The document provides strategies for marketing agencies to adapt to the challenges posed by COVID-19, highlighting the importance of understanding industry-specific impacts on advertising. Key recommendations include shifting from a transactional to a consultative approach, maintaining strong client communication, and focusing on long-term ROI while preparing for recovery. It emphasizes the need for thorough audits and personalized client support to navigate the shifting landscape of consumer behavior and advertising performance.

1. Keep Calm and Market On:
Tips for Agencies During COVID-19

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Hi, I’m Matt
Channel & Sales Manager
Been with WordStream for 4 years
Agency sales focus for 3+ years

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Hi, I’m Kristina
Lead Acquisition Manager
Manages WordStream’s paid
advertising channels
Prior to WordStream, worked at a small
marketing agency

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Agenda:
Winning New Business:
● COVID-19 impact to advertising
● Selling during COVID
● Audit & pitch
Servicing New & Existing Business:
● Client communication
● Client prioritization
● Account strategies

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1. Early Shockwaves
2. Decrease in search
volume and
conversions
3. Signs of recovery and
spike in Social
COVID-19 Impact on
SMB Advertising

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March 2020 - Decline in Key Metrics

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Signs of Recovery

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Selling During
COVID-19

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Decreased Search Volume
Industry Specific Impact
● Real Estate
● Health/Medical
● Apparel
● Computers & Electronics
Increased Search Volume
● Travel
● Tourism
● Internet & Telecom
● Family & Community

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WordStream Reps Strategic Shift
● Less transactional, more consultative
○ Inquire about the impact
● Be honest
○ Industry data doesn’t lie
● Be creative
○ Ex. Gift cards for restaurants, Book Now/Stay Later for Travel
○ Creative solutions help reps transact
● Educate
○ WS Blog great resource

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Basics Still Apply
● Willing to spend money?
● Long term outlook
● Willing to make a change?
● Open to giving you access
Are They Right For You?

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Do Your Research

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2020 Google Benchmarks

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COVID-19 Adjusted
Expectations
● These metrics have
changed
○ Social opportunities
for clients
● Industry specific
knowledge gives your
agency a leg up
● Creates a win-win for
you and client
https://www.wordstream.com/blog/ws/2020/04/0
6/google-ads-benchmarks-during-covid-19

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Audit and Pitch

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GAP Analysis - More Important Now
Than Ever!

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Current State Desired State
GAP Questions
● What is a conversion?
● How much is a customer worth?
● How many leads do you drive monthly?
How many become customers?
● How many more customers can you
handle monthly?
● What products and services represent
growth opportunity?
● Are any products or services of more
value to you?

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Step 1 - Run Grader
● If account exists, audit
● $8 Billion per year
● Up to date with COVID Benchmarks
● White labeled in NBC

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Step 2 - Analyze
Opportunity
● Geographically relevant research
● Use real data from GAP analysis
● Emphasize the I in ROI
○ Cash is King in COVID environment
● Short and long term play

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Step 3 - Close With
Confidence
● Stay true to your pricing model
● Maintain strong margins
● Be prepared to walk away

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Client
Communication

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Setting Expectations

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the “finish-line” feeling

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Paused all advertising
Maintained advertising
Reduced advertising
Increased advertising
Advertising Status: Current Performance:
Client Value:
Prioritize Your Support:

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Paused all advertising
Maintained advertising
Reduced advertising
Increased advertising
Advertising Status:Business Attributes:
Personalize Your Support:

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Account Strategies

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Focus on results today Account foundation & best practices
Start scalingAnalyze & review
Preparing Your Reactivation Plan & Strategy:

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Prioritize Results Today
Hint: 80/20 rule
Cut Wasted Spend:
● Pause poor performers
● Negative keywords
● Ad scheduling
● Match type optimization
Account Strategy:
● Accessible offers
● Appropriate messaging & tone (try to avoid cliches)
● Cross-channel balance

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Scaling up your clients’ accounts:

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1. Start with a stable foundation:

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Paid Search: Paid Social:
Paid Search & Social Account Recovery Checklists:
Access checklists here: https://bit.ly/2M6BkEr

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Review existing structure: Audit campaign settings:
Paid Search Foundation:
Conversion tracking:

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Audit conversion tracking:Review objective alignment:
Paid Social Foundation:
Review settings: Check in on creative excellence:

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JUST RELEASED: Shutterstock
Integration for Facebook Video Ads!

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Account KPI’s Change History
2. Analyze & Review
In Account:

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Consumer Behavior
2. Analyze & Review
Outside Account:
Competitive Landscape

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3. Look for signals to scale:
In accounts (controllables):
● Account KPI’s
● Keyword search demand
● Impression share
Outside of account (uncontrollables):
● Business demand
● Operating status
● Google trends & consumer behavior
● Website traffic & behavior
● Competitive landscape (auction insights)

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4. Set to Scale:
Revert appropriate
changes
Increase budgets
according to growth
Enable scale

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Prepare for the expected:
● It takes time!
● Learning period & performance fluctuations
● Ad saturation
● Changes in consumer behavior & new norm
● New benchmarks

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Summary:
● Adapt your pitch based on trends, opportunities & prospect
● Close with confidence
● Important of setting expectations during client communication
● Focus on ROI today, start preparing for ramp up
● Back to the basics before ramping up
Show your agency’s value!
WordStream Resources:
● WordStream HQ for supporting articles
● New product releases: Facebook Grader, Shutterstock Integration
● Daily blog, newsletter, and content from WordStream

41. © Copyright 2020 WordStream, Inc. All rights reserved.
Thank you! Questions?