Over the previous decade, I’ve sat by way of roughly 1,175 PPC consumer conferences – sure, I did the maths.
Whereas expertise is the final word instructor, generally the following neatest thing is studying from somebody who’s been by way of all of it.
This text discusses my most tried-and-true ideas for working simpler and impactful PPC consumer conferences.
1. Don’t neglect your major KPI
Your primary PPC KPI ought to at all times be on the forefront of discussions.
It’s simple to maintain the KPI top-of-mind in the beginning of an engagement, however simply as simple to start out ignoring it because the months (or years) go by.
I embody the first KPI efficiency in each interplay I’ve with my PPC purchasers, whether or not that’s a month-to-month reporting e mail with a easy desk or a gathering the place I add efficiency metrics to the agenda or notes.
It’s the uncommon consumer who can keep laser-focused on the first KPI over the months and years, so set your self up for achievement by making it second nature to at all times understand how the account is doing for the one metric that issues most.
Conserving the first KPI on the forefront additionally means connecting the dots between optimizations you’ve achieved or wish to do and the way these actions will have an effect on mentioned KPI.
This implies together with a reference to the KPI after virtually each suggestion or motion. The reason doesn’t should be lengthy to get the purpose throughout.
- “I’d wish to benefit from the season by including new seasonal advert copy this month as a result of well timed, tailor-made advert copy typically converts higher than generic advert copy. I’m hoping to see no less than a small bump in conversions because of this.”
By constantly tying your actions again to the first KPI, you retain the main focus for each your self and your consumer and be sure that each choice or suggestion you make is pushed by what issues most.
2. State the apparent
We regularly overestimate how nicely others perceive us – it’s a typical human flaw.
Throw in acronyms, advertising and marketing jargon and PPC numbers and metrics, and also you’ve acquired the right recipe for misunderstandings between you and your consumer.
How will you repair this?
Earlier than your assembly, take time to determine the “apparent” level you wish to convey.
I at all times ask myself, “What’s the one factor I need the consumer to remove from this assembly?” If I’m not clear on it, how can I count on my consumer to be?
The “apparent” will range from assembly to assembly and consumer to consumer, relying on their particular PPC targets.
It is perhaps one thing like, “We’re seeing comparable outcomes to final yr,” or “Efficiency was down month-over-month, and we’re upset.”
Different occasions, it may very well be, “We noticed an enormous spike in spam site visitors, however Google will reimburse us for the price, so don’t fear in regards to the month-over-month impressions.”
In PPC, consumer conferences can generally really feel redundant, with the identical factors being repeated.
This usually results in the temptation to debate wild correlations, viewers phase metrics or new options to attempt.
Whereas these factors will be precious, they need to solely come after addressing the primary points at hand.
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3. Flip information into insights: Add the ‘so what?’ issue
One factor I generally see with newcomers to PPC consumer conferences is the tendency to drop information and figures with no follow-up or commentary. Examples of this appear to be the next:
- “We acquired about 14,000 impressions from the brand new marketing campaign.”
- “Our new adverts have been disapproved.”
- “Price-per-click elevated about 12% from final yr.”
These statements are meaningless to a consumer as a result of they supply zero context and no trace about what comes subsequent.
We will immediately enhance them by including an imaginary “so what?” to the tip of every. These beforehand meaningless information factors then change into:
- “We acquired about 14,000 impressions from the brand new marketing campaign, which is nice and greater than we have been anticipating. We’re going to extend the funds subsequent month.”
- “Our new adverts have been disapproved, however I’ll enchantment to Google to see if I can’t get it reversed. If not, it’s possible you’ll have to edit the graphics subsequent week.”
- “Price-per-click elevated about 12% from final yr, so we’ll be going by way of and pausing some key phrases and viewers segments which can be under-performing, to optimize our funds this month.”
If you end up rattling off one determine after one other, use the “so what?” issue so as to add context and clarify the relevance of the information or your plan to deal with it.
This method makes you sound extra competent {and professional} to purchasers, and helps you prioritize your subsequent steps and keep organized.
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4. Take a look at the larger image
PPC is huge, and it may be tempting to get caught up in all of the options, concentrating on and information.
To keep away from turning your consumer conferences right into a one-sided lecture and guarantee a real partnership, it’s essential to do not forget that PPC doesn’t function in a vacuum.
Each you and your consumer ought to agree that digital advertising and marketing encompasses extra than simply PPC, together with:
Even when your consumer isn’t utilizing all the above channels, you’re nonetheless directing customers to their web site, which ought to ideally have content material that’s crawlable by search engines like google.
Any adjustments to those methods can impression your PPC efforts, and your purchasers are relying on you to maintain them knowledgeable.
Whilst you’re the PPC professional, it’s not possible to remain on prime of each different advertising and marketing channel on a regular basis – ignoring them can hurt your efficiency.
Begin by at all times making house to ask your consumer about any updates they could have about their enterprise.
Preserve it open-ended and encourage your consumer to share by holding silent whereas they suppose.
Whereas your consumer is talking, hear for key phrases and phrases you could tie again to PPC, similar to:
- “We’re launching a brand new product quickly.” A brand new product might have new advert campaigns or up to date key phrase targets to help the launch.
- “Our web site simply acquired redesigned.” A brand new web site can impression all kinds of conversion-related metrics, similar to web page load velocity, touchdown web page high quality and bounce charge, all of which might affect your advert efficiency, Ultimate URLs and High quality Scores.
- “We’re beginning a PR marketing campaign subsequent month.” An efficient PR marketing campaign can enhance natural searches, which might impacting PPC model marketing campaign efficiency.
- “We’re focusing extra on social media this quarter.” Larger engagement on social platforms could make for terribly efficient PPC remarketing efforts if audiences are created and shared appropriately.
Be an energetic listener and assist your consumer join the dots between PPC and different advertising and marketing efforts.
You’ll see extra success in your channel and the consumer will see better success for his or her enterprise.
Make your PPC consumer conferences rely
Finally, the key to profitable PPC consumer conferences isn’t nearly mastering marketing campaign ways or realizing the newest AI options. It’s about:
- Serving to your consumer perceive what’s necessary.
- Remembering that PPC is just one piece of a bigger advertising and marketing puzzle.
By holding the first KPI on the forefront, stating the apparent, turning uncooked information into actionable insights and connecting PPC efforts to the broader advertising and marketing technique, you’re doing extra than simply managing adverts – you’re changing into their strategic accomplice.
If you talk successfully and actively hear, you construct belief, enhance efficiency and be sure that your consumer conferences aren’t only a assessment of numbers however a roadmap to success.
Your purchasers will thanks for it and your outcomes will converse for themselves.
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