PPC Consultation Question

1 replies
  • PPC/SEM
  • |
Hi,

When you offer PPC consultation to a company, where do you begin in the process of offering your recommendations? The reason I ask is because I know PPC works but i'm struggling in the process of convincing a company to opt for PPC over traditional marketing channels and I would like some advice since you're an expert in the field. Is there a way for me to find out what channels they currently use for their marketing campaigns? The cost they are putting towards those campaigns? Is there a way for me to find out how effective their Adwords or other PPC campaigns are running?
#consultation #ppc #question
  • Profile picture of the author dburk
    Hi Morten,

    Perhaps the best way to find that out is to ask them directly.

    Most of those details are closely held secrets that your prospect will not want to get into the hands of their competitors. So, you will need to establish receptivity, probe for needs, then make recommendations. Don't start recommending anything until there is a clear need established in both your mind, as well as your prospective client's mind, otherwise you can expect a cold reception.

    Once a need is clearly established, present the benefits and advantages that PPC advertising offers over other forms of advertising.
    • PPC ads are the only advertising that lets you target the exact people that are interested in your product/service at the exact moment they are interested.
    • All ad impressions are free, you only pay when people click an ad to visit your website.
    • You have precise control of when, where, which ad creative is shown, and how often.
    • You have total control of how much you spend per click and how much you spend per day, you can change what you are willing to pay per click and your daily budget at any time.
    • You get highly detailed data, in near real time, about the performance of your campaign and can react instantly to optimize performance of your advertising.
    • Search Advertising has a significantly higher than average ROI as compared to traditional advertising methods.

    There are, of course, many more benefits, but you get the idea.

    You might also want to point out the competitors and precisely what they are doing in their online marketing efforts. Use a service like KeywordSpy.com to get intel on your prospect's competitors. If their competitors are doing PPC sds it may make it more compelling for them to not lose all of that potential new business to their competitors.
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