It can be tough to convince clients to venture outside their comfort zones, but guiding them towards marketing strategies that truly benefit their business is part of what makes a great agency. And often, the perfect solution lies in the realm of PPC.
This article is tailored for agencies venturing into PPC services or aiming to attract more clients in this domain. We’ll delve into some effective tactics for promoting Google Ads and securing new PPC clients.
Leverage these proven methods to boost your PPC client base:
1. Don’t Let Any Lead Go Cold
Reaching out initially can be a hurdle, especially without a dedicated sales force or a natural knack for prospecting. If you have the resources, a robust follow-up system for all inbound leads is highly recommended.
If not, capitalizing on less obvious opportunities is key. Guiding leads through the marketing funnel might be necessary before securing a PPC sale.
2. Target the Easy Wins
This includes existing clients who haven’t yet tapped into Google Ads. With knowledge of their business model and budget, you’re well-equipped to assess PPC suitability, identify relevant strategies, and pinpoint the optimal ad platform.
Craft a compelling marketing proposal showcasing how PPC can enhance their current approach and the potential outcomes it can unlock.
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3. Integrate PPC into Your Narrative
Make PPC an integral part of all new business pitches and marketing materials. When discussing channels like organic search or email marketing, always highlight how paid search can complement their impact.
4. Reward Loyalty with Referrals
Referrals from satisfied clients are a goldmine. To broaden your PPC clientele, establish a program that rewards existing clients for recommending your services. This fuels growth while demonstrating your appreciation for their partnership.
5. Forge Strategic Alliances
If your agency specializes in PPC or a select set of digital marketing services, collaborate with agencies offering complementary expertise, such as web design or PR. By joining forces, you gain access to their client base for PPC promotion, while they benefit from exposure to yours, ultimately expanding your reach.
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6. Make That First Outreach Count
The initial attempt is crucial, as connect rates plummet by 33% thereafter. Equip your sales team with a well-prepared pitch and dedicated time slots. Encourage persistent follow-ups when decision-maker contact info is available, but advise them to move on after six unsuccessful attempts with less promising leads. These can always be revisited later when time allows or lead flow is slower.
Source: Insightsquared
7. Persistence Pays Off in Follow-Ups
It’s tempting to assume a prospect is unreachable after a few failed attempts, but our data reveals otherwise. Connections are still possible even after ten attempts, albeit at a lower rate. While the connect rate drops initially, it stabilizes around the sixth call, implying numerous untapped conversations within seemingly distant prospects.
8. Time Optimization is Key
The ideal number of calls per prospect hinges on your lead flow. With abundant leads, prioritize initial outreach for higher connect rates. Conversely, during slower periods, delve into older, unconverted leads. Even if it takes 20 calls to reach one prospect, it’s still a valuable conversation gained.
When connecting, remember that the heart of the conversation isn’t solely paid search, but their business growth. PPC is simply a tool to achieve their goals.
9. Addressing Common Concerns
Expect questions and objections when pitching PPC. You and your team must address these confidently, reassuring clients about their investment. Let’s tackle some common PPC concerns:
“My SEO is Already Strong!”
Relying solely on organic search is risky. Organic results are volatile, with shrinking SERP visibility, particularly on mobile. High-intent searchers, primed to make a purchase, are likelier to click paid results even if they discovered your site organically during earlier research. Studies consistently show that PPC generates additional traffic beyond SEO:
Therefore, relying solely on SEO isn’t a valid argument against PPC.
“It’s Too Expensive.”
While SEO demands resources (technical and creative), PPC is only “expensive” if ROI is ignored. Numerous levers within PPC control spending, ensuring you only pay for clicks with high conversion potential, a key factor in maximizing ROI.
“Clicks Aren’t Converting!”
If a prospect claims PPC hasn’t yielded conversions, several factors might be at play:
1. Flawed Conversion Tracking: Businesses with high call volumes need make sure they’re using call tracking for accurate attribution.
2. Uncompelling Offers: No channel can salvage a weak offer.
3. Landing Page Issues: Ads directing to the homepage can lead to lost leads, while unfocused landing pages hinder conversions. Landing page optimization is key.
4. Absence of Remarketing: Persistence is key! It often takes multiple interactions before a conversion occurs. Remarketing allows you to re-engage and nurture interested prospects who haven’t yet converted. For instance, I discovered a fantastic (but pricey) ice cream brand. Despite initial hesitation, remarketing ads eventually swayed me.
Remarketing successfully emptied my wallet and expanded my waistline!
Addressing these issues can transform PPC into a lead-generating powerhouse.
A Final Thought Before You Conquer the PPC World…
While attracting new PPC clients is vital, knowing when to decline is equally important. Be wary of red flags indicating potentially troublesome or high-churn clients. Saying no can save you valuable time and resources.
Recap: 9 Strategies to Sell PPC Effectively
- Follow up diligently with every lead.
- Target low-hanging fruit: existing clients.
- Position PPC as a complement to other strategies.
- Implement a client referral program.
- Partner with agencies offering complementary services.
- Maximize the impact of the first outreach.
- Master the art of persistent follow-up.
- Optimize your sales team’s time effectively.
- Be prepared to address common objections with confidence.