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We’d stuck pretty close freshman year and decided to get an apartment (or “flat” as Rhian called it) in second year. I was frugal when it came to my inheritance, as if as if spending as little of it as possible would somehow lessen the bitterness of my “good” fortune. If I wanted to be a writer, I needed the right apartment and the right roommate. Despite my tendency to keep eighty percent of myself to myself, I liked being surrounded by people.Now that we were graduates, Rhian had left for London to start her Ph D and I was left roommateless. When they talked to me about things I didn’t understand personally, it allowed me to see things from their point of view, and I believed all the best writers needed a wide-open scope of perspective.

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But, when it comes to using paid media for loyalty and advocacy, it's something that I don't tend to see very often, and there's lots of stuff that we can do.

So over the next sort of 8 minutes or so, we're going to look at 10 different strategies. And I'm hoping to be able to share with you some ideas and some inspiration that you can take away and use with the new paid media campaigns. To start with, let's look at loyalty, and the first thing that we're going to look at is...

I think what I've seen over the years, when it comes to paid media, is people tend to focus on the buying stage.

They think that they're going to put money into a paid media channel and they're going to get return out of it, which is essentially true.

If you've got a customer that comes into a store that you know they come to you every single week and they buy from you time and time again, you're not going to greet them necessarily in the same way as what you would a first-time customer that you're not aware of.

And this should be the same when it comes to search advertising.I’d spent the last two weeks answering ads from young women looking for a female roommate. I was friends with two of my colleagues, Jo and Craig, but we only really hung out when we were working.If I wanted a little life around me, I needed to get a roommate.A women hiding from her past has all of her secrets laid bare in this New York Times and USA Today bestselling sensation that enraptured readers everywhere…Braden Carmichael is used to getting what he wants, and he's determined to get Jocelyn into his bed.He knows she has a past, one that has made her skittish about getting into a relationship, so he proposes an arrangement that will satisfy their intense attraction without any strings attached.So in the same way that we were talking about remarketing lists for search before, you can do this by either uploading a list of email addresses, so your CRM database of customers, or as a remarketing list for search ads, so your remarketing list of your existing customers.

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