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2 Secrets to Selling Google Ads Services
27th May 2022 • The Google Ads Podcast • Solutions 8
00:00:00 00:13:26

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Selling PPC isn't hard! You just need to know two things...

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Transcripts

Kasim:

Hey, it's Kasim of Solutions 8 and I want to teach

Kasim:

you how to sell PPC services.

Kasim:

So the reason I'm doing this by the way is because I notice we

Kasim:

have a lot of agencies subscribers.

Kasim:

Some small, some medium.

Kasim:

And so I want to kind of offer you my insights as to how I think that

Kasim:

this particular service should be sold if you're not an agency and

Kasim:

you don't do this as a service then, forgive me if this is irrelevant.

Kasim:

I actually think this could still serve you because it might help you

Kasim:

if you ever go shop for a vendor.

Kasim:

So I own an agency that's a little bit bigger than most.

Kasim:

The average agency, I think, is sub million in revenue, we're approaching two.

Kasim:

And then, I've got 30 employees, right?

Kasim:

So the average agency, my experience experiences anywhere

Kasim:

between like five and 10.

Kasim:

And so we're a little bit bigger.

Kasim:

And what that has forced me to do is to build something of a sales process

Kasim:

that ensures continuity and consistency, because as you grow, you risk delusion.

Kasim:

And I'm going to kind of share with you what we've learned, and this is

Kasim:

going to apply to you, even if you don't plan on ever-growing to be as

Kasim:

big as us, or if you just like do that small, 30 employees is nothing I want

Kasim:

to be 300 place or 3000 employees.

Kasim:

The principles here that I want to share, I think will carry through and the first

Kasim:

and the most important one is continuity.

Kasim:

When you're selling PPC, when you're selling any managed service, you want

Kasim:

to make sure that what the sales person says and offers matches the client's

Kasim:

experience on an ongoing basis.

Kasim:

Now, that seems really linear.

Kasim:

You're like, yeah, duh, thank you very much Kasim for the pro tip.

Kasim:

You just wasted 90 seconds of my life, but I can tell you that the minute

Kasim:

there's more than one person in your organization, this is a massive risk.

Kasim:

It's a massive risk that person a says, oh yeah, we should

Kasim:

run a smart shopping campaign.

Kasim:

And I definitely want to do a little bit of YouTube.

Kasim:

For whatever reason, I think that there's an exploratory campaign and then passes

Kasim:

over to this other person who h as mildly different idea, but for the client,

Kasim:

that's a potentially catastrophic damage to the foundation of your relationship.

Kasim:

Cause you said this and I got that.

Kasim:

And you want to make sure that never, ever, ever, ever happens.

Kasim:

We've all had this experience.

Kasim:

You go to a restaurant, you don't get what you ordered and no matter how

Kasim:

kind of a person you are, there's just something about it that just eats at you.

Kasim:

It's so funny.

Kasim:

I don't remember where I was.

Kasim:

I was at one of those horrible chain restaurants.

Kasim:

And I ordered a normal fries and I ended up getting the crisp cut

Kasim:

fries, and I was mad the whole day.

Kasim:

And what's really funny about that is actually like the Chris cut fries better.

Kasim:

It was like a happy accident, but I was just mad that I didn't get what I wanted.

Kasim:

And then, take that and now assume that I'm paying thousands

Kasim:

of dollars to these fries and I'm going to get them every single month.

Kasim:

And that's what your professional services are.

Kasim:

So make sure that you're articulating what it is that the client is.

Kasim:

And then that's being carried through your entire process, from

Kasim:

the salesperson to the onboarding manager, to the client manager, to the

Kasim:

specialist, the strategist, everybody that, depending on the roles that you

Kasim:

have assigned everybody that's involved, it needs to be really clear on who

Kasim:

the client is, what their goals are.

Kasim:

What's important to them and what it is that we've told them they're going to get.

Kasim:

Now, if you take.

Kasim:

And you agree that that's important?

Kasim:

What it does is it forces you to have salespeople that actually know Google ads.

Kasim:

I have two sales people on staff.

Kasim:

Both of them have run Google ads, campaigns in like extreme depth.

Kasim:

He's worked with, premier partner agencies and worked directly with Google

Kasim:

and just a phenomenal amount of pedigree.

Kasim:

So he knows he can open up a Google ads dashboard and poke around

Kasim:

new campaign evaluations himself.

Kasim:

And what's nice about that is when he's talking to the client about

Kasim:

the improvement opportunities that narrative carries through, if you

Kasim:

throw a sales person, and this is what most agencies do by the way.

Kasim:

So if you've done this, I'm not trying to knock you.

Kasim:

I just want to help maybe bring you around to something that I

Kasim:

think could be more effective.

Kasim:

If you throw just a random sales person at this and say,

Kasim:

Hey, you're a good salesperson.

Kasim:

Go sell Google ads.

Kasim:

They'll do it.

Kasim:

What they're selling and what you're fulfilling could end up

Kasim:

being two very different things.

Kasim:

That's true.

Kasim:

Even if they're selling a nebulous kind of opaque product, right.

Kasim:

Let's say that they're just kind of good at getting people to try things out.

Kasim:

If they're not being specific about, What it is that you're doing or how long

Kasim:

it's going to take or what's possible.

Kasim:

I had a client just signed up with this.

Kasim:

I was on the phone two days ago and he's really cool.

Kasim:

I really liked him.

Kasim:

But he said something that, red flag in my mind, he goes, if I go couple

Kasim:

of days seeing a decline in the data, cause he's currently running

Kasim:

Google ads, it's going pretty well.

Kasim:

And he hired us to make it better.

Kasim:

So he goes viral a couple of days and I see a decrease in the data.

Kasim:

I'm probably gonna freak out.

Kasim:

And he said it tongue in cheek, it wasn't threatening at all, but I just,

Kasim:

I hit the brakes and I said, Hey.

Kasim:

Just so you know We're going to be building a smart shopping campaign for you

Kasim:

and smart shopping as a 45 day learning period where the data is like insane.

Kasim:

I mean, we've had like a week of flatline in the past.

Kasim:

So context is, I totally understand the spirit of what you're saying.

Kasim:

We're going to make sure we're headed in the right direction, but

Kasim:

there are some specific application elements that you need to be aware of.

Kasim:

And a sales person is not gonna.

Kasim:

So, if you've already got a sales person, I'm gonna tell you to fire

Kasim:

them, but go teach them Google ads, make them take some training.

Kasim:

They don't need to know everything inside, out, upside down the front and

Kasim:

center, but they should know enough to be able to speak intelligently to it.

Kasim:

And then also guide the clients in the right direction.

Kasim:

The other thing that we do with our salespeople is once they have a client

Kasim:

that is properly qualified, when we run a campaign evaluation, those evaluations

Kasim:

are being run by the specialists that will ultimately manage those scans.

Kasim:

So we take a real-life specialists, because a lot of those evils

Kasim:

are done by, you can get like, WordStream has a horrible bot you

Kasim:

can pay for and white label.

Kasim:

There's a bunch of them that you hook up to the people, some of these

Kasim:

Google ads campaign, and then it just pumps out this 13 page checklist

Kasim:

that looks kind of impressive.

Kasim:

But when he goes through the action items, if you know what you're

Kasim:

doing and you look at it and go, well, none of this means anything.

Kasim:

You don't want to hand that to a client and you don't want to end it.

Kasim:

You're held accountable to that sheet and the sheet is worthless.

Kasim:

You also don't want to put somebody on those evaluations or those

Kasim:

estimates that they can't be held accountable to measure later.

Kasim:

So if we're talking about someone, QPC makes sure that it's an intellectual sale.

Kasim:

It's an emotional buy, but it's an intellectual sell.

Kasim:

You have to make sure that you're doing with the client that has reasonable

Kasim:

expectations understands what's possible.

Kasim:

That's really important.

Kasim:

And that you've also defined what is it you're going to do.

Kasim:

And by the way, if that definition is opaque, that's okay.

Kasim:

I've told clients all the time, like, Hey, we're going to run

Kasim:

some traffic and see what happens.

Kasim:

And then based off of those results, I'm going to build

Kasim:

your campaign and your strategy.

Kasim:

Cool.

Kasim:

As long as you say that up front and you give them the context that I

Kasim:

have no idea what to do here, dude.

Kasim:

I'm just gonna throw some spaghetti against the wall.

Kasim:

And if they're comfortable with that, I think that's an okay approach.

Kasim:

But just make sure that your sales conversation and then

Kasim:

your actual fulfillment to make sure that those are connected.

Kasim:

And if you're more than an organization of

Kasim:

no matter how aligned you feel like you are, this is a risk, it's a risk for PBC.

Kasim:

If you're selling something way more linear then and there's

Kasim:

no other way to do it, then you're probably in better shape.

Kasim:

But when you're selling Google ads services, I think it's really important

Kasim:

that segues to the second half of this.

Kasim:

actually can't sell it.

Kasim:

What I do when I talk to customers, I did this yesterday.

Kasim:

spoke to a gentleman who I really liked.

Kasim:

He has got a really kind of cool business.

Kasim:

He helps people optimize their analytics.

Kasim:

He helps e-commerce.

Kasim:

Providers optimize our analytics and use cool dude.

Kasim:

I'd love to work with him, but his model at the moment,

Kasim:

wasn't right for Google ads.

Kasim:

So I talked him out of it and I actually batted away his business.

Kasim:

A couple of times we spent a half hour and he was like, well, what if we do this?

Kasim:

Well, what if I increase my pricing?

Kasim:

Well, what if that, and each time now I'm not in the habit of turning down work.

Kasim:

I'd love to.

Kasim:

But it wasn't right for the time we could get there.

Kasim:

And I told him how, just think it needed a little bit more flushing out,

Kasim:

more proof of concept with the model.

Kasim:

A little bit more in the way of scalability.

Kasim:

Right now Google ads.

Kasim:

Wasn't right for them.

Kasim:

I think if you're talking to somebody, your job in the beginning should

Kasim:

be to try to talk them out of it.

Kasim:

And all my leads are inbound.

Kasim:

They want little ads, so I'm in a pretty good shape, to be like,

Kasim:

Hey, just so you know, this could take 90 days to prove concepts.

Kasim:

And as many as 50% of all Google ads, campaigns fail in the first 90 days,

Kasim:

are you willing to take that risk?

Kasim:

And sometimes you hear like, No, I'm not.

Kasim:

And that's a good thing.

Kasim:

That's a good thing for you because that's what that's true.

Kasim:

What happens if you paper up this client in 45 days into it, the campaign's

Kasim:

failing failing client cost you so much, so much time, so much effort, so much

Kasim:

energy, so much money, so much manpower, person power, so much reputation.

Kasim:

One bad review will cost you three clients or more.

Kasim:

Make sure they know what's possible.

Kasim:

Make sure you're being honest about what's possible.

Kasim:

And the whole thing's tied together.

Kasim:

If there's continuity with what you're selling, what you're

Kasim:

selling also needs to be realistic.

Kasim:

We ran a challenge.

Kasim:

It was really successful as a three-act Shopify challenge and the promise was

Kasim:

three extra ROAS in three days for $33.

Kasim:

And we ran this challenge, taught everybody how to do it.

Kasim:

And then at the end of the challenge, As management to the people that didn't want

Kasim:

to do it themselves, even though we told them everything from soup to nuts, exactly

Kasim:

how to do it, they were just like, yeah, you guys clearly know what you're doing.

Kasim:

We're gonna hire you.

Kasim:

It works phenomenally well.

Kasim:

Here's, what's interesting about it is I ran that past a buddy of mine recently

Kasim:

who does similar work to us tangentially.

Kasim:

And he's like, well, three extra ROAS.

Kasim:

Like, it's not that big a deal.

Kasim:

And he's right.

Kasim:

I have a client that does 9000% ROAS, like, three X, 300%.

Kasim:

ROAS is that's proof of concept basically.

Kasim:

my point was, I know that's what I'm willing to promise.

Kasim:

So I can show you how to get to a 300% ROAS at hopefully much higher, right.

Kasim:

Hopefully much higher, but that's the expectation I want to manage.

Kasim:

And if somebody shows me up to that insight, like, well, I want 5000% realize

Kasim:

I don't want that client out of the gate.

Kasim:

I mean, without knowing some really specific things about whether or

Kasim:

not that's feasible or reasonable.

Kasim:

So I realize that we're all contending with.

Kasim:

Forgive me for slandering our collective environment, but there

Kasim:

are some freaking snakes out there.

Kasim:

There's, there's this big agency and we all know the name.

Kasim:

I won't drop it, but their protocol, their standard operating procedures to call

Kasim:

my clients and your clients, anybody run Google ads and tell them things like, do

Kasim:

you know, your ads are running in Egypt?

Kasim:

I have this recorded by the way, I mean, I've been doing this for 15

Kasim:

years, so I guess that's a lie.

Kasim:

We haven't been doing Google ads for 15 years, but I've been

Kasim:

doing it for a long darn time.

Kasim:

And they've been doing it for as long as I've been doing it calling

Kasim:

clients every couple of months.

Kasim:

We'll get another one.

Kasim:

And, we track and record all phone calls.

Kasim:

So we're listening to this phone call and this dope calls up and says, do

Kasim:

you know your ads are running in Egypt?

Kasim:

Or, do you know that your extension has the wrong link or whatever

Kasim:

things that are just bold faced lies?

Kasim:

What's funny is we've been on the phone with their C-level team.

Kasim:

And they got on the phone with us because we had the call recordings

Kasim:

and they're like, we're so sorry.

Kasim:

That was an isolated incident.

Kasim:

It will never happen again.

Kasim:

It's happened a bunch of times since then, and we're all

Kasim:

competing against those people.

Kasim:

We're competing against the people that are willing to lie

Kasim:

and willing to over promise.

Kasim:

And my note to you, if you really want this to be a long-term.

Kasim:

Is just be your prospect's plan B.

Kasim:

Cause if I'm talking to a prospect and I'm like, look, you guys sound great, but

Kasim:

you're more expensive than the other team.

Kasim:

And the other team has promised me better results in a shorter amount of time.

Kasim:

I can't compete against that.

Kasim:

I don't want to just sit there and say, well, they're lying because maybe

Kasim:

they're not, you know what I mean?

Kasim:

Like what do I know?

Kasim:

Maybe somebody out there is, is cheaper and better and faster than me.

Kasim:

Awesome.

Kasim:

Good for them.

Kasim:

So all I do is say completely understand my recommendation

Kasim:

would be to try them, try it out.

Kasim:

And then what ends up happening is they come back, they come back 60, 90

Kasim:

days later, like freaking clockwork.

Kasim:

So play the long game, I mean, honesty and integrity.

Kasim:

Phenomenal sales tactics, because they're not tactics.

Kasim:

It's just like, Hey, here's, what's possible.

Kasim:

Here's what's not.

Kasim:

And everybody else in the game is just trying to be like, oh, we,

Kasim:

promise conversions or you don't pay.

Kasim:

And that's so funny because in my mind, I'm like yeah, you do, you pay the

Kasim:

ad spend, which is most of the money.

Kasim:

So it's like, all they're doing is they're just papering up 20 clients

Kasim:

hoping that one of them hits.

Kasim:

And then, the 19 that go away it's a numbers game for them.

Kasim:

So

Kasim:

that whole game.

Kasim:

just don't think it's worth playing.

Kasim:

I think that you should offer a really solid service charge, what you're

Kasim:

worth, and then be honest about with.

Kasim:

And if somebody swoops a client out from under you, because they're

Kasim:

willing to, make promises that they can't keep that's fine.

Kasim:

The client will be back in 60 days.

Kasim:

Just follow up with them, say, Hey, just wanted to see how the campaign's

Kasim:

running and you, it'll be no surprise.

Kasim:

I'm like, oh, well it's actually not going as well as the agency said that it would.

Kasim:

And I'm like, oh, I know that.

Kasim:

That's not a surprise at all.

Kasim:

So maintain continuity, make sure you manage expectations.

Kasim:

And that's it.

Kasim:

I mean, I'm not a good sales person.

Kasim:

And I tell people that on calls, which might be the best

Kasim:

line in the world of sales.

Kasim:

I just tell him the truth.

Kasim:

hop on.

Kasim:

I try to talk them out of it briefly, if I feel like that's really necessary.

Kasim:

And if I can't do that, I make sure I manage expectations.

Kasim:

And if I think they're going to be a good fit, I bring them on.

Kasim:

And I always, always, always regret Ben.

Kasim:

If I ever have a client and I'm like, Hey, I just don't think this is going to work.

Kasim:

I don't think we're that fit or, whatever.

Kasim:

And, and it still happens to this day, but you'll have somebody who you just

Kasim:

really like, or maybe the referral from a strategic partner is somebody that.

Kasim:

or, you want to continue to cultivate a relationship with.

Kasim:

And they're like, well, what if for how about, or, here's what we can do.

Kasim:

Or, all those weird kind of jiggy deals that you cut.

Kasim:

And then it just never works out.

Kasim:

Six year guns, six year model, 16 old works.

Kasim:

And you don't have to be a salesperson, just be honest, just hop on and be like,

Kasim:

here's what I think is possible because if they're talking to five people, which

Kasim:

I think is probably about the average, usually that's the everybody's special

Kasim:

for pain is talking to five service providers and picking the best of five.

Kasim:

The other four are just making really bold promises.

Kasim:

And if you hop on and you're the one reasonable human who's like, oh, I

Kasim:

actually know how Google ads works.

Kasim:

Incidentally, because you're training your sales people on Google ads.

Kasim:

Okay.

Kasim:

Here's me managing expectations.

Kasim:

You're dealing with an educated consumer base people didn't, start a business and

Kasim:

run it to a point to where it's successful enough for them to spend thousands of

Kasim:

dollars a month in advertising, you don't get there and also be an idiot

Kasim:

like you're dealing with a smart human, so treat them like a smart human.

Kasim:

I think they're really gonna respect that anyway.

Kasim:

Oh, this is how.

Kasim:

We'd love to hear your thoughts and comments.

Kasim:

If you have other sales tips that I'm not hitting on.

Kasim:

Like I said, I'm not a good sales person.

Kasim:

I'd love for some advice.

Kasim:

There may be just when it comes to more of the Polish.

Kasim:

Cause we don't have that, but I really like our foundation.

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