Looking to grow your PPC accounts? Columnist Jeff Baum explains that doing so means selling clients on the notion that your approach is the best way forward — and that more budget is required to execute the plan.
One of the chief success metrics for our agency’s account management team is organic growth. We define organic growth as the amount of additional revenue generated through our existing client relationships.
Clients come to us because they want more out of their paid search and social program; they want consistent volume, revenue and profit growth. To drive organic growth, account managers must “always be selling.” This article will discuss methods PPC account managers in any situation (agency, consultant, in-house) can use to persuade their stakeholders to invest more budget into their PPC accounts.
Method #1: Have a solid strategy
Having a solid strategy is the cornerstone of any PPC program. Without a coherent plan in place, it would be extremely difficult or nearly impossible to convince stakeholders that investing more budget in paid search is a wise idea. Stakeholders want to know why more budget should be invested, how the extra budget is going to be spent and what the expected results are going to be.
Working under the guidance of a coherent, larger plan creates both trust and credibility, which is the first step to complete in any sales process. If clients don’t have trust in the plan — or worse, don’t trust that there is a plan — it will not be possible to create the necessary justifications to win any extra budget.
What does a PPC strategy look like? The pillars of solid PPC strategy should contain the following elements:
- A deep understanding of the overall business situation (performance metrics, competitive landscape, deep understanding of the client/stakeholder’s most important goals).
- A guiding principle that governs overall direction. Translating the guiding principle into a simple-to-understand core objective will keep the PPC program tied to an overarching plan.
- A coordinated action plan with initiatives that are tied directly to the guiding principle.
Carve out time to create a solid strategic plan. Good strategy is the conduit for positive performance — which, in turn, makes it easier to state your case for more budget.