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Five Ways to Use AI to Improve Copywriting and PPC Performance

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Five Reasons to Repurpose Your Old Blog Posts Right Now

As AI begins to shape the landscape of digital marketing, content managers, copywriters, and digital marketers are starting to explore its potential applications for copywriting.

It’s been predicted that AI would take over a lot of the grunt work associated with creating and managing content – from doing basic research to developing detailed editorial calendars.

Others believe that machine learning can complement human skills and help writers produce better content. So far, artificial intelligence hasn’t quite taken over copywriting as a whole, but it is nonetheless having a huge impact on it in significant ways.

It’s not just copywriting that has seen the beneficial effects of AI. From AI-powered robo advisors that help improve return rates on different investments to impressive video filters that make social media more fun, pretty much all industries are finding ways to use this evolving technology.

Considering this trend is showing no sign of stopping, digital marketers need to understand how AI is impacting copywriting and what kind of opportunities this technology creates for their businesses.

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Let’s explore four ways AI is changing the field of copywriting and discuss how marketers can take advantage of these changes to improve PPC performance.

A Short Introduction to AI

AI is short for artificial intelligence, a field of computer science and engineering focused on creating intelligent machines that work and react like humans. In other words, AI involves making computers smarter – something they’re already very good at, thanks to their huge data processing power and ability to learn from experience rapidly.

Put simply, AI works by using algorithms to analyze data so that computers can understand it better. This data might be in the form of text, images, or videos. Once the computer has understood the data, it can then use this information to carry out certain tasks – such as recognizing objects in pictures or understanding natural language.

Most AI algorithms work much in the same way. They start by learning from a data set we humans provide (a process known as “training”). The computer runs a series of calculations during training to develop an equation that relates all the data it was trained on. Then the AI uses this knowledge to make predictions about new data (known as “inference”).

In other words, an “AI” is no more than a piece of software that basically wrote itself to perform a particular task (like copywriting) after training on a given data set and following certain guidelines given by the programmer. Since no two data sets (collections of pictures, videos, or text) are likely the same, no two AI software are ever the same either, even if both were developed by the same publisher.

Companies with large volumes of data on their users can leverage AI for different purposes, from generating sales to improving customer satisfaction. For example, credit card companies and other banking and fintech businesses have been using AI to provide users with insight into their own spending habits, helping them budget more effectively.

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Other industries use AI to detect possible scams and frauds based on behavioral patterns.

AI in Copywriting

Copywriting is one of the fields where AI has made a big impact. A copywriting AI is a writing assistant that can help you with the task of creating content. Copywriting AIs are usually powered by natural language processing (NLP), a branch of AI that deals with understanding and generating human language.

There are different types of copywriting AIs trained for different purposes. In general terms, they can be broadly classified into two groups: content generation and editing software.

Content Generation

A content generation AI is an AI that writes original content based on input from the user. These AIs are usually trained on a large data set of human-written text, such as news articles or blog posts. And when I say a large data set, I mean large. For example, Jasper (previously known as Jarvis) is one of the best AI copywriting tools trained on a data set of roughly ten percent of the internet’s written content.

Content generation AIs work by understanding the user’s input (usually in the form of keywords, although the more sophisticated software clearly understands instructions) and then generating new text relevant to the input. The generated text is usually not perfect, but it gives the user a good starting point that can be edited and improved upon.

Editing Software

Editing software, on the other hand, is designed to help users improve their writing by checking for grammatical errors and offering suggestions on how to rephrase certain sentences. These AIs are usually trained on a data set of well-written text, such as books or articles from high-quality websites. Some popular editing software includes Grammarly and ProWritingAid.

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How AI is Used in Copywriting and Digital Marketing

Automated content generation tools have taken the digital marketing landscape by storm. In particular, they have been a godsend for content marketers and SEOs who are always on the lookout for new and original content at the lowest cost possible.

The rise of AI has also led to new tools and strategies for copywriting and digital marketing. Here are some of the ways AI is being used in these fields:

#1.) To Enhance Copywriting Productivity

Copywriting AIs can help content marketers and copywriters be more productive by taking on some of the grunt work involved in creating content. For example, content managers can use a copywriting AI to generate ideas for new articles or blog posts based on a set of keywords provided by the user.

The AI can then produce a list of potential topics that the user can choose from. Similarly, once a copywriter chooses a topic to write about, they can then use the same AI to generate an outline for the blog post if that’s what they plan to write.

You could keep breaking each section into subsections to go as deep into a topic as possible. Finally, once you’re satisfied with the outline, you can ask the AI to write out the content under each subheading.

By fact-checking here and there and ensuring that everything ties into a seamless narrative, you could have a high-quality, 2,000-word blog post fully written and proofread in under two hours.

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Talk about productivity!

#2.) Editing for Spelling, Grammar, and Style

Editing AIs can help copywriters improve the quality of their writing by checking for spelling and grammar errors, as well as offering suggestions on how to rephrase certain sentences.

For example, suppose you’re writing an ebook about the benefits of nano-influencer marketing, and you want to make sure that it’s error-free. You can run your document through an AI editing software such as Grammarly or ProWritingAid, and it will highlight any errors in your text. The software will also offer suggestions on fixing the errors, making your message clearer, and adapting it to a particular writing style.

In addition to correcting errors, you might also find that your text sounds more polished after running it through AI editing software. This is because this software is often tuned to identify style issues such as overuse of certain words or phrases, sentence length variation, and so on.

Making these style corrections lets you ensure that your writing sounds natural and easy to read, which is essential.

#3.) To Improve Conversions

Copywriting AIs go far beyond writing blog posts and correcting your grammar. Since they’re trained on massive amounts of online written data, and much of that data is marketing copy, they’ve become increasingly efficient at producing highly-converting copy based on different frameworks.

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This means it will only take you minutes to craft an ad copy based on the Problem-Agitate-Solution (PAS) framework or the classic Attention, Interest, Desire, Action (AIDA) framework. Or you could go for the Before-After-Bridge framework and see which one works best for your audience.

This is particularly appealing to PPC marketers who need to write the most eye-catching and compelling copy to attract the attention of short-attention-spanned internet users.

But, how do you know which framework works best for your audience and leads to more conversions?

The answer is A/B testing, an experimental technique to compare two versions of a web page to see which one performs better. A/B testing has long been the gold standard for optimizing conversion rates, but it can be time-consuming and expensive, especially for small businesses and startups. However, copywriting AIs make this extremely easy since writing out entire ads in different frameworks, styles, and tones only takes a couple of minutes.

Also, there are now AIs that specialize in conversion rate optimization (CRO). These work by constantly testing different versions of website copy and design elements to see which ones result in the highest conversion rates.

These tools essentially automate A/B testing to make it cheaper, faster, and more effective. A good example of this is Unbounce Smart Traffic, which was the first AI-powered CRO tool to hit the market. Many more followed suit.

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#4.) Generating Targeted Content

Digital marketing is all about creating content that resonates with your target audience. You can use copywriting AIs to generate targeted content for your specific niche if you know your audience well. You can do this simply by instructing the AI to write a copy for that particular audience.

But that’s not even half of it. Other variations of these software tools, such as evolv.ai, tweak and adapt the ad and landing page content dynamically for every user based on a set of predefined criteria such as location, keyword use, and other factors. This is micro-segmentation marketing on steroids, and it’s only possible thanks to the way AI understands where each internet user is coming from.

#5.) AI for SEO

We already discussed the power of AI for improving copywriting productivity by helping writers come up with new topic ideas based on given keywords. But how do you know which keywords to target?

This is where AI comes in handy again. You can use AI tools for contextual targeting purposes:  they work perfectly with keyword research and help to develop a list of relevant keywords that you can then target with your content.

In addition, copywriting AIs are also getting better at understanding SEO best practices and can help you tweak your copy accordingly to make it more search engine friendly. Surfer is one of the most popular SEO optimization tools out there, and, guess what? It’s also an AI.

The Bottom Line

As digital marketing evolves, copywriters and content managers must embrace new technologies like AI to stay ahead of the curve. In particular, AI can help content managers and digital marketers in every stage of content production and delivery.

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From coming up with relevant keywords to target and using them to come up with topic ideas and relevant subtopics, to actually crafting the content itself.

Additionally, You can use AI for several other important tasks, such as SEO optimization and improving conversions.

By understanding how AI works and using its capabilities to your advantage, you can create more effective PPC campaigns that connect with your target audience and improve your PPC performance. If you’re not using AI for your digital marketing efforts right now, you’re already falling way behind.




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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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