7 Ways to Use People-Based Search

Each is hugely valuable in its own right. But combine them and you've got a powerful new tool: People-Based Search

People-Based Search combines what you know about your customer and prospect segments, with what search engines know about their intent.

Here are 7 of the most effective ways to use People-Based Search

1. Retargeting both online and in-store customers

Use customer data to track customers' searches, pinpoint the exact moment they want to buy again and bid a bit more to ensure your ads show at the top of the page, at the right time.

2. Reactivating customers from past purchases

Use people's behaviours on your website to target messages to them across the web. You can also join up customers' in-store purchases with their online experience to give more relevant recommendations.

3. Targeting different loyalty tiers with different messages

Tailor your search ads accordingly to your loyalty tiers. Show 'gold' offers to gold tiers, 'silver' to silver tiers and suppress promotions for ineligible searches.

4. Appealing to lapsed customers

Tune your display ads and Adwords to show relevant, related products to customers based on your insight into their preferences and past purchases.

5. Audience suppression

Know who to leave out of your campaigns and when. Avoid showing your most loyal customers an enticing offer designed for 'new customers only' - or showing something.

6. Cross-Selling

Tune your display ads and Adwords to show relevant, related products to customers based on your insight into their preferences and past purchases.

7.Targeting customers as renewal time approaches

Ensure your customers stick with you. Develop tailored ads for your existing customers based on what you know about them - and their contract expiry dates.

Benefits of People-Based Search

With People-Based Search, marketers can:

• Be more efficient and get a better return on ad spend
• Maximise retargeting by timing to customers' intent
• Re-convert lapsed customers
• Make more effective cross-sell recommendations
• Make search for an extension of segmentation & customer retention strategies
• Suppress search ads that could frustrate valuable segments
• Have a smart way to attribute in-store and online