Managing Agency PPC the 80/20 Way: How to Achieve Better Results with Less Effort [Webinar]
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This document discusses strategies for agencies managing paid search campaigns more efficiently. It covers recruiting talented paid search specialists, identifying and attaining long-term clients, kicking off customer relationships effectively, managing multiple accounts simultaneously, sharing successes with clients, and keeping up with an ever-evolving industry. The tips include defining required skillsets instead of obsessing over experience, tapping existing networks to find new clients, setting clear expectations from day one with customers, using automated solutions to help with busy work, and following industry leaders on social media and blogs to stay informed.
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Managing Agency PPC the 80/20 Way: How to Achieve Better Results with Less Effort [Webinar]
- 1. Managing Agency PPC the 80/20 Way: How to Achieve Better Results with Less Effort Brought to you by: www.wordstream.com/learn #AgencyPPC
- 2. www.wordstream.com/learn Want to get smart in paid search? AgencyPPC
- 3. Join the conversation on Twitter #AgencyPPC @WordStream @ErinSagin @RandiatWork AgencyPPC
- 4. Meet our WordStream Experts AgencyPPC Erin Sagin Customer 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 Lucius Senior 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
- 5. AgencyPPC Running an agency isn’t always easy… …but we’re here to help!
- 6. 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 AgencyPPC
- 8. Identifying Talent • Define required skillset • Don’t obsess over experience • Preparation is key • References can be eye opening AgencyPPC
- 10. 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 AgencyPPC
- 11. 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 AgencyPPC
- 13. Identifying Long Term Clients AgencyPPC
- 14. Red Flags 1. 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) AgencyPPC
- 15. 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 AgencyPPC
- 16. Kicking Off the Customer Relationship AgencyPPC
- 17. 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 AgencyPPC
- 19. 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 AgencyPPC
- 21. Sharing Successes with Clients AgencyPPC
- 22. 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! AgencyPPC
- 23. Prove You’re the Reason the Phone is Ringing AgencyPPC
- 24. PPC Advisor Success Report AgencyPPC
- 25. Keeping Up With the Industry AgencyPPC
- 26. 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! AgencyPPC
- 27. Q & A AgencyPPC