to sell more clients on PPC: 9 ways for agencies.
Some clients are hesitant to experiment with new ideas. It’s the job of your agency to guide them to the best marketing solution to grow their business.
In many cases PPC is the best marketing solution.
This article is for anyone who wants to learn how to sell Google Ads or win new PPC clients.
These tried and true methods will help you sell more PPC ads to your clients.
1. Follow-up with ALL leads
If you don’t have a dedicated team of salespeople or if you love prospecting for leads and are just a salesperson by nature, it is likely that making the first contact with a lead will be a major challenge for you. I would recommend that if you have the resources or time to do so, you should implement a solid follow-up system for all leads.
You might not even realize that you have opportunities.
Before you can sell your PPC service, you may need to nurture the leads through the funnel of marketing.
2. Low-hanging fruits are the best targets
It includes existing clients who do not use Google Ads. You should be able to tell if PPC is a good match for their budget and business model.
You can then create a proposal showing them how PPC can complement their current strategy and what results they can expect.
3. Talk the talk
PPC should be integrated into all of your marketing and business material. Do not talk about channels such as organic search, or email campaigns before considering the role paid search marketing plays.
4. Referral programs are a great way to increase your business.
We found that client referrals were one of the most effective ways for agencies to get new clients. Create a referral program to reward your current clients for referring new businesses to your PPC service. You can expand your business while showing existing clients that you value their business.
5. Join forces with complementary businesses or agencies
You can partner with a complementary agency if your agency is specialized in PPC or a limited range of digital services. It could be a website design company, PR agency, etc. You can market your PPC service to their clients, and they can market their service to yours. This helps you to expand your clientele.
6. Understanding the importance of your first outreach effort
Your reps should make the first call to a prospect, as connection rates fall by 33% after that first attempt. Be sure that your reps are getting the most out of these calls. They should have their pitch ready and block off the appropriate time. Encourage them to follow up on accounts if they have the contact information of the decision maker, but to stop after six or more touches with weaker accounts. They can always go back to these weaker leads when they have the time or when there is a low lead flow.
Source Insightsquared
7. Follow-up is an art that you should not lose.
Most reps believe that if they don’t connect with a prospect after the fourth or fifth time, they will never be able to. Despite reps’ 10 attempts to reach prospects, was only achieved in 5% of cases. The connect rate drops quickly at first but then levels off after the sixth call. This means there are many conversations hidden in prospects who seem unreachable.
8. Plan your time to maximize the effectiveness of your sales reps
Your lead flow will determine how many times your reps should call each prospect. It makes sense to have your reps focus on the first attempt, which has a higher rate of success.
When lead flow is low, encourage them to look at older leads they haven’t contacted yet. Even if it takes them 20 phone calls to get a prospect, that’s still one more conversation than if you gave up.
Remember that when you connect with prospects, the conversation will not be about paid search. It will instead focus on their business and ways they can grow it. PPC is a tool to achieve a goal that matters.
9. How to deal with common objections
will ask your clients questions and they may have objections. Your reps and you will need to prepare a response that will make your clients feel confident about investing in PPC. Here are some PPC objections, and how to answer them.
“My SEO is enough”
It is a mistake to rely solely on organic search for lead generation. Organic search results are not reliable and take up less space on SERPs, especially for mobile.
We’ve also found that the most high-intent users, (people who really are ready to buy), are more likely than others to click on paid results. This is true even if the user found your website organically during the research phase. There are tons of studies that show PPC can add incremental traffic to your SEO.
The argument “I already do SEO” does not work against PPC.
It’s just too expensive.
PPC, despite the fact that it’s not free (it takes both technical and creative skills), is only expensive if you don’t consider what you get out of it. PPC has many levers that can be pulled to limit your spending so you only pay for clicks likely to lead to conversions. This is key to a good return on investment.
The clicks do not convert!
One of several things could be happening if your prospect claims that PPC didn’t convert for them before:
1. The business is not tracking conversions correctly.
2. No channel will convert if their offer isn’t compelling.
3. Problems with landing pages. Perhaps ads link to the homepage, so leads are lost, or the page isn’t centered. Landing page optimization can solve this problem.
4. It’s not always the first time that’s the charm. You’ll often have to take a date to dinner several times before you can sleep with them. Sales courtship is no different. It’s not the end of the world if a visitor does not convert immediately. Remarketing can be a powerful CRO tool, as it allows you engage and nurture visitors who have shown interest in your site.
Last summer, I had my first taste of Jeni’s gourmet vanilla ice cream at a friend’s house. It is absolutely delicious, but at $12 per pint, I didn’t intend to stock my freezer with this ice cream. Although I admit that I visited their website pretty frequently to see the newest flavors, it was not until recently that I realized how much I enjoyed them. The next thing I knew, I was bombarded with remarketing advertisements! After seeing a few ads, I managed to resist but eventually caved in.
Remarketing is to blame for my $56 loss and 10 pound weight gain.
PPC can be fixed and if done correctly, it can become a machine for generating leads.
Before you sell PPC, one last thing to consider before you start selling it.
As a final note, it is important to understand when to say No to new clients. Check out my ten red-flags to see if you are dealing with a client that is going be a nightmare. Say no! It’s not worth it.
Here are 9 ways you can sell more PPC clients:
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Follow-up with EVERY Lead
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Grab the low-hanging fruits
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Discuss how PPC complements marketing strategies
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Create an affiliate program
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Partners with complementary agencies and businesses
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Understanding the importance of your first outreach effort
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Don’t lose the art in the follow-up
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Create a plan to optimize the time of your sales reps
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How to deal with common objections
The post 9 ways for agencies to sell more clients on PPC first appeared on WordStream.