5 in-depth tips to creating and retaining a strong, trust-filled client-consultant relationship for In-House PPCs

2. Stroll’s Awards

3. Be More Successful…
1. Get them to Speak Your Language
2. Strike the Right Balance for Communication & Updates
3. Get Buy-In Every Time
4. Better Prioritize your Strategy List
5. Deliver Bad News…The Right Way

4. Let’s All Speak the
Same Language

5. A) Speak About Everything in
Terms of Profitability
Example:
- Testing Interest Category Marketing
- Research Indicated Lower CPAs &
higher order volume
- Thus, 10% increase in Profits is likely
Tip: Back strategies with Analytics!

6. B) Agree on Strategies, Goals
and Timeliness
- Ensure everyone knows what to expect
- Confirm timelines & what resources will
be needed
- Set expectations to avoid questions later
- Prioritize time with other teams such as
Design or Legal

7. C) PPC Knowledge
- Explain the workings of PPC
- Your manager can be your biggest ally
- Focus the team on the right KPIs

8. Develop a
Communication
Schedule

9. MEETINGS
• Progress Reports
• New Initiatives & Tests
• Questions & Feedback
• Brainstorming
• Other Channels
• Set Expectations
Best Thing You can do for Yourself!

10. EMAIL REPORTS
• Periodic Updates
• Proactive Responses
• Daily Reports – Progress & Tests
• Gain Trust & Save Time!

11. Getting Buy-In

12. DO THE RESEARCH
• Need Budget to Test Ads for Increased Profit
• 1 Week to CTR Significance
• 1 Week for Profit/Impression Significance
• Determine Budget Needed
• Point out risk of profit loss but also what
you stand to gain!

13. SO WHAT??
• Be prepared for every question –
Why remarketing?
• Not just “for profits”
Break it down into the simplest solution
• Clear End Benefits
• CR Just 3% -- So What?
• 97 out of 100 who expressed an interest leave –- So What?
• Serve more ads catering to their precise interests – So What?
• So we could on avg get a 5% CR, Lower CPA & thus More Profits!

14. Prioritizing

15. The 80-20 Principle
• Maximum opportunity
• Minimum time & effort
• Get big wins knocked out first
• Excel is your new BFF

16. EXAMPLE
• Goal: To increase profits by 20%
from the Google Display Network
• Tactics can include:
1. Lower CPCs
2. Increase CTR
3. Increase Conversion Rate
4. Increase Impressions
5. Test Additional Ad Formats

17. Control:
GDN:
TOTAL:
Note: All numbers are for example only.

18. Opportunity #1: Lower CPC 40%. Assume 30% Decline in Impressions
Opportunity #2: Increase CTR by 20% in Content Network
Opportunity #3: Increase Conversion Rate by 20%

19. Opportunity #4: Increase Impressions by 20%. Assume 10% Increase in CPCs.
Opportunity #5: Test Additional Ad Formats: Assume 15% Increase in
Impressions, 10% Increase in CPCs, 10% Increase in CTR.

20. Priorities Will Be:
1. Opp. 4 – Increase Impressions
2. Opp. 5 – Test Additional Ad Formats
3. Opp. 3 – Increase Conversion Rate
4. Opp. 2 – Increase CTR
5. Opp. 1 – Lower CPCs
6. Determine Budget Needed – $15K
7. Assign & Prioritize Design Resources

21. Delivering
Bad News

22. Turn a Negative into a Positive
• Send out a detailed email to the team and
then set up a meeting to discuss
• Prepare your notes, following this outline:
- Summary of the Problem
- How Much is it Costing You?
- What Have You Done About it?
- What are the Next Steps to Turn it Around?
- In What Time Frame Do You Expect Recovery?

23. www.LinkedIn.com/in/purnavirji
@purnavirji