Google Chief Search Evangelist" /> Google reveals secrets of customer-centric search marketing

Google reveals secrets of customer-centric search marketing

Google reveals secrets of customer-centric search marketing
19 June 2017 (Edited 19 June 2017)

Google Chief Search Evangelist Nicolas Darveau-Garneau says brands need to rethink their targeting strategies to maximize the long-term value of customers.

Three ways to do that:

  1. Identify the indicators that can reveal your most valuable customers: Zip code, amount of first purchase, loyalty-club signup, online device, household income, search keywords - whatever is available and relevant to your business.
  2. Analyze customers' lifetime values and segment accordingly; market more aggressively to existing customers likely of greatest long-term value; use Google's intent signals to identify potential new high-value customers.
  3. To set acquisition ad budget to optimize return, calculate the lifetime value of a new customer, net out other investment needed to acquire that customer, and set ad budget accordingly. Create different return targets for different customer segments, based on lifetime value.

"[A]n individual sale is great, but acquiring high-value, loyal customers will pay off more in the long run."

Note the part about using Google's intent signals - that's the area in which no other ad platform can yet match Google.

And if you have questions or comments, you can easily send them to me with the Quick Reply form, below, or send me an e-mail.

David Boggs MS    - David
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