Upselling and Cross-Selling Strategies: PPC and Automation Tips

Este artigo explora como integrar estratégias de upselling e cross-selling com campanhas de PPC e automação de marketing para maximizar o valor do cliente. Aprenda a personalizar ofertas e aumentar a conversão utilizando segmentação, remarketing e comunicação omnichannel.

As a PPC Manager, I know that our work doesn’t end when we convert a customer who fits our business’s persona. Our real challenge is to maximize the lifetime value (CLV) of each customer.

An excellent way to do this is through upselling and cross-selling strategies, using not only paid campaigns but also marketing automation. In this article, I will show how PPC (pay-per-click) campaigns can be integrated with platforms like E-goi through email marketing, automation, and SMS to increase revenue and foster customer loyalty.

What is upselling and cross-selling?

Before diving into strategies, a brief explanation:

• Upselling: Encouraging customers to purchase a more premium version or an additional product. Example: “For just €28 more, upgrade to our Pro service!”
• Cross-selling: Offering complementary products. It’s like the classic “Would you like fries with your burger?” but in the digital world1.

How to use PPC campaigns to boost upselling and cross-selling strategies

1. Smart segmentation from the first click
   • One of the great advantages of paid campaigns is that we can precisely segment the audience we want to reach. Imagine we promote a free e-book through a Meta Ads campaign. Whoever clicks on that ad and downloads the e-book is a potential customer already interested in our services/products.
   • Strategy: Use UTM parameters to track the behavior of these leads and automatically segment them into a specific list on the E-goi platform. This allows you to send personalized campaigns to promote complementary or additional services to what the customer has already purchased.
2. Remarketing for hot leads
   • Remarketing is an excellent strategy for upselling and cross-selling. If someone has already interacted with your PPC campaign but hasn’t converted yet, we can use remarketing ads to re-engage that lead.
   • Example: If the user downloaded the e-book but hasn’t purchased a product/service, we can show them an ad with a special offer using a remarketing campaign on Google Ads or Meta Ads.
3. Automation funnels for upselling
   • Once a customer has made an initial purchase, we can use automation to suggest higher-value products or services. We’ll use the example of a cosmetics store, where the customer bought a 30ml perfume.
   • Example funnel:
     • Email (1 month after purchase):
       • After 1 month of buying the perfume, offer a 15% discount on the same perfume, but in a 45ml size.
     • Example email:
       • “We hope our perfume has made your days more special. With that in mind, we have an exclusive surprise for you: 15% off the 45ml perfume! With this larger size, you can enjoy your favorite fragrance for much longer. Don’t miss out!”
     • SmartSMS (1 week after receiving the email and not opening it):
       • Send a SmartSMS to reinforce the message that was sent by email and not opened by the customer.
     • Example SMS:
       • “Take advantage of the special offer to upgrade your perfume to 45ml with 15% off! More fragrance for less. Only until December 31st here (link).”
4. Cross-selling with omnichannel messages
   • On the E-goi platform, you can easily set up cross-selling campaigns using multiple channels to increase the average value per customer. Following the example of a cosmetics store, if a customer bought a facial cream, we can suggest complementary products.
   • Example strategy:
     • Promotional email (2 days after purchasing a facial cream):
       • Send an email suggesting a serum that complements the skincare routine, highlighting the benefits of using both products together.
     • Example email:
       • “✨ Elevate your beauty routine! Combine your new cream with our revitalizing serum and see amazing results. Use the code BEAUTY10 for 10% off the serum.”
     • SmartSMS follow-up (4 days after delivery):
       • A SmartSMS that reinforces the offer and creates a sense of urgency.
     • Example SMS:
       • “🌸 Complement your cream with our favorite serum! 10% off only until tomorrow. Use code BEAUTY10. (link)”
5. Test, measure, optimize
   • To ensure your upselling and cross-selling strategies are working, it’s essential to measure results and adjust as needed.
   • Use Google Analytics 4 and the platform’s reporting tools to analyze metrics such as click-through rate (CTR), conversion rate, and open rate, among others.
   • Don’t be afraid to experiment with different messages and channels. For example, you may find that SMS or email has a higher conversion rate for certain customer lists.

Conclusion

Integrating PPC campaigns with automation strategies is the most effective way to maximize the return on your paid campaigns. With an omnichannel approach, you can not only attract new customers but also significantly increase the value of each one through upselling and cross-selling.

I hope this article not only helps you optimize your paid campaigns but also inspires you to develop new automation strategies to boost your business’s conversions.

To maximize your strategies, I recommend using E-goi. You can test our platform free for 30 days to enhance your campaigns. Take advantage.