Lets say you are in the same boat as many of us: You have a client that is a mid sized business, and have a large local client base. You would have probably created a ton of PPC accounts for the same “type” business before, and you had success. This may or may not have been due to a less competitive market. Now, you just figured out that your CPC will be quite a bit more this time around. CRAP.
First off, the business owner you are working with needs to know that you are thinking in the long term, not looking for results tomorrow. This should be a LONG TERM strategy, unless of course, the client wants something immediately. If that is the case, maybe they want to reconsider how much money they are willing to spend.
Secondly, you will want to convey that the smaller victories actually do mean a lot! Just because you see a bump or a rise in a metric that does not immediately produce a higher income, doesn’t mean that it will not contribute to a higher income later! Getting good traffic and CTRs will give you a foundation and a good history on the account to get things rolling in the right direction for later.
Last, keep your quality scores high. Don’t blow all your cash bidding on everything under the sun and trying to target the entire territory. You can only eat an elephant one bite at a time, people. Remember this.
Take a look at these peices of advice, and hopefully you can see some improvement!
