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How to Set Up Your First 90 Days for Success

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Client Retention Workshop
Check out our next live webinar to find out how you can make sure the clients you acquire stay with you long-term.

It's all about the first 90 days.

You'll walk away knowing:

The right questions to ask to set expectations effectively
Quick wins you can utilize to prove value at the start of your relationship
How to build long-term credibility with your clients

Published in: Marketing
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How to Set Up Your First 90 Days for Success

  1. 1. LIVE WEBINAR © Copyright 2018 WordStream, Inc. All rights reserved. Client Retention Workshop How to Set Up Your First 90 Days For Success November 28th, 2018
  2. 2. | Confidential 2 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
  3. 3. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A
  4. 4. 4 • 6 Years At WordStream • Director, Agency Business • Completed over 1000 Account Audits • Wife works for an Agency I’m Zach Zach Rego
  5. 5. 5 • 2 Years At WordStream • Digital Marketing Expert • Skied 140+ days in ONE season • Avid Celtics fan I’m Dave Dave Thorsen
  6. 6. 6 Agenda 1 8 Key Questions to Ask Account Audits 101 Client Communication Cadence 2 3
  7. 7. 7 ” It is 5 times more expensive to capture a new client than to retain an old one.
  8. 8. 8 What kind of clients do you want?
  9. 9. 9 Agencies Want To: 1 2 4 5 More Time to Do Tasks Outside of PPC Spend With Larger Budgets Better Results Lower Touch/ Less Communication Reasonable Expectations For Results 3
  10. 10. 10 Clients Want To: 1 2 4 5 More Time For Tasks Outside of PPC To Spend Less Budget Better Results More Communication Expectations For Results Tomorrow 3
  11. 11. 11
  12. 12. 12 Learning About Your Prospect
  13. 13. 13 1. Tell Me About Your Brand & Vision
  14. 14. 14 2. What does success look like to you?
  15. 15. 15 3. What is your expected time frame for achieving (x)?
  16. 16. 16 4. What does your buyer demographic look like?
  17. 17. 17 5. What is your current budget?
  18. 18. 18 6. What is the average net profit on a sale or lead?
  19. 19. 19 7. What sets you apart from the competition?
  20. 20. 20 8. How do you allocate your marketing budget?
  21. 21. 21 Do you request access to a prospect's account prior to pitching new business??
  22. 22. | Confidential 22 If No Run Our Proposal Generator ● Budget recommendations with estimated audience reach ● Industry Benchmarks for Expectation setting ● Funnel to show where the spend should be allocated ● Stages in which you should grow the platforms you market to (Facebook+Bing)
  23. 23. 23 Next check the status of their account
  24. 24. 24 The 4 Keys to Auditing an Account Bidding and Budget Allocation Conversion Tracking and Settings Reviewing Account Structure Assessing Keyword strategy
  25. 25. 25 Conversion Tracking & Settings
  26. 26. 26 Conversion Actions
  27. 27. 27 Other Settings to Check • Network Segmentation • GeoTargeting • Ad Schedules • Device Bid Adjustments • Ad Delivery Preferences
  28. 28. 28 Budget Allocation
  29. 29. 29 Setting the right expectations
  30. 30. 30 Do these budgets make sense?
  31. 31. 31 Account Structure
  32. 32. 32 Do you need to restructure?
  33. 33. 33 Things to look for:
  34. 34. 34 What’s wrong with this picture?
  35. 35. 35 Analyze Match Type Strategy: Keyword Traffic By Match Type Query Traffic By Match Type
  36. 36. 36 Keyword Strategy
  37. 37. 37 Keyword Research Tools
  38. 38. 38 Client Communication Cadence
  39. 39. 39 Be proactive not reactive: • Put 15 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
  40. 40. 40 Present your prospect with: A campaign structure that mirrors their business goals Any issues with current conversion tracking Each campaigns budget based on their CPC New Ad Group, Keyword and Match Type Strategy Call Cadence with Standard Reporting 5
  41. 41. © Copyright 2018 WordStream, Inc. All rights reserved. Thank you! Zach Rego & Dave Thorsen
  42. 42. 42 Questions?

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