[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrightonseo-samantha-noble-on-how-to-use-paid-media-to-increase-the-lifetime-value-of-a-customer":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":417,"breadcrumbs":418,"reading_minutes":147,"category":425,"head":427},"2017-04-11T13:06:05",{"rendered":6},"\u003Cp>\u003Cspan style=\"font-weight: 400;\">In her BrightonSEO talk, Samantha Noble opened with the statistic that it’s 500% more expensive for paid search marketers to acquire new customers than retain old ones. Most of our digital marketing efforts lean towards attracting as many potential customers as possible, but should we be spending our budget on increasing customer loyalty instead?\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>Interestingly, up to 80% of customers have stated they would switch to a new brand due to an exclusive offer being available, which is certainly something we could be capitalising on.\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>These days, advertising on Google is about so much more than just keywords. We’ve now got customer audiences at our disposal, and Samantha explained the extent to which we can use these to our advantage. By working out which customers might be influenced by particular offers, we can segment our audience into more specific sections and target them individually. Here’s the highlights of how it works…\u003C\u002Fp>\n\u003Ch3 id=\"create-dedicated-ppc-landing-pages\">Create dedicated PPC landing pages\u003C\u002Fh3>\n\u003Cp>Every PPC knows the power of a dedicated landing page for ad rank and quality score. But specific landing pages can also be used for effective remarketing purposes. Samantha demonstrated the usefulness of creating dedicated landing pages for any offers & loyalty schemes you’re providing, which can then be used to remarket to existing customers.\u003C\u002Fp>\n\u003Ch3 id=\"keep-your-customers-with-rlsas\">Keep your customers with RLSAs\u003C\u002Fh3>\n\u003Cp>Prevent your customers from clicking on a competitor’s ad and through to their site by creating RLSA ads, allowing you to always nab that top spot on the SERPs. Don’t just limit yourself to your standard ad copy – depending on your business and what it’s offering, your ads could push anything from limited time-only offers, money off for repeat bookings, or discounts off additional services for loyal customers.\u003C\u002Fp>\n\u003Ch3 id=\"get-clever-with-the-google-display-network\">Get clever with the Google Display Network\u003C\u002Fh3>\n\u003Cp>Remarketing via the Display channel is a common feature in paid marketing strategies, but by using specific segments of your website visitors this can be made even more powerful. Category page viewers could be shown ads with messaging such as ‘check out our new arrivals’, while new or additional products and services of interest could be upsold to past converters. Targeting your ad messaging specifically to each audience segment will make them feel more understood, more receptive to your brand and offerings, and ultimately more loyal.\u003C\u002Fp>\n\u003Ch3 id=\"combine-customer-match-with-gmail-ads\">Combine Customer Match with Gmail Ads\u003C\u002Fh3>\n\u003Cp>Not experimented with Gmail Ads before? Now might be the ideal time to. Using Google’s Customer Match function in combination with Gmail Ads can offer existing customers, or customers very similar to them, exclusive deals and discounts straight into their Gmail inbox. If done properly, Gmail ad campaigns can achieve sky-high click-through rates at a low cost per click, so could be a creative and cost-effective way to drive up the loyalty of your customers.\u003C\u002Fp>\n\u003Ch3 id=\"upsell-with-urgency\">Upsell with urgency\u003C\u002Fh3>\n\u003Cp>Ad customisers are a great way to create urgency in your ad copy, particularly when using the countdown customiser function to dynamically insert the time remaining on a sale or deal into the ad copy.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fgoogle-ad-customizers_0.jpg\" alt=\"\" width=\"686\" height=\"136\" \u002F>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">Image: \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.acquisio.com\u002Fblog\u002Fupdates\u002Fnew-adwords-feature-ad-customizers\u002F\">Acquisio\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>Later on, Customer Match can be used to identify these purchasers or converters to be targeted individually. Future remarketing strategies can be launched in accordance with popular times of the year such as Black Friday or before a popular summer season, encouraging these customers to convert again.\u003C\u002Fp>\n\u003Ch3 id=\"dont-forget-facebook\">Don’t forget Facebook…\u003C\u002Fh3>\n\u003Cp>It doesn’t all have to be about Google and Bing. Social channels such as Facebook are also highly effective remarketing tools that allow you to reach the same customers in a more personal & social way.\u003C\u002Fp>\n\u003Cp>Remarketing on Facebook to website purchases or converters eliminates the long trust-building process advertisers often struggle with. With this is mind, you can go straight in and show previous customers relevant and recognisable products, but including additional products or upsell them a subscription upgrade, for example. Seeing a brand they recognise on Facebook can be highly effective in convincing customers to engage with your business again.\u003C\u002Fp>\n\u003Cp>A much newer means of marketing is through Messenger Ads. When someone clicks on your ad in their Facebook news feed, a Chat Bot message from your brand will open up to provide potential customers with exclusive information or coupon codes – all wrapped up in a ‘personalised’ service. As an outbound marketing strategy to new customers, this approach could be highly off-putting to potential customers. However, by using Customer Match and only triggering these Messenger ads to past converters is more likely to build a rapport with these customers and trigger repeat purchases.\u003C\u002Fp>\n\u003Ch3 id=\"key-takeaway\">Key Takeaway\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If I took one thing away from Samantha’s talk, it was the importance of gaining the loyalty of existing customers rather than only consistently pumping budget into attracting new ones. Make it as hard as possible for your customers to leave you for your competitors with clever and creative marketing techniques across a host of paid channels. Once these customers are loyal and happy we can then look to gain a whole host of new ones, and even use these happy customers to gain new ones!\u003C\u002Fspan>\u003C\u002Fp>\n",false,"standard",[10],40,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-3037","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","collections-brighton-seo",{"page_content_modules":29,"hero":143},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"BrightonSEO: Samantha Noble on How To Use Paid Media To Increase The Lifetime Value Of A Customer",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,119,131],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":116},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111,113],{"name":112,"image":41},"Joe Turnbull",{"name":114,"image":115},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":117,"name":118},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":20,"title":120,"excerpt":121,"to":122,"postedAt":123,"readingTime":124,"image":125,"authors":126,"category":130},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[127,129],{"name":128,"image":41},"Harry Clements",{"name":114,"image":115},{"to":117,"name":118},{"type_key":20,"title":132,"excerpt":133,"to":134,"postedAt":135,"readingTime":136,"image":137,"authors":138,"category":142},"What’s new in Paid Media: June 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[139,140],{"name":128,"image":41},{"name":141,"image":41},"Jennifer Shin",{"to":117,"name":118},{"type":144,"style":145,"heading":33,"date":4,"updatedAt":146,"reading_minutes":147,"image":148,"imageAlt":33,"categories":149,"collections":335},"blog-post","light","2022-02-07T16:48:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoqfmHCl5-050720211625524475_loyalty.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[150],{"id":10,"count":151,"description":152,"link":117,"name":118,"slug":153,"taxonomy":154,"parent":47,"meta":155,"acf":156,"head_links":157,"resource_count":158,"yoast_title":159,"yoast_meta":160,"yoast_json_ld":204,"_links":303,"path":117},271,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[161,163,166,169,172,175,178,180,182,184,187,190,193,196,198,201],{"property":162,"content":159},"title",{"property":164,"content":165},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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