Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
March 3, 2015
Client
Onboarding:
More than Just
Securing Account
Access John A. Lee
Managing Partner – Clix Marketing
@joh...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Managing Partner: Clix Marketing
Digital Advertising Geek
Emphasis on “Geek”...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
 Knowledge Transfer
 Details, Details,
Details
 Set Expectations
 Take O...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Knowledge Transfer
searchmarketingexpo.com
@john_a_lee
#SMX #13B
 Successes & Failures
 Define Success
 Tracking Systems
 Channels
 Budg...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Discuss past successes and failures.
• What worked? What didn’t? Why?
• What...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Define Success
What is success?
• Leads? Sales? CPA?
ROI? ROAS? Margin?
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Not all websites are created equal.
You know client’s definition of success:...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Channels
• Search
• Display
• Social
• Native
• Non-traditional
Channels
• R...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Who Are the Decision Makers?
One contact point?
Maybe.
One decision maker?
N...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Desired communication
frequency?
• Communication style-match is
important.
D...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Details, Details, Details
searchmarketingexpo.com
@john_a_lee
#SMX #13B
 Account Access
 Team Placement
 Create Campaign
Plan
 Create Campaign
T...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Leverage tools of the trade:
• Google AdWords MCC
• Bing Ads Agency Manageme...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Planning
• What work is
required?
• Landing pages? Creative? Tracking
implem...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Agency Team Placement
Roles
• Client Contact
• Strategist
• CRO / Landing Pa...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Set Expectations
searchmarketingexpo.com
@john_a_lee
#SMX #13B
 Present Plan &
Timeline
 Outline
Communication
Parameters
 Goals vs. Gua...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Present the Plan
You grilled the client.
You planned every detail.
Now unlea...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Communication Frequency
• Detail call time and schedule.
• Set it and stick ...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Promises and
guarantees are traps.
• Work with client to
set reasonable goal...
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Your client / agency
relationship is ready
for…
Take Off!
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Upcoming SlideShare
Loading in …5
×

of

PPC Client Onboarding: More Than Just Securing Account Access Slide 1 PPC Client Onboarding: More Than Just Securing Account Access Slide 2 PPC Client Onboarding: More Than Just Securing Account Access Slide 3 PPC Client Onboarding: More Than Just Securing Account Access Slide 4 PPC Client Onboarding: More Than Just Securing Account Access Slide 5 PPC Client Onboarding: More Than Just Securing Account Access Slide 6 PPC Client Onboarding: More Than Just Securing Account Access Slide 7 PPC Client Onboarding: More Than Just Securing Account Access Slide 8 PPC Client Onboarding: More Than Just Securing Account Access Slide 9 PPC Client Onboarding: More Than Just Securing Account Access Slide 10 PPC Client Onboarding: More Than Just Securing Account Access Slide 11 PPC Client Onboarding: More Than Just Securing Account Access Slide 12 PPC Client Onboarding: More Than Just Securing Account Access Slide 13 PPC Client Onboarding: More Than Just Securing Account Access Slide 14 PPC Client Onboarding: More Than Just Securing Account Access Slide 15 PPC Client Onboarding: More Than Just Securing Account Access Slide 16 PPC Client Onboarding: More Than Just Securing Account Access Slide 17 PPC Client Onboarding: More Than Just Securing Account Access Slide 18 PPC Client Onboarding: More Than Just Securing Account Access Slide 19 PPC Client Onboarding: More Than Just Securing Account Access Slide 20 PPC Client Onboarding: More Than Just Securing Account Access Slide 21 PPC Client Onboarding: More Than Just Securing Account Access Slide 22 PPC Client Onboarding: More Than Just Securing Account Access Slide 23
Upcoming SlideShare
Proceso de Onboarding
Next
Download to read offline and view in fullscreen.

6 Likes

Share

Download to read offline

PPC Client Onboarding: More Than Just Securing Account Access

Download to read offline

Onboarding new clients at a digital advertising agency requires more than just account access. There are a myriad of details to discuss, expectations to set and planning to complete.

Related Books

Free with a 30 day trial from Scribd

See all

PPC Client Onboarding: More Than Just Securing Account Access

  1. 1. March 3, 2015 Client Onboarding: More than Just Securing Account Access John A. Lee Managing Partner – Clix Marketing @john_a_lee
  2. 2. searchmarketingexpo.com @john_a_lee #SMX #13B Managing Partner: Clix Marketing Digital Advertising Geek Emphasis on “Geek” Prior Sentences Served: Hanapin Marketing Wordstream Writer: Search Engine Watch, The SEM Post, ClickZ, Clix Marketing Blog, Acquisio Blog, PPC Hero Speaker: SMX, SMX Social, SES / ClickZ Live, HeroConf, State of Search Who the Heck is this Guy?
  3. 3. searchmarketingexpo.com @john_a_lee #SMX #13B  Knowledge Transfer  Details, Details, Details  Set Expectations  Take Off! Pre-Flight Checklist
  4. 4. searchmarketingexpo.com @john_a_lee #SMX #13B Knowledge Transfer
  5. 5. searchmarketingexpo.com @john_a_lee #SMX #13B  Successes & Failures  Define Success  Tracking Systems  Channels  Budgets  Decision Makers  Communication & Reporting Knowledge Transfer Checklist
  6. 6. searchmarketingexpo.com @john_a_lee #SMX #13B Discuss past successes and failures. • What worked? What didn’t? Why? • What kind of testing has occurred? • What channels have been explored? • What kept you from reaching your goals? Past + Present = Future
  7. 7. searchmarketingexpo.com @john_a_lee #SMX #13B Define Success What is success? • Leads? Sales? CPA? ROI? ROAS? Margin?
  8. 8. searchmarketingexpo.com @john_a_lee #SMX #13B Not all websites are created equal. You know client’s definition of success: • What systems are required to track these metrics? • Don’t be satisfied with basic conversion tracking. • Analytics. CRM. E-commerce. Proprietary Databases. Get it All. Tracking Systems
  9. 9. searchmarketingexpo.com @john_a_lee #SMX #13B Channels • Search • Display • Social • Native • Non-traditional Channels • Review sites, vertical-specific content. Follow the White Rabbit… Budgets • Ad Spend • -Agency Fees • Required to Break Down by Channel? • Separate Testing Budget?
  10. 10. searchmarketingexpo.com @john_a_lee #SMX #13B Who Are the Decision Makers? One contact point? Maybe. One decision maker? Not likely. Ask who is watching the data, discover what they need to know.
  11. 11. searchmarketingexpo.com @john_a_lee #SMX #13B Desired communication frequency? • Communication style-match is important. Desired reporting frequency? • Required data for reports? • Daily, weekly, monthly? Communication & Reporting
  12. 12. searchmarketingexpo.com @john_a_lee #SMX #13B Details, Details, Details
  13. 13. searchmarketingexpo.com @john_a_lee #SMX #13B  Account Access  Team Placement  Create Campaign Plan  Create Campaign Timeline Details Checklist
  14. 14. searchmarketingexpo.com @john_a_lee #SMX #13B Leverage tools of the trade: • Google AdWords MCC • Bing Ads Agency Management • Facebook Business Manger Don’t forget the data: • Google Analytics • Call Tracking • CRM • (or reports on lead-to-close data) Secure Account Access
  15. 15. searchmarketingexpo.com @john_a_lee #SMX #13B Planning • What work is required? • Landing pages? Creative? Tracking implementation? Research? Campaign creation? • Who will do the work? • Need to hire? Outsource? Get ahead of the curve. • What tools do you need? Roadmap for Success Timeline • Set clear and reasonable due dates. • Drive towards milestones (goals, product launches, seasonality).
  16. 16. searchmarketingexpo.com @john_a_lee #SMX #13B Agency Team Placement Roles • Client Contact • Strategist • CRO / Landing Pages • Graphic Design Are they a fit? • Skills • Channel Experience • Personality Match • Availability
  17. 17. searchmarketingexpo.com @john_a_lee #SMX #13B Set Expectations
  18. 18. searchmarketingexpo.com @john_a_lee #SMX #13B  Present Plan & Timeline  Outline Communication Parameters  Goals vs. Guarantees Expectations Checklist
  19. 19. searchmarketingexpo.com @john_a_lee #SMX #13B Present the Plan You grilled the client. You planned every detail. Now unleash the magic! • Present the plan. • Explain the timeline. • Be specific with details and dates.
  20. 20. searchmarketingexpo.com @john_a_lee #SMX #13B Communication Frequency • Detail call time and schedule. • Set it and stick to it. • Explain why if this differs from client’s original request. • Detail preferred methods of communication. • Conference calls, cell phone, email, text messages or chat? • Explain which mediums are best for day-to-day and which are best for emergencies only. Reporting Frequency • Detail how and when reports will be delivered. • Explain why if this differs from client’s original request. Set Boundaries
  21. 21. searchmarketingexpo.com @john_a_lee #SMX #13B Promises and guarantees are traps. • Work with client to set reasonable goals. • Be accountable for reaching goals, but stay grounded in reality! Goals vs. Guarantees
  22. 22. searchmarketingexpo.com @john_a_lee #SMX #13B Your client / agency relationship is ready for… Take Off!
  23. 23. searchmarketingexpo.com @john_a_lee #SMX #13B
  • RoryChambers

    Aug. 31, 2017
  • arielldorn

    Jun. 23, 2016
  • mollynicholson3

    Jan. 9, 2016
  • juliejancen

    Jun. 9, 2015
  • pantaluna

    Mar. 10, 2015
  • lukealley

    Mar. 5, 2015

Onboarding new clients at a digital advertising agency requires more than just account access. There are a myriad of details to discuss, expectations to set and planning to complete.

Views

Total views

3,222

On Slideshare

0

From embeds

0

Number of embeds

312

Actions

Downloads

43

Shares

0

Comments

0

Likes

6

×