Do You Want To Promote To The Loyal?

Repeat prospects are sometimes deemed loyal prospects. However must you pay for his or her loyalty?

I’ve been within the search advertising area for greater than 18 years.

Most issues on this area change recurrently; the examples are a dime a dozen.

After I began on this {industry}:

  • Yahoo was the dominant US search engine and advert platform (then often known as Overture).
  • There have been simply two match varieties in Yahoo: Commonplace and Superior.
  • AOL and AskJeeves had standalone advert platforms.
  • Bing (it’ll by no means be Microsoft to me) was powered by Yahoo.
  • Google creatives have been a complete of 70 characters.
  • … And the NY Jets have been nonetheless good.

However one query continues to hang-out me, and I search the reply like Captain Ahab pursuing the nice white whale in Moby Dick – one that doesn’t have a definitive reply, however merely a viewpoint: “Ought to I hassle spending on search advertisements for patrons who’ve bought earlier than?”

Now that I’ve gotten the symbolism out of the best way let’s lower to the chase.

The truth is that the reply is made up of part-industry finest practices, part-semi-definitive solutions, and part-pure subjectivity.

I’ll take the angle of what I view as the most effective plan of action.

Finest Practices

First, let’s handle the information of this query.

This, in actuality, encompasses all paid digital media as nicely (not simply search).

You Want Retargeting Lists

No matter which facet of the fence you sit on, you’ll completely want retargeting lists.

Whether or not they’re a Google Adverts Pixel, GA Viewers, UET Pixel, Fb Viewers, CRM, or e-mail checklist add, you have to them.


Pretty easy, if you wish to proceed promoting to those searchers, you need them on a remarketing checklist to point out in the event that they have been of worth, made a purchase order, and so on.

In the event you don’t wish to promote to those people, then they simply as rapidly change into an viewers exclusion checklist.

These are simply the information (of any diligent marketer).

Google Ad groupTotally different audiences within the buy cycle (as described as elements of a tree).

Promote To Repeat Prospects

If you don’t promote to a repeat client, do not forget that your competitor will.

  • Clickshare doesn’t matter while you aren’t there since you simply probably misplaced some market share.
  • For these of you not satisfied, I request you look again at an outdated Bravo present: Flipping Out with Jeff Lewis, when his former enterprise associate actively bid on his title to get inside design leads (season 3, episode 11, the reunion).

By no means Cease Working On Natural Search

Absolutely the most vital factor to recollect – and I can’t stress this sufficient – is whether or not or not you select to spend on a possible repeat buyer.

At no level must you ever cease working in your natural search or natural media efforts.

The second you do this, you may be additional behind than you ever realized.

Semi-Definitive Solutions

Subsequent, let’s handle what’s mildly subjective however, in actuality, has a well-defined reply.

By no means Cease Model Search

Whereas there isn’t a true bible to go looking (though “Ponderings of a PPC Professional” by Kirk Williams is an effective route for one), I can confidently say from expertise that if there have been 10 commandments of SEM, #1 on the checklist could be this:

By no means cease model search, even for repeat prospects (with exceptions to a few main manufacturers and/or viewers targets).

First-Time Prospects > Repeat Prospects

First-time prospects are extra helpful than repeat prospects as a result of first-time prospects change into repeat prospects – offering you handle their expertise appropriately.

So there are only some causes to not market to a first-time buyer (sure, I do get requested this query far more usually than I ought to.)

Until you’re a “one and executed” vertical (which does exist), at all times measure new prospects by way of the lens of lifetime worth (LTV).

First-time prospects and repeat prospects aren’t the identical folks (actually) and needs to be given completely different experiences or incentives based mostly on their historical past.

Subjective Solutions

I’m within the camp of sure, it is best to proceed promoting to loyal/repeat prospects.

To reply why, it’s essential section it into a number of teams.

Model Search

As famous within the prior part, it is best to by no means cease model – if for no different cause however to defend your house out there.

A primary-time buyer normally closes the deal for different media efforts (i.e., social, show, and so on.). First-time prospects are essentially the most helpful, and sometimes serving them a reduction/incentive within the advert or UX will assist seal the deal.

For repeat prospects, they’ve established a point of loyalty, and it would be best to customise the advert copy to remind them why they bought the primary time. But additionally, there’s much less of a necessity (or no want) to incentivize them within the advert or UX.

Advertising and marketing to repeat purchasers will almost certainly have the best conversion price, and by spending the cash on them, you’ll be able to proceed to information their expertise to what most closely fits your small business wants.

I’ll word there are some exceptions to this rule.

A few causes embody:

  • You’re in a “one and executed” vertical, the place they don’t seem to be anticipated to come back again and buy once more.
  • You might have a hyper-niche vertical, the place you might have a identified model, however solely a sure section of shoppers are certified to buy from you (on this state of affairs, you overlay heavy viewers and demographic focusing on in your advertisements).

Non-Model Search

The apparent reply for spending on first-time prospects is sure. No additional clarification is required.

Repeat prospects search on non-brand key phrases for a wide range of causes, together with:

  • Worth level.
  • Unaware of vertical choices.
  • Prior expertise together with your model.
  • Time has handed, they usually merely can’t keep in mind your model title (this occurs continuously).

I’m nonetheless a supporter of spending on repeat prospects looking out on non-brand for the next causes:

  • You’ll be able to entice them with incentives (however not so good as the first-time purchaser) within the advert or the UX.
  • Spending on non-brand helps you collect extra information on a person that can assist you higher perceive their wants.
  • It additional provides them to remarketing lists.
  • My private favourite is customizing advertisements to remind them of why they purchased from you within the first place.

Professional-Tip: Don’t bid as aggressively on repeat consumers on non-brand key phrases; if they’re purchasing by value, it simply isn’t price it – except you’re the most effective value level.


Everybody who’s eligible, at all times be prepared to spend on them. The picture and value level will do the job for you.

Audience segmentsGoal all certified prospects.

Efficiency Max

(Observe that is as of Could 2023).

You’ll be able to bid for everybody or first-time prospects.

The truth is that you may’t exclude anybody (but).

I’m a fan of separating it into two campaigns: one for first-time prospects (with an over-inflated price range) and one other for repeat prospects.

I set the first-time buyer marketing campaign to a max conversion technique (both no CPA cap or a better CPA cap than repeat guests) in the most effective effort one could make to forestall the all-audience marketing campaign from trumping it.

(Disclaimer: This can be a workaround, not a condoned or 100% efficient tactic.)


As soon as once more, my stance is to promote to all eligible on these.

Nevertheless, the aim for these is completely different vs. search parts, so it needs to be damaged out in a different way as nicely:

  • Prospecting: By no means visited (probably model unaware). Give them a message of who you’re and what you do.
  • Engagers: Those that have visited the positioning and didn’t convert (both in any respect or in a specific window). Give them a message about why you’re the proper selection, and ship your “hook” to get them to return and buy.
  • Retention: Those that have beforehand bought. Inform them why they should buy once more (lay on the guilt journey right here).

Google Discovery

This is among the exceptions I’ve, the place I don’t imagine in spending in standalone Google Discovery for repeat prospects, for the next causes:

Efficiency Max will choose them up already, and also you simply can’t get out of the Discovery facet of PMax.

If you already know what you’re doing, you’ve collected their e-mail already, and you should use your e-mail advertising technique to catch them.


I wish to let you know that there’s a concrete reply as as to whether or to not spend on buyer loyalty.

There are elements you completely ought to spend cash on – and for the remainder, I imagine it is best to, for essentially the most half.

However, in case you are to achieve success in consumer retention, you’ll find yourself spending a technique or one other.

If it isn’t paid search, then it’s in e-mail, funding in labor on search engine optimisation, or natural social media posting.

A method or one other, you’ll pay for it.

It’s simply your job to resolve which technique makes essentially the most sense.

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