“What am I spending a thousand dollars a month on?”
“What is a good Click-Through Rate? Better yet, what is a “CTR?”
These are some of the most common questions and client objections that our PPC team, as well as our sales team, face every day. If you are not constantly living and breathing PPC, some of the questions that you might get from clients will not only confuse you, it will confuse them even more and cause a lack of confidence in your abilities to manage their media buy.
From my experience, working as a SEM Account Executive, I have had to answer almost every question in the book. But overcoming client objections is a common, sometimes uncomfortable, part of digital marketing. Since I have started working in digital marketing, there has not been one question or client objection that we have not been able to solve or provide a possible solution. Like every marketer, our goal is always to make sure that the client is happy and their confidence is unwavering. If they are not happy with their PPC campaign results, we will go back and revisit the type of goals that were set for the specific campaign. Every campaign is different when it comes to goals. This is one of the many discussions we consult towards when going over monthly reports with a client.
“So what am I spending $1,500 a month on?” – The most common question. There are a few ways to go about answering this type of question.
Wrong Answer #1: Do not answer “PPC.” This is painfully obvious.
Wrong Answer #2: The answer is also not “435 Visits and 1,000 impressions” But, you are getting a little warmer.
I could go on for hours on how not to answer this question. When you are faced with this inquiry, take a step back and look at their visits, total leads and activity rate for the past month. Their total leads metric can be a great measuring tool when it comes to value. Each lead is possible profit or “dough” in the clients’ pocket.
Whether it was a phone call or web event, they are all leads. By taking a look at these leads a little deeper they will show you that we are not only driving traffic to the client’s site, but we are driving RELEVANT traffic. We are providing a pathway to more than one goal. We are also gaining valuable information on the consumers’ click activity. For instance, if we see more visitors are clicking toward accessories during a given month and the client wants more service related leads, we can adjust the campaign to help be more aggressive on the service bids.
The activity rate is also a great measuring stick as well. The activity rate is calculated by the number of people visiting their site divided by the number of web events (clicks) and phone calls were made to the site’s specific 800 number. This percentage demonstrates the amount of activity or “calls to action” by consumers when they land on the page.
Common Strategies for Success
Visiting a client and not being able to show them their ad during a follow up visit is also common in our field. This does not mean the website is down and cannot be found anywhere on the internet. Our team is always optimizing our campaigns in order to make sure that the clients’ websites are showing up at high-traffic times.
This is called “Day-Parting.” If the client wants his or her ad to show up at certain times we are able to make sure that their ads will be showing at those specified times. We have done extensive research to figure out what the optimal times for showing our clients’ ads are. Our PPC team will also make sure to evenly spend the month’s budget throughout the entire month. We do this to ensure we are getting the most production in our clients’ budget.
Other common questions are, “Is this a good CTR?” “Is this a good activity rate?” or “Is the average position of our ad good?” When it comes to answering questions like this, we want to be careful in looping in national averages and stats. We want to apply market, timing and most importantly- like retail pages.
Once we have 90 days of data, then we are able to base each metric on past performance of the campaign. Each campaign is different, so what is good for one campaign may not be a good benchmark for another. Using this data we can manage expectations for our performance going forward.
When clients see a drop in average position, they generally think that we are not optimizing the campaign correctly and/or not performing as they expected. In most cases with our campaigns, if the client sees a drop in average position, we are doing this to obtain more relevant traffic for a much better value. By dropping one or two spots in the top three ad positions on Google, we might be able to show the ad for a longer period of time during the day, as well as send much more traffic to the site.
There are always going to be objections and tough questions when it comes to the performance of a campaign. Our PPC team handles all levels of client comprehension. Like all good digital marketers, we live and breathe it. Keeping our clients happy is our primary goal. Building confidence in our abilities is a day to day task we gladly bring to the table.