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The Agency Blueprint to Selling PPC (Webinar Presentation)

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With Google’s recent updates to AdWords, it’s time to revamp your approach to selling PPC. In this installment of the Boost Your Business Webinar Series, William Kramer and Timothy Bienvenida walk you through the entire sales process for selling PPC. From qualifying leads and pitching your services to answering common objections— they’ll give you the blueprint to establishing a successful PPC business.

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The Agency Blueprint to Selling PPC (Webinar Presentation)

  1. 1. WILLIAM KRAMER William has been working for 8 years as a web professional to growing online businesses. As lead of Business Development, he’s helped 24 of our top partners reach 6-digit monthly revenues. william@seoreseller.com /williamkramerjr TIM BIENVENIDA Tim has dedicated half a decade to being a top-notch digital marketer, salesman, and relationship builder. He has launched and retained more than 500 projects, including those of key partners. tim@seoreseller.com /timbienvenida TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116 bit.ly/setsked
  2. 2. Overcoming Sales Objections Like a Powerhouse In the previous webinar, Bernard and Tim discussed the pro-tips on overcoming the most common sales objections, and the methods powerhouse agencies use to close the toughest sales. • General Guidelines to Overcoming Objections (Acknowledge, Isolate, Own, Act) • Common Client Objections TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116 bit.ly/setsked
  3. 3. A PPC Offer To Get You Started Start driving instant traffic for your clients. Get a setup fee rebate on the 6th month of your campaign. Get more details: bit.ly/ppc-rebate-promo What’s Next: Discussion Overview bit.ly/setsked
  4. 4. With Google’s recent updates to AdWords, it’s time to revamp your approach to selling PPC. In this 6th installment of the Boost Your Business Webinar Series, we will walk you through the entire sales process for selling PPC. From qualifying leads and pitching your services to answering common objections— they’ll give you the blueprint to establishing a successful PPC business. • What’s new with PPC-Recap of Changes in 2016 • Finding Your First Client • Making a Great Pitch • Responding to Common Objections Q&A Session What’s Next: What’s new with PPC-Recap of Changes in 2016 bit.ly/setsked
  5. 5. Feel free to send your questions to us via chat and our panelists will answer them during the Q&Aportion. What’s Next: What’s new with PPC-Recap of Changes in 2016 bit.ly/setsked
  6. 6. Adaptable Display Ads “Responsive Ads for Display” lets advertisers run remarketing campaigns that automatically select the ad copy and image best suited for the content the customer is browsing. Expanded Text Ads Ads now feature more prominent headlines, longer descriptions, and a relevant display URL, allowing advertisers to provide more useful information to entice customers to click. What’s Next: What’s new with PPC-Recap of Changes in 2016 bit.ly/setsked
  7. 7. Bidding By Device Type AdWords now allows setting bids by device type, with the flexibility to make bids dependent or independent of one another. This allows for more granular control and precise targeting of each ad for each context. Local Map Ads With “Local Search Ads” now on Google Maps, local businesses can now deliver ads to consumers searching Maps for nearby establishments. What’s Next: Finding Your First Clients bit.ly/setsked
  8. 8. Feel free to send your questions to us via chat and our panelists will answer them during the Q&Aportion. What’s Next: Finding Your First Clients bit.ly/setsked
  9. 9. Find the clients that can help you establish a strong portfolio Qualify your list of prospects by focusing on two things: Fit Readiness What’s Next: High Customer Lifetime Value bit.ly/setsked
  10. 10. Because they can generate considerable revenue from a single, customer businesses that typically have high customer retention or a high rate of repeat business benefit immensely from PPC. Examples: • Doctors, Dentists • Auto Body Shops • Subscription or membership-based businesses Dentists Most households have only one family doctor and dentist they trust for routine check-ups. • Dental Practice in the US providing Invisalign Braces • Avg. cost: $3,500-$8,000 (depending on patient needs) • Treatment Time: 6-18 months. Monthly follow up visits. • Avg. cost per conversion: $38.89 What’s Next: Businesses w/ High Profit Margins bit.ly/setsked
  11. 11. Businesses whose products and services are more expensive can get huge returns on their PPC campaigns. Examples: • Lawyers • Expensive Consumer Products • Home Services • Industrial/B2B Products Lawyers A single case can net a law firm several thousand dollars— much more than the cost of the keyword they bid on. • Personal injury law firm in NY • Lawyer’s fees usually 30-40% of settlement • Monthly budget: $5000 - $6000 • 85-100 conversions/leads monthly • Conversion Rate: 8.65% What’s Next: Businesses w/ High Profit Margins bit.ly/setsked
  12. 12. Businesses whose products and services are more expensive can get huge returns on their PPC campaigns. Examples: • Lawyers • Expensive Consumer Products • Home Services • Industrial/B2B Products Home Service Repairs Depending on the scale, home repairs and other similar services can be expensive. • US-based Home Service Repairs Provider specializing in countertops • Monthly budget: $700 • 25-30 leads/month at $23-28 per acquisition • Conversion Rate: 11-15% monthly What’s Next: Seasonal Promotions bit.ly/setsked
  13. 13. Examples: • Flower Shops • Party and Event Planning Services • Christmas • Mother’s Day • Black Friday (for Ecommerce) Flower Shops Promotions on Valentine’s Day can get very competitive. What’s Next: Pitching PPC Businesses that are reliant on seasonal promotions can take advantage of PPC’s nimbleness and flexibility, especially if a relevant event is around the corner. bit.ly/setsked
  14. 14. Feel free to send your questions to us via chat and our panelist will answer them during the Q&Aportion. What’s Next: Determine the Need bit.ly/setsked
  15. 15. Businesses will never say no to more leads, customers, and sales. The question is… What’s Next: Pitching PPC- The Basics Awareness Information Consideration Build Desire Purchase Loyalty Which stage of their customer journey does the client want to improve? bit.ly/setsked
  16. 16. Highly-Granular Ad Targeting and Delivery Ads are only shown to people who search for the keywords clients bid for. This can be even more precise by targeting specific locations, times, devices, and choosing which ads to display for each of these. Measurable ROI The Cost-Per-Click metric makes it easy to track spending and revenue generated from the campaign. What’s Next: Pitching PPC- The Basics bit.ly/setsked
  17. 17. Immediate Results A PPC campaign can get up and running in a matter of hours, unlike SEO which requires more time to gain momentum. High Control Over Budget Clients are only charged when someone clicks on the ad, and they can set a maximum Cost-Per-Click and a daily budget so they don’t spend more than they want to. What’s Next: Customizing the Pitch bit.ly/setsked
  18. 18. Feel free to send your questions to us via chat and our panelist will answer them during the Q&Aportion. What’s Next: Customizing the Pitch bit.ly/setsked
  19. 19. CASE STUDY #1: Online University in the US What’s Next: Customizing the Pitch •Had speakers presenting at different events—10 major cities over a span of 8 months •Objective: A campaign driving enrolments to their online diploma, undergraduate, and graduate courses timed to these speaking events •Budget: 15,000 USD •Challenge: The first speaking event is next month How would YOU pitch it? High Customer Lifetime Value bit.ly/setsked
  20. 20. THE PITCH: Immediate Results • A PPC campaign will have no problem getting up and running immediately to promote next month’s speaking event. Highly-Granular Ad Targeting and Delivery • Mapped out an 8-month PPC campaign geo-targeted to the different cities. • Ads were delivered 30 days before the event (to drive more attendees) • And also after the event (to drive enrolments from those who didn’t sign up at the event) What’s Next: Customizing the Pitch bit.ly/setsked
  21. 21. CASE STUDY #2: IT Company in Australia What’s Next: Customizing the Pitch • Client serves SMBs as an all-in-one IT team. Charges the SMB a monthly retainer fee. • Wanted leads that were looking for a long-term IT provider. • Partner agency had difficulty pitching PPC services to them. He mentioned the unique selling points of PPC, but wasn’t able to match it to the company’s needs. • “Why do I need PPC? I’m already generating leads with SEO, and it’s free?” How would YOU pitch it? bit.ly/setsked
  22. 22. THE PITCH: A one-month PPC campaign would bring more leads than SEO in that month. •Immediate Results •Keywords from the SEO campaign were used to create 10 different landing pages. •Measurable ROI •With SEO, the client never knew how many visits became actual sales. •With PPC the client was finally able to see the conversion rate: 28% What’s Next: Responding to Common Objections bit.ly/setsked
  23. 23. Feel free to send your questions to us via chat and our panelists will answer them during the Q&Aportion. What’s Next: The value of PPC as a Digital Marketing Effort bit.ly/setsked
  24. 24. Low ROI with Previous Provider Opportunity to show expertise by asking the right questions Identify what went wrong with their previous campaign. • Did your previous provider set up conversion tracking? • What keywords did you target? • What did your landing page look like? • What was the quality score? • Can I see the ad copy for that campaign? • Do you have the list of negative keywords for that campaign? • Did you run a remarketing campaign? What’s Next: The value of PPC as a Digital Marketing Effort bit.ly/setsked
  25. 25. “PPC is expensive” Not true! 1. PPC can have great ROI • Example: PPC Campaign for an ecommerce website selling Toy Drones for $300 each. • The client spent only $8 for EACH SALE 2. PPC is Very Cost-Flexible • You can start with a budget as low as $100/mo, and scale this up to $100,000/mo. • Easy to control spending on PPC, so you never spend more than your budget allows • Set a maximum daily budget, a maximum cost-per- click, and optimize for return on ad spend. What’s Next: PPC vs. Other Channels bit.ly/setsked
  26. 26. Awareness Information Consideration Build Desire Purchase Loyalty Impressions Remarketing and GDN Remarketing GDN, Traffic Conversion GDN Thank You Page Pixel Remarketing “I already have X, why do I need PPC?” PPC can complement your other marketing efforts bit.ly/setsked What’s Next: Synthesis
  27. 27. Finding Qualified Clients Determining the Need Making the Pitch Look for clients that are a good fit for a PPC, and are ready to implement a campaign Find out what stages of the customer journey PPC Campaign can help them with. Focus your pitch on showing how a PPC campaign can be customized to address these needs. bit.ly/setsked What’s Next: For Our Partners
  28. 28. What’s Next: Q and A PPC Pitch Kit  The Definitive Guide to PPC  Pay-Per-Click Sales Guide  Pay-Per-Click Pitch Deck Sign up or log-in to the Resource Center to download this free Pitch Kit. bit.ly/seoreseller-resource-center bit.ly/setsked
  29. 29. Schedule a Call bit.ly/setsked Feel free to call us at any time for questions. TOLL-FREE 1-800-250-6106 AUS (02) 8484-1116 US (415) 625-9700 info@seoreseller.com

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