THE AGENCY BLUEPRINT TO
SELLING PPC
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Meet Our Panelists
TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-
WILLIAM KRAMER
TIM BIENVENIDA
William has been working for 8 years as a web professional to growing online businesses. As lead of Business Development, he’s helped 24 of our top partners reach 6-digit monthly revenues.
Tim has dedicated half a decade to being a top-notch digital marketer, salesman, and relationship builder. He has launched and retained more than 500 projects, including those of key partners.
william@seoreseller.com
tim@seoreseller.com
/williamkramerjr
/timbienvenida
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What Happened During the Previous BYB Webinar
Overcoming Sales Objections Like a Powerhouse In the previous webinar, Bernard and Tim discussed the pro-tips on overcoming the most common sales objections, and the methods powerhouse agencies use to close the toughest •sales. General Guidelines to Overcoming Objections (Acknowledge, Isolate, Own, Act) • Common Client Objections
TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-
PPC Promo
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A PPC Offer To Get You Started Start driving instant traffic for your clients. Get a setup fee rebate on the 6th month of your campaign. Get more details: bit.ly/ppc-rebate-promo
What’s Next: Discussion Overview
Discussion Overview With Google’s recent updates to AdWords, it’s time to revamp your approach to selling PPC. In this 6th installment of the Boost Your Business Webinar Series, we will walk you through the entire sales process for selling PPC. From qualifying leads and pitching your services to answering common objections— they’ll give you the blueprint to establishing a successful PPC business. • • • •
What’s new with PPC-Recap of Changes in 2016 Finding Your First Client Making a Great Pitch Responding to Common Objections
Q&A Session
What’s Next: What’s new with PPC-Recap of Changes in 2016
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Feel free to send your questions to us via chat and our panelists will answer them during the Q&A portion.
What’s new with PPC-Recap of Changes in 2016
What’s Next: What’s new with PPC-Recap of Changes in 2016
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What’s new with PPCRecap of Changes in 2016 Adaptable Display Ads “Responsive Ads for Display” lets advertisers run remarketing campaigns that automatically select the ad copy and image best suited for the content the customer is browsing. Expanded Text Ads Ads now feature more prominent headlines, longer descriptions, and a relevant display URL, allowing advertisers to provide more useful information to entice customers to click.
What’s Next: What’s new with PPC-Recap of Changes in 2016
Expanded Text Ads
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What’s new with PPCRecap of Changes in 2016 Bidding By Device Type AdWords now allows setting bids by device type, with the flexibility to make bids dependent or independent of one another. This allows for more granular control and precise targeting of each ad for each context. Local Map Ads With “Local Search Ads” now on Google Maps, local businesses can now deliver ads to consumers searching Maps for nearby establishments. Local Map Ads
What’s Next: Finding Your First Clients
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Feel free to send your questions to us via chat and our panelists will answer them during the Q&A portion.
Finding Your First Clients
What’s Next: Finding Your First Clients
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Finding Your First Clients Find the clients that can help you establish a strong portfolio Qualify your list of prospects by focusing on two things:
Fit
What’s Next: High Customer Lifetime Value
Readine ss
High Customer Lifetime Value
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Dentists Most households have only one family doctor and dentist they trust for routine check-ups.
Because they can generate considerable revenue from a single, customer businesses that typically have high customer retention or a high rate of repeat business benefit immensely from PPC. Examples: • Doctors, Dentists • Auto Body Shops •Subscription or membership-based businesses
What’s Next: Businesses w/ High Profit Margins
• Dental Practice in the US providing Invisalign Braces • Avg. cost: $3,500-$8,000 (depending on patient needs) • Treatment Time: 6-18 months. Monthly follow up visits.
• Avg. cost per conversion: $38.89
Businesses w/ High Profit Margins
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Lawyers Businesses whose products and services are more expensive can get huge returns on their PPC campaigns.
A single case can net a law firm several thousand dollars—much more than the cost of the keyword they bid on.
Examples: • • • •
Lawyers Expensive Consumer Products Home Services Industrial/B2B Products • Personal injury law firm in NY • Lawyer’s fees usually 30-40% of settlement • Monthly budget: $5000 - $6000 • 85-100 conversions/leads monthly • Conversion Rate: 8.65%
What’s Next: Businesses w/ High Profit Margins
Businesses w/ High Profit Margins
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Home Service Repairs Businesses whose products and services are more expensive can get huge returns on their PPC campaigns.
Depending on the scale, home repairs and other similar services can be expensive.
Examples: • • • •
Lawyers Expensive Consumer Products Home Services Industrial/B2B Products • US-based Home Service Repairs Provider specializing in countertops • Monthly budget: $700 • 25-30 leads/month at $23-28 per acquisition • Conversion Rate: 11-15% monthly
What’s Next: Seasonal Promotions
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Seasonal Promotions Flower Shops Businesses that are reliant on seasonal promotions can take advantage of PPC’s nimbleness and flexibility, especially if a relevant event is around the corner. Examples: •Flower Shops •Party and Event Planning Services •Christmas •Mother’s Day •Black Friday (for Ecommerce)
What’s Next: Pitching PPC
Promotions on Valentine’s Day can get very competitive.
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Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
Pitching PPC
What’s Next: Determine the Need
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Determine the Need
Businesses will never say no to more leads, customers, and sales. The question is‌
Which stage of their customer journey does the client want to improv
Awaren ess
What’s Next: Pitching PPC- The Basics
Informati on
Consideration
Build Desire
Purcha se
Loyalty
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Pitching PPC - The Basics
Highly-Granular Ad Targeting and Delivery Ads are only shown to people who search for the keywords clients bid for. This can be even more precise by targeting specific locations, times, devices, and choosing which ads to display for each of these.
What’s Next: Pitching PPC- The Basics
Measurable ROI The Cost-Per-Click metric makes it easy to track spending and revenue generated from the campaign.
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Pitching PPC - The Basics
High Control Over Budget
Immediate Results
Clients are only charged when someone clicks on the ad, and they can set a maximum Cost-Per-Click and a daily budget so they don’t spend more than they want to.
A PPC campaign can get up and running in a matter of hours, unlike SEO which requires more time to gain momentum.
What’s Next: Customizing the Pitch
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Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
Customizing the Pitch
What’s Next: Customizing the Pitch
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Customizing the Pitch
CASE STUDY #1: Online University in the US •Had speakers presenting at different events—10 major cities over a span of 8 months •Objective: A campaign driving enrolments to their online diploma, undergraduate, and graduate courses timed to these speaking events •Budget: 15,000 USD •Challenge: The first speaking event is next month
High Customer Lifetime Value
How would YOU pitch it? What’s Next: Customizing the Pitch
Customizing the Pitch
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THE PITCH:
Immediate Results
• A PPC campaign will have no problem getting up and running immediately to promote next month’s speaking event.
Highly-Granular Ad Targeting and Delivery
• Mapped out an 8-month PPC campaign geo-targeted to the different cities. • Ads were delivered 30 days before the event (to drive more attendees) • And also after the event (to drive enrolments from those who didn’t sign up at the event)
What’s Next: Customizing the Pitch
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Customizing the Pitch
CASE STUDY #2: IT Company in Australia
•Client serves SMBs as an all-in-one IT team. Charges the SMB a monthly retainer fee. •Wanted leads that were looking for a long-term IT provider. •Partner agency had difficulty pitching PPC services to them. He mentioned the unique selling points of PPC, but wasn’t able to match it to the company’s needs. •“Why do I need PPC? I’m already generating leads with SEO, and it’s free?”
How would YOU pitch it? What’s Next: Customizing the Pitch
Customizing the Pitch THE PITCH: A one-month PPC campaign would bring more leads than SEO in that month.
•Immediate Results
•Keywords from the SEO campaign were used to create 10 different landing pages.
•Measurable ROI
•With SEO, the client never knew how many visits became actual sales. •With PPC the client was finally able to see the conversion rate: 28%
What’s Next: Responding to Common Objections
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Feel free to send your questions to us via chat and our panelists will answer them during the Q&A portion.
Responding to Common Objections
What’s Next: The value of PPC as a Digital Marketing Effort
The Value of PPC as a Digital Marketing Effort Low ROI with Previous Provider
Opportunity to show expertise by asking the right questions Identify what went wrong with their previous campaign. •Did your previous provider set up conversion tracking? •What keywords did you target? •What did your landing page look like? •What was the quality score? •Can I see the ad copy for that campaign? •Do you have the list of negative keywords for that campaign? •Did you run a remarketing campaign?
What’s Next: The value of PPC as a Digital Marketing Effort
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The Value of PPC as a Digital Marketing Effort “PPC is expensive”
Not true! 1.PPC can have great ROI • Example: PPC Campaign for an ecommerce website selling Toy Drones for $300 each. • The client spent only $8 for EACH SALE
2.
PPC is Very Cost-Flexible
• You can start with a budget as low as $100/mo, and scale this up to $100,000/mo. • Easy to control spending on PPC, so you never spend more than your budget allows • Set a maximum daily budget, a maximum cost-per-click, and optimize for return on ad spend. What’s Next: PPC vs. Other Channels
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PPC vs. Other Channels “I already have X, why do I need PPC?” PPC can complement your other marketing efforts
Awaren ess
Information
Impressio ns
Remarketin g and GDN
GD N
Considerat ion Remarketin g
Build Desire
Purcha se
GDN, Traffic
Conversio n Thank You Page Pixe l
What’s Next: Synthesis
Loyalty
Remarketin g
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Synthesis Finding Qualified Clients
Look for clients that are a good fit for a PPC, and are ready to implement a campaign
What’s Next: For Our Partners
Determining the Need
Find out what stages of the customer journey PPC Campaign can help them with.
Making the Pitch
Focus your pitch on showing how a PPC campaign can be customized to address these needs.
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For Our Partners
PPC Pitch Kit The Definitive Guide to PPC Pay-Per-Click Sales Guide Pay-Per-Click Pitch Deck Sign up or log-in to the Resource Center to download this free Pitch Kit. bit.ly/seoreseller-resource-center
What’s Next: Q and A
Schedule a Call bit.ly/setsked Feel free to call us at any time for questions. TOLL-FREE 1-800-2506106 AUS (02) 8484-1116 US (415) 625-9700
info@seoreseller.com