4:19 – What’s new in PPC? Adaptable display ads, expanded text ads, bids by device type, and local map ads—all these changes play an important role in your paid search campaigns.
6:54 – Find clients that allow you establish a strong portfolio. Focus on two things when qualifying: Fit and Readiness.
8:30 – Focus on businesses that have high customer lifetime value (Examples: doctors, dentists, auto body shops, and subscription or membership-based businesses).
11:00 – Focus on businesses that have high profit margins (Examples: lawyers, businesses selling expensive consumer products, home services, and businesses selling industrial/B2B products).
13:16 – Focus on businesses with seasonal promotions (Examples: flower shops, party and event planning services, and businesses with promotions during holidays).
14:50 – When selling PPC, it’s important to know which stage of the customer journey your client wants to achieve.
15:28 – Highlight the value of PPC when pitching: Ads are highly granular, ROI is measurable, control over budget, and results are immediate.
25:05 – If you encounter an objection that questions the value of PPC as a digital marketing effort, identify what went wrong with their previous campaign. It’s your chance to probe and show expertise.
29:00 – PPC is NOT expensive if you know how to control spending, so you don’t have to spend more than your budget allows.
31:25 – Complement PPC with other marketing efforts.