May 2, 2019
Create Google remarketing ads
One problem that you may face when executing customer journeys is working out how paid advertising opportunities such as Google Ads fit into the equation.
It can be difficult to visualize where ads fall in the context of your customer journey — should they go right at the beginning or is it better to place them halfway through? And when a customer does the thing that the ad is asking them to do (for example, purchase your product), how do you then ensure they keep buying? Should this first-time buyer then be shown a different, more relevant ad, or no ads at all?
Not knowing the answers to these questions results in a lose-lose situation: you waste marketing opportunities and ad spend, and your customer has a disjointed and frustrating experience with your brand.
One way to solve this problem is by using Autopilot’s Google Ads integration, which allows you to seamlessly incorporate, personalize, and optimize your ads into the customer journey. Let’s take a look at some examples of how this integration can help you supercharge your marketing:
Nurture newsletter subscribers who aren’t customers yet
For every $1 you spend on email marketing, you can expect an average return of $32 (DMA). In other words, when a customer signs up to your newsletter, they are one step closer to buying from you. With Autopilot’s Google Ads integration, you can complement your emails by displaying Google Ads to subscribers who aren’t yet customers. Think of it as a one-two punch for nurturing people towards their first purchase from you.
Let’s pretend you run a pet supplies company and you have a bunch of awesome written content from pet bloggers and vets (not to mention, a ton of funny cat photos!). You’ve built a large newsletter list with this goldmine of content, and want to add a few paid ads into the mix. Doing this with the Autopilot Google Ads integration is easy with the following template:
Newsletter subscribers who aren’t yet customers are added to the “Leads” Ads audience so the ad you’ve set up will be displayed to them. Once they make their first purchase for their furry friend, they will be removed from the Google Ads audience.
Convert first-time buyers to repeat purchasers
You got a customer to hit the purchase button — that’s great! But what if you want them to keep on buying? One way to encourage repeat purchase is to create an offer encouraging your first-time buyer to become a subscriber to your monthly “Pet Pack.” Here’s how it’s done:
This journey demonstrates just how easy it is to incorporate your ads into your customer journeys and to visualize them in context. One-time buyers are added to an Ad audience, so ads regarding the offer can easily be displayed to them.
You can easily build upon this journey by sending these buyers a combination of personalized emails and SMS messages or displaying Headsup messages on your website, encouraging them to take advantage of the offer.
Once they become a subscriber, they are removed from the “One-time Buyers” Ad audience, so they will no longer be shown ads regarding the offer. They are then added to a new “Subscribers” Ad audience so they can be targeted with different, more relevant ads.
Generate new qualified leads by using similar audience targeting
Sales and marketing teams are all too familiar with this scenario: sales want qualified leads. They would love nothing more than to be talking to highly engaged leads every day, doing what they do best: selling your product. But if marketing passes unqualified leads to sales, then your sales rep’s time is spent sifting through leads.
This integration helps solve this problem upfront. You can easily push sales qualified leads to Google and they’ll automatically generate what’s called a similar audience based on that list; this allows you to reach new people who look or behave like your best leads, thus qualifying them in the process.
For example, let’s say you’re working for a company that sells accounting software to mid-size and enterprise organizations. Your software has been a massive hit with your customers — and up until now, you haven’t had to do any demand generation, since everything has been word of mouth. All these sales qualified leads have come in the door and you want to leverage that to start generating demand since your inbound marketing qualified leads have recently dried up. It’s easy to set this up in Autopilot:
When a sales rep changes the lead’s status to “working” in Salesforce, Autopilot will add them to the “Qualified Leads” Google Ad audience. Based on your existing set of sales qualified leads, Google will then automatically generate a similar audience for you that can be used in YouTube or Gmail ads. You can then publish content to target relevant audiences on whatever platform you choose to use; for example, you may want to display customer testimonial videos to a relevant audience on YouTube.
Now, imagine all of the qualified leads that could come in the door with this kind of supercharged demand generation!