Renewal Strategies: the art of keeping customers
While lead generation is critical to growing your business, customer retention is where long-term profitability lies. Let’s dive into how Google Ads can be used as a powerful tool to not only bring in new customers but also retain existing ones.
1: Build Custom Audiences to Re-engage Past Customers
One of the best ways to retain customers is to stay on their radar. Google Ads offers powerful audience-building tools that allow you to create custom audiences based on customer data, website visits, or specific actions users have taken. By doing this, you can target people who have already interacted with your business, making it easier to re-engage them with offers or updates.
Here are a few ways to leverage this strategy:
Customer Match: Use your customer email lists to show targeted ads to existing customers as they browse the web or use Google services.
Remarketing Audiences: Build audiences from people who’ve visited certain pages on your website, like checkout pages or customer portals, and show them ads reminding them of their previous interaction or offering exclusive deals.
Time Based Lists: Re-engage customers who are approaching the end of their contracts
2: Leverage Google Analytics and Conversion Tracking for Retention Insights
Data is your strongest asset when it comes to understanding what keeps your customers coming back. Google Analytics and Google Ads can be integrated to track retention KPIs and help optimize your campaigns.
Key actions to take:
Track Repeat Conversions: Set up conversion tracking in Google Ads to monitor how many repeat customers come back through your ads. You can track key actions like repeat purchases, subscription renewals, or interactions with loyalty programs.
Analyze Lifetime Value (LTV): Use Google Analytics to segment your customers based on their lifetime value. Focus on creating specific campaigns for high-value customers, offering them exclusive rewards to encourage repeat business.
Conclusion
Customer retention is the key to sustained business growth, and with Google Ads, you have a powerful toolkit at your disposal. By building targeted custom audiences, creating upselling opportunities, and using advanced tracking and data insights, you can not only acquire new customers but also defend and grow your existing customer base. After all, it’s much more profitable to nurture a loyal customer than to chase a one-time buyer.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
