Our own Micah Perzichilli is speaking at MnSearch today about building successful client-agency relationships. Often times agencies spend most of their time focusing on their PPC accounts and constantly improving their craft. This is undoubtedly an important part of what we do, but the people part of the business can easily get overlooked.
As part of our commitment to building better client-agency relationships, we are providing our onboarding process for new PPC clients:
Introductions / Working with [Your Company]
- Introductions
- Working with [Your Company]
- Intro deck / PPC
- Working relationship
- In person meeting timing
- Email, phone support availability
- Reporting frequency
- Channels and technology
- Search
- Social
- Bid Platform
- CRO Platform
- Other Technology
About the Business
- Overview of the business
- What is your motivation for doing what you do?
- What are your greatest challenges?
- What is the ultimate goal for your business?
Product, Competitors, and Audience
- Product
- What are the main products or service offerings?
- How is this different than other similar offerings in the market?
- Competitors
- Who are your competitors?
- What your unique advantages?
- What are your competitors doing that you think might be successful?
- Audience
- Who is your target audience?
- Who is the decision maker?
- How might your audience be searching for your product or service?
Marketing
- Marketing activities / Capturing leads
- What marketing activities are you using, or have used, to drive interest and sales?
- How are you measuring ROI?
- Can you tell us the ROI for each marketing activity?
- CRM/Automation / Post lead follow up
- Overview of the sales process
- Do you use a CRM?
- Do you do any automated email marketing?
- How do you assess the value of a lead?
- How long is the sales cycle?
- Website
- What do you like about your website?
- What do you dislike about your website?
- Are there any obstacles to making changes on your website?
- Are you able to make changes for the purpose of conversion rate optimization (CRO)?
- Do you currently have tracked goals on your site through Google Analytics?
- Assets
- 3rd party lists?
- email lists?
- Customer lists?
- CRM data?
- Other?
Goal setting
- Goal setting
- As a business, what are your goals for 2017?
- As a marketing department, what are your goals for 2017?
- Is budget set or flexible based on performance?
- What results are you expecting from working with us?
- What do “conversion rates” look like pre and post lead?
- What percent of site traffic converts?
- What percent of people who convert go on to be customers?
- What is the average customer lifetime value?
- Cost per lead scenarios
- Example 1
- Keyword “mail surveys”
- 170 monthly searches
- $0.92 suggested bid
- 2% traffic converts
- 1 in 50 clicks initiate trial
- 50 clicks X $.92 CPC = $46 CPA
- 20% go from lead to customer
- 1 in 5 leads convert to customer
- 5 leads X $46 CPA = $230 cost per new customer
- Keyword “mail surveys”
- Example 2
- Keyword “mail survey companies”
- 20 monthly searches
- $2.33 suggested bid
- 2% traffic converts
- 1 in 50 clicks initiate trial
- 50 clicks X $2.33 CPC = $116 CPA
- 20% go from lead to customer
- 1 in 5 leads convert to customer
- 5 leads X $116 CPA = $580 cost per new customer
- Keyword “mail survey companies”
- Example 1
Admin & Next Steps
- Access/Setup
- Google Adwords
- Google Analytics
- Google Webmaster Tools
- Google Tag Manager
- Bing Ads
- Facebook business manager
- Etc..
- Next steps
- Digest all business and marketing information
- Clarify anything still needed
- Develop paid strategy
- Build campaigns
- Review
- Launch
- Questions
