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I observed a pitch yesterday that made it painfully obvious how clueless some agencies can be, especially with enterprise clients.
Tips and a thread.
All of this is said as tough love. I've been on both sides of the table. I want agencies to succeed:
Tips and a thread.
All of this is said as tough love. I've been on both sides of the table. I want agencies to succeed:
1/ 1. Don’t assume you know the client's marketing landscape.
You have no idea what they have setup external to PPC efforts that you might impact.
Stop acting like these things operate in a silo when it’s an enterprise-level business.
You have no idea what they have setup external to PPC efforts that you might impact.
Stop acting like these things operate in a silo when it’s an enterprise-level business.
2/ Don’t tell their paid search person how what they want to do will work on PPC.
You can theorize why what you’re proposing will be great, but declarative statements make you look bush league.
The truth is, no one knows until you launch. Let's not BS each other.
You can theorize why what you’re proposing will be great, but declarative statements make you look bush league.
The truth is, no one knows until you launch. Let's not BS each other.
3/ Don’t tell them what their competitors are doing against them.
They already know and probably know 10x more about it than you do.
They also know things being done that you aren't gonna pull from the Auction Insights report.
P.S. 3rd party tools aren't real data.
They already know and probably know 10x more about it than you do.
They also know things being done that you aren't gonna pull from the Auction Insights report.
P.S. 3rd party tools aren't real data.
4/ Know. Your. Math.
Understand the CPC environment you’re getting into. It’s all fun and games until you’ve proposed a $15k budget and find out it’s a $200 CPC.
Understand the CPC environment you’re getting into. It’s all fun and games until you’ve proposed a $15k budget and find out it’s a $200 CPC.
Ask them what their CPAs are like currently before you say what you’ll get for them.
Claiming you’ll get them leads for about 10% of what it costs in reality will get you laughed right out the door.
Claiming you’ll get them leads for about 10% of what it costs in reality will get you laughed right out the door.
5/ Bottom line: Ask the client what their landscape is like currently.
Ask about their overall marketing goals.
Understand all the moving parts in the paid space they have going on. Then go back to your desk, and retroactively figure out how you can add value.
Ask about their overall marketing goals.
Understand all the moving parts in the paid space they have going on. Then go back to your desk, and retroactively figure out how you can add value.
It’s really offensive to come in, guns blazing, saying “this is what we’re gonna do for you and why you want it.”
Always remember, they know more about their business than you do.
Learning those details is your greatest shot at success as their partner.
/end
Always remember, they know more about their business than you do.
Learning those details is your greatest shot at success as their partner.
/end
