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Expand Your Agency: How To Win PPC Business


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Is business growth your top goal for 2016?

We’re here to help you make it happen.

Convincing clients to adopt new tactics and services into their business plan is a strong strategy to continue expansion. However, many clients may be unfamiliar or skeptical of new digital marketing methods, such as pay-per-click advertising and remarketing, that could greatly increase their reach and sales potential – so it’s your job to introduce them.

During this webinar, paid search expert Erin Sagin will walk you through who to target and how to counter common objections to sell clients on adopting new, lucrative online marketing strategies.

During this webinar, you'll learn:
-How to pitch clients on new digital marketing strategies
-Who to target from a PPC, ad buying, and remarketing perspective
-How to counter common objections and skepticisms

Published in: Marketing
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Expand Your Agency: How To Win PPC Business

  1. 1. 1@ErinSagin #DigitalAgencyDay
  2. 2. 2@ErinSagin #DigitalAgencyDay Full Disclosure: I’m NOT a Sales Person
  3. 3. 3@ErinSagin #DigitalAgencyDay Not as a Child…
  4. 4. 4@ErinSagin #DigitalAgencyDay And Not as an Adult…
  5. 5. 5@ErinSagin #DigitalAgencyDay
  6. 6. 6@ErinSagin #DigitalAgencyDay Who Am I? o PPC Evangelist & Community Manager o Has specialized in Paid Search for 4+ years o Love blogging, speaking and teaching about digital marketing tactics o Shameless Twitter addict– Hit me up @erinsagin!
  7. 7. 7@ErinSagin #DigitalAgencyDay Selling Tiny Accounts?
  8. 8. 8@ErinSagin #DigitalAgencyDay Bigger Is Always Better
  9. 9. 9@ErinSagin #DigitalAgencyDay Erin’s Five Hacks to Score A Big Fish
  10. 10. 10@ErinSagin #DigitalAgencyDay #1 Walk the Walk
  11. 11. 11@ErinSagin #DigitalAgencyDay What do the big guys have that you don’t?
  12. 12. 12@ErinSagin #DigitalAgencyDay They Have Resources to Cultivate It
  13. 13. 13@ErinSagin #DigitalAgencyDay Jumpstart Your Reputation on the Cheap
  14. 14. 14@ErinSagin #DigitalAgencyDay Create a Few Pieces of Amazing Content
  15. 15. 15@ErinSagin #DigitalAgencyDay I Created This as a Joke And it got more than 1000 shares!
  16. 16. 16@ErinSagin #DigitalAgencyDay Legit Twitter FollowersBuy
  17. 17. 17@ErinSagin #DigitalAgencyDay Create a Followers Campaign
  18. 18. 18@ErinSagin #DigitalAgencyDay Be Strategic With Tailored Audiences
  19. 19. 19@ErinSagin #DigitalAgencyDay Promote Your Best Stuff
  20. 20. 20@ErinSagin #DigitalAgencyDay
  21. 21. 21@ErinSagin #DigitalAgencyDay #2 Devise a Prospect Hit-List
  22. 22. 22@ErinSagin #DigitalAgencyDay The Top 10 Biggest AdWords Spenders Industry Annual AdWords Spend, in Billions Finance and Insurance $4 Retailers and General Merchandise $2.8 Travel and Tourism $2.4 Jobs and Education $2.2 Vehicles $2 Computers and Consumer Electronics $2 Internet and Telecom $1.7 Business and Industrial $1.6 Occasions and Gifts $1.2
  23. 23. 23@ErinSagin #DigitalAgencyDay Pick an Industry and Get to Know it Inside Out
  24. 24. 24@ErinSagin #DigitalAgencyDay Get Up to Date on Industry-Specific Techniques
  25. 25. 25@ErinSagin #DigitalAgencyDay Scout Betas to Get Ahead of the Curve
  26. 26. 26@ErinSagin #DigitalAgencyDay #3 Get on Your Prospect’s Radar
  27. 27. 27@ErinSagin #DigitalAgencyDay Buddy Up To Them on LinkedIn
  28. 28. 28@ErinSagin #DigitalAgencyDay But First, Make Sure Your Profile Looks Better Than My Dad’s
  29. 29. 29@ErinSagin #DigitalAgencyDay Bling It Out
  30. 30. 30@ErinSagin #DigitalAgencyDay Write Connection Requests They Can’t Turn Down Larry Kim’s 5 P’s: • Polite • Pertinent • Personalized • Professional • Praiseful
  31. 31. 31@ErinSagin #DigitalAgencyDay Infiltrate Their Facebook
  32. 32. 32@ErinSagin #DigitalAgencyDay Create a Hyper-Targeted Campaign Start with your big fish hit-list Get even more granular with job titles
  33. 33. 33@ErinSagin #DigitalAgencyDay #4 Don’t Give Up Too Quickly
  34. 34. 34@ErinSagin #DigitalAgencyDay Source: InsightSquared Your first attempt is the one most likely to connect
  35. 35. 35@ErinSagin #DigitalAgencyDay Be Prepared to Connect on the First Try
  36. 36. 36@ErinSagin #DigitalAgencyDay No One Wants To Hear A Sales Pitch
  37. 37. 37@ErinSagin #DigitalAgencyDay Discovery Questions What is the current state of your account? What is the desired state of your account? When do you want to achieve these goals? Use PPC to bridge the gap from A to B in “C” amount of time!! A. B. C.
  38. 38. 38@ErinSagin #DigitalAgencyDay Connect Challenges With Solutions
  39. 39. 39@ErinSagin #DigitalAgencyDay Land Their Voicemail? Make it Count Tell them who you are Explain your intentions Give them a reason to call you back 1 2 3
  40. 40. 40@ErinSagin #DigitalAgencyDay Source: InsightSquared Likelihood of connecting plateaus at 6 attempts
  41. 41. 41@ErinSagin #DigitalAgencyDay Defy Your Natural Instincts and Pick Up the Phone Again
  42. 42. 42@ErinSagin #DigitalAgencyDay Source: InsightSquared Contact Attempts - Rule of Thumb Low-Quality Prospects – 3 Touch Minimum Medium-Quality Prospects – 7 Touch Minimum Top Notch Prospects – Go Nuts!
  43. 43. 43@ErinSagin #DigitalAgencyDay #5 Conquer Objections with Real-Life Examples
  44. 44. 44@ErinSagin #DigitalAgencyDay Yeah, but…..
  45. 45. 45@ErinSagin #DigitalAgencyDay
  46. 46. 46@ErinSagin #DigitalAgencyDay “SEO Is Good Enough For Me”
  47. 47. 47@ErinSagin #DigitalAgencyDay SEO Is Turbulent
  48. 48. 48@ErinSagin #DigitalAgencyDay People Actually DO Click On Ads % Source:
  49. 49. 49@ErinSagin #DigitalAgencyDay Mobile Is Killing SEO
  50. 50. 50@ErinSagin #DigitalAgencyDay Imagine You’re Stranded in Boston and Need a Hotel
  51. 51. 51@ErinSagin #DigitalAgencyDay Which Service Would You Use to Book?
  52. 52. 52@ErinSagin #DigitalAgencyDay Bottom Line: PPC & SEO Are Better Together
  53. 53. 53@ErinSagin #DigitalAgencyDay “PPC Didn’t Work For Us In the Past”
  54. 54. 54@ErinSagin #DigitalAgencyDay Dig Up The Old Account and Find the Culprit
  55. 55. 55@ErinSagin #DigitalAgencyDay The Account Was Poorly Organized
  56. 56. 56@ErinSagin #DigitalAgencyDay They Abused DKI and It Backfired
  57. 57. 57@ErinSagin #DigitalAgencyDay Their Landing Pages are Abominable This site has been left untouched since 1996!
  58. 58. 58@ErinSagin #DigitalAgencyDay They Neglected to Set Up Conversion Tracking
  59. 59. 59@ErinSagin #DigitalAgencyDay …Or Track Their Call Conversions
  60. 60. 60@ErinSagin #DigitalAgencyDay They Didn’t Leverage the Almighty Power of Remarketing
  61. 61. 61@ErinSagin #DigitalAgencyDay They Didn’t Leverage the Almighty Power of Remarketing
  62. 62. 62@ErinSagin #DigitalAgencyDay “I’m Happy With My Current Agency” Great. Do you think there’s room for more opportunity? How about a FREE account analysis?
  63. 63. 63@ErinSagin #DigitalAgencyDay Run a Grader Report
  64. 64. 64@ErinSagin #DigitalAgencyDay Some Sections Will Be Downright Scary
  65. 65. 65@ErinSagin #DigitalAgencyDay
  66. 66. 66@ErinSagin #DigitalAgencyDay BONUS Pass the Buck
  67. 67. 67@ErinSagin #DigitalAgencyDay People Love to Share Good Experiences
  68. 68. 68@ErinSagin #DigitalAgencyDay We’re More Influenced by Word-of-Mouth Than Traditional Marketing
  69. 69. 69@ErinSagin #DigitalAgencyDay Give People An Added Incentive to Spread the Word
  70. 70. 70@ErinSagin #DigitalAgencyDay Go Forth and Make It Rain 1. Vamp up your image 2. Pick your hit-list 3. Infiltrate their minds 4. Pick up the phone 5. Conquer objectives with real-life examples