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4 Ways To Persuade Your Clients To Spend More PPC Dollars


As the advertising dollars continue to decline, I am sure anyone reading this blog post is, has or knows someone who has cut back on their PPC Budget or turned it off completely. Now, with that said, depending on the client or how the PPC campaigned was managed prior to the budget cuts, I want to highlight on some ideas that could persuade the client/company to spend some Ad dollars again and maybe, just maybe, look at PPC in a new light, instead of the AVG cost per conversion model. Let’s discuss……

I. Monetize Everything:
The reason why I listed this tactic first is because I believe it is the most underrated one of all. Many success events that come from PPC tend to go unnoticed especially since Paid Search was most likely the 1st point of contact for the visitor and frequently makes an impact on the lifetime value of that consumer. Let’s dig a littler deeper about what to measure.

When reviewing a client’s website, one of the first things I do is identify all communication functionality with the visitor. However, most clients/companies only care about (1) one thing and that is Sales/Leads. For the majority, many of these companies have a defined CPL (cost per lead) or CPC (cost per conversion) and that is terrific in creating the PPC plan. However, there are many other events that happen on a given website that serve a prospect or returning customer and they often go un-noticed. This is where an OPPORTUNITY to highlight the significance of PPC to encourage the client to put a value behind any or all of these services listed below. This will not only help the client understand that the typical cycle is not always an immediate sale, but more of a 3 tier cycle that leads them to a sale. This is also very important for the PPC marketer to make the case to not decrease PPC spend.

A Few Website Success Events that sometimes go un-noticed

  • Account Signup
  • Email Contact Form
  • Live Chat Services
  • Web Only Phone # Volumes
  • Email Newsletter Signups
  • Survey Participants
  • Returning Customers
  • Referral programs (tell-a-friend

II. Relate PPC to Television, Radio and Print:

A Different Perspective from Political Campaigns:
When working with U.S. Congressional Candidates during the 2008 Election, I was fortunate enough to experience Paid Search and Internet Advertising, through the eyes of the candidates themselves as well as their campaign staff. It was enlightening because it unveiled an entirely new and different perspective on the success and behavioral cycle of a typical website visitor coming from paid search.

Furthermore, what seemed to matter most to the campaign strategists were not always Contributions, but the idea of monetizing actual “EYEBALLS” of the voters who viewed their Ads and specific messages on various websites and search engines. The campaigns related Paid Search and Ad networks to traditional Television and Radio markets, which honestly to this day control the overall Ad spend. In the past, TV and Radio allowed the campaigns to focus on specific Demographic and Geographic (zip codes within a specific district) parameters in circulation based segment, where it was a similar CPM.

When we discussed how PPC and Internet Advertising worked, they compared the two media vehicles and the “AH HA MOMENT” immediately kicked in. Now going back to the topic at hand, the PPC guru has a responsibility to communicate to the client/company that any other offline initiatives should include PPC as part of the plan. If they run a TV spot, tell consumers to do something like “Google Semgeek for more information”.

Another Idea is to test different messaging in PPC before going to Print, Radio or TV. The benefit of doing this is to get the messaging right before the company spends the BIG $$$$. PPC has many benefits, but finding ways to prove it’s worth on many different levels make the company look smart, hence making the PPC marketer more valuable.

A Unique Perspective from a Print Catalog Company:
This perspective comes from my years with building the Internet division of a successful Automotive Catalog company where “real estate” within a print catalog was and still is at a PREMIUM and it as always a race to the finish line when new products come out from the manufacturer during the highly seasonality of the automotive industry. Moreover, one of the best strategies we implemented was using Paid Search as a vehicle to get the product to the market before any other competitor, promote the manufacturer and collect names, email addresses and create “Pre-Orders” into the system to act like a barometer to see if there was enough demand to enter placement into the print catalog. I will just tell you the results were astonishing and the yearly sales proved it.

There are other ways to get an upper hand on your competitors through PPC especially during the Holiday rush period and Shipping and Price Comparisons. I am sure that the VPs of marketing for these companies can think of many more effective tactics to battle their competitors and all they need is a PPC expert to translate that into a comprehensive plan of attack

III: More Affordable Testing:
In most cases, search marketers promote landing page A/B testing and Ad/Creative testing and that is a good thing. However, there are many other ways to use PPC as a testing vehicle not only for the website, but for the entire company and it’s offline ad initiatives. Let’s explain…

For example, making the case to use paid search to determine which Ad Messaging works more effectively before the Ad campaign hits the airwaves and cable stations is a very valuable tactic. Over the years, many millions of Ad dollars were spent on messaging that did not entirely make a good impression on the companies. With PPC, it’s a cost effective “pre-campaign” strategy to test the market before spending $100,000’s of dollars on TV, Radio and Print.

IV. Consider PPC as R&D Dollars:
Many companies spend tons of money in Research and Development to improve or test new products. They hire people to test the products, give them their opinions, bring in outside consultants, etc… Wouldn’t it be more cost effective to test the product with the people who would actually be using them or to promote some new ideas by the company to a specific geographic area that is more prone to use the product or service?

The point I am trying to make is that many companies often stick to their old-fashioned tactics that have been used for decades, so once again it is up to the SemGeek to communicate and discuss the additional opportunities that Search Marketing can provide. In essence, R&D will need PPC to improve their CPC (cost per conversion)


In Conclusion:

The purpose of this post is to try and “Think Outside the Box” when thinking about the uses of PPC. Many agencies/companies look to PPC to simply drive sales and that is totally valid. However, there are many other good things going on that are going un-noticed and are not tracked and monetized correctly and it’s a LOSS for both parties. In the case of the PPC agency, they may need a % percentage of the client’s PPC Ad spend to keep the lights on, and on the other side, the client/company is actually doing better than they think since many “Live Chats, Phone Orders, etc…” are being triggered from the Paid Search Efforts.

It’s up to the PPC marketer to communicate the importance of monetizing everything that search will give them, above and beyond a purchase/lead. Remember, a simple idea can make a company’s VP of Marketing look like a genius, and that is a very good thing.

Get a good idea and stay with it. Dog it, and work at it until it’s done right. – Walt Disney

Filed under: Online Strategy, PPC Analysis & Case Studies

One Response to "4 Ways To Persuade Your Clients To Spend More PPC Dollars"

  1. Max Pool says:

    Excellent advice that I can vouch for.
    I always tell my clients, “You can’t buy a hotdog cart for $50, put it on a corner, and see if it’s a viable business. With $50 in PPC you will know exactly how many people are interested in your business, what they are willing to spend, and find an exact Cost Per Lead”.

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