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How Will ChatGPT & AI Impact PPC? 6 Expert Predictions

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How Will ChatGPT & AI Impact PPC? 6 Expert Predictions

After decades of science fiction novels, films, and serialized Twilight Zone derivatives, the rapid onset and development of artificial intelligence has finally come to fruition.

No matter where you go on the internet these days, you will quickly become bombarded by the reality that not only has AI already become a valuable tool for mankind, but its long-term implications and rapid trajectory leave a multitude of concerns on our horizon.

There are technophiles who champion the advancement of artificial intelligence and its alarming ascension towards singularity, while understandably, many others are more than terrified of its risks.

Regardless of where you stand on the topic, one thing is clear for now: AI tools like ChatGPT are available, being heavily used, and will continue to evolve over future updates.

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With these points in mind, it is clear that AI is going to have a significant impact on digital marketing (as well as almost every other industry and profession) in the coming months and years.

Here, I will highlight six predictions for ChatGPT, AI, and the future of PPC marketing:

  1. Increased competition (and higher costs)
  2. Improved targeting
  3. Enhanced ad copy
  4. More efficient ad campaigns
  5. Greater reliance on machine learning
  6. Continued innovation

Let’s get started.

1. Increased competition (and higher costs)

Due to AI tools like ChatGPT’s potential to provide advertisers with more powerful tools for targeting and optimizing their PPC campaigns, increased competition for an already saturated ad space may ensue. If advertisers who are leveraging ChatGPT are able to achieve better results and generate more revenue from their campaigns, then it may lead to higher prices for keywords and make it even more difficult for smaller advertisers to compete.

ChatGPT could be particularly beneficial for larger advertisers who have the resources to invest in machine learning algorithms and other advanced technologies. These advertisers may be able to use ChatGPT to gain a competitive advantage and outbid smaller advertisers for ad space. It is a possibility that increased usage of ChatGPT and other AI tools may improve blind spots that the account managers, agencies, and practitioners who are working for larger businesses otherwise would have missed.

It’s important to note that this prediction is not certain, and there are many factors that could influence the competitiveness of the paid media space for years to come. One thing is fairly certain though, and that is search advertising is not getting any cheaper.

Another issue that has been discussed is the reduction in the usage of Google Search because of ChatGPT.

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The AI tool is very capable of answering nearly any question that you would search for on Google in addition to curating lists of recommendations for you for travel or entertainment. (The only caveat is that ChatGPT, in particular, is unable to source information beyond 2021 at this time.)

Google recently announced its own AI search experience, Google Search Generative Experience (SGE), which integrates AI into the SERP. This experience pushes organic search results even further down the page and may impact non-paid search traffic and click-through rates, leading to increased competition to show in Google Ads above SGE results.

google search generative experience snapshot example

The bottom line: Even with ChatGPT and Google SGE, I don’t believe that AI tools are going to be the end of search ads or search as a whole, but I do believe it is part of an evolution or transition to a more efficient model.

2. Improved targeting

ChatGPT (and AI in general) has the ability to analyze large amounts of data and generate insights about audience behavior. We already see this to a degree with smart bidding strategies within Google Ads.

Given that the target keywords and ad copy you have created are aligned, Google’s automated bidding can “learn” over time how to produce more of the desired results that you want, such as conversions, clicks, and more.

AI tools, however, have the capability of analyzing data through text, CSV, or JSON files. This means that it can analyze user behavior on websites and other digital channels to identify patterns and trends. It can track which pages users visit, how long they stay on each page, and which actions they take (such as clicking on links or filling out forms).

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ChatGPT can also be a valuable tool for keyword research–curating lists and structures for ad groups for you to target. (Although we don’t recommend using it as your primary keyword research tool.)

chatgpt keyword research prompt

With this information, ChatGPT could help advertisers develop more effective targeting strategies for their PPC campaigns. For example, it could help them identify the keywords and phrases that are most likely to be searched by their target audience and then use this information to create ads that are more relevant and engaging.

ChatGPT could also help advertisers segment their audience based on factors like demographics, interests, and behavior.

The bottom line: Although AI isn’t currently taking away jobs from PPC professionals, those who decide to leverage the tool will have a competitive advantage over those who choose not to. As one Google exec said at Google Marketing Live 2023, “You’re not competing against AI. You’re competing against other marketers using AI.”

3. Enhanced ad copy

One of ChatGPT’s obvious strengths is its natural language processing capabilities. By giving the AI enough information about the type of ad copy you are looking to generate, ChatGPT is able to produce persuasive (and sometimes surprisingly creative) suggestions. Whether you wish to use ChatGPT as a starting point to brainstorm headlines or to have it generate the ad copy word-for-word for you, it is an extremely powerful tool for PPC.

ChatGPT has been trained on vast amounts of text data and has the ability to generate natural-sounding language. This means that it could help advertisers create more engaging ad copy that resonates with their target audience.

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chatgpt prompt to add urgency to ad copy

Even the best marketers have periods of writer’s block or feel the copy that they have produced could be better or hit on the desired pain points in a more concise manner. ChatGPT is extremely helpful in these situations as it can also provide additional feedback on your target audience in addition to taking the copy you wrote and editing it to be more readable.

Google is also using AI to help advertisers create and enhance ad copy. They announced asset creation within Performance Max which will use generative AI to generate ad headlines that more closely match search queries.

The bottom line: AI tools like ChatGPT can provide a helpful jumping-off point, but these tools still lack the ability to humanize or infuse personality into ad copy. However, ad copy is such a critical aspect of marketing that any small improvement could have massive returns in regards to CTR and overall ad performance. (Use these ChatGPT prompts as a jumping-off point to help enhance your ad copy.)

4. More efficient ad campaigns

With improvements to both targeting and ad copy, ChatGPT and other AI tools have the ability to help advertisers create more efficient ad campaigns overall.

By making certain aspects of the process such as keyword research and ad copy less tasking, AI could help advertisers save a considerable amount of time and reduce costs. ChatGPT, for example, has the ability to analyze user behavior and preferences to understand what types of ads are most likely to be relevant and engaging to each individual user. It could analyze data such as search history, browsing behavior, and social media activity to determine what topics and products users are interested in.

With this information, ChatGPT could make more accurate and personalized ad recommendations for each user. Instead of showing generic ads that may not be relevant to the user’s interests, ChatGPT could suggest ads that are more likely to resonate with each user based on their individual preferences. The result of these more personalized ad recommendations could be a better user experience and higher engagement and conversion rates.

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chatgpt prompt subject line personalization

Additionally, ChatGPT could help advertisers optimize their ad campaigns based on user feedback.

The bottom line: By analyzing user behavior and preferences, AI could provide insights into what types of ads are most effective and which ones are not performing as well. Advertisers could use this information to adjust their targeting and ad creative to improve the overall effectiveness of their campaigns.

5. Greater reliance on machine learning

I’ve touched on the increasing use of machine learning in the paid media space over the last six years in numerous posts. My position on the topic has remained consistent, although slightly altered, over this span of time. To summarize my views: machine learning has greatly improved the ease of setting up and running campaigns, and with particular goals set within the platform, great improvements to performance can be experienced.

However, the increased usage and forfeiture of control from advertisers to the “algorithm” that is run by the entity designed to take your advertising budget isn’t always a good thing. These platforms can add unnecessary bloat to campaigns and limit your ability to make very refined adjustments that you used to be able to make. They are essentially trying to make PPC a one-size-fits-all robot that will run your ads for you.

As AI tools continue to evolve and improve, advertisers may become more reliant on machine learning algorithms to manage their PPC campaigns. As stated above, this could lead to greater efficiency and better results. However, it may also lead to a lack of insight into how money is being spent and a general lack of genuine nuance that a human can apply to a marketing campaign.

1684879651 236 The 11 Biggest Updates from Google Marketing Live 2023

Google is trying to provide greater transparency into how Performance Max campaigns are being optimized through its improved search term insights report

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The bottom line: This prediction is my most concerning on the list for a couple of different reasons. The first is that an AI can absolutely run PPC campaigns for you. Whether at this stage or in future iterations, the technology is clearly capable of building and running PPC campaigns. This has the potential to eliminate jobs.

But it shouldn’t. And here’s why: Many search advertising professionals have found that the “best practices” AI implements aren’t always the best practice for a specific advertiser. The AI used to set up, create, and run PPC campaigns will be applying whatever best practices its creator designs it to have, many of which may be in the best interest of the company and not the advertiser from a cost-efficiency standpoint. This is why it’s going to be so important to incorporate that human touch and oversight into AI-enabled PPC campaigns.

6. Continued innovation

As ChatGPT and AI continue to evolve and improve, we can expect to see ongoing innovation in the PPC industry. This could lead to new ad formats, targeting techniques, and measurement tools that help advertisers get even better results from their campaigns (which we’ve already seen a glimpse of from Google Marketing Live 2023).

The rate at which we will see these changes is still up in the air. As mentioned, AI is progressing at a somewhat alarming speed. With any new technology, there is typically an adoption period that spans months and years that allows industries to catch up.

For example, it took years for businesses to master the process of selling online to the point where it is the primary place of commerce. The internet itself took decades to evolve. This gave everyone enough time to adjust to the changes and slowly evolve their businesses over time. With AI and ChatGPT, we could experience change at a rapid and disruptive rate that hasn’t necessarily been experienced since the industrial revolution.

chart that shows time taken to reach 1 million users - chatgpt has taken the shortest amount of time

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Here are some of the top places I expect we’ll see continued innovation.

Ad targeting and performance

ChatGPT is just one example of this innovation, but there are likely to be many more developments in the years to come. One area where we can expect to see continued innovation in PPC is the use of artificial intelligence and machine learning to improve ad targeting and performance. As AI and machine learning technologies continue to improve, advertisers will have access to more advanced tools and algorithms for analyzing user behavior and preferences, identifying trends, and optimizing ad campaigns.

New ad formats and channels

Another area where we can expect to see innovation is in the use of new ad formats and channels. For example, as voice assistants and smart speakers become more prevalent, advertisers may start exploring ways to deliver ads through these devices. Similarly, we may see new types of ads that are more interactive, personalized, or immersive, such as augmented reality (AR) ads or virtual reality (VR) ads.

Measurement and attribution of ad performance

Finally, we can expect to see continued innovation in the measurement and attribution of ad performance. As more and more users interact with ads across multiple devices and channels, advertisers will need better ways to track and analyze these interactions to understand the impact of their ad campaigns.

The bottom line: The result of this continued innovation in the PPC advertising industry could be a more effective and efficient advertising ecosystem, with advertisers able to reach their target audience more accurately and users experiencing more relevant and engaging ads. It also means that advertisers need to be tuned in to the updates happening in the PPC landscape and be ready to make changes and experiment to continue seeing good results.

The bottom line: AI’s impact on PPC marketing

Overall, the future of PPC advertising looks bright, with plenty of opportunities for advertisers to achieve their marketing goals, especially when using AI capabilities to enhance campaigns rather than relying on it fully.

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As AI continues to evolve, it will be more important than ever to stay on top of the curve and keep an eye on the latest updates and innovations.

Here are the six ways AI will impact PPC:

  1. Increased competition (and higher costs)
  2. Improved targeting
  3. Enhanced ad copy
  4. More efficient ad campaigns
  5. Greater reliance on machine learning
  6. Continued innovation

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PPC Advertisers Guide To Google Consent Mode V2

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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.

PPC Advertisers Guide To Google Consent Mode V2

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.

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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.



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11 Actionable Ways to Build Client Relationships That Last

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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.

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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.

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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

strengthen client relationships emotional vs logical intelligence

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.

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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.

    how to strengthen marketing agency client relationship with a winning proposalhow to strengthen marketing agency client relationship with a winning proposal

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    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.

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    • 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:

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      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.

      how to strengthen relationships with clients the seven c's of effective communicationhow to strengthen relationships with clients the seven c's of effective communication

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      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.”

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      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.“

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      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!”

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      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:

      1. Gather “hard” and “soft” information about your client
      2. Internalize that information
      3. Go above and beyond with your proposal
      4. Have an onboarding process
      5. Treat clients like partners
      6. Be proactive rather than reactive
      7. Be empathetic rather than defensive
      8. Establish structure around communication
      9. Share your concerns early
      10. Embrace the small talk
      11. Have quarterly business reviews

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Google change the meaning of “Top Ads”

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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;

Google change the meaning of Top Ads

Top ads are adjacent to the top organic search results. Top ads are generally above the top organic results, although top ads may show below the top organic results on certain queries. Placement of top ads is dynamic and may change based on the user’s search.

Google’s official documentation

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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1711605382 993 Google change the meaning of Top Ads1711605382 993 Google change the meaning of Top Ads



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