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How to Make Evergreen PPC Ads

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how to make evergreen ppc ads

Marketers often create PPC ads based on the latest trends and one-time deals, but these aren’t the only types of paid ads you can create.

Evergreen PPC ads are a must-have addition to your marketing arsenal.

Unlike a seasonal ad, they can run throughout the year, even without edits or updates. Plus, they guarantee your paid ads can generate leads every day with minimal effort on your part.

Below are tips for creating timeless campaigns that could become an important part of your marketing strategy.

Trending Topic vs Evergreen PPC Ads

First, let’s cover the difference between an evergreen ad and a non-evergreen ad.

PPC ads that aren’t evergreen mostly relate to trends or temporary campaigns.

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They might include new information, new tools, or recent trends to make consumers stop and stare. Imagine an ad promoting clothes for the winter season or a cosmetics brand sharing products related to a current beauty trend.

If a brand has a limited-time offer like free shipping or a sale, then a PPC ad could also highlight it at a specific timeframe. It might also target keywords that focus on urgency, such as “Free Shipping If You Order in the Next 24 Hours” or “New Low Price.”

In contrast, evergreen content typically focuses on timeless topics. These can range from general information about your brand or noteworthy product features.

Evergreen ads may not seem as striking when compared to ads on trending topics and sales.

Despite this limitation, it does a good job at promoting your business to first-time customers who have never encountered your business before.

Unsurprisingly, many consumers prefer to learn more about the business before considering their purchase decision. Consider the fact that 82% of searchers choose a familiar brand for the first click.

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How do you pick keywords for this brand type?

Include brand-related keywords like your businesses’ name or target market. Otherwise, your competitors could target your business name and come up on top of the SERPs when people conduct a Google search of your business.

Another tip is to target keywords that are relevant to your products, such as features and benefits. This way, your PPC ads appear when consumers browse for products or services having your products’ capabilities.

Why Should You Create Evergreen PPC Ads?

At a glance, seasonal PPC ads may be more timely and relevant. However, there are a lot of perks to creating evergreen ads.

Let’s take a look at some of the advantages to keep in mind.

1. Attract Leads Throughout the Year

Evergreen ads can be turned out whenever you want, without requiring any updates.

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This means you have leads and conversions pouring in every day. There’s no need to have a special event or discount to promote your business; instead, you have a core campaign with a steady and fixed offer.

2. Stay Ahead of the Competition

If you have evergreen PPC ads, you can continuously bid on brand-related keywords. This can prevent competitors from owning or dominating in the SERPs.

On top of this, people may be more likely to visit your website and consume your content. Otherwise, competitors may bid for brand-related keywords or industry-related keywords in their ads and persuade potential leads to visit their website instead.

3. Get More Engagement

Since evergreen content can run throughout the year, it can generate more engagement over time. You can also use the previous results of your evergreen ads to determine which topics or copy are more likely to attract your consumers.

Unlike a seasonal campaign, this ad type may resonate with consumers encountering your brand for the first time.

How to Select Topics for PPC Ads That Won’t Get Outdated

At this point, you know the importance of creating evergreen ads, but how can you leverage it for your campaigns? Here are some tips for writing ad copy that won’t become outdated.

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1. Brand Awareness

A popular evergreen topic is an “About Me” brand awareness PPC campaign that introduces your company. This can include your company’s core mission and your target audience.

Nextech AR Solutions’ PPC ad for its video conferencing software shows the tool is ideal for virtual conferences, specifically for corporate communications settings. This ad also links to a free consultation and other relevant landing pages.

evergreen PPC ads video

2. Benefits

Why should people click your ad? Focusing on the benefits your product or service offers can increase clicks to your website. You can also add relevant keywords so your ad has more chances of popping up when customers browse using your targeted keywords.

This PPC ad by Salesforce keeps it short and simple by highlighting its main benefit, connecting with consumers. Rather than site links, it’s opted for a downloadable CRM handbook to introduce its solution.

evergreen PPC ads salesforce

3. Features

Businesses can set themselves apart by highlighting the features of their products or addressing the capabilities of their solutions (such as in the case of SaaS businesses).

Asana’s PPC ad emphasizes the main features of its productivity tool, which include fast setup, setting milestones, managing deadlines, creating Gantt charts, and more.

evergreen PPC ads - asana

4. Credibility

Consumers are usually wary of clicking ads from brands they don’t know. To ease their worries, you can establish credibility by showcasing industry awards or making realistic promises.

In this PPC ad, Consumers Advocate boasts its credibility by stating its reviews are trusted by more than 45 million consumers. It also shows the ways consumers can compare health insurance plans, such as coverage terms.

evergreen PPC ads - consumers advocate

5. Price

If you have a base price for your services, highlighting the price in the ad copy could work in your favor. This works well if your products or services are affordable or within the usual market price. Since cost is a significant factor for every consumer, accentuating your price could help you stand out against your competitors.

Orbitz PPC ad highlights its rates for car rental, which start at $10 per day. By pointing out the lowest possible price for its car rentals, consumers might be more encouraged to click the ad.

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evergreen PPC ads - orbitz

What Not to Include in Your Evergreen PPC Ads

What are the common mistakes to avoid when writing evergreen ads? To boost your chances of success, make sure you avoid these topics:

1. New Slang

Although trendy slang terms could make your social media captions seem more relatable, they can date your content and seem unprofessional when written with evergreen ads.

New slang or trendy terms could also be misunderstood by your target audience.

Consider the phrases like “spill the tea” or “cancel a celebrity.” Older people may perceive “spill the tea” as literally spilling tea. Moreover, they probably won’t understand what it means to cancel a celebrity in our digital age.

Since slang terms are also unfamiliar to the older demographic, you could potentially dissuade a big portion of your target market or cause a big misunderstanding. On top of this, Google could disapprove of your ads once it detects slang that isn’t appropriate.

2. Avoid References to New Businesses or Startups

If you’ve been recognized by a new business or startup, you could be tempted to mention it in your PPC ad. An award or testimonial from these businesses could boost the credibility of your PPC ad.

Unfortunately, new businesses or startups could quickly fail. In fact, more than 90 percent of startups fail in the first year. Not only could this make your ads seem outdated, but the achievement or reference will seem irrelevant. Stick to references from more established companies or organizations.

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3. Avoid References to Online Tools

Software companies usually discuss potential third-party integrations, which can boost the functionalities of their solutions.

Imagine a social media marketing tool that can integrate with your CRM or e-commerce store.

There’s nothing wrong with including references to online tools, but it’s not ideal for evergreen PPC ads. Since these online tools’ features and offerings can easily change, you’ll have to regularly check whether the copy is still relevant.

4. Avoid Industry Trends

Industry trends and buzzwords can help your ads stand out from the pack, but avoid using them in your evergreen ads.

Industry trends can change quickly, and buzzwords seem interesting at present but could seem out-of-date just a few months later.

5. Avoid Too Many Exclamation Points

Many PPC ads hope to incite a sense of urgency through limited-time offers or compelling features.

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In the process of eliciting a strong sense of urgency, some may add excessive exclamation points to prove their argument. However, exclamation points in multiple rows (!!!) or every phrase (Free shipping! 100 percent Satisfaction Guaranteed! Buy Now!) may seem scammy to consumers and Google.

Don’t rely on punctuation to entice customers. Instead, use compelling words and highlight your businesses’ strengths to attract clicks.

Tracking the Success of Your PPC Ads

Just like every marketing campaign, you need to monitor metrics to ensure success. To get you on the right path, here are the basic metrics for tracking the results of your evergreen PPC ads:

  • Clicks: The number of people who clicked on your PPC ad.
  • Click-through rate (CTR): The total number of clicks on your campaign in a month (or a specified period) divided by the total impressions. For instance, if your ad has 2,000 impressions and 200 clicks, your CTR is 10 percent.
  • Cost per click (CPC): The amount you pay per click.
  • Cost per conversion: How much it costs to acquire a real customer who makes a purchase (or is otherwise converted).
  • Impression share: The number of impressions your ads receive, divided by the total number of impressions your ads got.
  • Average position: Describes how ads typically rank or the order the ad appears on the page.
  • Lifetime value: The expected revenue a customer will generate for your business in their lifetime.
  • Quality score: The estimated quality of your ads and keywords.

Every PPC marketer needs the right tools to generate accurate analytics for their ads. Here’s a few for tracking your evergreen PPC ads:

  • Adgooroo: This tool lets advertisers access knowledge about their competitors’ PPC strategies, including ad copy and keywords.
  • Google Analytics: This free tool lets you track PPC campaign performance, and it also has a premium option for larger businesses.
  • SEMrush: This tool allows you to find advertising competitors based on the keywords you plan to target. You can also click on a competitor and identify the keywords to target for your PPC campaigns.

3 More Examples of Evergreen PPC Ads

Even if you know the basics, it can be difficult for starters to create a successful PPC ad.

Let’s take a look at some more examples of evergreen PPC ads for inspiration.

Uogashi

Sushi restaurant Uogashi launched a PPC ad that offers a glimpse of its authentic products, rare fish sourced from Japan. It also has site extensions to its menu and website, plus a phone number so interested customers can make an order.

evergreen PPC ads - uogashi

Zendesk Sell

This Zendesk PPC ad shows off the product’s features like “easy to use” and “quick to deploy.” Interested customers can click site extensions to a free trial or more information about its tools.

evergreen PPC ads - zendesk sell

Walmart

How do you encourage customers to check out your product listing even without a sale?

This Walmart ad for Nintendo Switch Animal Crossing upsells to customers with free 2-day shopping and a pickup discount. For additional savings, you can also check out the weekly ad or deal drop.

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Although the Nintendo Switch is not on sale, Walmart makes up for it by offering other information relevant to high-intent customers, such as its pickup discount and store locator.

evergreen PPC ads - nintendo

This ad will no longer be relevant when a new Animal Crossing game comes out, but until then, it can bring in relevant traffic from those looking for the current version of the popular game.

Conclusion

Crafting successful evergreen PPC ads isn’t rocket science.

You can focus on various topics to promote your brand throughout the year, such as introducing your company or a list of your product’s benefits and features.

Don’t forget to track the success of your PPC campaigns using different tools and metrics. Also, avoid slang and references to other businesses or tools that can potentially become outdated over time.

Follow these tips, and you could create excellent evergreen ads to run year-round. If you need help with your PPC strategy, feel free to reach out to our team!

What are your strategies for creating evergreen PPC ads for your business?

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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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