PPC Client Onboarding: More Than Just Securing Account Access

March 3, 2015

Client Onboarding:

More than Just Securing Account Access

John A. Lee

Managing Partner – Clix Marketing

@john_a_lee

searchmarketingexpo.com@john_a_lee

#SMX #13B

Managing Partner: Clix MarketingDigital Advertising Geek Emphasis on “Geek”

Prior Sentences Served:Hanapin Marketing Wordstream

Writer: Search Engine Watch, The SEM Post, ClickZ, ClixMarketing Blog, Acquisio Blog, PPC Hero

Speaker:SMX, SMX Social, SES / ClickZ Live, HeroConf, State of Search

Who the Heck is this Guy?


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Knowledge Transfer

Details, Details, Details

Set Expectations

Take Off!

Pre-Flight Checklist


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Knowledge Transfer


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Successes & Failures Define Success Tracking Systems Channels Budgets Decision Makers Communication &

Reporting

Knowledge Transfer Checklist


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Discuss past successes and failures.• What worked? What didn’t? Why?• What kind of testing has occurred?• What channels have been explored?• What kept you from reaching your goals?

Past + Present = Future


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Define Success

What is success?• Leads? Sales? CPA?

ROI? ROAS? Margin?


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Not all websites are created equal.

You know client’s definition of success:• What systems are required to track these

metrics?• Don’t be satisfied with basic conversion tracking.• Analytics. CRM. E-commerce. Proprietary Databases. Get it All.

Tracking Systems


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Channels• Search• Display• Social• Native• Non-traditional

Channels• Review sites, vertical-specific

content.

Follow the White Rabbit…

Budgets• Ad Spend• -Agency Fees• Required to Break

Down by Channel?• Separate Testing

Budget?


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Who Are the Decision Makers?

One contact point? Maybe.

One decision maker? Not likely.

Ask who is watching the data, discover what they need to know.


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Desired communication frequency?• Communication style-match is

important.

Desired reporting frequency?• Required data for reports?• Daily, weekly, monthly?

Communication & Reporting


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Details, Details, Details


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Account Access Team Placement Create Campaign

Plan Create Campaign

Timeline

Details Checklist


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Leverage tools of the trade:• Google AdWords MCC• Bing Ads Agency Management• Facebook Business MangerDon’t forget the data:• Google Analytics• Call Tracking• CRM• (or reports on lead-to-close data)

Secure Account Access


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Planning• What work is

required?• Landing pages? Creative? Tracking

implementation? Research? Campaign creation?

• Who will do the work?

• Need to hire? Outsource? Get ahead of the curve.

• What tools do you need?

Roadmap for Success

Timeline• Set clear and

reasonable due dates.

• Drive towards milestones (goals, product launches, seasonality).


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Agency Team Placement

Roles• Client Contact• Strategist• CRO / Landing Pages• Graphic DesignAre they a fit?• Skills• Channel Experience• Personality Match• Availability


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Set Expectations


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Present Plan & Timeline

Outline Communication Parameters

Goals vs. Guarantees

Expectations Checklist


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Present the Plan

You grilled the client.You planned every detail.Now unleash the magic!

• Present the plan.• Explain the timeline.• Be specific with details

and dates.


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Communication Frequency• Detail call time and schedule.• Set it and stick to it.• Explain why if this differs from client’s original request.

• Detail preferred methods of communication.• Conference calls, cell phone, email, text messages or chat?• Explain which mediums are best for day-to-day and which are best for emergencies

only.

Reporting Frequency• Detail how and when reports will be delivered.• Explain why if this differs from client’s original request.

Set Boundaries


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Promises and guarantees are traps.• Work with client to

set reasonable goals.• Be accountable for reaching goals,

but stay grounded in reality!

Goals vs. Guarantees


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Your client / agency relationship is ready for…

Take Off!


#SMX #13B

PPC Client Onboarding: More Than Just Securing Account Access

Marketing

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