Loyalty
If your focus is on maximizing customer lifetime value and preventing churn, video ads become essential tools for loyalty building. If your marketing priorities center on customer retention and relationship deepening, these objectives likely align with your business goals:
“ROAS please”
“I want to re-engage my customers with a high chance of churn (predictive) with a new product”
For loyalty campaigns specifically, video content can reignite emotional connections with your brand, showcase new value propositions to existing customers, and create personalized experiences that demonstrate your commitment to their ongoing satisfaction and success.
Campaign Goals
When your primary objective is to increase sales from existing customers and build long-term loyalty through video advertising, focus on maximizing post-view conversions—repeat purchases and upsells that occur after your current customers have seen your video ad, even if they don't click immediately.
Campaign goals:
Cost of Sale: set the maximum percentage of revenue you're willing to spend on advertising
Return on Ad Spend: define the minimum revenue return you expect for every dollar spent on ads
Recommended Set up
To set up your online video campaign for optimal discovery, follow these recommendations:
Objective - Conversions
Set your campaign goal to optimize for completed actions on your website such as purchases, sign-ups, or form submissions, focusing on driving valuable business outcomes rather than just traffic or awareness.
Audience - Retargeting or Contact List
Target your existing customers through your customer database (contact list) or users who have made previous purchases on your website (retargeting).
This loyalty-focused approach focuses on people who already know your brand. They are more likely to buy from you again, try new products, or respond to special offers. This makes them your most valuable audience for driving long-term customer value.
Device Coverage - All
Ensure your video ads appear across all device types (desktop, mobile, tablet) to capture conversions regardless of how users prefer to browse and purchase, maximizing conversion opportunities.
Target by Location - Use Location Targeting
Location targeting allows you to show your ads only in the countries, regions, or ZIP codes where your customers are. This helps you focus your budget on the areas most likely to drive results.
Contextual Targeting - Optional
Display ads alongside content relevant to your product or service. This is optional because retargeting and event-based audiences are already highly qualified, but adding contextual targeting can reinforce purchase intent by reaching users in environments related to your product category.
Position Targeting - Optional
Control where your ads appear on web pages (top, middle, bottom). This is optional since conversion-focused campaigns rely more on audience quality than ad placement, but specifying premium positions can help if you have data showing certain placements generate higher conversion rates.
Placement Targeting - Create a list of domains (Optional)
Build inclusion/exclusion lists for specific websites and apps where you want/do not want your ads to appear. However, this will restrict delivery and limit optimization.
Cost Controller - Budget
Set your total campaign budget to control overall spending while focusing investment on the most conversion-likely audiences.
Frequency Capping - Optional
Frequency capping is optional for loyalty campaigns because existing customers are more receptive to brand messages and may need multiple exposures to discover new products, seasonal collections, or exclusive offers.
However, consider setting a cap of 3-5 times daily if promoting a single product to prevent message fatigue while still allowing sufficient exposure to drive repeat purchases.
Schedule - Optional
Set specific days and times for your ads to run. This is optional because retargeting audiences may convert at various times, but scheduling becomes valuable if you have data showing your audience converts more during specific hours or days, or when promoting limited-time offers.
Budget Strategy - Optimized
Allow the platform to automatically distribute your budget for maximum conversions, adjusting spend in real-time based on when your retargeting audiences are most likely to convert.
Creatives - Design a new creative or use an existing creative
Design a new creative: create fresh video content or implement VAST/VPAID tags for interactive video ads that can provide richer engagement and measurement capabilities.
Use existing creatives: leverage previously created video assets to save time and maintain consistency with established brand messaging.