What Is PPC for Repeat Sales and How to Generate It?

Not all customers are loyal customers who come back and buy again and again. Some customers may want to trial another brand or just forget about you. PPC for repeat sales is a great way to ‘reach / follow’ people who have purchased from your website and haven’t repurchased after a specific time period.

Read also: What Is Pay Per Click Advertisement And How It Works

Let’s say you noticed your business wasn’t acquiring as many new customers as you expected, and you want that to change. Well, believe it or not, one of the most sustainable ways to improve your customer acquisition cost is through customer retention. 

The reality is that the customers you already have are the most profitable, and it’s worth your time and effort to keep them around!

What Is Repeat Sales?

Repeat sales are purchases that customers make to replace the same items or services that they had bought and consumed previously. 

Read also: Identify the Perfect Strategy for PPC Audience Targeting

Repeat sales are an example of brand loyalty. If a customer is happy with a particular brand of shampoo, for example, they may purchase the same product or another related product of the same brand when it’s time to replace it. A repeat sale may also be called a replacement sale or repurchase.

In other definitions, repeat sales are similar to repeat purchases and are related to repeat customers. Repeat purchases may involve purchasing the same item from a different seller. Repeat customers are those who frequent the same seller and/or make repeat purchases of the same or brand-related items.

A key tenet for a seller in garnering repeat sales is to take better care of customers than does the competition. As such, learning how to secure repeat sales and repeat purchases is a critical aspect of a salesperson’s training. 

Making repeat sales is a significant achievement, either as an individual salesperson relying on commissions and incentives or as a corporation looking to increase profits.

What Does PPC Stand for in Sales?

PPC is an abbreviation of “pay-per-click,” which is a marketing strategy where you pay search engines and websites to advertise your website or products. 

As you may have already guessed from its name, PPC is an advertising model where you only pay when someone clicks on your ad. This makes PPC significantly selling more to get attractive than traditional forms of advertising because with PPC you only pay when you get results. 

For example, this is the equivalent of putting up a billboard and only paying the advertising company whenever someone who saw your billboard walks into your store. 

Another major perk of PPC is free publicity. Because you only pay when someone clicks, this means you’re raising brand awareness with everyone who doesn’t click for free. 

While they may not click this time, simply exposing a search paid to your ad makes them statistically more likely to click your ad next time. 

How PPC Can Help for Repeat Buying?

Not all customers are loyal customers who come back and buy again and again. Some customers may want to trial another brand or just forget about you. PPC remarketing is a great way to ‘reach / follow’ people who have purchased from your website and haven’t repurchased after a specific time period.

For example, if your clients sell products online to B2B & B2C customers. It’s a relatively new brand with >90% of the marketing budget allocated to pay per click advertising and the repeat purchase period is typically 30 – 90 days.

PPC will set up a campaign that follows to existing customers 30 – 90 days after their last purchase. During the specified time period, if they visit another site that incorporates Google Analytics display advertising, they see a ‘reminder’ adwords audit report featuring your client’s brand. 

The campaign is working well and cost effectively delivering additional customers and sales revenue.

Once someone makes a repeat purchase they are excluded from seeing any more display ads for another 30 days. It’s possible to limit the number of your Google Ads that people see so they don’t become irritated.

How Do You Generate Repeat Sales?

Repeat sales online are the lifeblood of many businesses, and techniques for keeping more to existing customers coming back are well established. Here are 4 tips on how to generate repeat sales.

Keep It Fresh

In order to responsive search ads to customer needs, you may well find yourself employing the same sales techniques on your ecommerce website as you would offline.

If you’re in fast-moving consumer goods or fashion, for example, you’re probably going to need to replenish or introduce new stock regularly, in the same way you’d dress a shop window to stand out on the high street.

Provide a clear image with zoom or 3D rotation, product details and an outline of the benefits of owning the product or using your service. You may also want to suggest related products alongside and allow consumers to post reviews and recommendations to inspire trust.

Search engine optimization (SEO) should be one of your promotional tools. Others could include pay per click advertising, email marketing or maintaining a blog on your website which you use to flag up offers and give insights into your market. If it is readable and frequently updated, it will attract visitors.

Deliver on Your Promises

You need to keep your promises, so if you say that delivery is within 24 hours, ensure it is. A reliable delivery service will generate repeat sales. Getting it wrong may mean customers may not return.

Sometimes you can turn a negative keywords tool into a positive, by offering a prompt return for a customer who’s made the wrong choice, for example, you need to make sure you’re able to deliver what you promise, otherwise it could do you more harm than good.

Connect With Customers

A strong social media presence will enable you to build relationships also in the customers. Many will appreciate the chance to ask questions about the others and will be influenced by the feedback they read and how you respond to it. A positive comment or a problem sorted promptly can establish you as a trustworthy seller.

Follow It Up

Good customer service may be what gives you an edge over other online retailers. This should include a transparent returns policy, clearly listed contact details and quick, reliable delivery.

The way you follow up a sale will also tell customers how much you value their business. For example, emailing details of products that complement an initial purchase can encourage people to return, as can an e-newsletter or a loyalty scheme. 

If you have high-value customers, it is worth offering them exclusive opportunities to buy new or discounted lines.

It can also be a way of getting customers to sign up to certain offers, or become part of a special club. This can make people feel valued and therefore they are more likely to come back to your landing pages rather than a competitor.

Conclusion

What does PPC strategy meaning? Your PPC strategy should align with your business goals designed to reach and lead consumers down the sales funnel towards a purchase. Reviewing your results and making changes throughout your campaign is essential.

PPC remarketing is a great way of re-engaging previous customers with specific messaging designed to motivate them to purchase from you or use your services again.

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