Missing a Key Ingredient

Katherine Bennett - November 15, 2010

Imagine seeing an ad for a gorgeous high end restaurant, which compels a visit on your part. Upon arrival, the hostess is friendly, the dining room décor is exquisite and the ambiance is perfect. Everything seems great and then the food comes. As you take a bite expecting an angel choir, you’re abruptly hit with a taste that mimics the scratching of nails across a chalkboard. It’s no wonder that this restaurant is quickly crossed off your list, and friends and family are warned to never step foot in this deceiving place.  It’s sad, but it happens all the time across the web. Many companies are missing the key ingredient of good service which affects their cost per click campaign.

Good service is the key to maintaining an effective cost per click campaign because it causes people to return to your site and share kind words with friends and others. When people are satisfied with your product or service they’ll come back. Many companies try to go after the new customer, but there’s a lot to be said for a business that keeps their current customers happy. Happy customers actually help to improve the success of cost per click campaigns.

Within a cost per click campaign, branding is normally one of, if not the most successful campaign. Why? People trust the name and want to do business with that company. In fact, they’ll even tell complete strangers that Company A provided them with a great product or service. Then that stranger will go look for Company A to provide them with the same product or service.  Analytics backs this theory. Many companies who are running a cost per click campaign receive a good deal of revenue and return visitors through searches on their name. Here’s an example. A company may sell cup holders, and their campaign for cup holders does well. Now, add the company name before cup holders, such as “company A’s” cup holders and the success of the campaign doubles or possibly triples. Many companies like cost per click campaigns because they get some of their best ROI, from their name, especially if there reputable. Now let’s look at the flip side.

In the opening paragraph, the high end restaurant had everything going for it until the food came. It is imperative for companies to effectively deliver on the product or service that was promised. In fact, not following through can hurt a cost per click campaign. Some businesses think they can treat a customer any kind of way and still be successful because there’s always new customers out there. However, that’s not the case. Your business can start out with a strong cost per click campaign, but if the service or product isn’t up to par, the cost per click campaign will falter. It’s not because the campaign isn’t good, it’s because eventually people catch on and stop coming back. In fact, they’ll even warn others not to visit your site.  This can hurt a campaign in the short or long term. If your cost per click campaign isn’t producing like it used too and all of the metrics and competitors didn’t change, check your service.

Good service is the key ingredient to a successful business and also to a cost per click campaign. The best cost per click campaign in the world can drive millions of visitors to your site, but if your company fails to deliver, that campaign will be of no avail. Any way you slice it, good service helps to propel a quality cost per click campaign to new heights, which benefits your business.