Expand Your Agency: How To Win PPC Business

1@ErinSagin #DigitalAgencyDay


Full Disclosure:I’m NOT a Sales Person


Not as a Child…


And Not as an Adult…


Who Am I?

o PPC Evangelist &

Community Manager

o Has specialized in Paid Search

for 4+ years

o Love blogging, speaking and

teaching about digital marketing

tactics

o Shameless Twitter addict–

Hit me up @erinsagin!


Selling Tiny Accounts?


Bigger Is Always Better


Erin’s Five Hacks

to Score A Big Fish


#1

Walk the Walk


What do the big guys have that you don’t?


They Have Resources to Cultivate It


Jumpstart Your Reputation on the Cheap


Create a Few Pieces of Amazing Content


I Created This as a Joke

And it got

more than

1000 shares!


Legit Twitter FollowersBuy


Create a Followers Campaign


Be Strategic With Tailored Audiences


Promote Your Best Stuff


#2

Devise a Prospect Hit-List


The Top 10 Biggest AdWords Spenders

IndustryAnnual AdWords

Spend, in Billions

Finance and Insurance $4

Retailers and General

Merchandise$2.8

Travel and Tourism $2.4

Jobs and Education $2.2

Vehicles $2

Computers and Consumer

Electronics$2

Internet and Telecom $1.7

Business and Industrial $1.6

Occasions and Gifts $1.2


Pick an Industry and Get to Know it Inside Out


Get Up to Date on Industry-Specific Techniques


Scout Betas to Get Ahead of the Curve


#3Get on Your

Prospect’s Radar


Buddy Up To Them on LinkedIn


But First, Make Sure Your Profile

Looks Better Than My Dad’s


Bling It Out


Write Connection Requests

They Can’t Turn Down

Larry Kim’s 5 P’s:

• Polite

• Pertinent

• Personalized

• Professional

• Praiseful


Infiltrate Their Facebook


Create a Hyper-Targeted Campaign

Start with your

big fish hit-list

Get even more

granular with

job titles


#4

Don’t Give Up Too Quickly


Source: InsightSquared

Your first attempt

is the one most

likely to connect


Be Prepared to Connect on the First Try


No One Wants To Hear A Sales Pitch


Discovery Questions

What is the

current state of

your account?

What is the

desired state of

your account?

When do you

want to achieve

these goals?

Use PPC to bridge the gap from

A to B in “C” amount of time!!

A. B. C.


Connect Challenges With Solutions


Land Their Voicemail? Make it Count

Tell them who you are

Explain your intentions

Give them a reason to call you back

1

2

3



Likelihood of

connecting plateaus

at 6 attempts


Defy Your Natural Instincts and

Pick Up the Phone Again



Contact Attempts - Rule of Thumb

Low-Quality

Prospects –

3 Touch

Minimum

Medium-Quality

Prospects – 7

Touch Minimum

Top Notch

Prospects –

Go Nuts!


#5

Conquer Objections with

Real-Life Examples


Yeah, but…..


“SEO Is Good Enough For Me”


SEO Is Turbulent


People Actually DO Click On Ads

%

Source: http://www.wordstream.com/blog/ws/2012/12/03/why-use-adwords


Mobile Is Killing SEO


Imagine You’re Stranded in

Boston and Need a Hotel


Which Service Would You Use to Book?


Bottom Line: PPC & SEO Are Better Together


“PPC Didn’t Work For Us In the Past”


Dig Up The Old Account and Find the Culprit


The Account Was Poorly Organized


They Abused DKI and It Backfired


Their Landing Pages are Abominable

This site has been

left untouched

since 1996!


They Neglected to Set Up

Conversion Tracking


…Or Track Their Call Conversions


They Didn’t Leverage the

Almighty Power of Remarketing


“I’m Happy With My Current Agency”

Great. Do you think

there’s room for more

opportunity? How

about a FREE

account analysis?


Run a Grader Report


Some Sections Will Be Downright Scary


BONUS

Pass the Buck


People Love to Share Good Experiences


We’re More Influenced by Word-of-Mouth

Than Traditional Marketing


Give People An Added Incentive

to Spread the Word


Go Forth and Make It Rain

1. Vamp up your image

2. Pick your hit-list

3. Infiltrate their minds

4. Pick up the phone

5. Conquer objectives with

real-life examples

Expand Your Agency: How To Win PPC Business

Marketing

Transcript of Expand Your Agency: How To Win PPC Business