The webinar covered key questions to ask clients during account audits, optimizing account structure and performance, and establishing an effective client communication cadence. It provided recommendations for conducting an audit, including checking bidding and budget allocation, conversion settings, account structure, and keyword strategy. The webinar emphasized being proactive in client communications by scheduling bi-weekly check-ins and sharing white labeled reports to review progress and set upcoming tasks. Attendees learned how to present clients with optimized campaign structure and budget plans based on their goals and metrics.

1. LIVE WEBINAR
© Copyright 2018 WordStream, Inc. All rights reserved.
Client Retention
Workshop
How to Set Up Your First 90
Days For Success
November 28th, 2018

2. | Confidential 2
Your Partner in
Agency Growth
• Optimize every campaign from one place
• Manage, prioritize, and budget across your
portfolio
• Share success with your clients
• Create image and video ads at scale
• Pitch and win new business more efficiently
“WordStream opened up an entire new business opportunity
to me. Without it I wouldn't have the time or inclination to
sell PPC management services on a large scale. Now I can
offer AdWords, Facebook, and Bing ads as an intro or add-on
service for my clients, without needing additional resources.
WordStream changed my business.”
- Jim Odom, Echo Creative Marketing

3. Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A

4. 4
• 6 Years At WordStream
• Director, Agency Business
• Completed over 1000 Account Audits
• Wife works for an Agency
I’m Zach
Zach Rego

5. 5
• 2 Years At WordStream
• Digital Marketing Expert
• Skied 140+ days in ONE season
• Avid Celtics fan
I’m Dave
Dave Thorsen

6. 6
Agenda
1 8 Key Questions to Ask
Account Audits 101
Client Communication Cadence
2
3

7. 7
”
It is 5 times more expensive to capture
a new client than to retain an old one.

8. 8
What kind of clients do
you want?

9. 9
Agencies Want To:
1 2 4 5
More Time
to Do Tasks
Outside of
PPC
Spend With
Larger
Budgets
Better
Results
Lower Touch/
Less
Communication
Reasonable
Expectations
For Results
3

10. 10
Clients Want To:
1 2 4 5
More Time
For Tasks
Outside of
PPC
To Spend
Less Budget
Better
Results
More
Communication
Expectations
For Results
Tomorrow
3

11. 11

12. 12
Learning About
Your Prospect

13. 13
1. Tell Me About Your Brand & Vision

14. 14
2. What does success look like to
you?

15. 15
3. What is your expected time frame
for achieving (x)?

16. 16
4. What does your buyer
demographic look like?

17. 17
5. What is your current budget?

18. 18
6. What is the average net profit on a
sale or lead?

19. 19
7. What sets you apart from the
competition?

20. 20
8. How do you allocate your
marketing budget?

21. 21
Do you request
access to a
prospect's account
prior to pitching new
business??

22. | Confidential 22
If No Run Our Proposal Generator
● Budget recommendations with
estimated audience reach
● Industry Benchmarks for Expectation
setting
● Funnel to show where the spend
should be allocated
● Stages in which you should grow the
platforms you market to
(Facebook+Bing)

23. 23
Next check the
status of their
account

24. 24
The 4 Keys to Auditing an Account
Bidding and
Budget
Allocation
Conversion
Tracking and
Settings
Reviewing
Account
Structure
Assessing
Keyword
strategy

25. 25
Conversion
Tracking &
Settings

26. 26
Conversion Actions

27. 27
Other Settings to Check
• Network Segmentation
• GeoTargeting
• Ad Schedules
• Device Bid Adjustments
• Ad Delivery Preferences

28. 28
Budget
Allocation

29. 29
Setting the right
expectations

30. 30
Do these budgets make sense?

31. 31
Account
Structure

32. 32
Do you need to restructure?

33. 33
Things to look for:

34. 34
What’s wrong with this picture?

35. 35
Analyze Match Type Strategy:
Keyword Traffic By Match Type
Query Traffic By Match Type

36. 36
Keyword Strategy

37. 37
Keyword Research Tools

38. 38
Client
Communication
Cadence

39. 39
Be proactive not reactive:
• Put 15 Minutes on their calendar twice a month for the same day
and time to check in
• Send them white labeled reports to review on the call
• Create task list for next 2 weeks

40. 40
Present your prospect with:
A campaign
structure that
mirrors their
business goals
Any issues
with current
conversion
tracking
Each
campaigns
budget based
on their CPC
New Ad Group,
Keyword and
Match Type
Strategy
Call Cadence
with Standard
Reporting
5

41. © Copyright 2018 WordStream, Inc. All rights reserved.
Thank you!
Zach Rego & Dave Thorsen

42. 42
Questions?