If I were to tell you to stop advertising to your existing customers then you might assume I’m crazy (or stupid). In certain circumstances I’d agree that this is a bold statement but there are certain situations where remarketing to existing customers can actually be damaging to an AdWords campaign.
Consider a monthly subscription service for example. Someone signs up, enjoys the service or product being provided but is constantly followed by the same remarketing ads which encouraged them to convert in the first place. Not only is this going to annoy the individual but it also opens up the opportunity for budget to be consumed which could otherwise be spent on potential customers that haven’t signed up yet instead.
Let’s take another example. It’s unlikely that someone is going to repeatedly purchase a luxury item such as a television or car within a short space of time; yet they might be interested in looking for accessories for it which in turn can waste your budget (unless you do indeed sell accessories also).
The good news is that it’s possible to stop remarketing to these existing customers to help use your budget more efficiently and save their patience at the same time. Simply navigate to the Shared library within your AdWords account, click on Audiences and then +Remarketing List. Give this list a name that you can identify easily (“Converting customers” for example) and then assign a rule which will capture existing customers without blocking non-converting visitors; generally this can be achieved by targeting visitors of the conversion completion “thank you” page. In our first example of the monthly subscription service we can utilize the Membership duration field effectively so that we can automatically begin remarketing to that particular individual again around the time that they are due to renew their
With this list created it’s now just a case of navigating to the Display Network tab within your remarketing campaign, clicking on Interests & remarketing and then on +Exclusions located in the bottom left corner of this area. Here you can add the custom list so that it will prevent your ads from being shown to already converted customers! Just bear in mind that this strategy doesn’t suit every business model so it’s up to you to decide whether it’s required or not.
I have been managing AdWords accounts for over 8 years now at an international marketing agency level and also as a freelancer. I am very passionate about Google's PPC platform and pretty much anything else that is Google related. My theory in life is to learn something new every day and this community is definitely a good place to do so; I would recommend anyone reading this to stick around as it's an excellent source of information with great people contributing to it.
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