4 Questions PPC Agencies Need To Be Able To Answer

By Daniel Friscia | @dannyfrisciaPPC | Sales Executive

When working in sales, there’s a certain routine you get accustomed to on calls with potential clients. You get used to fielding the same questions, and you should develop well thought out responses to those questions. It’s important to not only show you’re prepared to answer any and all questions but that you respond in a way that answers the question and makes the company look good. So what exactly are those questions that keep getting asked? In this article, we’ll discuss a few that continuously pop up and the thought process behind the answers we should be giving.


1) Have You Ever Lost A Client? If So, Why?


Nobody wants to lose a client, but I think we all realize it’s the nature of the business. We may lose clients because:


  • They just weren’t a good fit for PPC
  • They required different services than what you could provide
  • Performance dipped
  • The relationship went sour


The best way to answer this question is to be honest. Tell them what some of the issues were and how you learned from the experience. To put a positive spin on things, you could give examples of how the company has evolved to make sure those issues no longer happen with clients. The biggest component here is showing that the company is taking a proactive approach to getting better.


2) Do You Offer SEO Services?


Whether your company does or doesn’t offer SEO services, the benefits of both are pretty clear. If you can offer a client SEO services, you can provide them a well-rounded marketing mix that allows them to work with only one agency. This will save them time and energy by having one digital marketing agency to work with as opposed to multiple.


On the other side, if you do not offer SEO services it’s easier to pitch being specialists within the PPC industry. Focusing on PPC alone throughout the company has everyone focused on being the best at one marketing channel. As the saying goes: Jack of all trades, master of none. By offering only PPC services, you can avoid the danger of wearing too many hats.


3) What Level Of Communication Should We Expect From Your Agency?


This is one of the most important questions to get right during the initial conversations. Many potential clients seeking a new agency are leaving their former agency due to lack of communication, transparency and overall relationship. They want to hear that your agency has a set process in place that works to have continuous contact and communication. It’s important that you show how engaged and dedicated your agency is to their clients, not only being an agency but an extension of their marketing team. Your agency should always have at least 2-3 possible points of contact, just in case something urgent arises and the dedicated account manager is not available or out of the office that day. Be sure to prioritize the communication process just as much as potential clients do.


4) Do You Use Third Party Management And Automated Bidding Tools?


Whether your agency does or doesn’t use third party tools such as Kenshoo or Marin, we usually have our reasons. If you do, your agency is looking to lighten the load a bit on the staff by using automated tools to help the bidding process. Third party tools can be costly on a monthly basis, but that cost is usually passed onto the client, whether it’s directly or built into the management fee.


If your agency doesn’t use these tools, it’s typically because they just don’t believe in the automation process and the cost included for these services. Some agencies believe more in the human touch, as opposed to automation. Either way, there’s a good chance a potential client has a strong stance on it one way or another. I’ve had conversations where they’re completely opposed to third party tools and others where they feel it’s a must. No matter how you slice it, you’re going to run into potential clients who disagree with your agency’s stance. It’s just important to stick to what you believe in and let the chips fall where they may.




Of course, these aren’t all of the questions you will field speaking with potential clients, but over time you begin to answer the same questions. It’s crucial to sit down and think about how exactly you want to answer any given question. There will always be a new question that comes up that stumps you and you’re not quite sure how to respond. Remember that question and devise an appropriate answer afterward for future conversations. As time goes on, you’ll be able to respond to any and all questions coming your way from potential clients in a confident, cohesive manner.