PPC
85 of the Best TikTok Hashtags to Use for Your Small Business
As a small business, standing out on a platform as content-heavy as TikTok is daunting. With over one billion monthly active users and reigning as the most-downloaded app of 2022, it’s no surprise that both large and small brands are vying to reach their target audience on the popular, short-form video app.
So where does your small business fit in, and how can you get your content noticed by the right users? One of the most effective ways to increase visibility on TikTok is by using hashtags.
In this post, we’ll explore the best TikTok hashtags businesses can use to boost engagement and why using hashtags is so important.
Why use TikTok hashtags
Hashtags, in general, provide a way to get your posts seen by new users on social media sites. And TikTok is no exception. Here are some reasons to use TikTok hashtags.
Increase your visibility
Using hashtags on TikTok can help you get found on a user’s FYP (AKA For You Page) or when they search for a specific phrase or hashtag within the app.
And as users begin using TikTok more and more as a search engine (no, really!), it’s important to include hashtags in your TikTok captions so you can get found when they’re searching for content or results that you offer.
Boost engagement
The more people who see your TikTok posts, the more likely you are to increase engagement, get new followers, and grow your TikTok account.
Find more ideas to get TikTok followers here.
Create a community
Using hashtags related to your niche or location can help you build a strong community on TikTok. By hopping on trending TikTok hashtags or including hashtags relevant to your potential customers’ needs or interests, you can create a dialogue with your audience and increase the potential to get new customers from this extremely popular app.
In fact, TikTok hashtags may even get your videos in front of other inspired users who decide to stitch your TikTok.
@cindilooblink182 #stitch with @snackqueen666 URBAN DECAY LIP ECLIPSE ETERNALS IN THE SHADE BRILLIANCE @urban decay ♬ original sound – Cindi 🐊
How to use TikTok hashtags
It’s super simple to use TikTok hashtags. They work just the same as Instagram, Facebook, or Twitter. To create a TikTok hashtag, you type the pound/hash sign (#) followed by whatever you’d like your hashtag to be. #likethis
An example of where you’re able to add hashtags to your TikToks.
Keep reading for tips to choose and use TikTok hashtags for your business.
TikTok hashtag tips
Use these best practices to guide your TikTok hashtags strategy.
Keep your TikTok hashtags relevant to your business
Choose hashtags that complement the topic of your video content or campaign. While it can be tempting to jump for the most popular TikTok hashtags, you want your videos to be effective at reaching your unique business goals.
Use hashtags that connect to the content within your video as well as your business. This helps keep your brand looking more authentic rather than like you’re trying too hard to hop on the latest TikTok trend.
The Dallas World Aquarium used some very relevant hashtags in this post.
Try not to use too many hashtags
Avoid cluttering your caption with too many hashtags (stick to 3-5 maximum). You have a limited amount of space for your TikTok caption (100 characters), so use it wisely with a curated list of hashtags. You want your TikTok videos to find the right audience, so focus on using the ones that will most likely resonate with them.
Use the right combination
Pair broad, popular, or trending hashtags with niche and branded hashtags for a better chance of reaching a more targeted audience (hint: popular does not always equal higher reach). That way, your TikTok hashtag strategy will strike a balance between increasing reach and relevancy.
This TikTok from Fuzzy’s Taco Shop includes a mix of branded, relevant, and trending hashtags.
Now that you have some basic best practices, let’s get into the hashtags to use in your posts!
Best TikTok hashtags
We know time is a precious commodity for your small business, and hashtag research likely isn’t at the top of your to-do list. That’s why we’ve compiled our recommendations for hashtags or types of hashtags that will get the attention of your customers and prospects.
Small business TikTok hashtags
These hashtags are specifically designed to promote small businesses, which can be a powerful tool when competing with larger companies. While these are very broad hashtags, there are likely a handful of hashtags that businesses in your community use to reach the local population.
Check out community and business accounts in your area to see which hashtags they use regularly, and experiment to see if these help you reach your target audience. Additionally, using these hashtags can help you build relationships with other local business owners who may be willing to collaborate on future marketing initiatives.
These “shop small” and “local” hashtags can also attract customers passionate about supporting small and locally-owned businesses.
By using these hashtags that reference shopping small and supporting a person’s business instead of a faceless big-name brand, you are also tapping into your customers’ emotions to persuade their decision-making.
Here are some small business TikTok hashtags to try:
- #ShopLocal
- #SmallBusinessCheck
- #Smallbusiness
- #SmallBusinessTikTok
- #Smallbusinesstok
- #SmallBusinessOwner
- #BehindTheScenes
- #SupportLocal
- #Shopsmall
- #Entrepreneur
- #SMB
- #growingbusiness
- #HowItsMade
- #inthemaking
- #trusttheprocess
- #inprocess
@tailsuppup Thank you for shopping small💖 Idea Credit: @justbekind.co #shopsmall #smallbusinesssaturday #smallbusinesscheck #smallbusinessowner #tailsuppup #etsy ♬ original sound – Tails Up, Pup • Dog Bandanas
A self-proclaimed “Dog Mom” shows the joyful side of owning a small business using #ShopSmall.
Industry-specific TikTok hashtags
Your TikTok hashtag strategy should have a healthy mix of broad and niche topics to attract new customers and reach individuals who are already interested in products and services like yours. Using industry-specific hashtags is one way to drill down to a more targeted audience. By showcasing your unique offerings and using these hashtags, you can:
- Demonstrate your expertise and position your small business as a thought leader in your field.
- Increase your visibility and build a loyal following of people who are passionate about your products and services.
Stay up-to-date with industry trends to help inform your marketing and overall business strategy.
Here are some industry-specific TikTok hashtags for top verticals:
Hashtags for dentists
Hashtags for fitness trainers and gyms
- #FitnessCheck
- #FitnessTips
- #Gymtok
Hashtags for home services
- #HomeTok
- #Beautifulhomes
- #DIY
- #FixerUpper
- #homeimprovement
- #interiordesign
- #homedecor
- #homesweethome
Hashtags for retail
- #Buynow
- #Shoptok
- #Shopping
- #haul
- #unboxing
Hashtags for education
- #ClassInSession
- #SchoolsOut
- #Newsemesternewme
- #CourseRegistration
- #Teachertok
- #Schooltok
- #Kidtok
- #StudentTok
Hashtags for healthcare businesses
- #doctok
- #DoctorTikTok
- #Healthtok
- #healthy
Hashtags for financial services
- #moneytips
- #FinanceTips
- #investing
- #financialfreedom
- #wealthbuilding
- #incomemanagement
Hashtags for auto dealers, garages, and more
- #carmaintenance
- #carforsale
- #truckforsale
- #dealership
- #autosales
- #Cartok
- #CarsofTikTok
Hashtags for salons
- #beautytok
- #beautifulnails
- #beautifulhair
- #hairgoals
- #Hairtok
Hashtags for B2B businesses
- #TakingNewClients
- #B2B
- #BusinessTok
@haberdashhats Enjoyed this custom piece for a dear friend, complete with custom hat band, antique indonesian silk, and a rose for her mama #behindthescenes #howitsmade #hatmaker #hatmaking #hats #smallbusinesscheck ♬ Something To Talk About – Bonnie Raitt
A hat maker captures his expertise using #hatmaker and #hatmaking.
Trending TikTok hashtags
Trending hashtags on TikTok are considered popular based on the number of times the hashtag has been used and how many times it has been viewed. By incorporating these popular hashtags into your content, your small business can attract new followers and potentially even go viral, which can lead to increased brand recognition and potential sales.
Trending hashtags can also help you stay up-to-date with current trends and topics, which can be important for appealing to your target market. The key to experimenting with trending hashtags? Be timely. Trends in the TikTok world can come and go pretty quickly. If you’d like to create content for a specific trend, jumping on it immediately while it’s still topical and relevant is essential.
Here are some examples of trending TikTok hashtags:
- #wheneverwherever
- #photogenic
- #ItsGiving
- #welcomhome
- #theoffice
- #photography
- #Vlog
- #Diary
- #Travel
- #goals
- #tiktok
- #funny
@brookibakehouse Day in the life of a bakery owner 👩🍳 we sold out again, here’s what a full shift looks like on a Saturday #dayinmylife #bakeryowner #bakerylife #bakingtiktok #smallbusinessowner ♬ Lo-fi hip hop – NAO-K
A bakery owner showcases her typical workday using #DayInMyLife.
TikTok shares trending hashtags on its website so you can always stay tapped into what’s hot. You can even filter by industry and timeframe to find what’s relevant for your business.
Hashtags to get you on the FYP
The “For You Page” (aka FYP) is TikTok’s algorithm-driven feed that serves up content to users based on their viewing history and interactions on the app. The FYP is the first feature users see when opening the app, so exposure on this feed is incredibly valuable.
By using “for you page” hashtags, businesses can potentially increase the likelihood of their content appearing on the FYP, reaching users that may otherwise not come across their small business account. While TikTok has never officially stated that using these hashtags will land your content on the FYP, many brands have seen success with this strategy.
Our recommendation? While there is no guarantee using these hashtags will get your content on the FYP, increasing your reach on the app is worth a shot. That said, if you are choosing between an FYP hashtag or a niche hashtag that is more tailored to your brand, stick to your niche!
There are a few TikTok hashtags that can help you get on the FYP, like:
- #ForYouPage
- #ForYou
- #FYP
- #Explore
- #Discover
- #new
@thetipsytraveler_nc Quit our jobs to open a mobile bar business and we are so glad we did! #fyp #trending #mobilebar #smallbusiness ♬ World’s Smallest Violin – AJR
A mom-and-daughter duo use #FYP to attract new customers to their mobile bar business.
Start using TikTok hashtags the right way
A TikTok hashtag strategy is crucial to connecting with your target audience. Think about it: You may be creating the most engaging, creative, funny, or thought-provoking video content, but you need to reach the right people for it to be worthwhile. Using relevant hashtags alongside your content can help you cultivate a community and loyalty around your brand, become a thought leader, meet other small business owners, attract new customers, and impact your bottom line.
Get started today! Test out various hashtags, track which ones garner the highest engagement with your target audience, and then iterate and improve your strategy as you learn what will work for your unique business. Happy #hashtagging!
PPC
PPC Advertisers Guide To Google Consent Mode V2
This update is not merely a technical enhancement but a robust response to the stringent privacy regulations and changing user preferences. With a compliance deadline set for March 2024, it’s crucial for websites utilizing Google services to understand and implement Google Consent Mode V2, ensuring alignment with global data privacy standards.
Understanding Google Consent Mode V2
Google Consent Mode V2 enhances the initial version by introducing refined mechanisms for managing user consents related to cookies and data tracking. Key to this version are the new parameters: ad_user_data and ad_personalization, which join the pre-existing analytics_storage and ad_storage, providing users with greater control over their data. This tool communicates user cookie consent preferences to Google’s suite of services, ensuring data is handled in compliance with privacy laws like GDPR and CCPA.
The integration of these parameters signifies Google’s commitment to bolstering user privacy, offering a consent-based approach to data insights. For businesses, this means navigating a landscape where user consent directly influences data collection strategies.
The Significance of Compliance
The mandatory implementation of Google Consent Mode V2 underscores the importance of adhering to digital advertising and data privacy regulations. Its significance is twofold: it aligns website operations with legal requirements, particularly in the European Economic Area (EEA), and preserves the integrity of user privacy. For website operators, the practical aspect of compliance involves the strategic implementation of consent mechanisms that do not undermine the data’s value for insights and analytics.
Implementation Strategies
To leverage Google Consent Mode V2 effectively, website owners can opt for Basic or Advanced implementation options. The Basic approach ensures full data collection upon user consent and halts it otherwise. Advanced implementation, however, allows for the transmission of anonymous, cookieless data for modeling purposes even without consent. This method hinges on employing a Consent Management Platform (CMP), adjusting website configurations to respect consent choices, and enabling cookieless data collection for analytics and advertising purposes.
The Impact on Data Tracking and Privacy
Implementing Google Consent Mode V2 has profound implications for data tracking and user privacy. It allows websites to maintain a balance between collecting valuable user insights and respecting privacy preferences. The mode’s design ensures that user consent directly influences how data is collected and used, facilitating a privacy-compliant approach to digital marketing and analytics.
The Role of AI in Consent Mode V2
AI and machine learning play a critical role in bridging the data gap when users opt-out of cookie tracking. By analyzing patterns from consenting users, Google can model the behavior of those who decline, enabling advertisers to gain insights while adhering to privacy standards. This AI-driven approach underscores the potential of Consent Mode V2 to revolutionize data analysis in an increasingly privacy-focused world.
Beyond the Cookie Banner
A key aspect of utilizing Google Consent Mode V2 is the requirement for a compliant cookie banner. This necessitates the implementation of a CMP that aligns with both Google’s standards and privacy regulations. The consent banner acts as the intermediary, signaling user preferences to Google services and adjusting data collection accordingly.
Preparing for the Future
As the deadline for Google Consent Mode V2 implementation approaches, website owners and advertisers must take proactive steps to ensure compliance. This involves understanding the intricacies of Consent Mode V2, integrating a compliant CMP, and reevaluating data collection strategies in light of user consent.
In essence, Google Consent Mode V2 represents a pivotal development in the realm of digital privacy and data management. By embracing this new standard, businesses can not only ensure compliance with global privacy laws but also foster trust with their audience, building a foundation for sustainable digital practices in the years to come.
PPC
11 Actionable Ways to Build Client Relationships That Last
Some agencies manage to build a steady client base that strengthens over the years, while others ride roller coasters and eventually close up shop. What’s the difference? Client relationships. Strong client relations make for greater success with projects and campaigns, loyal clients who stay with you longer and refer new clients, and a better reputation for your brand. Even better, they make everyday work more enjoyable for all.
So what makes for a strong client relationship? The same traits that define any good relationship: awareness, communication, empathy, dependability, accountability, honesty, and the list goes on.
In this post, I’ve compiled 11 ways your agency can demonstrate the above and more to achieve the best possible outcomes for you and your clients. I’d say happy endings, but good relationships don’t really end.
Table of contents
Why are client relationships important?
It’s easy to skim over the importance of creating a strong relationship with your clients—you know you have to do it. But when you dig into how it helps your agency grow, you can be more strategic about it.
Reduces churn
It can be 25 times more expensive to acquire a new customer than to keep an existing one. You also have a much higher probability of selling a new agreement to a current client than closing a deal with a new one.
A strong client relationship helps you weather rough patches and identify clients who are at risk of leaving. Both will help you reduce customer churn.
Increases referrals
Customer referrals are an extremely important source of new clients for your agency. That’s because referred customers are more likely to buy, are more loyal, and spend more on average than non-referred customers.
When you have a strong relationship with your clients, you can ask them to give reviews and refer other businesses. That’s especially helpful if your agency serves a niche industry where everyone knows everyone else.
Provides opportunities to learn
Have you ever wanted to know how a new regulation would affect your clients? Or how to best sell a service like PPC? When you have a rock-solid relationship with your clients, you can ask them.
It takes time to build that sort of comfort, but when you do, your best clients become your agency’s de facto advisers.
📣 Learn how 300 marketing agencies manage services, pricing, and challenges in our State of the Digital Marketing Agency report.
How do you build client relationships that last?
In the following list, you’ll find actionable ways to improve client satisfaction and build mutually beneficial partnerships, with input from PPC agency experts like Mark Irvine, Francine Rodriguez, Akvile DeFazio, and Susie Marino.
1. Gather “hard” and “soft” information
A strong agency-client relationship starts before the client even becomes one. You know that you need as much information as possible about your client to come up with a winning proposal. But the solution you come up with isn’t going to establish a meaningful connection between you and your potential client. It’s how you present that solution with respect to both the business’s goals and the personalities and values of the team you’ll be working with.
This means collecting “hard” information like:
- Products and services they offer
- Target audience and the end-users of their product or service
- Top three competitors
- Prioritized list of goals and challenges
- Strategies that have worked and not worked in the past
- Software are they currently using
- Budget
But also “soft” information like:
- What they define as success
- Their future hopes or anticipations, like scaling, adding on new offerings, etc.
- The company’s mission, beliefs, and values, and unique selling proposition
- What makes them different from their competitors
- Hobbies, interests, and preferences of the individuals you’ll be working with
Think with both sides of your brain when gathering information about your client.
Building emotional intelligence about the team you’ll be working with will help you to make communication more personalized as you move through these initial phases of your journey together.
Side note: Be prepared to answer their questions too! Even their non-PPC questions.
2. Internalize that information
This is the information you’ll be not only including in your proposal, but applying throughout your actual execution and ongoing communication with your client. Take the time to really internalize it so that it shines through organically in everything you do.
- Gather the information in person (or video): Body language and facial expressions tell a lot. Take note of what gets them excited (and not so excited). Also, be sure to send out a list of the questions you’ll be asking far in advance so the client can have time to think about answers and produce follow-up questions.
- Iterate back: As you listen, iterate back to your client what you have interpreted so you can make sure you’re crystal clear on the information you’re receiving. Remember, incorporating the tiniest details into your proposal and execution is what will give your clients confidence that you truly understand their needs.
- Templatize: Have an internal templated document where you can collect all of the information you’ve gathered in one place. This gives every team member something to continually refer back to, and the uniformity makes it easier to internalize.
3. Go above and beyond with your proposal
From a project standpoint, your proposal shows what you’re going to do to achieve your client’s goals. From a relationship standpoint, it’s your opportunity to reinforce, once again, that you have a deep understanding of your client—both the business and its team members. Speak to both the client’s business goals as well as the more personal pain points and desires of its employees.
To do this, think in terms of “what,” “why,” and “so that.”
- The what refers to what you’ll be doing from a process standpoint.
- The why ties the process to one of the business’s specific goals.
- The “so that” speaks to the pain point it will address for the business’s team members.
For example, we’d like to ramp up ad spending in the latter half of the month to drive more signups so that your sales team isn’t scrounging for leads. Just be sure to use the language that your clients used in the initial information-gathering process.
This strengthens that partnership feel. You’re not just looking to achieve goals, you care about the individuals impacted by them.
4. Have an onboarding process
This is one of our customer retention strategies as well. Once you get started, there will be more points of contact added to the roster for both sides. A streamlined onboarding process will set the stage for the clear communication and seamless execution needed for a strong and long-lasting client relationship to form. During this process, you may want to:
- Mail them a welcome kit: Send along some giveaways like branded swag, a greeting card, and additional goodies based on the more personal information you’ve collected.
- Take care of housekeeping: Make sure each of you has the access needed for tools, accounts, and dashboards.
- Have a kickoff meeting: This is to ensure everything is lined up for perfect execution. You’ve also become pretty familiar with one another at this point. This is a good time to have a more informal atmosphere.
🛑 Free guide >>> The 6 Absolute Best Strategies to Grow Your Digital Marketing Agency
5. Treat clients like partners
Treating your client like a business will make your relationship purely transactional (i.e., no relationship at all). Treating them like family leaves too much room for miscommunications and unmet expectations.
Treating your clients like partners, on the other hand, sets the stage for a healthy mix of personal, purposeful, and transactional encounters where both your and your client’s identities are preserved, and each of you supplies the essential ingredients for success.
- Embrace the truth: Remember that at the end of the day, both of you are businesses that want to make money. There’s no need to skirt around that. They need your service to generate revenue, and you need their continued business to generate yours.
- Maintain structure with some fluidity: Keep deliverables clear and stick to the intended plan as much as possible, but always leave the door open for input and feedback.
- Let them in: While some of your tools and processes may be proprietary, give them access to dashboards and data when possible. Let them in on (non-confidential) tidbits about your agency that “outsiders” wouldn’t know. Their earning your trust is just as important as you earning theirs.
- Stay honest: This means giving pushback on your client’s desires or requests that may not be best for long-term success (wants vs needs). A good partnership is not one where both parties constantly agree; it’s one where the two parties come together with different perspectives to bring to the table, resulting in better output than either one could have achieved on their own.
6. Be proactive rather than reactive
Akvile DeFazio, President of AKvertise, makes this a priority with clients.
Her team makes sure to proactively:
- Share ideas and propose new campaign strategies.
- Forewarn about upcoming platform changes and any action required.
- Educate the client to empower them further.
“This shows care and builds trust, and our clients share that they appreciate our diligent proactivity,” she says. “When we work with clients, we aim to be a seamless extension of their team and genuinely embed ourselves as so. When they win, we win, and proactive communication is the key to success for all.”
7. Be empathetic rather than defensive
This recommendation from Mark Irvine, Director of PPC at Search Labs Digital, ties back to the partnership mentality in tip #5. The scenario here is that your agency is doing great work. Performance metrics continue to climb. But the client is upset. They aren’t seeing new business come in.
“A wrong response here is to dig your heels in,” Mark says. “Telling them that their business is doing fine is at best tone-deaf. Instead, let them talk it out and listen to them. This may even lead them to discover the problem is in their other marketing or sales teams.”
If this ends up being the case, Irvine recommends that you take yourself out of the problem to prevent it from becoming an “us versus them” situation. Take the approach of teaming up together to come up with a solution. Use language like:
- “I see what you’re talking about.”
- “This is a valid concern.”
- “That really is frustrating, we’re glad you brought this up with us.”
- “Let’s make a plan to review this and report back with some solutions to remedy this.”
Position yourself as a partner in their campaigns. Value their feedback. Even if you’re an expert, allowing them to work with you will help build a long, trusting relationship.
“And remember,” Mark adds, “if you dismiss or fight their concerns, there’s an agency sales rep somewhere else who will be happy to listen to them vent about you all day.”
8. Establish structure around communication
Brett McHale, founder of Empiric Marketing, LLC, provides some great tips around communication and setting boundaries:
Stay away from being “always available
Being always available, whether through Slack or other forms of direct communication, blurs the ever-important work-life balance. It can also distract you away from other clients.
Hold regular meetings with actionable takeaways
Instead, establish weekly or bi-weekly meetings to check in, review performance, and answer questions. “I always have some takeaway or action item from those meetings,” Brett says. “This keeps me accountable, and when I deliver on things that I say I’m going to do, it helps build trust with the client.”
Use email and instant messaging
Brett says, “Email can be very robotic, and I try not to be too professional or polished all the time. Communicating with clients directly via a messenger helps to build rapport and have a more laid back ‘human-to-human’ relationship.”
He suggests designating instant messaging for urgent matters and email otherwise. This cuts out the back-and-forth emailing and also reassures your clients that while you may not always be available, you will never leave them hanging.
9. Share your concerns early
This suggestion from Mark Irvine is particularly relevant to the many changes happening in the advertising realm lately. The scenario here is that your client has big plans and aspirations, and you want to say yes to everything they want. But in the back of your mind, you’re not sure if they can create that audience in Google or build that campaign on Bing. You’re unsure of how the new iOS updates will impact their Facebook targeting.
“Don’t nod, say yes, and then stress,” Mark says. “You lose trust with your client if you say you can do something and then can’t, even if that’s not your fault.”
Instead, show your expertise by sharing your concerns. Practice saying:
- “That’s a really good idea. I know that some ad policies might come into play as we explore it, so let me double-check those first.”
- “This new change could pose some challenges to us. I’ll keep an eye on it as it changes over the coming days.”
- “It’s tough to say what this means for us yet, but I wanted to make sure we all knew about it in advance.”
If you really have to put your foot down, try something like:
“We agree that this is a great idea, but we can’t in good conscience proceed with it until we know that it won’t cost you in the long run.”
Be transparent and ask them for their trust. Most of the time, you’ll come out as the person who helped them navigate through uncertainty, and they won’t forget that.
10. Embrace small talk
Small talk often gets a bad rap, but Susie Marino, WordStream’s Senior Content Marketing Specialist and former Customer Success Specialist, has found that it actually helps with building strong client relationships.
“I know it can feel cringey or uncomfortable at first, but just go for it,” she says. “You’d be surprised at how receptive clients are. Next thing you know, you’ve got a great rapport going, and the banter at the beginning of meetings becomes more meaningful.”
“People love to talk about themselves, and clients are no different,” Susie adds. “When you ask them about how that home garden is coming along, they’ll be pleasantly surprised. These conversations reveal how much you truly care.“
Clients are people who like to work with real people who also have personalities and personal lives. If you don’t show a touch of personality with small talk, it will be harder to stay connected and to demonstrate your genuine care, outside of campaigns and metrics.
11. Establish quarterly business reviews
Francine Rodriguez, former Senior Manager of Customer Success at WordStream, believes that quarterly business reviews are essential for client retention.
“I think all agencies get into a cycle of monthly reporting and proving that deliverables were completed,” she says. “It is important to take that step back once a quarter and have a focused conversation on high-level strategy.”
The QBR allows the agency and the customer to reflect on new goals, the efficiency of strategies taken in the past, and what needs to pivot for the future.
It is also a time to allow your customer to provide insight into how their business goals are changing and perhaps what strategies outside of the agency’s scope they are also planning in the near future. Having that dedicated time to talk without existing action items on the table is a great way to strengthen the relationship, create trust, and become better partners.
It may also lead to surprising discoveries, where an agency could find opportunities to upsell its customers into new services. If your agency is doing QBRs now and your conversations don’t look any different from your regular monthly check-ins, it is time to change the format!”
Start cultivating strong relationships with your clients today
Strong agency-client relationships are built on virtues like trust, reliability, transparency, and personability, and they result in greater outcomes for everyone involved. If you find that you’re lacking in productivity, loyalty, or the overall feel of harmony with your clients, see if you can adopt or improve any of these strategies for your agency:
- Gather “hard” and “soft” information about your client
- Internalize that information
- Go above and beyond with your proposal
- Have an onboarding process
- Treat clients like partners
- Be proactive rather than reactive
- Be empathetic rather than defensive
- Establish structure around communication
- Share your concerns early
- Embrace the small talk
- Have quarterly business reviews
PPC
Google change the meaning of “Top Ads”
What is Top Ads in world of Google? well it’s changed. Today Ginny Martin, Ads Product Liaison at Google shared a subtle but potential significant change of definition of Top Ads. If your deep in the detail of paid search campaigns on Google this is the kind of tweak that’s easy to miss.
Now Google’s documentation reads;
Ginny clarified on LinkedIn that this is a definitional change (as ads can appear above the organic result or below for certain queries) and doesn’t affect how performance metrics are calculated. And that the definition update clarifies that top ads may show below the organic results for certain queries. Although, for most queries, ads will continue to appear at the top of search results.
Why make the change? Anthony Higman suggested it might be due to the change in how some ads are being presented like in the screenshot below and the general shift towards more SGE on the SERPs and the consequences that change in user experience might have on ad placement. And does seem part of increased amount of experimentation on where ads appear on search engine results pages.
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