Accedo Digital | September 27, 2019
Firstly, this article is written for those who have a solid understanding of the features main platforms like Google and Bing Ads provide but perhaps are struggling in finding effective ways of conveying their PPC strategies to their clients. We know that our first interactions with our clients are vital and that we have a short period of time to assure them that our services are the right solutions to their marketing needs!
One of the hardest things to do is catch your client’s attention, and you can imagine how much harder it could be, by annoying them with numerous technicalities they might have a hard time grasping on to. It’s also important to take this approach on a client-by-client basis in order to determine the level of detail your client needs.
1. Focus On The Big Picture
I consider it’s important to take a step back and look at the overall picture, coming up with the perfect PPC strategy is an art in itself, we first recommend finding out how PPC acts into your client’s marketing goals, this should be your main focus when conveying your PPC strategy. This leads us to set up proper expectations that will save our client many headaches down the road. Realistic goal tiers and time frames must be established in order start of a healthy foundation of trust. Once we’ve reached common ground we’re ready to move forward into our campaign development. Focus your presentation on ROAS (return on ad spend), if your client understands the thought process behind optimizations and how these result in profitable campaigns, you’ll have the start of a long-term business relationship. So, work hard to understand your clients and their goals!
2. Optimize Businesses, Not Platforms.
Growing a client’s business on Google & Bing Ads is rewarding but don’t be afraid of spending time trying to learn as much as possible about your client’s business model, don’t forget the difference between the two, the platforms aren’t the client’s business. So, instead of lecturing your client on the internal mechanisms of Google or Bing Ads, explain to them how a detailed keyword research process is conducted, what insights are collected and trends analyzed. If you have multiple networks and campaign types that will be leveraged, take the time to present how each and every one of them can ensure success in capturing potential customers for their business.
3. Understand The KPIs
Before launching any strategy or plan for your PPC marketing, it’s your role to comprehend your client’s performance indicators (KPIs). A review of a strategy’s KPIs allows the team to align the expectations for what each initiative can deliver and how they’ll be evaluated. Keep in mind that your client is way more familiar with these terms than with the ins and outs of a PPC campaign, speaking their language will enhance dialogue. It’s important that when presenting a strategy you also converge into a clear understanding with your client of the KPIs for your own performance and theirs. Failing to impose clear goals creates more work for you in a near future and often can be detrimental towards your client relationship.
4. Explain Your Approach & Set A Time-frame
Once the foundations (KPIs) have been settled, a campaign manager should be prepared to provide a plan for next steps. This includes a time-frame for when objectives will be reached, such as increasing leads, as well as the strategies linked to increasing ROAS once campaigns generate conversions. We should be able to outline the objectives and strategies and should simultaneously know the tactics that will accompany each strategy. A time-line for when each tactic is implemented provides a clear step on when results can be expected and when tests can be concluded.
5. Identify What You Need From Your Client
It might sound simple at first, however, during a successful strategy presentation, it’s important to collect the proper resources from our clients. Whether if it’s a specific budget to be used, access to analytics and merchant centers or the site’s back-end, identifying all the elements required from our clients to do our job is key. Failing to do so could cause delays in the overall development process and quickly hinders your client relationship. Take the time to inform your client that this journey will be a joint effort and that you should be viewed as an extension of their marketing team. With time and results, this will only become more evident as your client finds profitability in your services.
6. Establish a Cadence Of Reporting & Optimizations
From experience, I like to stress the significance of setting up a cadence for reporting, sharing of insights and next steps. Presenting an optimization calender for your campaigns often provides your clients with an excellent overview of your work-flow and progression. Include the rate of scheduled tasks such as overall performance reviews, bid management, Ad testings, search term mining, and shopping feed optimizations. Your clients are often business owners or marketing managers, having a strict time frame on when reporting may be expected is crucial for their projections. Make sure you consent to a proper time and medium for reporting, by doing so you guarantee yourself a constant loop of data the only enhances your client’s experience!
Keep an eye on the big picture, spare your client the intricate technicalities, and address your clients’ main questions and needs in order to set the groundwork for a healthy long-term business relationship. Familiarize them with the various channels you’ll be leveraging and your thought process behind these decisions. Ask for thoughts and comments and learn about your client’s business as much as you possibly can. The range and volume of data available through PPC platforms can be overwhelming at times, a reason for which your client needs you to facilitate the interpretation of this data.
Positioning your PPC strategy for success has as much to with understanding the communication between you and your clients and the business goals they’ve set for their businesses. Fully acknowledging your client’s historical path and KPI guidelines is vital in moving your marketing efforts forward. Tally to this the need of a clear strategy for scaling productiveness, complemented with performance insights and clear success sound bytes, and your new marketing strategy will resonate well with your potential or current clients!