Wednesday, 22 August 2018

Why is it important to understand the expectations a client has of you?

August 22, 2018

  1. To give you the opportunity to tell the client if she is unreasonable in her requests, so you can help her achieve her goals
  2. It is only important if you think the client may have false assumptions on how the campaign will work
  3. It will help you better understand how your client wants to be served so you can provide a great experience
  4. It is important so you can persuade the client into spending more money

When introducing yourself to a new client, it is important to share:

August 22, 2018

  1. your name.
  2. your name and the product you think will benefit the client the most.
  3. your name and a brief 15 minute overview of AdWords.
  4. your name, your role, and relevant experience in helping companies similar to the client.

Anne-Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?

August 22, 2018

  1. Number of clicks on her ads and revenue they generated
  2. How many times her ads have been viewed and clicked on
  3. Costs to produce her purses and revenue generated from her ads
  4. Number of clicks on her ads and costs to produce her purses

Which is a benefit of doing pre-call planning before pitching online advertising solutions to a client?

August 22, 2018

  1. Preparation is not critical if you have enough experience
  2. To prepare for potential objections the client may have
  3. To guarantee that the client will make a decision by the end of the meeting
  4. Preparation is only important if you have multiple people meeting with the client and want to avoid confusion on each person’s role in the meeting

A positioning statement is a quick 90 second explanation of what type of clients you work with, what challenges they face, and how they can benefit from working with you. When is it appropriate to use a positioning statement?

August 22, 2018

  1. When the client has a very large budget and needs especially good treatment to ensure he buys Google AdWords
  2. When the client does not seem interested in Google AdWords
  3. When you want the client to see you as a credible resource with solutions that can help him reach his business objectives
  4. When the client is not very clear in his responses to your questions and needs more help understanding your role

A question that includes factual information based on market research, such as, “Four in five consumers want search ads to be customized to their city or immediate surroundings. How are you approaching your local online opportunity?” is a good example of:

August 22, 2018

  1. a question that the client may not be able to answer, because it is confusing.
  2. a question that will upset the client because the client may feel as though you are questioning their current marketing strategy.
  3. demonstrating credibility, while also seeking to understand how the client is currently approaching marketing.
  4. how to misinterpret data to persuade the client to buy Google AdWords.

A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client’s campaign to help achieve their goal?

August 22, 2018

  1. Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment
  2. Include a phone number in the client’s ad’s headline and monitor performance with the mobile clicks-to-call segment
  3. Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment
  4. Add call extensions to the client’s ads and monitor performance with the top vs. other segment

A good guideline for asking your client questions to understand her marketing needs and how you might be able to help her is:

August 22, 2018

  1. ask questions about the client’s current situation, desired situation and expectations.
  2. ask questions only if you did not gather enough information from your pre-call planning.
  3. ask “yes” or “no” questions to show credibility and avoid confusing the client.
  4. uncover the client’s pain points so you can use them against her later.
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