Managing Agency PPC the 80/20 Way:

How to Achieve Better Results with

Less Effort

Brought to you by:

www.wordstream.com/learn#AgencyPPC

www.wordstream.com/learn

Want to get smart in paid search?

AgencyPPC

Join the conversation on Twitter

#AgencyPPC

@WordStream

@ErinSagin

@RandiatWork

AgencyPPC

Meet our WordStream Experts

AgencyPPC

Erin SaginCustomer Success Manager

@erinsagin

• Spoke at PubCon in Las Vegas

• Has specialized in paid search for 3+ years

• Team consults for over 1,000 agencies

Randi LuciusSenior Paid Search Specialist

@randiatwork

• Been doing PPC for 6 years & has been at WordStream for over 3 years

• Helps manage over $220k/month across multiple client accounts

AgencyPPC

Running an agency isn’t always easy…

…but we’re here to help!

Today’s Agenda

• Recruiting PPC superstars

• Identifying and attaining long term clients

• Kicking off the customer relationship

• Managing multiple accounts simultaneously

• Sharing your success with clients

• Keeping on top of an ever-evolving industry

AgencyPPC

AgencyPPC

Recruiting PPC Superstars

Identifying Talent

• Define required skillset

• Don’t obsess over experience

• Preparation is key

• References can be eye opening

AgencyPPC

Attaining New Clients

AgencyPPC

Elliott Reid• Agency Sales Team Manager

• 2 years helping agencies &advertisers acquire new clients

• 1 years coaching/managing a team of 8 to help agencies acquire and manage PPC accounts

• Has worked with 1,000s of agencies of all sizes

• @ElliottPReid

AgencyPPC

Recommendations

What to do?

• Step 1: Make Biz Dev a focus and allocate time

• Step 2: Tap into your existing network

• Step 3: Get noticed

• Step 4: Get to know their business

• Step 5: It’s all about VALUE

AgencyPPC

Lastly…

AgencyPPC

Identifying Long Term Clients

AgencyPPC

Red Flags1. History of bad behavior

in AdWords

2. Lack of trust/respect

3. Goals are unreasonable or undefined

4. Poor online reputation

5. Opposed to testing new strategies

6. Commitment-phobes

7. Their website sucks (and they refuse to acknowledge it)

AgencyPPC

Devising a Sales Approval Process

• Have the potential client give clear goals

• Look at past performance – how are they currently doing? How off are they from their goals?

• Are their goals reasonable?

• Find some easy wins

AgencyPPC

Kicking Off the Customer Relationship

AgencyPPC

Starting Off on the Right Foot

• Get to know the client and their business

• Even if you understand the business from the sales process, make sure you ask more in-depth questions

• Set clear expectations from day 1

• You’re the expert in PPC, they’re the expert in their business

• Don’t promise immediate results, just steady improvement

• Set up an initial project plan with action items

• Take notes and keep a record of your first few calls

AgencyPPC

Managing Multiple Accounts Simultaneously

AgencyPPC

How to Stay Sane

• Don’t get weeded by the busy work—if you’re the brains of the operation, be the brains

• Develop a way to touch all of your accounts everyday – this make sure nothing hits you out of nowhere!

• Set time aside to respond to client emails – don’t stop what you’re working on to respond to every little email!

• Set priorities – create a list of items that need to be done, then prioritize them. Make sure you get the most important items done first

AgencyPPC

Use Automated Solutions

AgencyPPC

Sharing Successes with Clients

AgencyPPC

Reporting

• Create an easy to use template for your reports, that can also be easy to customize, because…..

• Each client has different reporting needs – work with your client to create the right report for them

• Find a way that’s easy for you, too!

AgencyPPC

Prove You’re the Reason the Phone is Ringing

AgencyPPC

PPC Advisor Success Report

AgencyPPC

Keeping Up With the Industry

AgencyPPC

Keeping Up With the Industry

• Use a news aggregator to follow PPC blogs

• Become a #ppcchat regular

• Get involved in SEM conferences

• Build a positive relationship with industry leaders

• Keep watching webinars!

AgencyPPC

Q & A

AgencyPPC