Do you spend money on Google, Facebook, LinkedIn or Twitter ads? If so you should consider the following tactics…
Warning – this is advanced level stuff. Probably not for beginners.
1. Upload your customer list to Google, Facebook, LinkedIn and Twitter.
If you have a large customer list, you might want to only upload your highest value customers. To do that, I would export your customer file from your CRM or accounting system, and add a column to your spreadsheet for a ‘RFM score’ (recency, frequency, money). This is a weighted score that ranks customers in your list by recency of purchase, then frequency of purchase, and then total spent. Total spent is actually least important as an indicator of likely future purchases.
Sort your customers by RFM score, and upload only the top 20%. This limits your risk by focusing on your best customers, not your entire customer database. Your bottom 20% probably lose you money, so you don’t want to target them.
2. Run upsell ads to your customers.
You could offer time-sensitive bonuses in ads to existing customers, or incentives for making referrals. This is the highest ROI advertising you will ever do.
3. Upload a separate prospect list.
If you have a prospect list (in your email marketing or CRM system), upload them to a separate audience. Test running loss-leader type ads to this group, or free trial offers. Anything that will get them to make the first purchase.
4. Create lookalike audiences of your best customers on Facebook and Google.
On Facebook create a 1% lookalike audience of your customer list in the countries you sell in. Facebook will then build an audience of 1% of the total population that look like your uploaded list. (Which is why it’s best to start by uploading your best customers in step 1, not all customers).
Google will automatically create a ‘similar audience’, which in principle is the same thing.
You can’t currently create lookalike audiences on LinkedIn or Twitter. (Boooo).
5. Use your lookalike / similar audiences as a layering tool.
For example, if someone searches for one of your keywords AND is in a similar audience to your best customers, double your keyword bid.
On Facebook, try targeting people with relevant interests who ALSO look like your best customers.
Essentially you are giving Google and Facebook valuable guidance on who specifically you are after. Most of your cold ad campaigns (targeting people who do not know you) can usually be layered with a lookalike or similar audience.
6. Use custom affinity audiences on Google.
If you go into the audience manager in Google Ads, and select the ‘custom audiences’ tab, Google will usually have created something called a ‘custom affinity’ audience based on your web traffic. In mine, they have identified ‘CRM, marketing & business’. Which I’m actually quite impressed by. (Shockingly, Google seems to understand me better than I do!)
If the audience looks relevant to your business, try using this as a layering tool also (can be used with Google Search, Google Display and YouTube ads). For example, maybe target websites on Google display about specific topics, where the visitor is also interested in CRM, marketing & business (or whatever your custom affinity audience is).
7. Define your own custom affinity audiences.
In the screenshot above, click the blue plus icon to create your own custom affinity audience. In the screenshot below, I’ve manually added the interests ‘spirituality, literature, storytelling and marketing’. Google will then build you an audience of people with these interests.
You can try targeting these audiences directly on the Google Display network, but mostly I would layer them with other targeting criteria.
This is seriously advanced level stuff that none of your competitors will be doing. Also by focusing on customer lists, lookalikes and custom affinity audiences, you’re running ads in a multi-dimensional way your competitors can never copy.
Got questions? Let me know.