When it comes to paid search, most marketers are typically concerned with clickthrough rates, keywords, and bids. In an increasingly competitive paid search landscape, these metrics can make or break your performance — which can mean the difference between a nice bonus or a pink slip.

On the other hand, we’re often not thinking, “How can I make my online customers happy today?” But maybe we should be. When it comes down to it, customers really don’t expect that much from us. But the things they do expect from you are important.

The truth is, happy customers can make a big difference to your bottom line. To get your paid search on track, here are some simple—but critical—customer expectations for your paid search campaigns.

1. They Want Options for Contacting Your Business

Every customer is different with unique preferences. So why give them only one option when it comes to interacting with your business? Your paid search campaigns should empower customers to contact you over the phone, on your website, or through a landing page.

The easiest way to add options to your paid search listings is by adding click-to-call buttons. In fact, 36% of mobile searchers indicated they would be more likely to explore other brands if click-to-call was not available when required, 32% would feel frustrated or annoyed, and 30% would be disappointed with the brand in this situation.

By adding click-to-call buttons, your customers can avoid frustration and disappointment and you can retain your customers. And adding click-to-call to paid search campaigns is not very difficult, and tracking phone calls is just as easy as tracking clicks on your PPC campaigns. So click-to-call should be a welcome addition to your paid search strategy.

2. They Need You to Follow Through

If an online customer clicks on your paid search ad and then fills out an online form, they’re indicating they actually want to get in contact with you. You would think every business would jump at the chance to engage with their customers, but research has found that only 27% of web leads ever get contacted.

This is a huge loss for businesses, but it’s also annoying for the customers who took the time to fill out an online form. So if you are going to take the time to create an online lead form, make sure you follow through and contact your customer promptly — and make sure you are contacting them in the way they prefer.

With pay per call leads, advertisers connect with customers 100% of the time. You just need to set up your pay-per-call accounts to display call buttons at times when you are available to take calls. You get high-quality leads and your customers get to contact you at their convenience. Everybody wins.

3. They Expect a Relevant Experience

Too often, customers are bombarded with hard sells for products they don’t want. Your paid search ads need to reflect not only the product they’re searching for but also their phase in the customer journey, whether they’re conducting initial research or ready to make a purchase. This may sound tricky, but if you pay attention, you’ll find that their search queries tell you exactly what they’re looking for.

Sometimes we get so preoccupied with getting clicks that we forget about trying to cater to our customers. Instead of creating a single product and buying keywords that “sort of” match it, you need to reverse the way you think about paid search … and business. Look through your customers’ search queries and try to understand their intent. When you understand their intent, create offers that match that intent.

For example, if the search query says, difference between Roth IRA and 401K, create an informational page that compares the two financial strategies. If the search query says starting a 401K, this is when you could use the hard sell.

See, online customers aren’t asking too much of us. But too many of us forget these simple concepts when we’re living in countless optimizations and analytics. So as you move forward with your PPC strategies, try to meet your customers’ expectations.

If you’d like to learn more helpful tips for improving your paid search, download our eBook, How to Increase Calls from Paid Search: 10 Guaranteed Tactics.

Paid Search eBook Cover

Cari Thompson

Posted by Cari Thompson

Cari Thompson is a copywriter, online marketer, and blogger. She studied marketing and advertising and - drum roll, please - music at Brigham Young University. Cari started in traditional advertising as a media buyer then transitioned into the online world through buzz marketing, blogging, and copywriting. Her three greatest accomplishments include beating Super Mario 3 in one night without a whistle, drumming for tens of people, and licking an ice sculpture at the Versace Mansion.

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