PPC agency client dynamics are like dating: No guarantees and it takes some time and good communication to find the fit. Some relationships work and some don’t but that’s business. Some are long-term and some are shor-term. Infatuation can turn to disaster in a heartbeat. Challenges can turn to triumph. Agencies just never know.
There’s two sides to PPC agency client dynamics: The client and the agency. It takes two to tango and boy the tango applies to business in critical ways. The agency serves the client and the client pays for and expects results. It sounds simple but that’s not always the case.
Having worked with hundreds of businesses since starting my agency in 2008, I’ve learned a few things along the way. The journey includes success, mistakes, surprises, frustrations, and rewards that make business and life worth the while. In fact, I’ve had the privilege to work with some remarkable clients, clients I’ll remember for life. Lots of them. And yes, there are a few I wish I could forget! Such is life and business. PPC agency client dynamics are important so balance most aspects related to this relationship is key for good customer experience, and good for agency sanity.
Below are some musings, tips, lessons learned, and stories that come to mind. I thought about posting these agency journey thoughts after a recent client decided to suspend our contract even though we were both on good terms. This happens to every agency. If your agency has not gone through that experience, just wait, it’s coming.
When Shaping your PPC Agency Client Dynamics, Do Your Research & Due Diligence
Understanding the client’s market is critical. Understanding their customers, what keeps them up at night regarding their business, and their pain points are essential. Furthermore, knowing the legacy history of what has and has not worked regarding advertising is important. Asking these questions prior to the proposal process is key.
Taking the time to understand the client’s business model is top of the list. A business model is how a company makes money. It’s not a business plan. Focusing on how and where revenue is generated saves time, money, and ad spend. Business models are often different and thus need custom solutions for optimum results.
From the client’s perspective, results and relationships speak louder than words. A slick, professional website does not prove a PPC agency’s mettle. Sure, a nice website is important, but there is no substitute for talking with current and past agency clients. In fact, one of the best sources is LinkedIn. Reviews of agency owners by both clients and professional colleagues opens a window into the world of results and performance. Do a search query on the owner, founder, or CEO.
There’s Always A Risk
Business, and life for that matter, involves risk. You just don’t know what you’re getting yourself into until the party starts. Sometimes the honeymoon is short and sometimes it’s long. It just depends. As an agency, you may take a risk helping to launch a new product in a new industry. Both agency and client sometimes dive into the Ginny pig environment.
Also, you just don’t know what the competition may do or spend relative to your client’s ad budget. Risk is a factor all businesses face in all markets. The key is to minimize that risk through being prepared to adjust on a dime. Furthermore, often with no risk there is no reward. Good advertising involves testing and testing inherently includes risk. However, with data and time that risk is reduced. Acting on data rather than guesswork is the beauty of PPC advertising and digital marketing. The amount and quality of data leads to better decisions.
Clients Come and Clients Go
As a PPC agency, one of the hardest things to experience is the loss of a great client. The relationship was good, results were in, and all was well. However, for reasons beyond your control an agency can still lose a client. I had one long-term client that decided to reduce expenses and hired a small, inexperienced agency that charged lower prices. Our performance record included both high ROAS and ROI results. As the saying goes, if you think it’s expensive to hire a professional, just wait till you hire an amateur. Dropping our price was not a solution since I never drop prices without reducing value. We parted ways on good terms and still stay in contact. This client will always be a good reference.
One point of advice is to never burn bridges if this happens. Treat all clients with the upmost of kindness and respect, even if it’s a client that needs firing, which is sometime a reality. In fact, some experts recommend firing the bottom 10 to 20% of clients on an annual basis. That practice varies with each agency. In the same way clients can fire an agency the reverse is also true. Agencies can fire clients. It may mean a loss of revenue but that translates into a gain of less stress and better fits with new clients. Be selective. Look for red flags. Every client that glitters is not gold. After working with hundreds of clients since 2008 I often get a feel for red flag signals, however sometimes you just never know till the honeymoon is over and that takes time.
Keep The PPC Agency Contract Tight
A strong proposal and contract are critical. It protects both your PPC agency and the client plus detailing the exact scope of work and other important details. A good proposal includes a situation appraisal, objectives, methodologies and results, scope of work, fees, an NDA if needed, other added costs, timelines, and other details depending on the client and industry.
I blend both our proposal and contract into one tight document. A good contract forces the agency to think deeply about just what they are trying to accomplish for the client. It sets important boundaries that can always be a source of truth when and if any disputes or grey areas surface. In fact, a good contract eliminates most grey areas and frees up the agency to focus on needed objectives yet also sets a blueprint for the client. If done well, it sets your agency apart.
A clear scope of work is key. Clearly define what your agency will and will not do for the client. On new campaigns or project, make sure the client submits a brief laying out all the objects, details, time-lines, target customers, and other items that encompasses a new project or campaign. This protects both the client and your agency. It also saves time, effort, and money. Projects get launched faster and more efficiently, thus the revenue potential increases. Less waste means more profit.
We often hear that less is more. With a contract proposal, more is better. The devil is in the details so make sure you cover the details. A good contract does not have to be an encyclopedia, but it has to go well beyond the 3 X 5 Cliff Notes approach I sometimes see in proposals and contracts. Take the time to write to the point and write well. Have your agency lawyer look over the structure and use a proven and tested format.
Cherish The Good Clients
My agency has been fortunate. For the most part, we’ve had fantastic clients. Both good business and good people. We’ve also had some long-term clients that just keep coming back for more. Sometimes they may pause for good business reasons but they often come back and that warms my heart.
During the height of COVID, we had some long-term and short-term clients that needed help. For some we discounted services knowing that would make up for it later. It also deposited good will into the agency/client relationship bank. We helped them and they appreciated us. It was not so much a quid pro quo as much as thinking, “Hey, this is a great client, a human with a heart, and they need some help. Let’s go the extra mile.”
One client had a great business model and the owner was just a fantastic person. We hit it off and became marketing soul mates, so to speak. They had to pause our services due to business factors well behind their control. It was survival stuff and it mattered for the long term. I know they will be back and I still check in to see how things are going. In fact, even if they never came back, I will still check in because the owner was such an honor to work with.
Don’t Take It Personally
Sometimes people are impossible to please. It may be personality or just the call to perfection without regard to the human factor in business. Remember, life if too short to waste on individuals that may be difficult. Also, you may not know the pain their life may be facing both personally and in business, thus be careful not to jump to conclusions quickly.
Don’t take a client loss or harsh words personally. It’s just not worth it.
Let Go of Control
We can’t control everything. Sometimes we try but it’s just not worth the stress and effort. Do the best you can and realize that timelines are often beyond your control.
Sometimes clients delay and delay, and then delay. That’s their problem not yours so make sure to do the best you can, offer help within the scope of work clearly defined in the contract, then let it go. Again, I say let it go. Don’t lose sleep over things beyond your control, in both life and business. It makes for a much better night’s sleep.
Take The High Road–Always
I once had a client that offered to sign a six-month contract if we dropped the rate. I accepted. The client signed. However, it became obvious over time that a combination of client delays and other uncontrollable factors made it tough to do our job. Internal dynamics within the client’s company culture plus the delays we could not control made things difficult. We met all deliverables possible. Then, I received an email cancelling the contract. Technically, the contract was binding for a six-month period yet we were in the start of month three when the cancelation email hit my inbox.
Legally, the cancelation could have been challenged. The client paid each month and we had a good working relationship. It’s better to take the high road rather than the courtroom road.
My PPC agency team learned from the experience and the industry so it was not a wash. Some of that learning will pay off in the future so all is well that ends well. No bridges were burned and we parted ways in peace and professionalism.
Set Laser Clear Expectations by Defining the Scope of Work
Project creep is a time and profit bandit. Don’t let it happen. Set boundaries. Say no when needed. Enough said. But don’t forget you can always charge more if the scope is expanded. Offer that option but keep the boundaries defined.
I have a great client that went beyond the scope of work for a campaign. I was on vacation and when I returned my staff was frustrated and had to make decisions for the “surprise work” that reared its ugly head. I called the client, explained, then asked for extra fees due to the project creep. They happily agreed.
Be Kind
Kindness matters. Immensely. It’s easy to be a jerk or mean. It takes panache and class to be kind and communicate correctly. It’s just not worth burning bridges or upsetting people for the little things. Even when clients are mean to you, throw back some kindness. It often pours water on those who tend to react rather than respond.
Clients buy from those they like. Kindness makes you likable. Be kind and likeable.
Be Honest
Make sure you can go to bed knowing you always tell the truth. Always be honest with both your clients and yourself and your employees. Nothing goes father in life and business than honesty. This point is obvious and almost does not need to be said. If you can’t follow this principle, you’re only hurting yourself, ultimately. However, it can also pay the price for future referrals and business. Most good clients can smell a rat.
Come out smelling like roses.
Be Great
Do great work. Go above and beyond the call of duty. Embrace the call to excellence and never look back. You owe it to your clients for paying you their hard-earned money. It’s their business and life, too. Make every effort count. Over communicate. Under promise and over deliver.
Communicate With Complete Transparency
My proposals always have the following paragraph included in the offer:
“Atkins Marketing Solutions and Client will inform each other immediately of any unforeseen changes, new developments, or other issues that impact and influence this project so that we can both adjust accordingly; we will accommodate each other’s unexpected scheduling conflicts; we agree to err on the side of over communication to keep each other abreast of all aspects of the project.”
Need I say more?
You’re Not Perfect
You’re not perfect. Get over it. Just make sure if your PPC agency makes a mistake you take responsibility. Don’t be afraid to say you’re sorry if needed. Then, fix it. Most clients understand they are not perfect either. During the height of COVID I had some clients that were hit very hard. We had no problem offering temporary discounts or services pauses if that’s what they needed. They appreciated it and remained loyal clients. Have a heart when needed. PPC agency client dynamics depends on humility and being realistic that you will sometimes make mistakes.
Keep The PPC Agency Funnel Filled
Never rest in your laurels. Your lead funnel should always be active so new and different clients are on your radar. Make sure you have case studies and references for the ready. Also call your references to let them know potential clients may be calling. Make sure you write and speak as much as possible.
I once had one simple website blog post get me a six-figure client. Content matters. Furthermore, writing a book also helps to establish your thought leadership and fill your funnel. Keep in mind you usually don’t get rich from writing a book. However, it’s one of the best business cards around and show cases your skills and knowledge. It sets your agency apart plus the consistent blog articles helps with increased organic, SEO-filled website traffic. Google loves fresh content so feed the Google brain to get more leads. Quality PPC agency client dynamics knows the funnel needs to stay fresh with volume leads that are a fit for you business agency model.
I trust some of these points helped. The agency/client journey is ever-changing yet important. Embrace the journey and keep those clients happy!
Stuart Atkins
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