7 replies to this topic

[BlueSky]

I'm running into more and more PPC operations with slick angles to convince new clients into signing up for their service. What they deliver is quite useless, but they do deliver what they promise. Go figure.

The problem is I have yet to find a sure fire method to quickly educate prospects that 1) they've been scammed and not feel embarrassed about it and 2) how to shop for a PPC manager (which, of course, I hope is me). The problem is that the typical target of these schemes does not have the ability to verify the effectiveness of the campaign or else it would be an easy sell. Also, I simply do not have enough time in the day to spend too much time re-educating prospects about how PPC actually works.

So, do you have any tricks to displace these shady operators without spending too much time? I'm talking about local business owners who have little to no knowledge of how the web works, not web savvy online stores etc..

[rembrant]

I don't think there's an easy answer for what you need to do. I find many clients have little or no understanding of how PPC works so I would focus on marketing your business / services so that new clients feel confident in using your business over your competitors.

[Conspicuous]

You can get "certified" by Google and Yahoo in their PPC programs and play up that angle and how it demonstrates a proven level of knowledge and skill.

If you think you're really much better than the competition and believe that the client would be worth your while to have, offer your services up for free for a month (a week, whatever) and show them that your management results in better conversions.

[BlueSky]

You can get "certified" by Google and Yahoo in their PPC programs and play up that angle and how it demonstrates a proven level of knowledge and skill.

I have both Yahoo and Google qualifications. I see those as minimum requirements...

If you think you're really much better than the competition and believe that the client would be worth your while to have, offer your services up for free for a month (a week, whatever) and show them that your management results in better conversions.

I'm not going to describe the schemes I have seen on a public forum and give anyone ideas, but these people can give a very slick line and unless you know PPC quite well it all looks good. For the one prospect I just sent him an email saying that they're giving him the least for his money, instead of the most (easiest way to describe it without getting into a technical discussion of PPC slight of hand tricks), and then made a proposal on what I could do for him and showed him the transparency of how we do billing. I think he is quite likely to dump the shark operator.

[nethy]

Well this is a general problem we all face, I believe.
PPC management is not one thing. And it can be done in many different ways and at many different levels. Customers donot really have the skills to differentiate. They would almost need to be fully capable at ppc themselves tobe able to differentiate. IE. you could dump a list of client provided keywords into an adgroup write one ad (I have seen menus where each 'professionally' written ad is billed seperately) & bob's your uncle!
Alternatively, you could, as part of the service, install conversion tracking, finely slice adgroups, write (overtime) dozens or hundreds of ads, install analytics, optimise landing pages, work on funnels, even in some cases (this happens) actually offer a complimentary site with copy specifically for a campaign.

Obviously, the time-cost is very different. Problem is, the client may not be able to tell the difference between a <1hr per month service & a >10 hr per week service or understand the value to them.



I wouldn't call operators shady because they offer a low level of service for cheap or use 'shady' billing techniques that appeal more to some clients. They are simply giving people what appeals to them. This is not generally good for them, but it is what they want.

All up, the management fee is usually not more then 5%-15% of total costs. In most cases, the difference to the bottom line is more then that between average ppc management & excellent ppc management.

[BlueSky]

I wouldn't call operators shady because they offer a low level of service for cheap or use 'shady' billing techniques that appeal more to some clients. They are simply giving people what appeals to them. This is not generally good for them, but it is what they want.

All up, the management fee is usually not more then 5%-15% of total costs. In most cases, the difference to the bottom line is more then that between average ppc management & excellent ppc management.

We're not talking about the same type of operator. In this case the client is spending $400 and the actual cost per click will probably not exceed $20. I don't want to get into what they do that leaves the client with high hopes, but, clearly, it's deceptive and unethical. But, probably legal.

[1dmf]

re-educating prospects about how PPC actually works.

PPC only works if you have the budget for your keywords!

I have had to pull PPC as the CPC is greater than the daily budget i've been given, so no amount of slick, smooth talking salesmen can get blood out of a stone

[nethy]

We're not talking about the same type of operator. In this case the client is spending $400 and the actual cost per click will probably not exceed $20. I don't want to get into what they do that leaves the client with high hopes, but, clearly, it's deceptive and unethical. But, probably legal.

OK that sounds bad.

Same root problem though. To most clients PPC is an invisible product they see money out and they see conversions (maybe).They don't know what is a good ROI or if it could be better.

I have had to pull PPC as the CPC is greater than the daily budget i've been given, so no amount of slick, smooth talking salesmen can get blood out of a stone

That is kind of the beauty of ppc. You have to be directly better then you competition or you can't afford to play. It forces us all raise our game.

Unless you are unlucky enough to compete for keywords with others who have a much higher conversion rate/value because of something inherent (you sell a list a $10 mortgage booklet, they sell mortgages). I suggest you try to stay in the game, if you have control over enough of the process to make the nessecary adjustments.