How Does PPC Work?
For beginners: Pay Per Click PPC, SEM Search Engine Marketing is a method of paying for advertising space hence the name pay per click. Go to Google right now and search buy new car and you will the first 4 or so results will be little PPC ads. This is where businesses pay Google to have their ad show up at the top or bottom os search results.
This is extremely valuable for businesses especially if they make sales from it. It is also a not so straight forward advertising process, businesses get it wrong so many times. It takes a good online marketer to help them get up and running and making sales.
When I am on the hunt for new clients at the agency I work with I use a tool called ScopeLeads ( no longer for sale) that scrapes Google for companies paying for ads and calculates the position, industry and gives me a list of contacts and data for each results that I can then use to help these businesses get better results.
But today no cheating Ill do it the manual way.
Quick Note: You can use this 10 step system to get new clients in ANY industry (not just PPC), you’ll just need to alter the steps slightly.
Step 1: Pick a Niche
I dont suggest going broad and searching for anything this will be a huge waste of your time. You should pick a niche and stick with it.
What industry are you going to target?
- Get an idea by typing some keywords into Google
- Get ideas by looking at businesses advertising in your area
- Look at offline options like magazines, mailout papers and newspaper adverts
- What niches do you already have insider knowledge of?
- What niches are making money and have high customer value?
Step 2: Find businesses advertising with Google Ads already
If you are going to get clients for this service its a good idea to start with prospects that already understand what it is you will be selling. Not everyone understands online. Don’t try to educate them on something new, instead help them with something they’re already doing.
Look at how they are running their ads and what they doing right but more importantly what they are doing wrong. Now you know exactly what you can do to help them. You just need to exlain to them.
- Determine best suited relevant keywords from chosen niche
- Search Google for those keywords and review the results (take notes)
- Search SEMRush or SpyFu Ad data for those keywords
- Note down any niche competition so you can use them in your pitch
Step 3: Pre-Qualify Your Prospects
You want to find opportunities where there is some good money to be made. Don’t waste your time with low dollar time suckers. One example is lawters they are very competitive because the money is good when they sign a new client. Think about industries that have high charges to clients, those are the best for pay per click services.
- Is your chosen niche spending a decent amount on Google Ads?
- If not, then move on to another niche
- Find with SpyFu or SEMRush
- Gather list of prospects with estimated ad spend > $1,000
- Gather list of prospects with estimated ad spend > $20,000
- Remember the low dollar clients are a lower return on your time spent on them
- Focus on the higher dollar clients as much as possible
Step 4: Complete Mico Ad Audit
You know what they are doing wrong now you need to convey that in your micro audit. This will be used to get you in front of the decision maker. Find the pain and agitate it. The more problems you find the bigger the opportunity.
- Find problems with their website and ads
- Does the website load properly?
- Are they split testing Ad copy?
- Are they using a call to action in their ads?
- Are the Display URLs optimised?
- Do the top three ads contain Ad Extensions (Sitelinks, Call, Location)
- Mobile optimised website?
- Are competitors beating them?
- Are competitors bidding on their brand terms?
Step 5: Engage Prospect Contact
It’s time to reach out to let them know, “You are misisng out on a lot more sales revenue” or ” Your competitor XYZ is getting 5x more than you unless you fix this” type lines will get you responses.
- Research business to learn of contact info and personnel
- You wnat to find a decision maker not a receptionist
- Contact the prospect
- Start with email and then follow up with phone
- Always convey that you have more than wha you have told them so that they know you have more to offer but wont give it up unless you get a face to face
- Get past the gate keeper
- Did I catch you at a bad time?
- Who is the best person to speak to about some issues with the Google Ads account?
- I’m calling/emailing about your Google Ads account and glaring issues that are costing you money
- Conversion action is a second appointment
Prospecting is easy the real struggle is getting in front of the prospect and being given that 3-5 minute window to pitch your professional insights to the right person. You must have confidence in your data and your pitch to get the message across. You want them to sign you as their marketing company.
Step 6: Position Yourself & Qualify the Prospect
Part I is positioning. Positioning is key to you being the right choice for their business or just some one man band with not many clients. Portray confidence, you did the research you know they are not getting a good return on ad spend.
Part II of this step is letting them know you have other options, even if you dont make it look likk eyou have options. You’re busy and can’t work with everyone, so make sure they’re a good fit.
- Once they are hooked let them know you can’t work with everyone
- Tell them you need to ask them a couple further questions to make sure they qualify
- Verify how much they are spending per month with Google
- Verify they have access to the Google Ads account (some agencies like ReachLocal don’t allow client access to their account)
- Set second appointment to review your findings
Step 7: The Meeting
I shouldnt have to give this advice but dress the part. Look confident, smell confident and present like you are the guy that they need to fix their problem. Know your pitch inside out, be sure you know what slide everything important is on and how you will be presenting. Their device or your device and what you need to present on your device.
It’s time to show them what they’re doing wrong.
- Show up early
- Dress for the job you want
- Be prepared with business card, notepad, pad and paper
- First tell them a little about you and your company
- Present your mini-audit findings
- Integrate trial closes throughout the meeting
- Does this make sense?
- Do you see why this is important?
- Did you learn something today?
Step 8: Close the Deal
You’ve demonstrated they could be doing better and you have the knowledge and the team to fix what’s wrong.
- After you’ve presented your findings sit quite for a moment
- Give them a chance to speak up
- With any luck THEY ask YOU “what’s next?”
- If they don’t speak up, simply ask, “do you want some help fixing these things?”
- If they want your help, you sell them the full-audit
- Internal look into the account instead of external like the mini-audit
- You are going to need to do this work anyways, so you might as well get paid
- Gives them another hoop to jump through before the big commitment
- If they want you to jump in right away and start fixing then, include cost of full-audit in the setup fee
Step 9: What Should You Be Charging?
My rules are to always start high, it makes you look more valuable and you can always offer a discount. Remember do not undervalue your knowledge they obviously need help and thats why you picked them out because you know the details. Charge what you are worth.
If you have to give them something to seal the deal, use a loss leader thats a low cost now but can be a higher cost to them once you have their full trust and support.
- Mini-Audit – Free
- Full-Audit – $1,000 or more (roughly 5 – 10% of ad spend)
- Monthly Management – depends on ad spend but roughly 15 – 20% of monthly ad spend
- Cost should depend on work that needs to be performed
- Account setup
- E-commerce site MORE depending on number of products
- Lead gen site LESS than e-commerce, cost depends on number of services
- Don’t forget to charge for setting up the stats tracking
- Google Analytics goal tracking
- Google AdWords conversion tracking
- Call tracking
- Google Analytics E-Commerce tracking
- Increase value instead of decreasing price
- Discount for payment in advance (this works great towards the end of year)
- Don’t be afraid to push back
Step 10: Contract/Agreement
Don’t forget this step, it’s one of the most important. The agreements especially in this COVID crisis these terms and agreements sheets will be a revenue saver but also can help you to defer payments now in way of giving a couple of free months to pay due to COVID or what ever your agreement covers.
You need to have an airtight contract or agreement in place to cover yourself and your work. Imagine you have just busted a hump putting together a 10 ad group Google search campaign build for a new client and they decide that the leads are too slow. They then decide that you stalled and dont know how to manage the account, they want to leave and they take all your setup and ad copy and bail on you. These agreements cover your butt.
- 12 month term with 90 day out if not happy
- Auto renewal if not cancelled
- Mostly boilerplate except for Statement of Work
- Statement of Work shows what you’re going to do
- Set expectations of meeting times, mediums (in-person, phone, email, skype) and frequency
- Show example of monthly reporting template
This is not the exact process you should use but its a great starting point that you can add or subtract and really make your own.
The goal is to get you more paying clients and thats what this framework will do for you. Prospecting is half teh battle, picking those higher paying niches can pay off if you can sign them. Good luck and sign them all up.
Business minded marketer with a keen interest in online behaviour and Ecommerce.
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