The webinar covered key questions to ask clients during account audits, optimizing account structure and performance, and establishing an effective client communication cadence. It provided recommendations for conducting an audit, including checking bidding and budget allocation, conversion settings, account structure, and keyword strategy. The webinar emphasized being proactive in client communications by scheduling bi-weekly check-ins and sharing white labeled reports to review progress and set upcoming tasks. Attendees learned how to present clients with optimized campaign structure and budget plans based on their goals and metrics.
2. | Confidential 2
Your Partner in
Agency Growth
• Optimize every campaign from one place
• Manage, prioritize, and budget across your
portfolio
• Share success with your clients
• Create image and video ads at scale
• Pitch and win new business more efficiently
“WordStream opened up an entire new business opportunity
to me. Without it I wouldn't have the time or inclination to
sell PPC management services on a large scale. Now I can
offer AdWords, Facebook, and Bing ads as an intro or add-on
service for my clients, without needing additional resources.
WordStream changed my business.”
- Jim Odom, Echo Creative Marketing
3. Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A
4. 4
• 6 Years At WordStream
• Director, Agency Business
• Completed over 1000 Account Audits
• Wife works for an Agency
I’m Zach
Zach Rego
5. 5
• 2 Years At WordStream
• Digital Marketing Expert
• Skied 140+ days in ONE season
• Avid Celtics fan
I’m Dave
Dave Thorsen
6. 6
Agenda
1 8 Key Questions to Ask
Account Audits 101
Client Communication Cadence
2
3
7. 7
”
It is 5 times more expensive to capture
a new client than to retain an old one.
9. 9
Agencies Want To:
1 2 4 5
More Time
to Do Tasks
Outside of
PPC
Spend With
Larger
Budgets
Better
Results
Lower Touch/
Less
Communication
Reasonable
Expectations
For Results
3
10. 10
Clients Want To:
1 2 4 5
More Time
For Tasks
Outside of
PPC
To Spend
Less Budget
Better
Results
More
Communication
Expectations
For Results
Tomorrow
3
22. | Confidential 22
If No Run Our Proposal Generator
● Budget recommendations with
estimated audience reach
● Industry Benchmarks for Expectation
setting
● Funnel to show where the spend
should be allocated
● Stages in which you should grow the
platforms you market to
(Facebook+Bing)
24. 24
The 4 Keys to Auditing an Account
Bidding and
Budget
Allocation
Conversion
Tracking and
Settings
Reviewing
Account
Structure
Assessing
Keyword
strategy
39. 39
Be proactive not reactive:
• Put 15 Minutes on their calendar twice a month for the same day
and time to check in
• Send them white labeled reports to review on the call
• Create task list for next 2 weeks
40. 40
Present your prospect with:
A campaign
structure that
mirrors their
business goals
Any issues
with current
conversion
tracking
Each
campaigns
budget based
on their CPC
New Ad Group,
Keyword and
Match Type
Strategy
Call Cadence
with Standard
Reporting
5