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Up until now we have treated them as one shot deals which means I have to make a profit on every ad I have out there but now my company wants me to look at if it might be okay to pursue the busy but non profitable keywords to see if over the long run the customers we gain through this would be worth the loss.
Any thought anyone?
There are also other factors such as customer services, ya know giving them some special treatments like expanded keyword lists, bonus for deposits over a certain amount, and really just speaking with them in a 1 to 1 relationship.
I have been able to retain a number of clients and their primary value with listing is the service that is provided. Many times these advertisers do not receive the attention that they are looking for with many other services, and this is really because these services are either too big to worry about smaller budgets, or they are a one man show that cannot handle 100 clients at a time.
Anyone that you retain is a valued customer that should be treated as such.
I am wondering if the customers gained though coming from a CPC ad (they buy my doozle or whatever) will come back again. Does anyone have any infor on whether or not they will become loyal customers or if the next time they need the same product, they will just head back to the SE and start the whole search process over again?
Site development, and ease of use will really get those customers coming back. Focus on a sample flow of a common customer through the entire site. Maximize their actions. Ex: they come to the site perform a search, did they find what they were looking for, if not where did the navigate to and can you maximize their experience in that area. Even if someone does not purchase anything on your site this time I guarantee that you can generate some revenue from that customer and if the site is developed well with the user in mind then that person has an increased chance of coming back if other sites don't compare to yours. Make it flow. Make it pretty. Know your audience. Maximize their experience while on your site.
On the direct side, depending on where a customer comes from makes a big difference. They all get the same level of service, same quality of product but someone who comes to us through say a newspaper ad is more likly to be hit and run. They buy just what we have in the ad and they most likly will never come back. Not because they are unhappy but just because memory is fleeting. Who is going to remember a newspaper ad 6 months from now when they need the same product again? Who is going to even remember where they bought the product from 6 months from now?
Our regular web customers are great. They come back and buy and spend more money each time, but the PPC customers... Is it the same as a newspaper ad or are they more like our customers from other avenues who will return if they had good service.
Most of our PPC customers come to the site and buy one thing, which we take them directly to. They may surf a bit, but mostly they don't. Will they remember my site in 6 months when they need the product again? Will they just price shop on google like they did last time? Will they think of my site for other products when they do receive the good service they want?
