The document discusses 7 things clients want to know about PPC strategy. It addresses: 1) Defining campaign goals such as lead generation or name recognition. 2) Getting more leads at lower cost by focusing on objectives over tactics. 3) Comparing performance to competitors on keywords, traffic, and customer retention. 4) Explaining keyword selection based on audience and lead potential rather than broadness. 5) Optimizing landing pages to fulfill the campaign goal and match user searches. 6) Setting expectations on reporting cadence and crucial metrics. 7) Evaluating success based on meeting key performance indicators rather than clicks and impressions.

1. Melissa Mackey
10.21.1
5
7 THINGS ABOUT PPC STRATEGY OUR
CLIENTS WANT TO KNOW

2. Leaders in B2B SEM
2
TOP 30 AGENCY
US
Credentialed by every major search engine
Active in promotion of thought leadership positions at conferences and within publications
BMA BtoB Agency of the Year, 2012, 2014, and 2015
BtoB Magazine Agency of the Year, 2013
BtoB Top 30 Search Agency 2009, 2010, 2011
The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords
The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million

3. WHAT WE’LL COVER
1: CAMPAIGN GOALS
2: MORE LEADS, LESS COST
3: RATE AGAINST
COMPETITORS
4: WHY THOSE
KEYWORDS?
5: WHAT’S WRONG WITH MY
LANDING PAGE?
6: WHEN WILL I SEE
RESULTS?
7: DID IT WORK?

4. 1: CAMPAIGN GOALS

5. WHAT DOES THE CLIENT WANT TO ACCOMPLISH?
• Pain points
• Example – name recognition
• Business needs
• Example – lead generation
• Overall strategy
• Example – integrated marketing
Takeaway: Search is many different things, based on the client’s goals

6. 2: MORE LEADS, LESS COST

7. HOW WILL WE GET MORE FOR LESS?
• Focus should be here, not on tactics
• How will we drive more leads for less
cost?
Leads
Cost
Takeaway: Begin with the end (objective) in mind

8. 3: RATE AGAINST COMPETITORS

9. HOW DO I STACK UP AGAINST MY COMPETITORS?
• What keywords are they bidding on?
• How much traffic are they getting?
• Are they stealing my customers?
Takeaway: Provide unexpected competitor reviews each quarter

10. 4: WHY THOSE KEYWORDS?

11. WHY DID YOU PICK THE KEYWORDS YOU PICKED?
• What about “broad keyword A”?
• Example – “drywall”
• How will these reach my audience?
• Example – long-tail terms ensure
the right users
• Are they likely to drive leads?
• Example – “video surveillance”
performs poorly
Keywords
merchant payment
merchant payment options
merchant payment processing
merchant payment processing services
merchant payment processor
merchant payment services
merchant payment solutions
merchant payment systems
merchant payments
online payment merchant
payment merchant
payment merchant services
credit card processing software reviews
payment processing software
software for credit card processing
credit card processing provider
credit card processing providers
Takeaway: Know how to answer client keyword questions

12. 5: WHAT’S WRONG WITH MY LANDING PAGE?

13. WHY DO I NEED TO OPTIMIZE MY LANDING PAGE?
• Landing page must fulfill the goal!
• Tell visitor exactly what you want
them to do
• Match the query they searched for
Takeaway: A good landing page is critical!

14. 6: WHEN WILL I SEE RESULTS?

15. WHEN WILL I SEE MY FIRST REPORT?
• Establish reporting cadence in the
upfront
• Set expectations
• Find out what data points are crucial
• Set a call to review the info
Takeaway: Reporting can be a time suck. Agree to cadence in the SOW!

16. 7: DID IT WORK?

17. HOW DO I KNOW IF WE’VE SUCCEEDED?
• Did we achieve the client KPIs?
• Cost per lead goal hit
• Monthly lead target hit
• Has the campaign done what we
wanted it to do?
Takeaway: Reporting on clicks and impressions is not
enough. Focus on client KPIs!

18. RECAP
1: Campaign Goals
2: More Leads, Less Cost
3: Rate Against Competitors
4: Why Those Keywords?
5: What’s Wrong With My Landing Page?
6: When Will I See Results?
7: Success Measures

19. QUESTIONS

20. THANK YOU!