Pay Per Click Ads For Buying Cycle Stages: Part III
The last post covered the consideration and purchase stages of the consumer buying cycle. Once the client has moved through these stages, messages should concentrate on retention and company advocacy discussed below.
Retention/Advocacy
Creating ads for customers at the retention stage means creating reasons for repeat purchases. One way to encourage repeat purchases is advertising complimentary products. With the dog collars example, if a customer just bought a dog collar from your store, it would only make sense that they would be in the market for a dog leash shortly after. Your ad groups should be organized around the central themes of your keywords. Following this logic, you may have two separate ad groups for dog leashes, one for people interested in purchasing dog leashes and one for people who may have already purchased the dog collar. The bottom line is make sure that your ad messages are geared toward your different target markets. The advocacy stage is important for relationship marketing. Related to retention, the goal of ads is to continue to give a feeling of community to your customers. Promotions are a great way to continue having customers visit your website and hopefully refer their friends. Messages should be positive, reflect your brand image, and encourage customers to continue to frequent your site.
Erica is a Pay Per Click Account Manager for The Net Impact.