If not, optimize the existing to improve strength or test a second variation. What kind of results are you expecting from us? The free and open exchange of data, opinion, and creativity goes a long way toward reaching whatever goals you have set together. Plenty of the sales professionals we consulted brought up this topic. Are any search terms appearing in more than one campaign with the same targeting setup? This question sets expectations early and gives you an idea on what to include in your agency dashboard. Learn more about the six product & engineering teams powering Databox. Google? I always tell my clients that you know your business, we know the ad channels. It works similarly to a new client questionnaire, but its used for prospecting instead of onboarding. If smart bidding is enabled, are all match types combined in one ad group? I work with them to create realistic CPA or ROAS goals, then reverse engineer the appropriate budget from there. Check out the following blog posts to set yourself up for success: Campaigns should drive traffic to landing pages that are thematically relevant to the campaign's goal, so there should be a variety of landing pages across different campaigns. If you cant do that, it might not be in your best interest to expand. I have never taken the suggested spend from these tools and told my clients thats what the budget HAS to be. For example, we can learn more about the clients goals and also start a discussion on what makes our service different and better, they say. Who do we talk to about getting updates to your website? Get found by new customers in the apps they use every day. Are your remarketing campaigns targeting the right audiences? Ask your PPC management company what kinds of growth projections they typically provide their clients in terms of impressions, conversions, budget , ROI and other key factors. When thats the case, if you can work with the sales team, get CRM access, or find a way to get feedback on the leads PPC is driving or the activity it is generating, you can do more to show the true impact of your efforts. One of the most important questions we ask potential clients in our qualification phase is: What budget have you allocated for this project? states Lori Newman of Newman Web Solutions. Unmatched Facebook Ads that boost your sales by targeting specific audiences interested in your products or services. . I focus on the follow-up to those questions tell me more about that, Whiteside says. Is the display ad copy appropriate for display and not just a mirror of text ads?. A client prospect questionnaire is a survey consisting of questions used to evaluate a prospect. To help a client move forward, there needs to be a destination. What are your main goals and KPIs? Seer Interactive. A variety of match types helps to both capture specific intent keywords (exact match) and also conduct keyword research that may lead to keyword expansions (broad match). A prospect might not have a priority or goal defined in their head yet, but they do know why they need an outside service. Each advertising channel and campaign can have multiple KPIs like Engagement for compelling Paid Social campaigns or Form Fillsfor B2B search campaigns. It is useful to quickly process your orders online Online ordering forms are ideal for use in online stores or for other online stores. Some businesses provide services and show their clients how to perform certain tasks, making this question a must-ask for their salespeople. 9 Non-PPC Questions Your PPC Clients Will Ask (& How to Answer Them), 11 Reasons Your Google Ads Arent Showing, 21 Facebook Advertising Tips to Try Right Now, 120 of the Best Marketing Words and Phrases, 15 Insanely Effective Sales Promotion Examples, The Comprehensive Guide to Online Advertising Costs, The Last Guide to Account Structure Youll Ever Need, 120 Best Words and Phrases for Marketing with Emotion, The Most Popular Keywords in 100+ Industries, 9 Things We Learned from Analyzing 600+ Google Ads, Always-Updated Online Advertising Benchmarks, things I wish I had known when I started my career in PPC, cross-channel approach to customer generation. the more ad extension types in your account the better! These five words tell me more about that will shrink sales cycles and improve customer satisfaction because you will be addressing the real challenges facing their department or business, they affirm. If youre not influencing new users, youre not building a pipeline for future customers. Competitors in PPC are not always the same as regular market competition. and match the remarketing audience to the goal. She has twelve years of experience in all aspects of PPC and brings a wealth of experience developing and executing campaigns across search, social, and display platforms in both agency and in-house settings. Pro tip: check ad strength on a monthly basis as it can change frequently. For example, if you work in content marketing and your prospect is considering a blog-focused agency, they might prefer long-form content over shorter options. It's also a good idea to audit your accounts at least once a year since multiple people are generally making changes in an account, new campaigns are launched, and human error will always be present. To make sure you don't miss any piece of important information that could help you further down the line, you should seize this opportunity with both hands. The right way to phrase this question will depend on your services and industry. For Max Whiteside from BarBend, the focus during client discovery isnt the questions about goals or success. Keep in mind that this percentage is based on the budget. Naturally, most people who hire an agency or SEO dont have experience with it. This is where goal tracking comes in - arguably the most important element of any campaign setup. Do your ad groups that contain display ads contain other ad types in it. They allow you to qualify prospects for your services, They reveal needs/pain points of the prospect which you can integrate later on in your close, They show the prospect you actually care about their business and helping them. I personally like to look at the Facebook Ad Library and the TikTok Ads Inspiration section. Badat doesnt just ask what a good job looks like they ask what a great job looks like. This can be done through some of the planning tools, but the best is to use historical performance if you have it. A customer questionnaire is a tried-and-true method for collecting survey data to inform your customer service strategy. It allows for more flexibility while still ensuring your desired messages shows. Accelerate your thought leadership by contributing to our blog. When you ask about expected results, youll get the chance to rein in your scope as needed. Client prospect questionnaires work well in a wide range of service-based industries, including marketing, tech and professional services. Pinning is not recommended by Google and it can affect ad strength as it limits the algorithm's ability to freely rotate copy. Most of the prospects give some numbers.. Depending on who you find in these areas, you need to craft your advertising accordingly. An engaged community? Eventually, youll get to a point when a prospect rarely catches you off guard. How to connect your tools and data to Databox. By starting with general and high-level content and working down into details stats and components of the campaigns, youll ensure you keep all types of clients engaged. Theyre simply what Ive found works best for the clients I work with over time and keep us moving forward. What steps would you take if a client's PPC account experienced a sudden drop in performance? LocaliQ is a growth marketing platform built to help businesses find, convert, and keep more customers. Even if you need to work on retention, Ill have a hard time saying you shouldnt do ANY prospecting. According to those respondents, asking this question gives the prospect room to talk and shows them that you care about their success. All sitelinks should include ad copy in the expanded sitelink sections. The more clarity you get on what they want by asking the right questions in your client onboarding form, the less likely you are to completely miss the mark on a project. For example, asking Have you tried to solve this issue before? could have better results than asking Why havent you addressed this problem already? If the prospect already tried to fix their issue with another solution, youll learn what became a dealbreaker for them. They consider organizational information and project information the two most important question types to ask, but a significant amount of respondents also valued technical and working information. At Digital Growth Hackers, Jonathan Aufray likes to ask, Whats the most important pain point youre facing?, Aufray explains, This is the question we use to qualify leads. A lot goes into a strong client relationship. Ask a PPC account manager what's the best way to do something and I bet 95% of the time the answer is, "it depends on your account/the situation". Fill out the form as best you can. Running the audit on your own accounts helps in 3 ways: Before you get started, access the handy checklist we created for you below: Its crucial to run through the fundamentals of a good account structure based on best practices! Its important to ask whether youll be interfacing with the decision-maker directly, Kohlert explains. Make sure you understand how frequently those projections will be delivered, how to read them, and who to talk to about their implications. A pitch deck will allow you to focus more so on higher-level aspects of sales such as tonality & body language rather than just the content of the pitch itself. What level of approval is needed for adding keywords and ads to the account? I use a couple of tools to help identify these competitors. Know what your client cares about the most and how they are reporting to their stakeholders. While we often want to start with our core PPC metrics (e.g., impressions, clicks, conversions, click-through rate), our clients often prioritize ROI and ROAS. Make that the first thing you report on. Getting signoff on those pieces will be important to prove if this area is worthy of ongoing expansion. This knowledge gap can serve as an opportunity to learn your prospects ability to collaborate and show them your competence in your field. 6 Ways to Boost Your eCommerce Customer Engagement, Beginners Guide to Tree Removal Marketing, Top Five Lawyer Marketing Strategies to Get More Leads, Local SEO Niches (42 HIGHLY Profitable Niches), White Label PPC Management (7 Day Lead Guarantee), Digital Marketing Services (How to Pitch Your Presentation), PPC Management (44 Great Niches To Target), SEO Clients (17 Vital Questions to Ask Prospects), SEO Sales Pitch Script (View Example Sales Script), Get PPC Clients (Ultimate Guide to Finding & Selling), Dropshipping vs Ecommerce: Pros & Cons [2023], Boost Your Online Sales with Top Ecommerce Apps 2023, Top eCommerce Growth Strategy for 2023 Success, PPC vs. SEO for Dental Offices: A Concise Guide. Landing page best practices include the following: Ensure your landing pages are created with your audience in mind to maximize campaign ROI. Display and text ads have vastly different CPAs, CTRs, and CPCs and therefore should be separated into different ad groups in order to adjust bids and budgets appropriately. Typically, holiday sales are NOT meant to be the time of year when people rake in the highest ROAS performance. That is best done in an executive summary or dashboard at the beginning of the report. Dont forget about attribution modeling and the customer journey in your report. If a prospect is unwilling to answer your questions or is frustrated at how much you are asking, first reflect on how you are asking questions. CPCs? In SEOs case specifically, it takes at least three to six months for results to show. Heres a list of nine common questions Im asked as a PPC pro that I wanted to share my typical answers to. You might feel tempted to dig into these kinds of details after you close the sale, but as you can see, it helps both sides of the partnership when you ask as part of your prospect questionnaire.PRO TIP: A SEO reporting tool like Databox can assist an SEO agency in effectively reporting progress to clients. At Harvard Business Review, business consultant Scott Edinger has three tips for asking your prospects better questions: You have plenty of methods for distributing your client prospect questionnaire, including: When we polled sales and marketing professionals about improving funnel conversions, they advised readers to keep forms and CTAs simple. Give me a persona. Updated in April 2023 by Brittany Mara. 1999), Dutch (Smets et al. We often know or feel that we need to improve our reporting systems, templates, and methods, it can be hard to take that step. Note: None of these answers are perfect. In some cases, this can give you a good list of folks to do further research on and in some cases, it can also cause you to revisit your keyword list if you find that many of the brands listed arent relevant to your company. People can find authoritative tonalities to be too intrusive early on in a relationship so this could be screwing you up. on April 7, 2021 (last modified on May 22, 2023) 21 minute read, Questions to Include in Your New Client Questionnaire, Questions to Leave Out of Your Client Questionnaire, How to Distribute Your Prospect Questionnaire. 1. This is our standard long form client intake questionnaire for companies and organizations who are serious about an engagement with our agency. At the very least, you can get valuable feedback that will influence your decisions while managing the campaign in real time versus waiting for anecdotal feedback from the client after the fact. It used to be that only small businesses would ask me what they should be spending on their ads, but more and more, Im hearing larger companies ask similar questions. Then, they come across a block that encourages them to get outside help. their favorite questions to ask during prospecting calls, 25 Sales Performance Metrics to Track for Maximizing Sales Potential, 20+ Sales Statistics to Improve Your Sales Strategy in 2023, 5 Ways Experts Leverage Data to Identify New Sales Opportunities, How to Create an SEO Report for Your Client in 2023 (Templates Included), The Most Important 49 SEO KPIs Every SEO Pro Should Track and Measure in 2023, $0/month, no credit-card required, free-forever version. Depending on what you find in the performance, you might be highlighting an area of their business that your client didnt realize is a strong performer for them and give them a place to focus on expansion. easier since you now have a clear picture of who that person is. Learn more about our team and the culture at Databox. At Honest Marketing Zagreb, Filip Silobod makes sure to ask every potential client about the results they expect from the agencys services. That tactic might not be the best strategy. Dont put pages of keywords into the middle of a report as that damaged the general to specific flow and hurts the impact of the overall story youre trying to tell of strategy and performance in your report. Borealis Digital Marketings Kevin Kohlert encourages you to identify one of the most important people in the business relationship the decision-maker. Campaigns should have budgets set to capture at least 10 clicks per day, otherwise, there won't be enough traffic to generate conversions within that campaign. Check out our open positions. If you take on a client who is selling guitars, the search terms, Facebook audiences, and conversions are pretty clear cut. LocaliQ provides marketing products backed by proprietary technology to help businesses seize their potential. According to Heredia, the budget question saves time down the road: If [the prospect doesnt] feel comfortable with our MLE (minimum level of engagement) then we will not be a good fit. If all of these things align with green lights for the expanded coverage, Ill suggest a controlled test. Even if you do boost traffic from SEO, its nothing compared to the results you could get from working on conversion elements, Badat explains. As Kelly pointed out, your prospects answer will also give you the chance to provide a soft sales pitch and address any concerns they might have about your services. In many client relationships, the PPC conversion is a lead, engagement, or something short of a completed sale producing trackable revenue. The ASAM Criteria Assessment Interview Guide is the first publicly available standardized version of The ASAM Criteria assessment. These are just a few questions to start with, but the more you know about the person you're selling to the better off you'll be. If we understand what the prospects problem is and what they want to achieve, we will know whether were the right fit for their needs. Pro tip 2: apply extensions at the campaign or ad group level for a more tailored and customized approach. Brain Stewart at ProsperoWeb, LLC asks this question because Knowing our clients unique selling proposition aids us in developing a product that stands out from the rest.
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