Taking care of your existing advertisers

As soon as a publisher starts looking for advertisers for his/her website, blog or online publication, it quickly becomes clear how monumentally difficult that task can become. Landing your first few advertisers relieves some of that stress. However, there always seems to be a constant search for new advertisers so that the revenue stream may continue unabated. When you do that, it can be easy to take your existing clients for granted. Getting a new advertiser is tough but keeping existing ones happy and stay for renewals may be tougher still. We put together a few small tips that should help you take care of your existing advertisers in a way that will make them want to stick around.

Provide clear instructionsNo two publishers go about things the same way, so do not simply assume that the advertiser will know how to proceed once they have agreed to place ads on your website. Once both have agreed to the terms and signed on the dotted line, you should put together an email or document that gives them clear instructions on how to move forward in getting their ads up and running. Proactively answer all common questions and suggest the best and most suitable approach. Also be prepared to answer any additional question they may have about the process, as things may not always be clear to them.

Respond to emails quicklyYou are probably going to find that advertisers ask similar questions, but rather than getting annoyed, you need to respond to all inquiries as quickly and as comprehensive as possible. If you allow those emails to queue up, it will get to a point when answering them all becomes a big hassle and those answers might no longer be relevant to the current situation at that time. No response from you could lead to an advertiser quickly pulling the plug or decide to go with another publisher for their future campaigns.

Get proactive with issuesOne way to prevent a lot of emails from advertisers is to be proactive with issues as they arise. Schedule email reporting using your ad server to monitor the progress of all campaigns. If you see a problem with a specific ad unit or account, do something about it right away. If advertisers see that their ads are displaying seamlessly and perform as expected, they are less likely to question you to find out what is going on.

Ask for feedbackYou have probably heard that no news is good news, but that isn’t always the case. Just because you haven’t heard from one of your customers, it doesn’t mean that they are happy with the service that you are providing. Get in the habit of checking in with all your clients to ensure that they are happy, and don’t be afraid to ask for feedback, as the suggestions you receive could lead to a better overall quality of service and a better retention rate.

Continue to improveIf you are standing still with the service that you are delivering to your advertisers, your competition is probably making improvements. Advertisers are as loyal as the service they receive, which means that they will jump ship quickly if the competition offer a better return on their investment. Make clients know about your value-added changes and your future plans that will benefit them. This helps them feel comfortable knowing that you are working hard to deliver a better quality of service.

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