10 Takeaways from the State of the Agency Industry Report webinar presented by WordStream's Zach Rego.

1. LIVE WEBINAR
© Copyright 2019 WordStream, Inc. All rights reserved.
Gain & Retain
Clients:
10 Takeaways from the
State of the Agency Industry
Report

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• 7 years of PPC Experience Auditing over 1000 Google
Ads, Bing Ads, and Facebook accounts
• Dedicated to helping agencies efficiently and
effectively grow their PPC Client Base
• NC State and Boston Sports Fan
• Dog Dad and BMW Enthusiast
A little about me...
Zach Rego
Director of Global
Agency Business

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”
It is 5 times more expensive to capture a new client than to
retain an old one.

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#1 What services are
agencies offering in 2019

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Offered Services:

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Most Common Additional Fees:

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#2 What paid networks should
you manage for your clients?

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ToFu- Facebook & Instagram

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ToFu- GDN

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MoFu – Facebook & Instagram

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$$$

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#3 Pick a vertical you know!

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Most common client industries:

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An expert trumps a
Jack of all trades!

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The Benefits of a Verticalized Agency
1 Scalability
2 Industry Expertise
3 Offer More Services
4 Tons of Applicable
Testimonials
5 Fewer Competitors

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#4 How can you build
Awareness?

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Pitching New Business
Is a Job Unto Itself…

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Main Source of Acquiring New Clients?

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Fewer Competitors

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Applicable
Testimonials

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#5 Identify gaps in your
prospects marketing
strategy

23. GAP Analysis
Current State
vs.
Desired State

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Tell Me About Your Brand & Vision

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What does success look like to you?

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What is your expected time frame for achieving (x)?

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What does your buyer demographic look like?

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#6 Engage prospects with a
low cost Account Audit

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Conversion Actions

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Other settings to check
• Network Segmentation
• GeoTargeting
• Ad Schedules
• Device Bid Adjustments
• Ad Delivery Preferences

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#7 Offer an Account
Restructure or Campaign
Buildout

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How much can you charge?

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Ideal account structures

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Does their budget make sense?

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Setting the right
expectations:
Budget
New Clients
Estimating a Budget
Your Goal Cost-Per-Lead
Close Rate of Leads
PPC Leads
Ex. $25 per lead
Ex. Your new client
goal is 250/mo
Ex. Your average
close rate is 15%
Ex. 250 clients at a 15%
close rate means 1,677
leads (250/0.15 = 1667)
Ex. 1,667 leads at $25
cost-per-lead = $41,675

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#8 Convert into Monthly
Recurring Revenue

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How do agencies charge for PPC Services?

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What percentage?

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#9 Set up a client
communication cadence

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Be proactive not reactive:
• Put 30 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

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Present your prospect with:
Update on previous
weeks task lists
Review consistent
bi-weekly reporting
Ask for any upcoming
business changes,
promotions or
product launches
Create task list for
coming weeks
Present strategy for
expansion and account
growth
5

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#10 Add Additional
Services

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What is a good conversion rate?
Distribution Point Conversion Rate Vs. Average Comments
Average 2.35%
Top 25% 5.31% 2x
Top 10% 11.45% 5x
Awesome!
Unremarkable .
UNICORNS

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Practice Makes Perfect!
Name Percentile Relative Abundance vs. Expected Conversion
Rate
Awesome Landing Pages Top 25% 1:4 2x Higher
Top 10% 1:10 5x Higher!!
UNICORNS

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Impact of Testing Landing Pages for your Client
Budget invested into
Adwords Search
$5000
Average Cost Per
Click
$5.20
Traffic to website 961
Average Industry
Conversion Rate
3.3%
Number of Leads 32
Closing Percentage 20%
Number of Sales 6.4
Average Sale Price $4000
Revenue generated $25,600
Budget invested into
Adwords Search
$5000
Average Cost Per
Click
$5.20
Traffic to website 961
Improved Conversion
Rate testing 4 Pages
6.6%
Number of Leads 64
Closing Percentage 20%
Number of Sales 12.8
Average Sale Price $4000
Revenue generated $51,200
VS

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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

50. Please reach
out for a Free
Account Audit!
Zach Rego
Director of Global Agency Business
zrego@wordstream.com