In the ever-changing landscape of PPC, creating long-lasting partnerships with your clients can be a tough task to undertake. So, how do you show clients that they need you? The answer might seem obvious: deliver stellar results. And while that is a big piece of the puzzle, other factors could affect client loyalty. Stay on top of your game, and read on for five tips for PPC client retention. Get to Know Client Goals This one is incredibly important. You cannot deliver proper results without knowing what your clients are looking for inside and out. Make sure you have a thorough understanding of what success looks like to your clients. Are they looking for brand awareness, or do they have a specific ROAS goal in mind? PPC is not a “one-size-fits-all” solution. There are many different avenues to take within an account, so make sure you are on top of exactly what it is your client needs to succeed. Be Easy to Reach When I say this, I don’t mean spend your weekend with your email open. Just be easy to reach during work hours. Be flexible. Respond to emails in a timely fashion, schedule recurring calls to check in, and be open to scheduling a last-minute call if questions arise. If you promise to get back to someone by a certain day and time, make sure you follow through. A big part of good customer service is communication. Making sure your clients know, without a doubt, that you are there for them is huge. Stay Up to Date on the Latest PPC Trends Things are constantly changing in PPC. New campaign types, new asset types, new features within current campaign types, etc., are constantly being introduced. Make sure you are following the latest news and keeping your clients up to date with the changes. Being on top of your game, sharing your expert knowledge, and suggesting new strategies will show your clients that they can’t live without you! Show Initiative Within the Accounts Don’t wait for your client to come to you wondering why they just spent way too much on irrelevant keywords. Sometimes, when a client is doing well, it can feel like you don’t need to check on them quite as much – but that would be a mistake. Things can easily slip through the cracks, and you need to be there to adjust and optimize where needed. You are there to ensure client success, from the big spenders to the small businesses. Make sure you frequently check each and every account you manage to ensure things are running smoothly. Be Willing to Educate Some clients will come to you with no prior knowledge of the PPC world. Sometimes, they want to pass it over to you and wipe their hands of it. But, in my experience, most clients like to be involved in the process, and this might require a bit of education. Be open to jumping on a call and showing them what you’re doing and why. This creates a trusting relationship between both parties and reassures the client that they are in good hands. As an added bonus, this will show the client everything that goes into managing a PPC account and further cement their decision to continue to work with you. In order to foster long-lasting client relationships, there are a plethora of things you could be doing. A few of these things include getting to know client goals, being easy to reach, staying up to date on PPC trends, showing initiative, and being willing to educate. Remember that while there may be things that are out of your control – such as clients taking things in-house – there are plenty of things you CAN control to keep clients satisfied. Using these five best practices for PPC client retention will, hopefully, ensure that your services are invaluable to clients.
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