One of the chief success metrics for our agency’s account management team is organic growth. We define organic growth as the amount of additional revenue generated through our existing client relationships.
Clients come to us because they want more out of their paid search and social program; they want consistent volume, revenue and profit growth. To drive organic growth, account managers must “always be selling.” This article will discuss methods PPC account managers in any situation (agency, consultant, in-house) can use to persuade their stakeholders to invest more budget into their PPC accounts.
Having a solid strategy is the cornerstone of any PPC program. Without a coherent plan in place, it would be extremely difficult or nearly impossible to convince stakeholders that investing more budget in paid search is a wise idea. Stakeholders want to know why more budget should be invested, how the extra budget is going to be spent and what the expected results are going to be.
Working under the guidance of a coherent, larger plan creates both trust and credibility, which is the first step to complete in any sales process. If clients don’t have trust in the plan — or worse, don’t trust that there is a plan — it will not be possible to create the necessary justifications to win any extra budget.
What does a PPC strategy look like? The pillars of solid PPC strategy should contain the following elements:
Carve out time to create a solid strategic plan. Good strategy is the conduit for positive performance — which, in turn, makes it easier to state your case for more budget.
Presenting new ideas to clients is critical to winning more budget from them. Why is it important to always be presenting new ideas?
How do we pitch new ideas to clients in a convincing way? Here are some tactics to use that can lead to a successful pitch for new budget:
Always strive to bring new ideas to the table. Innovation is the key to account growth, and ultimately, to growing PPC spend. Successfully convincing clients to invest in new initiatives vs. routing budgets from existing ones provides more flexibility to test and iterate, which are key backbones of PPC success.
In any selling situation, you must be prepared to overcome objections. Despite having a strong strategy in place and regularly presenting innovative new ideas to clients, there will come a time when clients say no.
“No” should not treated as the final word but rather the beginning of a rolling dialogue that ultimately leads to winning more budget. Use those nos as an opportunity to strengthen your pitch and develop a stronger case for obtaining more budget. Following are a couple of ways of overcoming objections:
Overcoming objections is all about building credibility. Being fully prepared and confident in the information being presented can help reduce objections and lead you to secure more budget for your PPC initiatives.
Growing PPC accounts is all about selling clients on the notion that your approach is the best way forward and that more budget is required to execute the plan. You need to have a coherent strategy, a steady stream of new ideas and a compelling argument for why they should be implemented to expand your client’s PPC program.
Always selling — whether it’s a new optimization, tactic, strategy or platform — demonstrates a commitment to growth, which ultimately leads to increased budgets, stronger revenues and profits.
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