Focus on Re-Engagement to Drive up ROI
Published: March 29, 2016
Author: Sana Ansari
Many companies tend to focus on acquiring new customers but often forget to re-engage their current customers. It’s important to focus a portion of your budget on re-engaging these users as they can be an excellent stream of revenue (and they’re already familiar with your brand).
Often people think about email as their primary source for re-engagement. However, both Facebook and Google offer great options to help re-engage existing customers that you’ll want to take advantage of. I’ll break a few of those down:
Website Custom Audiences: this Facebook feature allows marketers to upload email lists (or phone numbers) and directly target customers.
Google Customer Match: similar to Facebook’s WCA, this feature allows us to upload our lists to Google and target users via GSP and RLSA.
Prior to uploading your customer list, be sure to think about segmenting it out rather than uploading your entire group of customers. Take advantage of the data you have on your customers and segment audiences smartly. For example, if you are a department store, you may want to segment out audiences for the types of products they purchased ranging from high-end products to basic brands or cheaper items (in other words, segment by average order value and bid accordingly). By doing this, we can better tailor our creative to each audience type.
One of the most important factors in re-engagement is that you should constantly be refreshing your ads so you are showing your customer new things and can avoid ad fatigue. Test different messaging, deals, promotions, and products/services to lure customers back in.
A great example of this strategy is taking advantage of sales or seasonality to bring customers back in:
By combining RLSA and Customer Match, you have the opportunity to be more aggressive with bids to get into top positions. It also allows you to go after head terms that we may not be able to afford during prospecting. (The reason for this is that we can pay a premium to get our ad in front of users who we know have a history with us and with whom we have developed trust.) Bidding our ads to the top of the SERPs reminds customers about our brand and offers high-intent customers an opening to covert.
To sum up: once you’ve got a healthy customer base, make sure you’re running campaigns that segment and target them intelligently, and take advantage of powerful tools from Google and Facebook to reach them.