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How to leverage ecommerce data for your PPC campaigns

The Drum 30 Jan 2020 11:57
By Louis Ayre-30 January 2020 11:57am

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

If you’re an ecommerce brand with a reasonable sized customer base, then the chances are you’re sitting on an absolute gold mine of ecommerce data, which can be leveraged to significantly improve your PPC campaigns.

As a PPC & SEO agency specialising in building high ROI campaigns for retail brands, we’re often surprised when auditing PPC accounts at how little effort is put behind leveraging existing customer data.

Here are three simple ways that your brand can immediately start generating a greater return from your PPC campaigns using your existing customer and website data.

One of the quickest and easiest ways you can use your customer data is to use it for creating look-a-like audiences. A look-a-like audience is a group of users that share the same behaviours, demographics and traits as the users within a ‘seed’ audience.

Once you have your lookalike audience, you can then use it as the targeting for your campaigns.

Let’s say you’ve got a list of all your past customers to create a lookalike audience from. Is every customer within that list your ideal customer? Your seed list/audience should only be made up of your very best customers, not every single one.

  • Customers that only bought one product a long time ago
  • Customers that only bought a low cost product, or purchased from a range that isn’t a priority.
  • Customers that returned the product they purchased.

Hone your targeting by segmenting your campaigns

  • New visitors: these are users that have not visited the site before, and are not customers.
  • Returning visitors: these are users that have visited the site, but have not yet become customers.
  • Lapsed customers: these are customers that have not purchased recently.
  • VIPs: these are your best customers, they regularly visit your site and complete purchases

However, we often audit accounts where campaigns are set to target everyone that searches for a keyword or falls within a certain audience. This not only means that budget is being wasted on advertising to VIPs, who are likely going to purchase anyway, but also means that the same messaging is being used for all customer types.

  • This allows you to easily allocate your budget between customer types based on your brand’s priorities and objectives, such as driving growth from new users
  • It means you can tailor your ad-creatives to the audience. For example, your messaging for new visitors might be more informative and product focused, whereas, for existing customers it can be more offer-led, as they’re already familiar with your product or service
  • Exclude your best customers from seeing your ads, freeing up your budget to drive growth from other audiences

Arguably, one of the biggest opportunities to use customer and site visitor data within PPC campaigns is for remarketing.

Remarketing is incredibly simple to set up and can be run across most platforms and channels. Our recommendation is to segment your audience data as we’ve described already, as you can then tailor your activity based on the type of user you’re targeting.

Conclusion

There are a lot of more advanced strategies that we haven’t discussed here, such as linking up your CRM with Google ads to track the life time value that your PPC campaigns generate. However, hopefully this article highlights some quick and simple methods in which you can put your valuable customer data to good use.

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