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You are nearing the end of a successful meeting with a client, when she tells you, “this all sounds really great, but I do not have the budget for Google Search right now.” What should you do next?

Explain the return on investment the client can expect and explain why she should make room in her budget

Empathize and ask the client to tell you more about her concern

Ask the client if her long-term success is worth making room in her budget

Find out if the client has someone she reports to who may be able to approve the investment in display

Explanation:

You can not explain ROI until you run the campaign. So there is no use of telling about the positive ROI. There might be some doubts, running in your client’s mind that would be forcing to not go with search campaign. Ask their doubt and concern to understand the root cause of not accepting (or probably procrastinating) the offer.

https://www.youtube.com/watch?v=BGD-UI_HdcQ

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

To guarantee that the client will make a decision by the end of the meeting

To prepare for potential objections the client may have

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

Preparation is not critical if you have enough experience

Explanation:

Pre-call planning is quintessential before pitching online advertising solutions. Make a list of all questions to be asked to your clients before the meeting. You will not feel regret of missing any point or having any insight from your client that can be useful to offer perfect solution.

https://www.youtube.com/watch?v=PRaDwidv_64

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

To give you the opportunity to tell the client if she is unreasonable in her requests, so you can help her achieve her goals

It is important so you can persuade the client into spending more money

It will help you better understand how your client wants to be served so you can provide a great experience

It is only important if you think the client may have false assumptions on how the campaign will work

Explanation:

Customer is called the King and it’s true. Understanding the expectation of your client is essential to offer the right and tailored solution. When you understand your customer’s expectation before offering any service, you are able to have him great experience.

https://www.youtube.com/watch?v=k2f5-FM08PA

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:

how to misinterpret data to persuade the client to buy Google AdWords.

a question that the client may not be able to answer, because it is confusing.

a question that will upset the client because the client may feel as though you are questioning their current marketing strategy.

demonstrating credibility, while also seeking to understand how the client is currently approaching marketing.

Explanation:

You need to demonstrate your credibility because you have a fact that “Four in five consumers want search ads to be customized to their city or immediate surroundings”. You have to observe your customer’s reaction on you marketing campaign and how you message is being perceived.

https://www.youtube.com/watch?v=F7nU9APfUS8

Your client wants to improve his ad positioning. You recommend that one way he can do this is by increasing his bid amount. Why is it a good idea to also explain to your client how this will benefit him?

It is not a good idea to recommend this at all, because it might offend the client

It is a good idea to help the client understand how increasing his bid amount and ad quality will help reach his goal of reaching more customers

It is not a good idea, because the client probably already knows how it will benefit him and you do not want to sound overbearing

It is only a good idea if the client shows a high level of interest and tells you he wants to spend more money

Explanation:

Your Ad Rank is a score that’s based on your bid, auction-time measurements of expected CTR, ad relevance, landing page experience, and the expected impact of extensions and other ad formats.

To improve your ad position, you can increase your bid, improve the quality of your ads, Improve the quality of your computer and mobile landing page experience.

Read More Here: https://support.google.com/adwords/answer/1722122

How ad position is determined

The ad auction is how Google decides which ads to show and how they’re positioned. Your Ad Rank determines the ad position you win in the auction. Your Ad Rank is a score that’s based on your bid, auction-time measurements of expected CTR, ad relevance, landing page experience, and the expected impact of extensions and other ad formats. To improve your ad position, you can: increase your bid improve the quality of your ads Improve the quality of your computer and mobile landing page experience

Better ads mean better Ad Rank

• Your ad’s expected clickthrough rate: This is based in part on your ad’s historical clicks and impressions (adjusting for factors such as ad position, extensions, and other formats that may have affected the visibility of an ad that someone previously clicked)
• Your ad’s relevance to the search: How relevant your ad text is to what a person searches for
• The quality of your landing page: How relevant, transparent, and easy-to-navigate your page is

Why ad quality matters

• Ad auction eligibility: Having better quality components typically makes it easier and cheaper for your ads to enter an auction. Our measures of ad quality also help determine whether your ad is qualified to appear at all.
• Your actual cost-per-click (CPC): Higher quality ads can often lead to lower CPCs. That means you pay less per click when your ads are higher quality.
• Ad position: Higher quality ads often lead to higher ad positions, meaning they can show up higher on the page.
• Your keyword’s ad position bid estimates: Higher quality ads are typically associated with lower first page bid estimates, top of page bid estimates, and first position bid estimates. That means you’re more likely to get your ads on the first page of search results with a lower bid when your ads have high quality components (expected CTR, ad relevance, and landing page experience).
• Eligibility for ad extensions and other ad formats: Ad Rank determines whether or not your ad is eligible to be displayed with ad extensions and other ad formats, such as sitelinks.

https://www.youtube.com/watch?v=fB8FC3iN1II

Before asking your client questions about her business, it is best to tell her the reasons for the questions and the benefit because:

it will help you appear more confident to the client and she will be more likely to give you truthful responses.

it gives the client the opportunity to decide if she needs to gather more information before answering your questions.

it shows the client you value her insight and partnership so you can provide a tailored solution.

you do not want the client to feel as though you are wasting her time.

Explanation:

Until you ask questions about your client’s business, you will just keep assuming scenarios but won’t be able to provide exact solution. Asking questions will let you understand what you can offer that suits best to your customer. Client’s insight is more accurate and real than your assumptions and helps you offer tailored solution to client according to need.

https://www.youtube.com/watch?v=DKwYobXHks0