How to Increase New Customer Revenue in Paid Search and Social

In 2024, with so many opportunities out there for scaling new customer revenue, knowing the right strategies to achieve this growth has never been more important.  

This article shares key insights into advanced techniques for growing new customer revenue. It covers strategies like finding the right audience, creating engaging content, targeting segmented audiences, optimizing your landing pages, and more.

By using these best practices and proven strategies, you will equip your brand with the tools and knowledge necessary to succeed. Use these insights to make sure your campaigns are competitive and efficiently driving new customer revenue now and in the future.

Audience Identification

Targeting the right audience is the foundation for growing new customer revenue. To do this effectively, start by examining your current audience, using tools like Google Analytics, Google Ads, and Meta Audience Insights to gather data on demographics, behavior, and paths to conversion. These tools provide insights into who your current customers are, which can help you find similar new customers.

Using Data Tools

• Google Analytics: This tool provides details on the demographics, behavior, and paths to conversion of your website visitors. It helps you understand your current customers and find similar new ones.
• Google Ads and Meta Audience Insights: These platforms offer insights into the interests, demographics, and online behaviors of your audience. Use this data to create ads that connect on a deeper level.
• Meta Pixel: Install Meta Pixels on your website to track user interactions and behaviors more accurately, helping you segment your audience and target your ads better.

Look at Your Current Customers

Analyze common details such as age, gender, interests, and habits to understand your ideal customers and target your ads more effectively.

Psychographic Segmentation

Psychographic segmentation involves understanding people’s interests, lifestyles, and values. For example, use Meta Custom Audiences to create custom audiences based on specific behaviors like website visits or engagement with your Meta Page content.

Customize Your Campaigns

Create ads that speak directly to each audience segment. Use language and images that resonate with their interests and behaviors to attract new customers and improve campaign performance.

Audience Insights

Audience insights help you understand who your customers are, what they want, and how they behave. This knowledge allows you to craft messages and creatives that speak directly to their needs and interests, increasing engagement and driving action.

Refining Your Audience Strategy

Continuously refine your strategy by regularly reviewing and adjusting your messaging, creative, targeting, and optimization tactics.

• Review Performance Data: Use tools like Google Analytics and Google Ads to track campaign performance. Look for trends and patterns to refine your targeting.
• Monitor Key Performance Indicators (KPIs): Keep an eye on KPIs to ensure your audiences are meeting your goals. Adjust strategies for segments that are underperforming and optimize those that are doing well.
• Refine Messaging and Creative: Use insights to tweak your messaging and creative elements. Continuously test and optimize to keep content fresh and engaging.

Audience insights guide you in making data-driven decisions, allocating your budget effectively, targeting the right segments, and crafting messages that resonate. Leveraging these insights creates more personalized and effective campaigns, driving new customer revenue.

Creative Content

High-quality creative content can differentiate your brand from competitors, making it easier to attract and retain new customers. By telling compelling stories and delivering valuable messages, you build a strong connection with your audience, driving them to take action and increasing revenue.

Evolving Approaches to Ad Content

• Authenticity and Storytelling: Today’s consumers value authenticity. Share real stories that resonate with your target audience to build trust and emotional connections.
• Visual Appeal and Emotional Engagement: Invest in high-quality visuals and emotionally driven messages to capture attention and keep the audience engaged.
• User-Generated Content (UGC) and Influencer Marketing: UGC and influencer marketing provide authentic content created by real customers or influencers, which can be more relatable and trustworthy.
• AI-Powered Content Creation: AI enables automation, personalization, and optimization of content, making it easier to deliver tailored messages to specific audience segments.

Prioritizing authenticity, storytelling, and interactivity helps you create more compelling and effective ads. Leveraging UGC, influencer marketing, and AI tools ensures your content remains relevant and engaging, ultimately driving new customer revenue.

Creative Testing

A/B testing is crucial for optimizing ad creatives and maximizing campaign performance. Here’s how the process works and why it’s important:

The A/B Testing Process

1. Define Your Goal: Determine what you want to achieve with your test, such as increasing click-through rates (CTR) or conversion rates (CVR).
2. Create Variations: Develop multiple versions of your ad creative, changing one element at a time to see which variation has the most impact.
3. Run the Test: Split your audience into segments and show each segment a different version of the ad.
4. Analyze the Results: Compare the performance of each ad version using key metrics like CTR, CVR, and engagement rates.
5. Implement Changes: Use the insights gained from the test to refine your ad creatives.

A/B testing helps you identify the most effective elements of your ad creatives so you can optimize your campaigns for better performance. It provides concrete data that guides your creative strategy and offers valuable insights into your audience’s preferences and behaviors.

Regularly track key performance indicators (KPIs) to understand when a creative has run its course and needs updating. Use the results from your A/B tests to make informed decisions about when and how to update your creatives.

Targeting Strategies

Effective targeting is crucial for maximizing ROI in paid search and social campaigns. Here are some of the most effective targeting techniques:

Lookalike Audiences

Lookalike audiences allow you to target users who resemble your existing customers. These users share similar demographics, interests, and behaviors, making them more likely to engage with your ads and convert.

Interest-Based Targeting

Interest-based targeting involves reaching users based on their interests, hobbies, and online behavior. Platforms like Google Ads and Meta allow you to target users who have shown interest in specific topics related to your products or services.

Remarketing

Remarketing targets users who have previously visited your website or engaged with your brand. By showing these users tailored ads, you can remind them of your products and encourage them to return and complete a purchase.

Demographic Targeting

Demographic targeting tailors ads based on age, gender, income level, and other demographic factors so you can create more personalized and relevant ads for different segments of your audience.

To maximize ROI, consider combining these targeting strategies. For example, use lookalike audiences to expand your reach and then apply interest-based targeting to refine your audience further. Meanwhile, implement remarketing campaigns to re-engage users who have interacted with your brand but haven’t converted yet.

Adaptation to Platform Changes

With constant updates and changes in ad platforms’ algorithms, maintaining or increasing campaign effectiveness requires agility and adaptability. Here’s how you can navigate these changes:

Stay Informed

Keep a close eye on platform updates, industry trends, and shifts in consumer behavior. Regularly check for updates from platforms like Google Ads and Meta to understand how algorithm changes might affect your campaigns.

Adjust Targeting Parameters

Regularly review and adjust your targeting parameters to ensure they align with the latest platform updates. This might involve refining your audience segments, updating keywords, or tweaking your demographic and interest-based targeting.

Refine Ad Creative

Test new ad formats, visuals, and messaging to see what resonates best with your audience under new algorithm conditions. A/B testing becomes even more critical during these times.

Experiment with New Ad Formats

Ad platforms frequently introduce new ad formats and features. Experiment with these new options to see if they can enhance your campaign performance.

Reallocate Budget

Monitor your campaigns closely to identify which tactics are performing well and which are not. Be prepared to reallocate your budget to better-performing strategies.

Maintain Close Relationships with Platform Reps

Building and maintaining a close relationship with your ad platform representatives can provide valuable insights into upcoming changes, new betas, and best practices.

Stay Proactive and Agile

The key to adapting to platform changes is to remain proactive and agile. Regularly review your campaign performance and be ready to make adjustments quickly.

Landing Page Optimization

Landing page optimization is critical in the conversion process for new customers. A well-optimized landing page ensures a seamless transition from ad click to conversion. Here are the key elements to optimize:

Clear and Compelling Headline and Value Proposition

Your headline needs to grab attention immediately and clearly convey the main benefit of your offering. Pair it with a strong value proposition that tells visitors why they should choose your product or service.

Concise and Persuasive Copy

Your copy should be concise, persuasive, and focused on the benefits of your offering. Highlight what makes your product or service unique and how it solves the user’s problem.

High-Quality Visuals

Use high-quality images, videos, or infographics that are relevant to your offering. Visuals should support the text and help illustrate the benefits and features of your product or service.

User-Friendly Layout and Navigation

A clean, user-friendly layout makes it easy for visitors to find the information they need and take the desired action. Ensure that your landing page has a logical flow with important elements prominently placed.

Strong Call to Action (CTA)

Make sure your CTA is clear, compelling, and stands out on the page. Use action-oriented language that prompts visitors to take the desired action.

Mobile-Friendly Design

Optimize your page to load quickly and display correctly on various screen sizes. Use responsive design techniques to ensure a seamless experience across all devices.

Metrics and KPIs

Key performance indicators (KPIs) play a vital role in measuring the success of paid search and social campaigns. Here are some essential KPIs to prioritize:

Click-Through Rate (CTR)

CTR measures the percentage of users who clicked on your ad. A high CTR indicates that your ad is engaging and relevant to your target audience.

Conversion Rate (CVR)

CVR measures the percentage of users who completed a desired action, such as making a purchase or filling out a form.

Return on Ad Spend (ROAS)

ROAS calculates the revenue generated for every dollar spent on advertising. It is a critical metric for assessing the overall profitability of your campaigns.

Cost Per Acquisition (CPA)

CPA measures the cost of acquiring a new customer. This KPI helps you understand the efficiency of your campaigns in converting prospects into paying customers.

Customer Lifetime Value (CLV)

Customer lifetime value estimates the total revenue generated by a customer over their lifetime. This metric is important for understanding the long-term value of new customers acquired through your campaigns.

By tracking these metrics, you can assess the effectiveness of your campaigns, identify areas for improvement, and optimize your strategies to drive maximum new customer revenue.

Conclusion

Effectively scaling new customer revenue is essential for maintaining a competitive edge. By implementing advanced strategies such as precise audience targeting, engaging content creation, and landing page optimization, your brand can drive substantial revenue growth. 

Moving forward, it’s crucial to stay adaptable and continuously refine your approach based on data-driven insights and evolving industry trends. Embrace innovative techniques and be proactive in testing new ideas to discover what resonates best with your audience. 

By fostering a culture of experimentation and learning, your brand will be well-positioned to capitalize on opportunities and navigate challenges as they inevitably arise. 

Ultimately, success in scaling new customer revenue hinges on a commitment to understanding your audience, leveraging cutting-edge tools, and maintaining a flexible and forward-thinking strategy. Equip your team with these best practices to ensure sustained growth and a strong market presence in the years to come.

About the Author: Lauren Levin-Roth brings a wealth of experience in omnichannel marketing, with a background that includes managing large-scale brands across ecommerce, restaurants, personal development, and higher education. As a Senior Client Partner at adQuadrant, she leverages her Psychology degree from Georgia State University to deeply understand and meet her clients’ needs.