Ways to entice that prospective PPC client
Posted by Melissa Fillau on 07 Feb 2008 at 08:57 am | Tagged as: PPC
Why would a client choose you over your competition? Do you have extensive experience? Do you have a lengthy list of client references and proof of results?
Or, like the majority of firms in this industry today, do you have to convince them that you are a promising young firm that they should utilise?
Let the client realise that you know all the latest strategies and tactics to enhance their PPC Campaign, and don’t be afraid to let them know what they are doing wrong. Don’t give them the specifics of exactly how you are going to solve the problem or too much detail on exactly which parts need to be amended. Just give them enough to let them know that you know how to make their campaign more profitable.
Look at their current PPC strategy and make sure it is in line with their overall marketing goals. Find out enough information about them to ensure that you understand their business and what they wish to accomplish with regards to their PPC campaign.
Scrutinise their current keyword selection and make sure they have included sufficient long-tail keywords and not just broad terms. Are they using negative keywords to their full advantage?
Examine their Campaign and AdGroup structure. Ensure that they have divided their Campaigns into relevant AdGroups and that there are not too many keywords per AdGroup.
Have they optimised their campaign settings? Are they using all their ad-spend too quickly or not at all? Do they know that they don’t have to spread their budget over the whole day and can utilise it when necessary?
Do their display Ad’s have the necessary call-to-action? If they do, are the ads pointing to their Home Page or an adequately optimised landing page?
Have they used the optimum number of display Ads?
Make sure that the client is aware of the fact that the campaign does need extensive preparation, constant work and testing, and that this requires some time and patience.
