Segment your audience and know its value

[samiaseo75]

Please note: As of April 2023, this approach applies to Search, Display, Discovery, YouTube, Performance Max (sort of), and Microsoft Shopping. It does not apply to Google Shopping. It may also be limited for certain categories (e.g., Financial Services, Healthcare, etc.).

First, you need to divide your previous and current gcash data customers into active audience lists and determine their LTV.

For customer segmentation, set a duration parameter (i.e. those who purchased in the last 120 days), which can be done using a basic CRM upload to the Google UI (this works well for Meta, Bing, Trade Desk, and most media platforms where the final experience is on your website).

Additionally, I'm a fan of creating audience lists of people who completed a purchase on the website (use the same duration as when uploading to the CRM), which allows this to essentially act as a recycling dynamic list.

This should include an assessment of how much of a discount you can allow. If you know that the average consumer buys from you three times a year, you can assess how much of a discount you can give to a first-time customer (e.g. "15% off first purchase").