Essential Google Customer Re-Engagement

When you are running a business like me there is nothing better than quick action on the day. One must learn to go beyond typical rhetoric to be successful. Success also depends on how many people you can reach. A new Google feature is giving me an opportunity to extend the chances of my brand’s success. Customer engagement is essentially a business communication between consumers and the brand or company by using various methods of correspondence. Customer experience can be both online and offline or either of the two. I use a technique called re-engagement of customers. I use this Google facility to win back the clients that have either lost interest in the product or to reinstate previously expressed interest. There are many customers who express interest in a product but get disengaged later. The idea of re-engagement is to coax them into becoming active customers again.Google Remarketing for Customer Re-engagementGoogle marketing toolkit has a new feature to it for remarketing. It is basically a way of advertising your website when the visitors are on other sites. When your clients visit your website a specific code is placed in their cache file. This identifies the specific pages on your website. Now when the client visits other web pages and if he is using Google’s advertisement services, your ad might appear on the page he is visiting. Now, whose ad will appear on the page depends on user location, price, and timing.Google Customer Re-engagement key features-Similar to most Google programs, this is a clever addition.-Extremely valuable tool for B2B sales and lead generation people.-Valuable for promoting special offers and for building awareness.-Your keyword advertisement program becomes more targeted.-In addition to the new customers, you can rekindle the customers that have shown interest previously by providing additional incentives.

About the Expanded Google Customer MatchCustomer Match feature was introduced by Google in 2015. It allowed the advertisers to target custom audiences by using the email addresses from their Gmail, YouTube and Search campaigns. This feature is a powerful tool and as the online advertisers discovered methods for using it, Google expanded further in 2016 to maximize the shopping campaigns. Customer Match is easily outperforming all other competitors on Google SERP. The expanded reach is awesome, especially for the advertisers that do not have large customer email lists.This new and improved Customer Match allows the advertisers to target their clients by matching their phone numbers and mailing addresses. So, during their ad campaigns, the advertisers can create a database of customer email addresses, phone numbers, mailing addresses etc in Google AdWords. The new AdWords UI allows you to upload the data using audience manager. Google provides a comprehensive guide for formatting and uploading the client data. You can use both hashed and unhashed data. They are matched with Google’s strings to identify the hits. These matches are later added to the advertiser’s Customer Match lists by the Google AdWords.Using the expanded Google Customer Match FeatureI can now use the newly expanded customer match feature for creating an audience with combinations of their contact information. The created database gives you an opportunity to target them in your Shopping, Search, YouTube and Gmail campaigns. The new AdWords UI gives you an opportunity via audience manager to do this. This feature is now universally available. Google also gives you a complete guide for formatting and uploading the client data.I was just using the SMS campaigns or email marketing lists before Customer Match happened. It has improved my strategy. Now I can use the direct mail lists to leverage my campaign to another level. More the data you can provide to Google, more are the chances that the great search engine will match it with the users.This is an exciting feature to me and I suppose to all the marketers especially to those who have already discovered the power of Google Customer Match.Google Customer Match Tips for a Winning Campaign 1. Bring the offline clients online. This is a common problem for the offline businesses because they cannot target the audience in the same way as the online business campaigns. Bring the offline clients online by storing the email lists. Most advertisers create a remarketing list for search ads. Customer match for search ads allows you to raise or lower the position of search ads depending on the presence of a user on email lists. In my case, existing customers give me the highest conversion rate.2. I will now upload the list of existing clients to Google and it will create a list of similar or lookalike audiences. Wouldn’t it be great to have a list which tells you who the highest paying customers are? You will get more clicks and conversions this way.3. A problem with remarketing is that if the user changes his device, you lose track of his information as a result. Cookies are not interchangeable on devices and they do not move to the new device. This problem can be resolved by using the Google Customer Match.4. Do not allow the existing customers to see your re-engagement ads. Use the Customer Match lists to exclude existing clients. Create some exclusive offers for the current customers. Make two sets of ads, one for the existing customers and the other new ones.

5. Google Customer Match is versatile and can be useful in account-based marketing. It allows you to avoid spraying the ads all over the internet and target specific organizations you wish to reach. For example, you can find the customers who spent 10K on PPC marketing last month. This could be your qualifying question and a list of such users can be created.6. A normal adult user gets more than 100 emails every day. This makes it hard for the right email to stand out in the inbox. For this, you can use the Google Display Network and increase brand awareness.The Huge OpportunityAddition of Google re-engagement facilities to your advertisement campaign maybe a slight change in strategy but it is a valuable addition for targeting the audience. It is beyond what was deemed possible before. New engagements of customers combined with re-engagement create a great opportunity for the marketers. Look at it this way. You have a comprehensive list of customer phone numbers, email ids and mailing addresses giving you a chance to reach an audience that has possibly lost interest in your product a long time ago.ConclusionThe solution was built by Google to target the companies that sell online and are basically looking to reduce shopping cart desertion rates. Even if you don’t actually sell, you will maximize return on investment into Google Keyword advertising. The expandable targeting options with phone numbers and mailing addresses allow users to reach more searchers. This database created by using email marketing lists, direct mail lists, and SMS campaigns can be used to leverage your advertising campaign.

How a Social Impact Calculator on Aging Can Help Your Community

Many of our communities have been involved with Community Needs Assessments, Community Health Needs Assessments, Community Economic Development Plans, and ongoing planning for the built environment. All of these planning lenses are helpful ways to look at communities, and build for the future. One of the most important lenses to use for community planning for the next 10 to 20 years is the projected impact of aging on our communities, counties and states. What will is mean for a state to move from being 39th in proportion of older adults in 2010, to being 4th by 2030? What does it mean for a county to have a population shift that includes an increase of older adults by over 100% in the next 10 years, along with a projected reduction of people under 40 years old?

Understanding the Demographic Trend

The demographic trend has been called by many names, such as the “Age Wave,” or “Silver Tsunami,” with arguments in meetings and on blogs about whether those terms are helpful or pejorative, descriptive or ageist. In addition, some people find the terms “elderly” difficult, while others find “seniors” to be patronizing. Once people have dealt with parsing the grammatical minefield, then the most important issues are to understand both the demographic trend and other substantive factors.

Although a few in the field indicate that the aging of the population is rather slow and easily absorbed, the vast majority of experts agree that this is a significant, fast-moving trend that will not be easily absorbed. Research I’ve conducted has covered everything from future health professional shortages and health system gaps to the built environment, funding and policy trends. The potential impact of the aging of our population on communities and states is significant. It will require proactive, sustained responses at community, state and national levels.

Some communities and states are better positioned to respond to this trend than others.

Impact Also Depends on a Few Other Key Factors

The ability of groups to effectively respond depends upon a number of other key factors. Although the demographic trend is the primary issue, other important factors impacting our ability to respond include the following:

  • Overall community health;
  • Poverty levels, average and median incomes (especially for middle aged and elderly);
  • Local municipal budgets, economic ratings, and taxing capacity;
  • Legislation, policies, and funding related to both aging and community development;
  • Regional infrastructure and built environment.

The impact of the demographic trend is also shaped by the state of community and regional planning already in place to deal with the impact of aging upon our communities. Leadership and citizen engagement are also important factors that could help drive and mobilize initiatives. Leaders can and should respond. The issues are complex, but not overwhelming. However, they need to be addressed proactively.

How a Social Calculator can Predict the Potential Impact of Aging for Communities and States

Many of these factors have been analyzed by our team through a number of aging related research and planning projects over the past few years. We are now completing an Aging Social Impact Calculator that can provide an initial scan of the local environment, and the state environment. It looks at key factors that shape a county’s or state’s social, economic, and community health.

Research projects that I’ve recently completed demonstrate that the Social Determinants of Health, health rankings, economic benchmarks and policy issues either help communities and states to move forward, or serve as additional challenges.

Social Determinants. The Social Determinants shape us as individuals, families and communities. They include things such as family income, jobs, poverty and financial assets. Income, assets, poverty, and unemployment have been demonstrated to be some of the most important shapers of family and community health, health disparities, and health equity. Race and ethnicity have been seen as extremely important by the World Health Organization, U.S. federal government bureaus, and the health research and funding community. Individual, family and community educational levels are also significant. Taken together, or aggregated, one finds community snapshots that reflect the local economy, jobs and poverty; racial and ethnic mix; and educational levels. They help to predict how our lives will be shaped in the future.

Community and State Health Rankings. Communities and states are rated on their overall health by many research groups. One of the key national ratings used is the Robert Wood Johnson Foundation’s (RWJ) annual County Health Rankings and Roadmaps. They provide excellent state and county ratings based upon an analysis using more than a few dozen separate indicators. That ranking provides extremely important information to help determine whether an area faces significant health disparities and inequities. Rankings can tell planners whether community health challenges will pose additional difficulties that negatively impact the community’s ability to respond to the aging trend; or whether the positive community health will facilitate communities to implement strategies to respond. These health rankings can help inform plans that more effectively address key issues.

Economic Benchmarks. Communities are very much shaped by large and small economic trends. Short and long-term economic ratings provide a picture of community economic health. Counties and states with strong economic ratings have more ability to respond to these challenges than do those with a weak economic picture. Communities that face a loss of jobs and capital, and a diminishing tax base, are not as well positioned to respond to the Age Wave as communities that have a different economic picture.

Other factors that can also help predict the impact of the demographic trend include whether or not a region has a net population loss. Areas that are losing population also begin to lose jobs and infrastructure over time, unless this can be proactively addressed.

Laws, policies, legislative initiatives and funding priorities and strategies can also shape how well a local community or state is able to respond to this trend. Policies and funding that support economic development, the built environment, and services for older adults provide an environment that facilitates a community or county’s proactive response to this demographic trend.

The Power of Collective Impact

The combined, or collective impact of (1) demographic trends, (2) Social Determinants, (3) health rankings, (4) local and state economies, and (5) policies together shape a region’s sustainability. They also can serve as general predictors of how hard hit a community may be by the aging of the population. Taken together, these factors provide a picture of what may happen for communities, counties and states. They help us understand current and projected collective impact.

Aging Social Impact Calculator

The Aging Social Impact Calculator looks at states and counties, and provides an initial prediction about the level of impact you may expect from the aging of the population in your region. Some of the most important benchmarks that make up the predictive picture include:

  • Demographic Factors
  • Social Determinants of Health
  • County Health Ranking (Health Outcomes and Health Risk Behaviors)
  • County Economic Picture
  • Policy and Funding Framework

Working with a Predictor

Any social impact calculator has predictive capabilities. Many economic calculators have been used successfully by the World Bank, the Low Income Investment Fund, and others. The Robert Wood Johnson’s County Health Rankings and Roadmaps and state level health department profiles (like the New Mexico Community Snapshots) provide pictures of community health that capture both the present and the near future. The Aging Social Impact Calculator offers snapshots of projected impact on a community, and the community’s strengths and weaknesses in that will affect its ability to respond. It provides a helpful picture of local and state capacity, which can help leaders to choose priorities that fit their capacity to respond.

Predictors offer a holistic general picture that can serve as an important starting point for communities and states to respond to the needs of older adults. They serve as broad frameworks or roadmaps. Once a predictor profile is developed, then community leaders can look deeper into the community to:

  • Understand and address key issues;
  • Choose priorities, and create the size and scope of a response that fit community capacity;
  • Build upon community strengths and assets;
  • Reduce risks;
  • Create plans that bring stakeholders together and leverage resources.

Every state and community has its own unique assets that can be utilized to respond to this issue, which are complex, and difficult to measure with a social impact calculator. These include the rich family and social networks, community leaders, volunteers, faith communities and civic organizations that represent significant community assets.

1. The term “Age Wave” was coined by Ken Dychtwald decades ago to capture the coming demographic trend that was then on the horizon, and is now a reality.

2. Social Determinants of Health were developed by the World Health Organization, and utilized by major institutions (U.S. Department of Health and Human Services, Kaiser Foundation) and key research organizations throughout the U.S. to deal with community health in a holistic way.