G'day beauty business owners! So you've been running some ripper ppc for salons campaigns driving clicks and bookings to your salons. But how do you keep customers coming back and build real loyalty? The answer is retargeting. Used right, retargeting ads can help turn one-time clients into lifelong regulars. Let's dive into some tips for boosting loyalty with salon retargeting campaigns.

Start with the Low-Hanging Fruit

The first step is setting up basic remarketing lists for website visitors in your Google Ads account. This lets you serve ads to people who’ve already shown interest by visiting your site. Low purchasing intent? Re-engage them with ads for your latest promotions. High intent but didn’t book? Remind them you’re still here for them. Basic remarketing lays the foundation.

Segment Your Audience

Next level retargeting involves building custom audiences to target. Segment visitors by pages visited, links clicked, time on site, number of sessions and more. Promote specific services to people who viewed them. Highlight membership benefits to engaged visitors who didn’t convert. Bring back lapsed visitors with “We miss you” offers. Get granular with your audience targeting.

Get Personal with Dynamic Ads

Dynamic ads allow you to customise messages with names, previous purchases, locations and other unique details for each visitor. Instead of “Book now and save 10%!” try “Hi [name], we’ve saved your cart, click here to rebook that balayage package and get 10% off!” This personal touch helps reconnect on a one-to-one level.

Incentivise Repeat Visits

Loyalty takes repeat purchases. Use retargeting to encourage return visits. First-time cuts or colour clients might see an ad for 10% off their next service. Previous facials customers could get 15% off the next facial booked within a month. New members might get a buddy pass for a discounted service with a friend. Position retargeting as a loyalty program.

Promote Membership Benefits

For salons with membership plans, retargeting presents an opportunity to promoteongoing membership perks. Remind members of benefits like priority bookings, retail discounts and access to special events. For prospective members, serve ads highlighting the most valuable membership benefits. Retargeting helps maximise membership value.

Spotlight Unique Services

Use retargeting to showcase your salon’s signature services that clients can’t get elsewhere. Visitors who looked at specialty treatments like hair extensions, Brazilian blowouts or lash lifts deserve follow-up ads for those stand-out services. Position your salon as the go-to place for one-of-a-kind experiences.

Share Client Reviews and Stories

Reviews and testimonials help drive conversion for new visitors. Use retargeting to re-engage past clients with reviews from clients like them. Target young audiences with reviews from younger clients. Feature stories of how your services improved self-esteem, saved hair from damage, or helped recover from major life events. Build trust and relevance.

Send Cart Abandonment Reminders

Add a custom audience in Google Analytics for people who start booking but don’t complete the purchase. Then serve reminder ads encouraging them to reschedule the appointment they started. For extra incentive, include an exclusive discount code or offer to nudge them to re-engage and complete their booking.

Sync with Other Marketing Channels

Integrate retargeting with your email, social and SMS marketing channels. Send a follow-up email to website visitors tailored to their interests. Remarket recent newsletter subscribers on Facebook. Coordinate custom audiences across platforms for a unified approach.

Optimise for Ongoing Impact

Track and optimise your efforts. Evaluate engagement rate, online/offline conversion rate and customer lifetime value impact of retargeted groups. Craft more relevant custom audiences, offers and creatives. Set minimums for frequency capping. Measure the long-term value generated through re-engagement, not just immediate sales.

Boom! There you have it - A blueprint for building lasting customer loyalty with remarketing. Follow these steps to keep clients coming back long after that first click. Retargeting is one of the most powerful yet underutilised ways to drive lifetime value for your salon.