managing agency ppc the 80/20 way: how to achieve better results with less effort [webinar]
TRANSCRIPT
Managing Agency PPC the 80/20 Way:
How to Achieve Better Results with
Less Effort
Brought to you by:
www.wordstream.com/learn#AgencyPPC
www.wordstream.com/learn
Want to get smart in paid search?
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Join the conversation on Twitter
#AgencyPPC
@WordStream
@ErinSagin
@RandiatWork
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Meet our WordStream Experts
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Erin SaginCustomer Success Manager
@erinsagin
• Spoke at PubCon in Las Vegas
• Has specialized in paid search for 3+ years
• Team consults for over 1,000 agencies
Randi LuciusSenior Paid Search Specialist
@randiatwork
• Been doing PPC for 6 years & has been at WordStream for over 3 years
• Helps manage over $220k/month across multiple client accounts
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Running an agency isn’t always easy…
…but we’re here to help!
Today’s Agenda
• Recruiting PPC superstars
• Identifying and attaining long term clients
• Kicking off the customer relationship
• Managing multiple accounts simultaneously
• Sharing your success with clients
• Keeping on top of an ever-evolving industry
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Recruiting PPC Superstars
Identifying Talent
• Define required skillset
• Don’t obsess over experience
• Preparation is key
• References can be eye opening
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Attaining New Clients
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Elliott Reid• Agency Sales Team Manager
• 2 years helping agencies &advertisers acquire new clients
• 1 years coaching/managing a team of 8 to help agencies acquire and manage PPC accounts
• Has worked with 1,000s of agencies of all sizes
• @ElliottPReid
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Recommendations
What to do?
• Step 1: Make Biz Dev a focus and allocate time
• Step 2: Tap into your existing network
• Step 3: Get noticed
• Step 4: Get to know their business
• Step 5: It’s all about VALUE
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Lastly…
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Identifying Long Term Clients
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Red Flags1. History of bad behavior
in AdWords
2. Lack of trust/respect
3. Goals are unreasonable or undefined
4. Poor online reputation
5. Opposed to testing new strategies
6. Commitment-phobes
7. Their website sucks (and they refuse to acknowledge it)
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Devising a Sales Approval Process
• Have the potential client give clear goals
• Look at past performance – how are they currently doing? How off are they from their goals?
• Are their goals reasonable?
• Find some easy wins
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Kicking Off the Customer Relationship
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Starting Off on the Right Foot
• Get to know the client and their business
• Even if you understand the business from the sales process, make sure you ask more in-depth questions
• Set clear expectations from day 1
• You’re the expert in PPC, they’re the expert in their business
• Don’t promise immediate results, just steady improvement
• Set up an initial project plan with action items
• Take notes and keep a record of your first few calls
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Managing Multiple Accounts Simultaneously
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How to Stay Sane
• Don’t get weeded by the busy work—if you’re the brains of the operation, be the brains
• Develop a way to touch all of your accounts everyday – this make sure nothing hits you out of nowhere!
• Set time aside to respond to client emails – don’t stop what you’re working on to respond to every little email!
• Set priorities – create a list of items that need to be done, then prioritize them. Make sure you get the most important items done first
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Use Automated Solutions
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Sharing Successes with Clients
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Reporting
• Create an easy to use template for your reports, that can also be easy to customize, because…..
• Each client has different reporting needs – work with your client to create the right report for them
• Find a way that’s easy for you, too!
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Prove You’re the Reason the Phone is Ringing
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PPC Advisor Success Report
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Keeping Up With the Industry
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Keeping Up With the Industry
• Use a news aggregator to follow PPC blogs
• Become a #ppcchat regular
• Get involved in SEM conferences
• Build a positive relationship with industry leaders
• Keep watching webinars!
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Q & A
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