Mike’s Delivery Guide

Hi Mike here! Please see the following guides and tool links. This should help you offer a PPC service to clients..

Strategy for Engaging Clients for Accessibility Services

Selling Pay Per Click (PPC) Advertising services to local businesses requires a blend of demonstrating immediate value, educating on the benefits of paid advertising, and building trust. Here’s a strategy that integrates the capabilities of Agency Client Finder (ACF) and some innovative approaches. Optionally you can supply PPC services via third party suppliers.

1. Research and Analysis Using ACF:
   • Targeted List Creation: Use ACF to generate a list of local businesses that might benefit from PPC but aren’t currently utilizing it or are underutilizing it.
   • Website and Business Analysis: Examine the potential customer’s website and business model. Identify gaps in their online marketing strategy where PPC could be beneficial.
2. Educate the Prospects:
   • Workshops and Seminars: Organize local events to explain the benefits of PPC advertising. Use real-world examples and possibly live demonstrations.
   • Case Studies: Showcase past clients where your PPC strategies led to increased traffic, conversions, and sales.
3. Demonstrate Immediate Value:
   • Free PPC Audit: For businesses already using PPC, offer a free audit of their current campaigns. Highlight areas of wasteful spending, missed opportunities, or potential optimizations.
   • Mock Campaigns: Use ACF’s AI capabilities to create mock ad campaigns for potential clients, showing them what their ads might look like and potential results they could achieve.
4. Personalized Outreach:
   • Tailored Emails: Use ACF’s AI for email creation. Craft personalized messages that address the specific needs and potential benefits for each business.
   • Cold Calls: While some businesses might be receptive to cold calls, ensure you’re well-prepared with data and potential strategies specific to their industry and needs.
5. Outside-the-Box Options:
   • PPC Challenges: Create a local challenge where businesses try PPC for a month. Offer your services for free or at a discount for the winner who achieves the best results.
   • Collaborate with Local Influencers: Partner with local influencers to promote the benefits of PPC. They can be case studies or even affiliates.
   • Loyalty Programs: Offer rewards or discounts to current clients who refer other businesses to you.
   • Interactive Demos: Set up a booth at local business events with a live demo of setting up a PPC campaign. Let business owners interact and see the process firsthand.
6. Build Relationships:
   • Networking: Attend local business events, chamber of commerce meetings, and other networking opportunities. Personal relationships can lead to business opportunities.
   • Offer Trial Periods: Allow businesses to try your PPC services at a discounted rate for a limited time. This reduces their risk and gives them a taste of the potential benefits.
7. Follow-Up:
   • After your initial outreach, always follow up. This can be in the form of sharing recent PPC success stories, industry news, or just checking in to answer any questions.
8. Diversify Offerings:
   • Retargeting Campaigns: Introduce businesses to the concept of retargeting, where they can re-engage visitors who’ve interacted with their site but didn’t convert.
   • Landing Page Optimization: Upsell services that ensure the traffic from PPC campaigns is directed to high-converting landing pages.

Remember, the primary challenge with selling PPC services is overcoming the initial investment fear. Local businesses might be wary of spending money without guaranteed returns. Your strategy should focus on demonstrating the potential ROI, showcasing past successes, and building trust through transparency and education.

Selling PPC Services

How to Sell PPC Like a Champion (9 videos)

PPC Advertising Checklist – 6 Vital Aspects of Successful Pay-Per-Click Advertising Campaigns

How to Sell White Label PPC Services

PPC Services You Can Offer

Structuring PPC services for a specific niche, industry, or geography can make your offerings more tailored and appealing to local businesses. Here’s a structured set of offerings for PPC services:

1. PPC Service Tiers:

Starter Package:

• Keyword Research: Basic research to identify a set of keywords relevant to the business.
• Ad Creation: A limited number of text-based ads for Google Search.
• Campaign Setup: Setting up one campaign on a single platform (e.g., Google Ads).
• Basic Reporting: Monthly reports on clicks, impressions, and spend.

Intermediate Package:

• Extended Keyword Research: A more comprehensive set of keywords, including long-tail and localized terms.
• Ad Creation & A/B Testing: Multiple ad variations to test performance.
• Campaign Setup on Multiple Platforms: Google Ads, Bing Ads, and possibly Facebook Ads.
• Conversion Tracking: Setup and monitoring of conversion actions like form submissions or purchases.
• Enhanced Reporting: Bi-weekly reports with insights on conversions, ad performance, and recommendations.

Advanced Package:

• Full-Scale Keyword Research: Including competitor analysis.
• Dynamic Ad Creation: Ads that automatically adjust content based on the search query.
• Campaign Setup Across All Relevant Platforms: Including niche platforms relevant to the industry.
• Retargeting Campaigns: Targeting users who’ve interacted with the business but didn’t convert.
• Landing Page Optimization: Recommendations or design tweaks to improve conversion rates.
• Detailed Weekly Reporting: In-depth insights with actionable recommendations.

2. Value Loading & Upselling Options:

• Landing Page Design: Designing custom landing pages optimized for PPC traffic.
• Ad Extensions: Implementing and optimizing ad extensions for better click-through rates.
• Display Ads & Remarketing: Creating visual ads and setting up remarketing campaigns.
• Video Ad Campaigns: For platforms like YouTube or Facebook.
• Local PPC Optimization: Specifically targeting local keywords and geographies for businesses that rely on local traffic.

3. Presentation Strategy:

• Tailored Proposals: Since you’re targeting a specific niche/industry/geography, customize your proposals to address the unique challenges and opportunities of that segment.
• Case Studies: Present case studies from similar businesses or industries you’ve worked with. This builds credibility and shows potential clients tangible results.
• Interactive Demos: Offer live demos where you walk potential clients through a mock PPC campaign setup for their business.
• Educational Workshops: Organize workshops explaining the benefits of PPC for their specific industry or niche. This positions you as an expert and helps demystify PPC for them.

4. Structured Organization:

• Service Catalog: Create a well-designed catalog or brochure detailing each package with clear visuals, benefits, and pricing. This can be both in print and digital formats.
• Dedicated Landing Pages: On your agency’s website, have dedicated landing pages for each package. This allows for targeted marketing and makes it easier for potential clients to find relevant information.
• Consultation Sessions: Offer free initial consultation sessions where businesses can discuss their needs, and you can recommend the most suitable package.

5. Specialized Offerings for the Targeted Niche:

• Industry-Specific Ad Copy: If you’re targeting, say, dentists in a particular city, have ad copy templates that resonate with dental services in that locale.
• Localized Keyword Lists: Maintain lists of keywords that are particularly relevant to the geography you’re targeting.
• Niche Platforms: If there’s a specific platform popular in your targeted niche (e.g., a particular social media site or forum), offer PPC services there.

Remember, the key is to make the benefits of each package clear. Local businesses, especially in a specific niche, will appreciate offerings that seem tailor-made for them. Your agency should emphasize the potential ROI and use data-driven insights to showcase the value of your PPC services.

Value Proposition

A value proposition is a clear statement that explains how your service solves customers’ problems, delivers specific benefits, and tells the client why they should buy from you over your competitors. For PPC services, the value proposition should emphasize the tangible benefits and the unique advantages your agency offers. Here’s a sensible value proposition for PPC services. I.e.

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“Maximize Your Business Visibility with Targeted PPC Campaigns: Drive Immediate Traffic, Boost Conversions, and Achieve Sustainable Growth. With [Your Agency’s Name], Experience Tailored Strategies, Transparent Reporting, and a Dedicated Team Committed to Your ROI.”

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Breaking it down:

1. Solve the Problem: “Maximize Your Business Visibility with Targeted PPC Campaigns” – This addresses the primary problem many businesses face: lack of visibility and traffic.
2. Deliver Specific Benefits: “Drive Immediate Traffic, Boost Conversions, and Achieve Sustainable Growth” – These are the tangible benefits a business can expect from effective PPC campaigns.
3. Unique Selling Points: “Experience Tailored Strategies, Transparent Reporting, and a Dedicated Team” – This emphasizes what sets your agency apart from others. It could be your bespoke approach, commitment to transparency, or the dedicated team that clients will have access to.
4. Emphasize ROI: “Committed to Your ROI” – One of the main hesitations businesses have about PPC is the cost. By emphasizing a commitment to ROI, you’re assuring them that their investment is taken seriously and that the goal is profitable returns.

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To further convince a client, consider these additional points:

• Speed: Unlike organic SEO, which takes time to show results, PPC can drive traffic almost immediately after a campaign is launched.
• Control: Businesses have complete control over their budget, target audience, and ad placements.
• Flexibility: PPC campaigns can be adjusted in real-time based on performance data.
• Highly Targeted: Ads can be shown to a specific demographic, at specific times of the day, in specific geographies, and more.
• Measurable: Every aspect of PPC is trackable, from the number of clicks and conversions to the exact ROI.

By crafting a compelling value proposition and backing it up with these convincing points, you can effectively communicate the immense value and potential of PPC services to prospective clients.

Solutions

Strategyzer’s Value Proposition Canvas Explained