Google AdWords remarketing campaigns are an excellent marketing tool. They offer businesses a way to segment site visitors and serve ads to them as they browse the sites within Google’s Display Network (which is most of the web!). This means higher overall conversion rates and a chance to reach visitors who didn’t convert right away.
Many remarketing campaigns are set up to exclude previous converters. Ads are only served to users who have visited a site but haven’t bought a product, filled out a lead form or converted in some other way. If you are trying to get a user to take that initial action, excluding converters will make the audience more targeted.
The Power of Referral – Converter Remarketing
Converters, however, are a valuable segment because they already liked your business enough to buy from it or ask for more information. Creating campaigns targeting past converters can be a powerful way to:
- Ask for Referrals: In lead generation, a referral is typically more valuable since recommendations from friends help influence decisions more than ads. Creating a special landing page for referrals would help make this campaign even more targeted.
- Bring Back Repeat Customers: For ecommerce, past converters can be segmented by time of last purchase. Running campaigns against shoppers who have converted more than 30 days prior (or another time window) would be a great way to promote new offers and bring these customers back.
- Evaluate the Customer Experience: If you’re on a quest to improve your web site and customer service experience, remarketing to converters with surveys would represent a new opportunity to hear what their experience was like and what can be improved.
Don’t forget the converters! This audience may prove to be just as critical – and often times even more critical – than the non-converters.