When a Search Marketing Agency pitches a new client, they may provide them a complimentary audit, initial strategy overview, competitive analysis, etc… However, once the client signs on the dotted line and the work begins, more often than not, overt time the client slips into the dark with regard to the specifics. These specifics consist of the day-to-day “blocking and tackling” of PPC. (keyword matching, search queries, ctr%, quality score, competitive bidding, affiliate hijacking, etc…). When something goes wrong with an account (and is always does), the PPC Marketer/Agency needs to explain the cause and effect and it is that situation where the client needs to know what they hell they are talking about.
In this post, I will discuss some specific instances where it’s in the best interest of both parties to educate one another in order to not only grow the business, but to keep the relationship from turning sour.
Discuss What Metrics Matter Most
Regardless of how seasoned a client/prospect might be with regard to “PPC metric lingo”, it’s in the best interest of both parties to explain which metrics matter the most and why. Sometimes, Adwords metrics such as interactions, engagement rates, etc… are not exactly accurate on measuring success. Success is should identified by conversions. For example, take this scenario.
- Increased Impressions: In general, one might think this is a good thing but depending on the targeting and platform, absolutely NOT and here’s why.
- Search Networks: More impressions can reduce the CTR% which in turn lower Quality Score and hence, result in higher costs and worse AVG Position. This also results in additional “irrelevant” traffic that will drive up budgets and lower the overall Cost/Conversion.
- Display Networks: Depending on the bidding options, (especially CPM) an increase in impressions will only drive up costs. Need to make sure CPC is set to this option.
The Influence of Competitors:
When a company enters the world of PPC Marketing, they will encounter competitors not only bidding on similar keywords, but also their “sacred” brand terms and this can have a detrimental effect on the overall performance of the account. It’s important to keep a watchful eye on this and develop strategies to counteract this problem. Here are some strategies to protect the brand:
- Make sure the client files their trademark with Google to ensure no one else can use their trademarked term in text Ads.
- Send an email/letter to all Affiliates and Resellers that they are NOT permitted to bid on the trademarked name in any of their Text/Banner Ads.
- Contact competitors directly and ask them to stop bidding on their trademark terms. (if they do not oblige, getting legal assistance would be beneficial)
Attribution of other Online or Offline Advertising
Attribution can be a tricky thing to interpret, especially to a client, but it’s imperative to tell a story that makes sense. Understanding attribution varies depending on the life cycle of the client (history, offline advertising, social media presence, etc..). Typically, a new advertiser will have to rely on “non-brand” terms to drive the most relevant traffic to their product or service. Once history as been accumulated and more people get familiar with the brand, consumers will ultimately type in their brand name (Search Engine, Direct/Bookmark) to get to their site.
The client needs to understand that it will take time to grow their brand and that this is a revolving cycles. For example, “non-branded” terms are more costly and do not provide many conversions so we automatically want to pause the campaign. Bad Idea! Quite often, the “non-brand” terms are the first point of contact that introduce the brand. Yes, it costs more money, does not result in an immediate conversion, but over time it’s what generated the customer.
Importance of “After-the-Click”
Perfecting the fundamentals of Quality Score in a campaign is a good thing. Buuuut….. it’s only half the battle. The other half is persuading the customer to take an action and frankly that is the only thing that matters here. Even though the term “after-the-click” is simple in its meaning, execution is another story. It is this strategic obstacle that can be achieved, but requires constant and intelligent testing to ensure maximum effectiveness. Bottom line: The client needs to understand that in order to maximize their Ad dollars, they will need to the invest time and money into these strategies. The following Tactics would include:
- A/B Landing Page Testing
- Cart/Form Testing
- Audience Testing
- Promotion/Offer Testing
The Trust Factor:
It’s very easy for customers to trust the platform that they are advertising on. There is this “fuzzy / comfortable” feeling that if Google recommends it, then it must be a good strategy. However, I would strongly recommend that any of the Google’s Opportunities (even though sometimes justified) need to be viewed as a just a suggestion, not an immediate decision. Remember, Google is a lucrative business because they want advertisers to spend more money with them. Increasing traffic and spend may sound good on paper, but they do not come with any guarantees in terms of conversions. When appropriate, clients need to understand the difference.
There is a “fine-line” that needs to be met where Agencies need to maintain control the PPC Accounts, while allowing the client to continue to interact and take part in the overall strategy. One way to overcome any potential issues is to educate them on all of the intricacies that may occur throughout the client-agency relationship. Once the client has developed a good rapport with the agency, it becomes easier to properly manage their performance expectations.