{"id":23689,"date":"2024-03-20T10:14:46","date_gmt":"2024-03-20T04:44:46","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=23689"},"modified":"2024-03-20T10:14:47","modified_gmt":"2024-03-20T04:44:47","slug":"ppcchat-need-of-more-leads-sales-now-in-ppc","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-need-of-more-leads-sales-now-in-ppc\/","title":{"rendered":"PPCChat | Need of More Leads\/Sales NOW\u201d in PPC | 19th March 2024"},"content":{"rendered":"\n<p class=\"lead\">This week&#8217;s PPCChat, led by<a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\"> Julie F Bacchini<\/a>, dived into strategies for maximizing client sales, generating quick leads, and mastering campaign forecasting. Check out the full conversation screencap below!<\/p>\n\n\n\n<!--more-->\n\n\n\n<div style=\"height:11px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q1-have-you-ever-had-a-client-or-stakeholder-reach-out-to-tell-you-the-need-more-sales-or-leads-now-what-types-of-campaigns-were-you-running-for-that-account-at-the-time-search-display-social-etc\"><strong>Q1: Have you ever had a client or stakeholder reach out to tell you the \u201cneed more sales or leads NOW\u201d? What types of campaigns were you running for that account at the time &#8211; search, display, social, etc.?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Yip, was running search at the time. <a href=\"https:\/\/twitter.com\/Pete_Bowen\" target=\"_blank\" rel=\"noreferrer noopener\">@Pete_Bowen<\/a><\/p>\n\n\n\n<p>Oh yeah. Was mainly running search campaigns. But have also had the request for social. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>\u201cSpend more money!\u201d&nbsp; <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>I\u2019ve had a few variations of this:-<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>We\u2019ve taken on more sales people and need more leads<\/li><li>We\u2019re going broke if you can\u2019t fix this we\u2019ll have to shut the business <a href=\"https:\/\/twitter.com\/Pete_Bowen\" target=\"_blank\" rel=\"noreferrer noopener\">@Pete_Bowen<\/a><\/li><\/ul>\n\n\n\n<p>Usually, I hear this before I&#8217;ve been working on the campaigns &#8211; that setup timelines have to be crunched or that &#8220;funding&#8217;s short now, but we&#8217;ll definitely increase spend once things are going well.&#8221;It&#8217;s a strong yellow flag. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>The key to more sales now is lower funnel targeting. Remarketing! Sacrifice top of funnel in these situations. <a href=\"https:\/\/twitter.com\/larrykim\" target=\"_blank\" rel=\"noreferrer noopener\">@Larrykim<\/a><\/p>\n\n\n\n<p>Very rarely clients do not want sales \u2018NOW\u2019Sometimes it\u2019s their excitement when we sign &amp; onboard &#8211; you can sense it and they think from next week business is gonna turn around! Sometimes it is when items are out of stock, delays in inventory, or just a general approval delay with no deadline extension<br>So budget remains the same &#8211; time is now suddenly 15 days instead of 45 for ex. And&nbsp;sometimes when there is a new campaign idea proposed by client or us, and results should obviously be visible in a day(Had this today, client asked how is the campaign doing\/no leads yet, we just launched yesterday) <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>Lower funnel remarketing targeting is more likely to convert to sales. <a href=\"https:\/\/twitter.com\/larrykim\" target=\"_blank\" rel=\"noreferrer noopener\">@Larrykim<\/a><\/p>\n\n\n\n<p>I certainly have. one new client we&#8217;re onboarding treats daily budgets like a call centre! up and down all day depending on results! <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a> that&#8217;s the thing &#8211; I think it&#8217;s a chronic misunderstanding of how ads work, that&#8217;s in no small part due to the digital ads industry&#8217;s rhetoric. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>Experienced it across Search, Display, Social &amp; Amazon.Early on in my career, some brands had traffic goals. So by end of month need X visitors coz brand manager was evaluating success on no. Of sessions, bounce rate and time spent (2012-2015) <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>I&#8217;ve a few who demand &#8220;More Sales right now&#8221;, so, I follow a simple steps here: <a href=\"https:\/\/www.linkedin.com\/in\/navpreetk\/\" target=\"_blank\" rel=\"noreferrer noopener\">@NatashaKaurra<\/a><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>#1 Try to stay calm and hold myself from making changes unnecessary changes, over optimize things<\/li><li>#2 I&#8217;d increase budget and bids as well on existing campaigns, and add on any additional services that we are not doing at the moment.<\/li><li>#3 If Pmax is not already in the accounts, I&#8217;d highly themed Pmax. <\/li><\/ul>\n\n\n\n<p>Oh yeah &#8211; this happens all the time. It doesn&#8217;t matter what campaigns we&#8217;re running &#8211; Search, Display, PMax, Shopping, Demand Gen, Meta, Bing, Quora..<a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a> We have one client account that is basically run like a video game, with the goal of hitting their (varying) lead target every week &#8211; budgets etc. being adjusted to match <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>A couple different ecom clients in the last week. Other parts of the business are down\u2026 PPC can save the day! <a href=\"https:\/\/twitter.com\/duanebrown\" target=\"_blank\" rel=\"noreferrer noopener\">@duanebrown<\/a><\/p>\n\n\n\n<p>This is common.Depending on their current budgets\/coverage you can make it happen more easily on the ecommerce side, especially if they&#8217;re not covering all the available impression share. For lead gen, it can be a similar situation.However, the problem is that they usually expect similar efficiency despite the principle of diminishing returns. <a href=\"https:\/\/twitter.com\/robert_brady\">@robert_brady<\/a><\/p>\n\n\n\n<p>For the \u201cmore leads now\u201d scenario Install the customers.ai pixel asap for your ppc landing pages! It generates lead data for 25% of visitors ..<a href=\"https:\/\/twitter.com\/larrykim\" target=\"_blank\" rel=\"noreferrer noopener\">@Larrykim<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Q2: How did you react to and handle the request to instantly bring in more sales or leads via PPC?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>I started with laying out what I can do, and what they need to do with me. We talk about what PPC can do, what awareness media can do, what improving the website can do, and then we look at the overall budget. it&#8217;s not an easy conversation. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>In my experience, it&#8217;s a client education moment. Breathe, step back, what are we really trying to do here? What are the channels and networks we selected, what&#8217;s our results. I&#8217;m also a very big fan of &#8220;Good\/Fast\/Cheap&#8221; and telling folks that &#8220;now&#8221; isn&#8217;t typically a reasonable timeline if you want to use a SMART framework for KPIs. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>It depends on the client, but the conversation often starts with the budget. Sometimes there&#8217;s the headroom in the account where if they just added a little more money, they would get the volume. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>After taking a calming breath or 3,&nbsp; I will try to get on the phone to figure out what is going on that is motivating the \u201cwe need more leads NOW\u201d email.<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Did something happen unexpectedly in the business?<\/li><li>Is there a macro issue impacting their lead volume?<\/li><li>How does the lead volume compare to last month or last year?<\/li><li>Review the account to see if there is actually demand that we are not currently capturing that we could potentially with increased spend.<\/li><li>Is awareness advertising needed (cause search captures demand but does NOT generate it)?<\/li><li>Is there more budget to be had to try to achieve this new goal?<\/li><\/ol>\n\n\n\n<p>I try really hard to be in the know as to what is going on with clients\u2019 businesses now and what\u2019s upcoming so we can talk about this stuff before they are potentially freaking out. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>However, I agree with&nbsp;<a href=\"https:\/\/ppcchatgroup.slack.com\/team\/U06DJ3GES59\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a>&nbsp;that there&#8217;s usually a tradeoff involved that needs to be explained and discussed &#8211; good, fast, cheap. I can get you more leads, but they will probably be less efficient than the other ones&#8230; for example. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>I\u2019m thinking of one client who runs an immigration consultancy. I started advertising for him at the same time he started the business. The first time he hired a new sales person he sprang the \u201cwe need to double the leads starting on Monday\u201d nonsense. We had to have a hard conversation about what was possible without any notice. Over the next few years he grew fairly quickly but he\u2019d always give me notice that he was going to be having a new hire start. <a href=\"https:\/\/twitter.com\/Pete_Bowen\" target=\"_blank\" rel=\"noreferrer noopener\">@Pete_Bowen<\/a><\/p>\n\n\n\n<p>I think part of this thinking it the legacy of the early internet too. That there is so much business out there just waiting to be tapped into via the magical web. And that is just not how it works these days. Digital advertising is a mature ecosystem. You can\u2019t guerilla market your way to massive new leads\/sales in a week. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>We talked about options, opportunities and budget. Always open to seeing what is possible. <a href=\"https:\/\/twitter.com\/duanebrown\" target=\"_blank\" rel=\"noreferrer noopener\">@duanebrown<\/a><\/p>\n\n\n\n<p>We typically look at the current channels being advertised, how much room is left to maximize those and then layer on additional channels and budget. <a href=\"https:\/\/twitter.com\/MenachemAni\" target=\"_blank\" rel=\"noreferrer noopener\">@MenachemAni<\/a><\/p>\n\n\n\n<p>I&#8217;m so thankful not not have had this conversation with any of my clients. It sounds stressful! Setting expectations is something I try really hard to do so I can avoid these types of conversations. I&#8217;m sure it will happen to me eventually, though. And when it does I&#8217;m thankful that I have all you wonderful people helping me plan ahead. <a href=\"https:\/\/twitter.com\/alexnicoll93\" target=\"_blank\" rel=\"noreferrer noopener\">@alexnicoll93<\/a><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Setting expectations during onboarding.<\/li><li>Budget discussion when \u201cNOW\u201d is there, it usually happens end of month or end of quarter, they want a last push to max out.<\/li><li>It also leads to a CRO &amp; Email\/Flow conversations when we have done everything we can.<\/li><\/ol>\n\n\n\n<p>Client changed their lead sign-up flow based on recommendations, CR doubled overnight with no changes to ad account and same traffic. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>Also worth noting that clients don\u2019t really want to talk about increasing efficiency or improving competitive messaging and such at these times. They literally want to 3x their leads. Today. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Lots of great insight above. I can feel the experience and it&#8217;s awesome. <a href=\"https:\/\/twitter.com\/robert_brady\">@robert_brady<\/a><\/p>\n\n\n\n<p>I think it is important that we are talking regularly with clients and stakeholders about how things work so that they understand what is and what is not possible. Talking about how many additional leads or how much more traffic you could generate for them, in their particular situation with budget numbers helps this. Sometimes there is no more demand to capture. You\u2019re scooping it all up. And you don\u2019t increase that with wishes and fairy dust. That takes spending on expanding awareness and generating demand. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Typically when a client brings this forward, they don&#8217;t have more budget, they&#8217;re just in panic mode. I tend to try and lay out different factors like their offer, their competitors behaviour, etc. This helps my contact talk to leadership. even if it&#8217;s just one other person, usually they need a reality check. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>I\u2019ve had a different scenario that might be interesting to talk about. The UK tourism market is dead from October on. Then, about an hour after lunch on Christmas day it explodes into a booking frenzy which lasts about a week. If you don\u2019t capture this demand you\u2019re in big trouble. I worked for this client over 2 periods like this and never felt like I got it dialled in. <a href=\"https:\/\/twitter.com\/Pete_Bowen\" target=\"_blank\" rel=\"noreferrer noopener\">@Pete_Bowen<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/Pete_Bowen\" target=\"_blank\" rel=\"noreferrer noopener\">@Pete_Bowen<\/a> Seasonality is a huge discussion point &#8211; thanks for bringing it to the conversation. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Yeah <a href=\"https:\/\/twitter.com\/Pete_Bowen\" target=\"_blank\" rel=\"noreferrer noopener\">@Pete_Bowen<\/a> I think there are genuinely &#8220;look there is one hot season we have to have this right&#8221; situations &#8212; Home Improvement has the very end of winter. But in those cases, I think it&#8217;s a matter of &#8220;yeah okay, let&#8217;s plan for this then!&#8221; <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>Open Enrollment for any Americans hanging around. what a mind-f*ck that was! <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>This I think aligns well with&nbsp;<a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a> point about people being in panic mode: their diagnosis of &#8220;it&#8217;s the ads&#8221; is almost always myopic. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>I think the you can only do what you can do piece is really important &#8211; there are a lot of levers we can pull, but ultimately we had a client where search volume on one of their keywords was objectively down 50% YoY &#8211; so of course that&#8217;s going to hurt the effectiveness of the channel\/number of conversions unless something else takes its place. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>Sometimes clients need gentle reminders that people can live without what they are selling too. When funds are tight or the economy is wobbly, mindsets change. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a> don&#8217;t tell my luxury clients that! <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>Chiming in based on what a lot of y&#8217;all are already saying. As an advocate for meditation and mindfulness, before diving in to any of the steps I think one of the most important things that someone can do when put in a situation like this is to pause and take some deep breaths before responding. Responding from a centered space helps avoid everyone diving into panic mode. <a href=\"https:\/\/twitter.com\/alexnicoll93\" target=\"_blank\" rel=\"noreferrer noopener\">@alexnicoll93<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/alexnicoll93\" target=\"_blank\" rel=\"noreferrer noopener\">@alexnicoll93<\/a> Yes! I want to be a voice of reason and get to the bottom of what\u2019s going on and be helpful. Not get on the panic train with them. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Q3: What do you wish clients or stakeholders understood about how PPC works with regard to getting immediate increase in sales or leads?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>I wish clients had a sense of how much work goes into building and optimizing a campaign. They don&#8217;t need to be proficient, but a sense of how much dumber the algorithm is than we think it is, and how much we put into making it work would go a long way I think. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a>&nbsp;<\/p>\n\n\n\n<p>Paid search = demand capture<br>Paid search \u2260 demand generation <a href=\"https:\/\/twitter.com\/alexnicoll93\" target=\"_blank\" rel=\"noreferrer noopener\">@alexnicoll93<\/a><\/p>\n\n\n\n<p>Scale does not necessarily equal efficiency. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>Digital marketing is not magic. You still have to make a case for why someone should buy what you\u2019re selling (a) at all and (b) vs their other options in the space. Just being there is nowhere near enough these days. You do actually have competition. Yes, I promise you do. You cannot rely on search advertising alone to grow. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>The big thing is you can increase spend today but that doesn\u2019t mean you start getting conversions today\u2026 especially if the customer journey and sales cycle is a long one. &nbsp;<a href=\"https:\/\/twitter.com\/duanebrown\" target=\"_blank\" rel=\"noreferrer noopener\">@duanebrown<\/a><\/p>\n\n\n\n<p>A bad or slow website experience is doing more harm than most organizations are willing to admit to themselves. Perfectly designed and executed PPC cannot make up for a poor post-ad click experience. Or for shitty salespeople that can\u2019t or don\u2019t follow up on leads provided. &nbsp;<a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Also, and this is a circle of safety, the product has to be worth buying. If your product sucks, search cannot help you.<a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>Competitive research, done regularly, is really important for ongoing success in paid search. Your offers can lag behind quickly and if you\u2019re not monitoring that, you will be caught by surprise with performance drops. &nbsp;<a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>It doesn&#8217;t even need to be a bad product to fail. your competitor needs just a slight improvement, or a slightly lower price, and that&#8217;s what we&#8217;re dealing with. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>competition &#8211; depending on their market, increasing spend likely includes increasing bids, which will often include increased CPAs. Website experience &#8211; really interesting how much pushback there is on this (sometimes it\u2019s just out of their budget), but I\u2019m getting better at not taking on these clients. more money to a non-optimized website just makes you lose twice as much. <a href=\"https:\/\/twitter.com\/MicheleJaeger1\" target=\"_blank\" rel=\"noreferrer noopener\">@MicheleJaeger1<\/a><\/p>\n\n\n\n<p>My wish list:-<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Double the budget doesn\u2019t mean double the leads.<\/li><li>It takes time to ramp up ad spend.<\/li><li>There is much more improvement available in what happens after the click than what happens before it. <a href=\"https:\/\/twitter.com\/Pete_Bowen\" target=\"_blank\" rel=\"noreferrer noopener\">@Pete_Bowen<\/a><\/li><\/ol>\n\n\n\n<p>Also is your product even competitive in the environment &#8211; if it isn\u2019t, why not? Maybe the product actually sucks (very possible) or maybe they aren\u2019t distinguishing their product in a way that resonates with people. <a href=\"https:\/\/twitter.com\/MicheleJaeger1\" target=\"_blank\" rel=\"noreferrer noopener\">@MicheleJaeger1<\/a><\/p>\n\n\n\n<p>Yeah &#8211; you find some WILD stuff in the phone calls. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>It is baffling to me how people answer phones. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>&#8220;[BUSINESSNAME]&#8221; is not how you answer a phone. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>Also sort of unrelated but retention is a big one. If their bottom line is revenue, and they are like we need more revenue\/sales, but then you look into the retention aspect (e.g. I\u2019m thinking subscription service), sometimes you have to help reveal that LTV discrepancy. <a href=\"https:\/\/twitter.com\/MicheleJaeger1\" target=\"_blank\" rel=\"noreferrer noopener\">@MicheleJaeger1<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a> &nbsp;I&#8217;m the WORST answering the phone. I spent some time in call centres as a youngling and now I resent it. so I don&#8217;t do it for a living! <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>Sometimes these issues are complicated with multiple causes and multiple complex steps that need to be taken to address them. This doesn&#8217;t necessarily happen overnight. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>I used to get literally made fun of at an agency for how I&#8217;d answer the phone because no one there had heard of &#8220;Thank you for calling [Agency], this is Doug speaking, how may I direct your call&#8221; in a full register higher than my normal speaking voice. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>If you have access to CRM data, you can find some really interesting patterns too. I had a client who was spending big dollars to break into newer markets. We had determined through professional market research that was where their industry was headed and their previous cash cows were dying off. Their sales guys refused to follow up on the leads I was tasked with bringing in. Brought it up to the CEO. He said \u201cyeah, the guys don\u2019t really want to follow up on those leads\u201d to which I said \u201cwell, maybe you need some new guys.\u201dNEVER underestimate how much a business can get in its own way! <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>That Conversions: Spend is not linear aka just because you double your spend does not mean you will get double the conversions. Your average CPL will likely go up. <a href=\"https:\/\/twitter.com\/williamhboggs\" target=\"_blank\" rel=\"noreferrer noopener\">@williamhboggs<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Q4: Do you do any type of forecasting as to additional volume that is potentially available that they are not currently capturing? How do you create your forecasts? And how often do you do them?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>I do some forecasting depending on the conversion type. IS, and CVR are factors. Covered in Estimate-Only and other caveats. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>I don\u2019t do a ton of scheduled forecasting. It is more of an ongoing conversation about where we are with lead volumes and spending. And if it seems like there is existing demand that we could potentially capture with increased spend. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>We don\u2019t forecast unless we need to\u2026 often a waste of time. <a href=\"https:\/\/twitter.com\/duanebrown\" target=\"_blank\" rel=\"noreferrer noopener\">@duanebrown<\/a><\/p>\n\n\n\n<p>Great point&nbsp;<a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a>&nbsp;about positioning forecasts as estimates and not guarantees! <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>I probably should be better at doing them but they\u2019re generally an ad-hoc thing. <a href=\"https:\/\/twitter.com\/Pete_Bowen\" target=\"_blank\" rel=\"noreferrer noopener\">@Pete_Bowen<\/a><\/p>\n\n\n\n<p>We&#8217;d do it at agencies every year around annual renewals. Can pretty quickly back-of-envelope it based on EMIS. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>I typically look at Search Lost Impression Share (budget). I think (rank) is a bit less important because&nbsp;I\u2019ve&nbsp;found that often you will rank lower when you expand targeting but it can bring lower CPAs and&nbsp;that\u2019s&nbsp;more important. But if a client is sitting on more than 30% SLIS(budget)&nbsp;I\u2019ll&nbsp;usually recommend a budget increase to capture a bigger slice of the pie. Would love feedback what others think of this method. <a href=\"https:\/\/twitter.com\/williamhboggs\" target=\"_blank\" rel=\"noreferrer noopener\">@williamhboggs<\/a><\/p>\n\n\n\n<p>Nah that&#8217;s quite wise IMO. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>PPCChat Participants<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Peter Bowen&nbsp;<a href=\"https:\/\/twitter.com\/Pete_Bowen\" target=\"_blank\" rel=\"noreferrer noopener\">@Pete_Bowen<\/a><\/li><li>Julie F Bacchini&nbsp;<a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/li><li>Ali Mehdi Mukadam&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/li><li>Doug R Thomas, Esq&nbsp;<a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/li><li>Larry Kim <a href=\"https:\/\/twitter.com\/larrykim\" target=\"_blank\" rel=\"noreferrer noopener\">@Larrykim<\/a><\/li><li>Julia Vyse <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/li><li>Natasha Kaurra <a href=\"https:\/\/www.linkedin.com\/in\/navpreetk\/\" target=\"_blank\" rel=\"noreferrer noopener\">@NatashaKaurra<\/a><\/li><li>Reva Minkoff <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/li><li>Duane Brown&nbsp;<a href=\"https:\/\/twitter.com\/duanebrown\" target=\"_blank\" rel=\"noreferrer noopener\">@duanebrown<\/a><\/li><li>Robert Brady&nbsp;<a href=\"https:\/\/twitter.com\/robert_brady\">@robert_brady<\/a><\/li><li>Menachem Ani <a href=\"https:\/\/twitter.com\/MenachemAni\" target=\"_blank\" rel=\"noreferrer noopener\">@MenachemAni<\/a><\/li><li>Alex Nicoll <a href=\"https:\/\/twitter.com\/alexnicoll93\" target=\"_blank\" rel=\"noreferrer noopener\">@alexnicoll93<\/a><\/li><li>Michele Jaeger <a href=\"https:\/\/twitter.com\/MicheleJaeger1\" target=\"_blank\" rel=\"noreferrer noopener\">@MicheleJaeger1<\/a><\/li><li>Boggs <a href=\"https:\/\/twitter.com\/williamhboggs\" target=\"_blank\" rel=\"noreferrer noopener\">@williamhboggs<\/a><\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Related Links<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.karooya.com\/blog\/karooya-extends-partnership-with-white-label-expo\/\" target=\"_blank\" rel=\"noreferrer noopener\">Karooya\u2019s Partnership With White Label Expo Continues<\/a><\/li><li><a href=\"https:\/\/www.karooya.com\/blog\/key-update-googles-trademark-bidding-judgement\/\" target=\"_blank\" rel=\"noreferrer noopener\">Key Update: Google\u2019s Trademark Bidding Judgement in India<\/a><\/li><li><a href=\"https:\/\/www.karooya.com\/blog\/reduce-wasted-spend-negative-keywords-faq\/\" target=\"_blank\" rel=\"noreferrer noopener\">Reduce Wasted Spend: Your Negative Keywords FAQ Handbook<\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>This week&#8217;s PPCChat, led by Julie F Bacchini, dived into strategies for maximizing client sales, generating quick leads, and mastering campaign forecasting. Check out the full conversation screencap below!<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-23689","post","type-post","status-publish","format-standard","hentry","category-ppc-chat"],"featured_image_src":null,"author_info":{"display_name":"Amita","author_link":"https:\/\/www.karooya.com\/blog\/author\/amita\/"},"_links":{"self":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/23689","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/comments?post=23689"}],"version-history":[{"count":12,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/23689\/revisions"}],"predecessor-version":[{"id":23701,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/23689\/revisions\/23701"}],"wp:attachment":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/media?parent=23689"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/categories?post=23689"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/tags?post=23689"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}