I read an article a few days ago that seemed quite relevant to me at this current time, having recently joined Vertical Leap from another PPC company. The article discussed the importance of been passionate about your client’s business and understand more than just the basics of their business.
Whether you inherit an existing account or set up a new one there are a few key points that should be remembered to bring about a successful campaign and most importantly, a successful customer relationship.
Read and “Re-Read” the Client’s Website Content
There is no better way to begin your understanding of a clients business then to familiarise yourself with their website content. Buried within the content will almost certainly be the primary keywords, phrases and paragraphs that will help you build excellent Text Ads that is in keeping with Quality Score, Relevancy and a continuity between the adverts and landing page.
The Hidden Keywords:
The second (and often most beneficial) way of discovering client keywords is good old fashioned discussion; whether in general conversation or from direct questioning, you can uncover a wealth of additional keywords that clients may label their services and products outside of what appears on the website.
These keywords may provide increased conversions and lower acquisition costs then the more prominent keywords and all it takes is to ASK the client.
To quote the original article:
“The best thing a PPC Marketer can do is to honestly care about the clients business and start learning everything you can about their business…
The more you know about the client, the better your chances are for leveraging the clients performance”
Can you hand on heart say that you take the time to understand your clients business?
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