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How do you show clear success to a client?
Hello everyone!
I was wondering how everyone shows success for their clients. I understand there can be clear demonstrations on ROAS, but what about industries where you’re generating leads? Do you rely on client feedback about their quality & conversion rates?
Thanks
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4 Replies
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We usually have benchmarks for CTR, CPC, VTR, Cost per view (for social, online video/youtube) and then compare our results to our benchmarks. Not that many clients of ours have webshops, so we barely work with ROAS
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For lead gen you especially need to set up UTM parameters!
UTM parameters are tracking tools which help google analytics, your CRM and any other tracking tools differentiate the traffic generated.
They bring through vital information such as the platform, campaign or keyword source which traffic or a conversion came from. They will also help you ensure that clients can see / track the value coming from your ppc campaigns.
This is essential for what I call “post conversion attribution”, or the act of attributing actual lead / sales value back to your PPC initiatives.
For instance, you have these 2 keywords:
Keyword A: $1 CPC, $50 spent, 5 conversions, and a $10 Cost / Conversion
Keyword B: $3 CPC, $75 spent, 3 conversions and a $25 cost / conversion.
Looking at these keywords with data only from Google Ads, you’d think Keyword A is the top performer.
However let’s say you have UTM parameters set up to properly track the performance of these 2 keywords.
By pulling the UTMs into your CRM, you were able to derive the following:
Keyword A: Of the 5 conversions, only 1 of them was qualified and made a sale. That puts the true cost per lead at $50.
Keyword B: of the 3 conversions, 2 of them were qualified and made a sale. That puts the true cost per lead at $37.5 (Which is 25% lower than keyword A’s!)
This type of post conversion analysis must occur to ensure your efforts are profitable, otherwise you run the risk of optimizing without the full picture. Also, going through this type of integration proves to your clients you know / care about their bottom line.
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With lead gen and a fixed budget, the goal is to drive down the CPA such that you’re driving more leads at a lower cost per lead.
With lead gen and an unlimited budget, the goal is to drive as many leads as possible at a fixed target cost per lead.
That’s it.
As for lead quality, yes you have to pretty much rely on the client. It’s good to check in on that. There are things you can do to improve lead quality, typically at the expense of lead volume.
1. Make your web forms longer
2. Pre-qualify in your ads, e.g. “prices starting from $549”
3. Restrict targeting to lower funnel keywords -
That depends entirely on the client. KPIs and expectations should be set ahead of time. Obviously that varies greatly for lead gen, ecom or brick and mortar.
When we write contracts/IOs we typically lay out 1-5 KPIs for each platform.
For ecom on Social and Programmatic/Display. Prospecting and retargeting.
* 1) Purchases/Revenue/ROAS
* 2) Add to cart
* 3) PDP pages
* 4) Engaged Users
* 5) All site users
For SEM its almost always ROAS
Then you might add other campaigns for different tactics. Video for example, less emphasis on conversions and more middle top of funnel reporting.
YouTube, social, pre roll video, connected tv
* 1) Views
* 2) Cost per completed view
* 3) Clicks
Something like that.
Some people want CPA, some want CPL, some want phone calls, some want store visits. Each client has primary and secondary goals so the platform and tactic KPI will be dictated by that.
If you want calls, it’s heavily Google Ads focused.
So on and so forth.
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