1WordStream Confidential

What You Need to Know to Win New PPC BusinessELLIOTT REID & ERIN SAGIN

December 16, 2015

Copyright 2015 WordStream, Inc. All rights reserved.

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www.wordstream.com/learn

Want to get smart in paid search?

3WordStream Confidential@erinsagin @elliottpreid

Join the conversation on Twitter

@WordStream

@erinsagin

@elliottpreid

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LET’S GET TO KNOW YOU

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How many PPC accounts are you currently

managing?

• 0

• 1

• 2-5

• 6-10

• +10

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Roughly, what % of your customer base are

you providing PPC services to?

• 0%

• 1%-25%

• 26%-50%

• 51%-75%

• 76%-100%

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Full Disclosure: I’m Not a Sales Person

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But I am a PPC Person

Erin Sagin• PPC Evangelist &Community

Manager at WordStream

• Has specialized in Paid Search for

4+ years

• Named one of the top 25 Most

Influential PPC Experts by PPC

Hero

• Tweet me! @erinsagin

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Meet Your Mentor

Elliott Reid• Agency Sales Team Manager

• 3+ years helping agencies &

advertisers acquire new clients

• 2 years coaching/managing a

team of 8 to help agencies

manage PPC accounts

• Has worked with agencies of all

sizes

• @elliottpreid

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Starting the Sales Conversation

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It starts with you!

…To PPC!

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How do you get in touch with prospects?

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How frequently should you contact people

“in the pipeline”?

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How do you introduce them to paid search?

The truth is…

It’s not about paid search…

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Common Objections

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“My SEO is Good Enough!”

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Ads Are More Compelling

35.4%

64.6%

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Mobile is Killing SEO

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Even Scarier for SEOs!

#1

#2

#3

#4

FOUR?!?

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“PPC Is Too Expensive!”

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You’re In Control

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“PPC Leads Don’t Convert for Me!”

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First Time Isn’t Always a Charm

$56 later.

Thanks

remarketing…

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Selling Clients Who Already Have a Solution in Place

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How do you prove that you can do better?

1. Understand their current situation & goals

a) Go deep here

b) What are the impacts

2. Focus low performing areas that align with your

strengths

a) This can take many forms

3. Be specific

a) Ask for access to their account and set up a

follow up meeting

4. Be confident

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How do you address account flaws

delicately?

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Identifying Red Flags

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Red Flag #1: Lack of Trust

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Red Flag #2: Poor Online Reputation

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Red Flag #3: Ugly Landing Pages

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Red Flag #4: History of Bad AdWords

Behavior

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Red Flag #5: Commitment Phobes

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Red Flag #6: Unreasonable Goals

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Up Next…

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Special Offers

• Live account assessment with a WordStream

PPC expert

• $250 in Bing Dollars (when you sign up for WS

Advisor)

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Questions?

39WordStream Confidential@erinsagin @elliottpreid