What You Need to Know to Win PPC Business
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This document provides tips for paid search marketers to win new PPC business. It discusses starting sales conversations by understanding prospects and introducing paid search benefits. Common objections like SEO being enough or PPC being too expensive are addressed. Selling to clients with existing solutions requires focusing on underperforming areas and gaining access to their accounts. Red flags in potential clients like lack of trust or commitment issues are also identified. The document aims to equip PPC professionals with strategies for acquiring new customers.
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What You Need to Know to Win PPC Business
- 1. 1WordStream Confidential What You Need to Know to Win New PPC Business ELLIOTT REID & ERIN SAGIN December 16, 2015 Copyright 2015 WordStream, Inc. All rights reserved.
- 2. 2WordStream Confidential www.wordstream.com/learn Want to get smart in paid search?
- 3. 3WordStream Confidential@erinsagin @elliottpreid Join the conversation on Twitter @WordStream @erinsagin @elliottpreid
- 4. 4WordStream Confidential LET’S GET TO KNOW YOU
- 5. 5WordStream Confidential@erinsagin @elliottpreid How many PPC accounts are you currently managing? • 0 • 1 • 2-5 • 6-10 • +10
- 6. 6WordStream Confidential@erinsagin @elliottpreid Roughly, what % of your customer base are you providing PPC services to? • 0% • 1%-25% • 26%-50% • 51%-75% • 76%-100%
- 7. 7WordStream Confidential@erinsagin @elliottpreid Full Disclosure: I’m Not a Sales Person
- 8. 8WordStream Confidential@erinsagin @elliottpreid But I am a PPC Person Erin Sagin • PPC Evangelist &Community Manager at WordStream • Has specialized in Paid Search for 4+ years • Named one of the top 25 Most Influential PPC Experts by PPC Hero • Tweet me! @erinsagin
- 9. 9WordStream Confidential@erinsagin @elliottpreid Meet Your Mentor Elliott Reid • Agency Sales Team Manager • 3+ years helping agencies & advertisers acquire new clients • 2 years coaching/managing a team of 8 to help agencies manage PPC accounts • Has worked with agencies of all sizes • @elliottpreid
- 10. 10WordStream Confidential Starting the Sales Conversation
- 11. 11WordStream Confidential It starts with you! …To PPC!
- 12. 12WordStream Confidential How do you get in touch with prospects?
- 13. 13WordStream Confidential How frequently should you contact people “in the pipeline”?
- 14. 14WordStream Confidential How do you introduce them to paid search? The truth is… It’s not about paid search…
- 16. 16WordStream Confidential@erinsagin @elliottpreid “My SEO is Good Enough!”
- 17. 17WordStream Confidential@erinsagin @elliottpreid Ads Are More Compelling 35.4% 64.6%
- 18. 18WordStream Confidential@erinsagin @elliottpreid Mobile is Killing SEO
- 19. 19WordStream Confidential@erinsagin @elliottpreid Even Scarier for SEOs! #1 #2 #3 #4 FOUR?!?
- 20. 20WordStream Confidential@erinsagin @elliottpreid “PPC Is Too Expensive!”
- 21. 21WordStream Confidential@erinsagin @elliottpreid You’re In Control
- 22. 22WordStream Confidential@erinsagin @elliottpreid “PPC Leads Don’t Convert for Me!”
- 24. 24WordStream Confidential@erinsagin @elliottpreid First Time Isn’t Always a Charm $56 later. Thanks remarketing…
- 25. 25WordStream Confidential Selling Clients Who Already Have a Solution in Place
- 26. 26WordStream Confidential@erinsagin @elliottpreid How do you prove that you can do better? 1. Understand their current situation & goals a) Go deep here b) What are the impacts 2. Focus low performing areas that align with your strengths a) This can take many forms 3. Be specific a) Ask for access to their account and set up a follow up meeting 4. Be confident
- 27. 27WordStream Confidential@erinsagin @elliottpreid How do you address account flaws delicately?
- 30. 30WordStream Confidential Red Flag #1: Lack of Trust
- 31. 31WordStream Confidential Red Flag #2: Poor Online Reputation
- 32. 32WordStream Confidential Red Flag #3: Ugly Landing Pages
- 33. 33WordStream Confidential Red Flag #4: History of Bad AdWords Behavior
- 34. 34WordStream Confidential Red Flag #5: Commitment Phobes
- 35. 35WordStream Confidential Red Flag #6: Unreasonable Goals
- 37. 37WordStream Confidential@erinsagin @elliottpreid Special Offers • Live account assessment with a WordStream PPC expert • $250 in Bing Dollars (when you sign up for WS Advisor)