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How to Lower PPC Churn Rates

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how to lower ppc churn rates

It’s a pay-to-play world. From social media to Google Ads, companies invest thousands of dollars a month into paid ads. However, there’s a lurking metric you might not be tracking: your PPC churn rate.

When it comes to paid ads, most marketers and business owners track metrics like click-through rate (CTR), quality score, and cost per click (CPC). While those are important metrics, they tell only part of the story.

If your PPC conversion rates are high, but your overall revenue isn’t, the issue might not be your ad. It might be that your customers aren’t sticking around.

What is the elusive PPC churn rate, and, more importantly, why should you care?

What Is PPC Churn Rate?

Your PPC churn rate is the number of people who convert via paid ads but don’t hang around. They might buy or subscribe to your product or service from a paid ad and then decide to end the relationship.

It’s similar to a standard churn rate in that it tracks the number of customers who convert but then leave your company. However, your PPC churn rate looks specifically at the customers who convert from your paid ads from platforms like Google Ads.

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Why You Should Care About Your PPC Churn Rate

Most PPC metrics tell you how well your ads convince people to buy. For example, CPC tells you how much you spend to get one person to click on your ad. Conversion rates tell you how often people actually purchase from your paid ads.

Those critical metrics let you know if your ad and landing page match, if your targeting is on track, or how well your copy speaks to your audience.

There’s also a lot those metrics don’t tell you.

For example, how well does your onboarding process work? Do your ads focus on the features customers care about the most? Are customers disappointed with your product or service?

Let’s look at a (fictitious) example to see why PPC churn rates matter. I’m looking for a grammar tool, so I type in “grammar help.” The first ad is for Grammarly, and it says it will help me eliminate mistakes and find the right words.

PPC churn rate example

Say I decide to purchase based on that ad. However, a few weeks down the road I find the tool didn’t quite meet my expectations. Maybe it didn’t work as well as I had hoped, was too hard to use, or I found a better solution. I end up canceling my subscription.

Does that mean the ad didn’t work? No, the ad did what it was supposed to do, but something along the way didn’t meet my expectations.

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If Grammarly is only tracking their PPC conversion rate and not their churn rate, they might not realize they are losing customers until it’s too late.

Here are a few things PPC churn rate can tell you:

  • how well your onboarding process works
  • whether customers’ expectations match your product or service
  • whether your competitors offer a feature you don’t
  • if your customer service is terrible
  • if your documentation is confusing

If you aren’t paying attention to what and why customers are leaving, you might be wasting valuable ad spend on customers who won’t stick around.

How to Calculate Your PPC Churn Rate

To calculate your PPC churn rate, you’ll need to calculate how many customers sign up from your PPC ads and then how many customers from paid ads you lose by the end of the month.

The formula you’ll use to calculate churn rate is:

(Customers who left by the end of the month / Customers from PPC ads at the start of the month) x100

For example, if your business has 100 customers who converted from PPC ads at the beginning of the month, and it loses 25 of those customers, you’d calculate your PPC churn rate like this:

(25/100) x100 = 25% PPC churn rate

One of the biggest challenges of accurately tracking PPC churn rate is following customers that convert via paid ads throughout their lifecycle so you can tell when they churn. If you can’t access this data, you can use your overall churn number, but it won’t be quite as accurate.

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If possible, use a customer relationship management (CRM) system or other customer lifetime tracking tool to see where customers come from and when they leave.

Strategies for Lowering Your PPC Churn Rate

Now you know how to calculate your churn rate and why it matters, but what happens if you realize there’s an issue?

If you are disappointed in your churn rate results, there are several ways to improve them. Let’s look at a few.

Figure Out Why Your PPC Churn Rate Isn’t Up to Snuff

The first step to addressing a high PPC churn rate is to identify why it is higher. This can be a challenge because there might not be an easy answer, or you might have several issues!

Start by looking at things like:

  • Has your software become outdated?
  • Has a competitor created a better solution or feature you don’t have?
  • Are there issues with the quality of your product?
  • Do you have a customer service strategy?
  • Do you provide documentation?
  • Is your onboarding process lacking?

Perform a competitive analysis and UX testing to try to locate the cause. Customer reviews may also shed light on where customers are struggling.

If you can find the source of your high churn rate, obviously, you can lower it. However, what if the cause of churn isn’t clear? Let’s look at a few other strategies.

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7 Ways You Can Use Customer Loyalty to Lower PPC Churn Rate

One of the best ways to reduce churn rate is to make sure your customers are happy. After all, satisfied customers are far less likely to leave.

Here are a few ways to improve customer loyalty.

#1: Offer Loyalty Rewards

Rewarding long-term customers fosters a bond between your brand and your customers. Consider offering high-value customers early access to new features, a dedicated customer support line, or a free month for signing up for a new year.

#2: Make Customer Service a Priority

One of the top reasons customers churn is poor customer service. Don’t make customers wade through terrible documentation to figure out how to use your tool or service. Create an easy-to-use FAQ or video documentation and consider using a chatbot to provide timely service.

#3: Create a Community

People like to feel like they are part of something bigger than themselves. Creating a community lets die-hard fans interact with other customers, allows you to interact with customers, and can drive user-generated content you can use in other marketing efforts. Use a platform like Facebook, Reddit, or Slack to create a place where your customers can get tips, make new friends, and interact with your team.

#4: Reduce Customer Friction

Customer friction refers to anything that makes your customer’s life more difficult. For example, poor UX, a lack of training for customer support teams, or hard-to-navigate documentation. Making it easier for customers to buy, navigate your website, and get information improves customer loyalty by ensuring customers can get what they need quickly.

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#5: Make It Easy to Get in Touch With You to Help Lower PPC Churn Rate

Good customer service is crucial to reducing your churn rate. Nothing makes customers cancel faster than struggling to get a hold of support when they have a question or an issue.

Start by responding quickly to messages and posts on paid ads. For example, Sipsey Wilder ran this paid ad on Facebook for their hip bags.

example of treating customers well, which could help your PPC churn rate

The ad has several hundred comments, and the brand made sure to respond to questions and requests from customers.

example customer review - lowering your PPC churn rate

Responding provides customers with the information they need and establishes trust.

Here are a few more tips:

  • In your PPC ad, provide the email address or phone number of your customer service or sales team.
  • Make sure your contact information is displayed clearly on your website and key landing pages.
  • Use a chatbot to provide answers to frequently asked questions.

If customers know they can get in touch with you and count on you to help them, they will be less likely to cancel your product or service when they get frustrated.

#6: Create a Smooth Onboarding Process to Lower PPC Churn Rates

Paid ads might convince a customer to convert, but the onboarding process can make or break how the customer feels about your brand.

Ensure your onboarding process is seamless. If people are confused about how to use or even set up the service your business provides, you have an issue. If customers don’t understand how to use specific features, they might not get any value from your product or service.

Here are a few ways to improve the onboarding process:

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  • Make the process easy: Label documents and make them easy to understand. Add action items if necessary. For example, if users need to install a code or sign a document, make that clear and provide documentation to walk them through the process.
  • Ask what contact method they prefer: Some customers may prefer email, others phone. They might be in different time zones. Make sure you know when and how to contact them most efficiently.
  • Offer training and tips: Make sure customers understand how to make the most of your offering by creating an automated email campaign that shares tips on utilizing your tool or product.
  • Only gather the information you need: Some information is critical, like a customer’s language preference or email address. However, do you really need their physical address or company name? While that information might be great for your sales or marketing team, consider whether it benefits the customer or if asking will just annoy them.
  • Take your time: It might be tempting to explain how awesome your tool or service is right away. However, introducing too many features at once can be overwhelming to customers. Instead, use triggered popup boxes or spaced out emails to explain features over time. Start by engaging customers so they care enough to want to learn about all those extra features later.

You could also test your onboarding process every few months. There’s a good chance what works now might not be as successful in six months, or you might find that specific types of customers need more (or less) support during the onboarding process.

#7: Provide a “Cancellation Survey” to Those Who Cancel

If you’ve ever left a job, there’s a good chance you were asked to do an exit interview where the company asked why you were leaving and what they could do to improve. These interviews allow companies to gather honest feedback about things like work culture and management decisions.

Cancellation surveys serve the same purpose: Understanding why customers are leaving allows you to improve and prevent other customers from leaving.

When people go to cancel, attach a survey with just a few questions. For example, when the user clicks “cancel,” a question box could come up and ask why the customer is leaving.

Make it easy to complete by offering a multi-choice answer without too many choices so users don’t get overwhelmed and click away. For example, “too expensive,” “went with a competitor,” or “no longer needed the service.” Create an “other” option with an answer box so customers can leave more detailed feedback if they wish.

Conclusion

Tracking the effectiveness of paid ads starts with tracking metrics like CTR and quality score, but it shouldn’t end there. Tracking your PPC churn rate highlights issues that can tank long-term profits.

Start by figuring out why your churn rate is high and remember that several different issues may contribute to customers leaving.

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Next, focus on improving customer loyalty, making it easy for customers to reach you, and streamlining the onboarding process. Finally, ask churning customers why they are leaving. You might find the answer to your problems is an easy fix; and if not, our agency here to help.

Are you struggling with high PPC churn rates? What strategies will you try first?

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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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