The Display Network is a great place to target potential customers who are more passively searching for products or services. You can often get in front of users who have shown interest in your type of services, but have yet to make a purchasing decision. But what if you have multiple products and want to keep re-engaging your current customers? These are people who already fit your ideal customer profile and have shown they want to do business with you. With the Display Network, you can use remarketing lists and Google Customer Match to cross-sell to the same customers.
How Remarketing Lists Make Cross-selling Simple
If you have a remarketing tag on your website, you're already most of the way towards cross-selling on the display network. The remarketing tag, also called a pixel, will automatically collect customer data and add their cookie to a list. Later when this user is browsing sites online, they can be shown display ads using this data to follow them to over 2 million sites.
However, with the remarketing tag, you can segment visitors of certain pages and create remarketing lists specifically based on their previous interactions. For example, if your home service company does both HVAC and plumbing, you can target the visitors of each page type with the opposing service. Customers who visited your site for plumbing work can be targeted with HVAC ads and vice versa. This allows you to get back in front of the same customer base that you know does business with you already. You can reengage this audience with a custom offer on the display network and pull them back for another service.
How to use customer match for cross-selling
Another way to use the display network as an avenue for cross-selling is to use Google Customer Match. Google Customer Match allows you to upload customer data such as their:
- First name and last name
- Mailing address
- Phone number
Using this information, Google can target the customers you've uploaded. Anytime that user is logged in with their Google profile, they will be eligible to see display, search, and video ads that are custom to this audience. It makes your current customer database work harder for you by limiting the offer to this specific audience set. For example, if you have a customer data list for quotes not sold, you can target this group with an installation offer that brings them back into the sales funnel.
With Customer Match, Google will also look to match these customer profiles and serve to similar users based on the data you input. This can help grow your audience and bring in new customers who have similar habits as your current audience.
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