PPC services have become essential parts of any online marketing campaign but aren’t always offered by digital marketers.
While demand for PPC has increased exponentially, potential clients don’t always understand what it takes to deliver a successful pay-per-click strategy.
As a white label PPC agency, White Shark Media helps digital marketers take advantage of the PPC trend while also providing clients the confidence and knowledge to effectively convert prospective clients. Here are three tips on how your team can successfully and confidently convey PPC expertise when offering PPC solutions:
- Learn the Language: PPC Industry Jargon.
Let’s face it — the average potential client doesn’t spend day in, day out talking about PPC. Many clients are unclear on the ins and outs of pay-per-click campaigns and exactly how PPC services can benefit their company, and they rely on your expertise to implement successful campaigns.
While businesses might come to you asking for PPC services, they may not know exactly what is being offered – particularly when it comes to understanding the numbers and results behind PPC campaigns.
The better-versed your sales team is on the specific benefits of PPC and the more confident they are in helping clients see the tailorable aspect of the service, the easier it will be to convert prospects and start a new business off on the right foot. By making sure everyone is well-versed on PPC terminology, your organization will bring in more clients who trust and are confident in the work you do.
SEO. One of the most common terms we find ourselves clarifying for customers? SEO (Search Engine Optimization). SEO increases the amount of traffic to a website based on unpaid or organic search engine results by leveraging keywords to rank better on search engines.
PPC. In contrast, PPC is a paid advertising model on search engine networks in which you pay for clicks received to a sponsored ad. Unlike SEO, PPC can be tailored to specific target audiences to effectively reach your desired market.
CPC. CPC (cost-per-click) is the amount an advertiser is paying for a click on an ad. Search engine platforms allow advertisers to set a max CPC amount to better determine which ad placements best fit their campaign.
CTR. CTR (clickthrough rate) is how we determine how many people click on your ad in relation to the number of people who viewed the ad. Based on the CTR, advertisers can better assess the different elements (placement, content, audience) of an ad.
While these terms are great starting points to make sure your sales team is prepared to provide the best customer service, there’s always more to learn. Download our introductory ebook for more!
- Understand the PPC Audit
PPC audit reports give a high-level overview of a PPC campaign’s monthly performance. Beginning with account data, strategists build a detailed analysis of potential opportunities, areas of improvement, and more. Paired with competitor research, advertisers can better understand their position and re-tailor their strategies for the coming months.
Audits include:
- KPIs (key performance indicators) that help measure performance and objectives
- Data ranges
- A history of changes and modifications to campaigns
- Keywords research to understand what generates traffic and sales
- Ad copy reviews from the audience
- Quality scores for the site’s landing page and CTR
- Network reviews of different target audiences
- Master Common Setbacks in PPC Campaigns
Finally, consider common setbacks in PPC campaigns from the beginning so you’re equipped to overcome them later. Especially when speaking with clients who have had limited success with PPC campaigns in the past, understanding these common setbacks can help differentiate your PPC service from other competitors.
Poor landing pages. Too often, we hear stories of clients who had great clickthrough rates, only for users to immediately leave the page after being redirected. To keep users on a website, landing pages have to be easy to read, mobile-friendly, and interesting to customers.
Set and forget. Just because a campaign worked once doesn’t mean it will work again. Some advertisers “set and forget” their settings and avoid testing different elements, strategies, and scenarios that could actually further optimize their PPC performance.
Conclusion
While PPC can seem complex and specific to digital marketers, it’s ultimately a service that follows the same basic principles as any other online marketing strategy When your sales team has a clear, confident, and complete understanding of PPC and the benefits it brings, your agency can capitalize on the growing need for PPC services and grow business.
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ABOUT THE AUTHOR
Francisco Lacayo, VP of Partnerships at White Shark Media
Francisco Lacayo is the VP of Partnerships at White Shark Media. He is responsible for the company’s growth strategy and market expansion, as well as overseeing White Shark Media’s partner program.
Francisco has worked in the Digital Marketing industry for 13 years, leading different projects involving customer experience, product development, and product innovation. With his background in behavioral economics, Francisco has also been able to develop several programs focused on client-centricity, consumer behavior, and digital transformation.