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American Advertising Federation & WordStream - Gain and Retain Clients

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10 Takeaways from the State of the Agency Industry Report webinar presented by WordStream's Zach Rego.

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American Advertising Federation & WordStream - Gain and Retain Clients

  1. 1. LIVE WEBINAR © Copyright 2019 WordStream, Inc. All rights reserved. Gain & Retain Clients: 10 Takeaways from the State of the Agency Industry Report
  2. 2. 2 • 7 years of PPC Experience Auditing over 1000 Google Ads, Bing Ads, and Facebook accounts • Dedicated to helping agencies efficiently and effectively grow their PPC Client Base • NC State and Boston Sports Fan • Dog Dad and BMW Enthusiast A little about me... Zach Rego Director of Global Agency Business
  3. 3. 3 ” It is 5 times more expensive to capture a new client than to retain an old one.
  4. 4. 4 #1 What services are agencies offering in 2019
  5. 5. 5 Offered Services:
  6. 6. 6 Most Common Additional Fees:
  7. 7. 7 #2 What paid networks should you manage for your clients?
  8. 8. 8
  9. 9. 9 ToFu- Facebook & Instagram
  10. 10. 10 ToFu- GDN
  11. 11. 11 MoFu – Facebook & Instagram
  12. 12. 12 $$$
  13. 13. 13 #3 Pick a vertical you know!
  14. 14. 14 Most common client industries:
  15. 15. 15 An expert trumps a Jack of all trades!
  16. 16. 16 The Benefits of a Verticalized Agency 1 Scalability 2 Industry Expertise 3 Offer More Services 4 Tons of Applicable Testimonials 5 Fewer Competitors
  17. 17. 17 #4 How can you build Awareness?
  18. 18. 18 Pitching New Business Is a Job Unto Itself…
  19. 19. 19 Main Source of Acquiring New Clients?
  20. 20. 20 Fewer Competitors
  21. 21. 21 Applicable Testimonials
  22. 22. 22 #5 Identify gaps in your prospects marketing strategy
  23. 23. GAP Analysis Current State vs. Desired State
  24. 24. 24 Tell Me About Your Brand & Vision
  25. 25. 25 What does success look like to you?
  26. 26. 26 What is your expected time frame for achieving (x)?
  27. 27. 27 What does your buyer demographic look like?
  28. 28. 28 #6 Engage prospects with a low cost Account Audit
  29. 29. 29
  30. 30. 30
  31. 31. 31 Conversion Actions
  32. 32. 32 Other settings to check • Network Segmentation • GeoTargeting • Ad Schedules • Device Bid Adjustments • Ad Delivery Preferences
  33. 33. 33 #7 Offer an Account Restructure or Campaign Buildout
  34. 34. 34 How much can you charge?
  35. 35. 35 Ideal account structures
  36. 36. 36 Does their budget make sense?
  37. 37. 37 Setting the right expectations: Budget New Clients Estimating a Budget Your Goal Cost-Per-Lead Close Rate of Leads PPC Leads Ex. $25 per lead Ex. Your new client goal is 250/mo Ex. Your average close rate is 15% Ex. 250 clients at a 15% close rate means 1,677 leads (250/0.15 = 1667) Ex. 1,667 leads at $25 cost-per-lead = $41,675
  38. 38. 38 #8 Convert into Monthly Recurring Revenue
  39. 39. 39 How do agencies charge for PPC Services?
  40. 40. 40 What percentage?
  41. 41. 41 #9 Set up a client communication cadence
  42. 42. 42 Be proactive not reactive: • Put 30 Minutes on their calendar twice a month for the same day and time to check in • Send them white labeled reports to review on the call • Create task list for next 2 weeks
  43. 43. 43 Present your prospect with: Update on previous weeks task lists Review consistent bi-weekly reporting Ask for any upcoming business changes, promotions or product launches Create task list for coming weeks Present strategy for expansion and account growth 5
  44. 44. 44 #10 Add Additional Services
  45. 45. 45
  46. 46. | Confidential 46 What is a good conversion rate? Distribution Point Conversion Rate Vs. Average Comments Average 2.35% Top 25% 5.31% 2x Top 10% 11.45% 5x Awesome! Unremarkable . UNICORNS
  47. 47. | Confidential 47 Practice Makes Perfect! Name Percentile Relative Abundance vs. Expected Conversion Rate Awesome Landing Pages Top 25% 1:4 2x Higher Top 10% 1:10 5x Higher!! UNICORNS
  48. 48. | Confidential 48 Impact of Testing Landing Pages for your Client Budget invested into Adwords Search $5000 Average Cost Per Click $5.20 Traffic to website 961 Average Industry Conversion Rate 3.3% Number of Leads 32 Closing Percentage 20% Number of Sales 6.4 Average Sale Price $4000 Revenue generated $25,600 Budget invested into Adwords Search $5000 Average Cost Per Click $5.20 Traffic to website 961 Improved Conversion Rate testing 4 Pages 6.6% Number of Leads 64 Closing Percentage 20% Number of Sales 12.8 Average Sale Price $4000 Revenue generated $51,200 VS
  49. 49. | Confidential 49 Your Partner in Agency Growth • Optimize every campaign from one place • Manage, prioritize, and budget across your portfolio • Share success with your clients • Create image and video ads at scale • Pitch and win new business more efficiently “WordStream opened up an entire new business opportunity to me. Without it I wouldn't have the time or inclination to sell PPC management services on a large scale. Now I can offer AdWords, Facebook, and Bing ads as an intro or add-on service for my clients, without needing additional resources. WordStream changed my business.” - Jim Odom, Echo Creative Marketing
  50. 50. Please reach out for a Free Account Audit! Zach Rego Director of Global Agency Business zrego@wordstream.com

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