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Why We Care About Repeat Customers

Why We Care About Repeat Customers [How to Think Like a Google Ads Agency]

The best customers are repeat customers. Remarketing helps your first-time customers to become loyal customers over the longer-term. It can be even more effective than email because you are not competing with crowded inbox.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

Pretty much anything you can think of sending to a customer as an email, you can also send it as a Display Remarketing campaign. It’s a great way to turn a once-off customer into a long-term fan. You’ll see a lot more free (organic) traffic purchasing from you once they have been seeing your ads as well because a lot of people prefer to type your name into the browser instead of clicking on an ad.


Repeat business is good business. Use your good margins and customer loyalty to your advantage!

— Petra Manos
High ROI Ecommerce Google Ads Specialist

When you get repeat business you can afford to scale more aggressively through paid advertising. The reason being, the lifetime value of the customer less the initial cost to acquire the customer and less the cost of goods sold ends up being a much bigger profit. If your business model has a recurring component, (i.e. if you sell supplies that run out and need to be purchased again), and if your cashflow can absorb a little more short-term expense, then calculate your Return On Ad Spend based on your expected lifetime value and build a larger customer base in order to grow long-term revenue.


If you have repeat customers, you can use paid channels to get the first sale and then leverage your customer relationship for subsequent sales.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

One of the hot strategies in today’s digital marketplace is “sales funnels”. This is a trendy way to describe a process of moving someone from a casual interest in your products or services, to becoming a customer, to becoming a big ticket or repeat customer. As long as you have an internal process for securing repeat or bigger ticket sales, you can use your paid marketing strategy to buy a small sale that may become a bigger customer. The trick then is to generate as many customers for small sales as possible, and then upsell a percentage of them into long-term profitable customers. If you have loss leaders in your inventory, try to make them inexpensive to ship and delight the recipient so that you can make a big impact for a small cost.


You’ll definitely want to track “hyperactive buyers”, – i.e. people who buy lots of products over time, as this will be your best performing list – the better the list, the better the result on Display.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

Some marketers presume that once someone has become a customer, they should no longer receive your paid advertising because you can now reach them for free via email. This could not be further from the truth.

First of all, a lot of people are not reading promotional emails, full stop. Simply because they are too busy to or don’t like reading email.

Second of all, once someone has purchased from you once, they are much, much more likely to buy from you again. So it makes sense to advertise to them again, because next time they are purchasing that category you will want them to think of you (Your customers are not as loyal as you hope. They are buying from your competitors as well.).

If someone has purchased from you multiple times – let’s call them a “hyperactive buyer” – then it means they care a lot about your category of products in their life. In this case, it is even more important that they keep buying from you and not drift off to buy from your competitors due to negligence on your part. These users will be swayed by other brands’ promotions, and so by not advertising to them regularly you may miss out on their future business.

My general rule of thumb is the more valuable a customer is due to past transactions, the more Google advertising (Display, Search, Shopping, YouTube) you will want to show them in the future, UNLESS of course you are selling an item that someone would only ever purchase once. Like perhaps a coffin 🙂


If your customers purchase from you more than once, their value is greater than their first purchase. Sometimes you have to break even on the first sale in order to attract quality customers who will transact more over the long term.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

IKEA is the master of using llifetime value to their advantage. They know that if they can entice you to open your wallet to buy a $3 footstool or a $5 breakfast then you’ll be much more likely to also add larger pieces of furniture to your cart. They don’t make any money on those $3 footstools or other similar cheap items, but they make sure to place them prominently throughout the store so that you will make your first purchase and therefore take your first step towards becoming a loyal, repeat customer of their profitable products.

Targeting in Google Ads

Targeting in Google Ads [How to Think Like a Google Ads Agency]

Your ads can still serve outside your targeted location if people specify the location in as part of their search terms. If you want to definitely prevent people from other geographic regions from seeing your ads, you may need to exclude locations.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

To find out which locations people were in when they were shown your ad and clicked to your website, go to the Locations settings in Google Ads. Switch your view from Targeting Locations to Matched Locations. If your Matched locations include a whole lot of locations that you did not target then you are wasting your money. First up, make sure the location setting on your campaigns is set to “People in or regularly in your targeted locations” to restrict users to people who actually live or work there. If the problem persists, you can manually “exclude” locations to prevent them from ever being shown your ads.


You may be advertising to people who live overseas! By default Google advertises to people who are “interested in” your targeted location. Make sure the location setting on your campaigns is set to “People in or regularly in your targeted locations” to restrict users to people who actually live or work there.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

To find out which locations people were in when they were shown your ad and clicked to your website, go to the Locations settings in Google Ads. Switch your view from Targeting Locations to Matched Locations. If your Matched locations include a whole lot of locations that you did not target, then you have fallen prey to this particularly frustrating setting! Keep in mind you are paying Google for each of those clicks, so this is an important source of wasted budget.


Are your ads set up to target the people most likely to buy from you? Because Google can spend your money indiscriminately if all you want is a “click” to your website.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

There are lots of ways to target people in Google Ads, make sure you do them! Otherwise Google will have no issue with spending your money if that’s all you want Google to do.

Here are some ideas for different ways you might want to target people:

a. By geographical region
b. By keyword
c. By in-market audience
d. By affinity audience
e. By device type (mobile, computer etc)
f. By website placement (where your Display shows up)
g. By gender
h. By age
i .By product they are looking for

Usually we would split up campaigns by some combination of these so that we can weight your advertising budgets towards the segments we care the most about. If you lump everyone into one campaign and apply an automated bidding strategy Google will do its best to bid according to these different targeting factors anyway, but then you are giving up your control and strategy to the same entity who is happily taking your money!


It is better to pay to be #1 for a small number of best users than to pay for a whole lot of clicks from people who are unlikely to buy.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

I might have set up a false dichotomy here, as the most profitable outcome will be somewhere in the middle since you don’t have to get the absolute top rank to get a click. But the thing is, if clicks from the best audiences cost you $1.20 and clicks from the worst audiences cost you $0.50, you’d want to set up your campaigns so that you only paid for the cheap traffic if there were no “best” people left.

If the better audience are many times more likely to purchase from you, targeting the cheaper audiences to get more traffic would just be a waste of money. Always seek to be the undisputed leader for your best prospective customers, and let your competitors fight over the rest.


Google gives us some valuable targeting options based on what users have searched for, what they have shopped for, what their interests are, and which other websites they have been to.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

Rather than just targeting everyone, your campaigns have a much better chance of being profitable if you can pinpoint the criteria that makes up an ideal customer and target them first. Your campaigns should be set up like a waterfall – first target the best people, then if we run out of opportunities and we still have budget left target these next best people, etc etc. Obviously if you are running Search ads a targeting criteria will be keyword and if you are running Shopping ads a targeting criteria will be inventory. Cold audience display targeting requires laser focus in order to give you a return on your investment.