1) Setting Client Expectations: From day one it is critical to give the client a layout or plan of exactly what needs to happen to create a profitable and successful PPC account. Most of our clients are interested PPC lead gen so we make sure they are well informed of the steps needed to ensure a profitable campaign. “My campaigns have been running for two days, I’ve spent $150 bucks, why am I not getting new leads?” says the client. We all have been there, the client has the right to expect new leads but PPC doesn’t always act as a “Go” button and automatically produce results overnight. As we meet with new and existing clients we cannot ignore setting realistic expectations. As we set expectations we eliminate a long list of problems for the future. Expectations will vary from client to client but we need to explain clearly the process of setting up an account, letting it run and optimizing as data is collected. 2) Consistent Communication: Throughout each month campaigns may experience highs and lows, some clients may appreciate knowing if there have been significant changes in results or strategy. Some clients may want to know where a group of keywords climbed in CPC and a plan of action moving forward. You will also encounter clients who want to give you a specific budget and just require you sending them a monthly report. The purpose of keeping your clients up to date is letting them know you are fully invested in their account and you care for the success of their business. Here are a few updates that may be worth sharing about the account:
- Received an increased amount of conversions at a low CPA
- Sharing your expert advice by recommending strategies and what outcomes should be expected.
- Inform clients of current struggles and what steps can help produce better outcomes