Selling PPC Services With Data

Using numbers to effectively sell PPC services to potential clients. You'll walk away with strategies on how to: - Win better long term clients - Shorten the sales cycle - Stack up monthly recurring revenue

LIVE WEBINAR
© Copyright 2018 WordStream, Inc. All rights reserved.
Selling PPC
Services with
Data

Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A

4
Today’s Goals
• Win Better Long Term
Clients
• Win More Clients
• Shorten Sales Cycles
• Stack Up Monthly
Recurring Revenue

In PPC since 2007 when I
started Boston Photobooth
Rental…
• Over 1200 rentals
• Learned the Difference between Profit
& Revenue
• Sold Business in January

7
Since Joining the WordStream Team…
• Working in Agency Sales for
WordStream since February 2015
• 700+ Demos to date for agencies
across the globe

Context
People don’t buy things because of
data...data proves a story.

• Willing to Spend Money
• Long Term Outlook
• Willing to make a Change
• Give You Access To Their Account
Are They Right For You?

GAP Analysis
Current State
vs.
Desired State

• What is a conversion?
• How much is an average customer worth (ASP v LTV)?
• How many leads did you drive last month?
• How many of those leads became customers?
• Do different conversions have different values?
Current State Questions

• How many more customers can you handle on a monthly
basis?
• What products or services are you looking to drive the
most growth in?
• What areas do you operate?
• Are any areas more valuable to you?
Desired State Questions

What other information do you like to
gather from prospects before you make
your pitch?

• Current Lead Flow & Desired Lead Flow (Gap)
• Average Sale Price
• Closing Percentage
Now We Have...

The 10% Questions
• What is your plan to get to (insert goal here)?
• When do you need to fix this/kick this off? (timeline)
• What happens if you do reach this goal? What
happens if you don’t? (personal goals)
• Why? Why not?

• Sean said if he gets 1 more
sale per month, he can
open a second location,
which he has been trying
to do for the last 2 years.
• Sean needs 3 more leads
per month to do that.
• Sean is thinking of hiring
someone new to manage
the account for him
What We Learned

• Identify/Quantify wasted spend, in terms of number of
additional leads & revenue
• Deliver a proposal that speaks directly to their goals and
how you will help them get there
Goal

• Graded over $8B in unique
spend
• Directly compares acct to
similar industry & spend
accounts
• White label through
WordStream’s New Business
Center
Step 1: Run Our Performance Grader

Step 2: Identify Key Areas of Opportunity

Wasted Spend:
- Head to QueryStream
- Use Target Keyword & Search Query to
identify irrelevant spend
- Identified $1900
Step 3: Dig Deep/Be Specific

Quality Score
- Head to QueryStream
- Use Target Keyword, Search Query & Ad
Shown to identify irrelevant impressions and
spend
- Save $2084 by Improving QS 1 point
Step 3: Dig Deep [Quality Score]

Quality Score
- Head to QueryStream
- Sort by Target Keyword
- Mine for Long Tails that Show Relevance, or
have already Converted (note cost)
Step 3: Dig Deep [Keyword Research]

What other topics or business challenges
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