what you need to know to win ppc business
TRANSCRIPT
1WordStream Confidential
What You Need to Know to Win New PPC BusinessELLIOTT REID & ERIN SAGIN
December 16, 2015
Copyright 2015 WordStream, Inc. All rights reserved.
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www.wordstream.com/learn
Want to get smart in paid search?
3WordStream Confidential@erinsagin @elliottpreid
Join the conversation on Twitter
@WordStream
@erinsagin
@elliottpreid
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LET’S GET TO KNOW YOU
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How many PPC accounts are you currently
managing?
• 0
• 1
• 2-5
• 6-10
• +10
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Roughly, what % of your customer base are
you providing PPC services to?
• 0%
• 1%-25%
• 26%-50%
• 51%-75%
• 76%-100%
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Full Disclosure: I’m Not a Sales Person
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But I am a PPC Person
Erin Sagin• PPC Evangelist &Community
Manager at WordStream
• Has specialized in Paid Search for
4+ years
• Named one of the top 25 Most
Influential PPC Experts by PPC
Hero
• Tweet me! @erinsagin
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Meet Your Mentor
Elliott Reid• Agency Sales Team Manager
• 3+ years helping agencies &
advertisers acquire new clients
• 2 years coaching/managing a
team of 8 to help agencies
manage PPC accounts
• Has worked with agencies of all
sizes
• @elliottpreid
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Starting the Sales Conversation
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It starts with you!
…To PPC!
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How do you get in touch with prospects?
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How frequently should you contact people
“in the pipeline”?
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How do you introduce them to paid search?
The truth is…
It’s not about paid search…
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Common Objections
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“My SEO is Good Enough!”
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Ads Are More Compelling
35.4%
64.6%
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Mobile is Killing SEO
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Even Scarier for SEOs!
#1
#2
#3
#4
FOUR?!?
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“PPC Is Too Expensive!”
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You’re In Control
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“PPC Leads Don’t Convert for Me!”
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First Time Isn’t Always a Charm
$56 later.
Thanks
remarketing…
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Selling Clients Who Already Have a Solution in Place
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How do you prove that you can do better?
1. Understand their current situation & goals
a) Go deep here
b) What are the impacts
2. Focus low performing areas that align with your
strengths
a) This can take many forms
3. Be specific
a) Ask for access to their account and set up a
follow up meeting
4. Be confident
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How do you address account flaws
delicately?
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Identifying Red Flags
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Red Flag #1: Lack of Trust
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Red Flag #2: Poor Online Reputation
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Red Flag #3: Ugly Landing Pages
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Red Flag #4: History of Bad AdWords
Behavior
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Red Flag #5: Commitment Phobes
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Red Flag #6: Unreasonable Goals
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Up Next…
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Special Offers
• Live account assessment with a WordStream
PPC expert
• $250 in Bing Dollars (when you sign up for WS
Advisor)
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Questions?
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