissecting your audience lists, since it directly correlates to how granular you can be with the ads.
 
  1. By tailoring ads and promotions to different audience lists it allows you to create a more personal ad experience that reminds your customers of your services or products.
 
  1. It’s important to note that the ads should be refreshed regularly so that they do not become invasive through repetition. Nobody wants to see the same ad over and over again. Good use of the frequency capping feature is recommended!
  Before you spit out your coffee in excitement, and burst into song, there are a few caveats to remarketing to converted customers:  
  1. The size of your audience lists take time to build up and if your site doesn’t have a lot of traffic it is possible that remarketing campaigns won’t be very effective.
 
  1. If your audiences already know your brand and return to it often, there isn’t much point continually bombarding them with repeat ads.
 
  1. In industries where services or products are more one time items you shouldn’t remarket to converted customers.
  Written by Jeffrey Chang