Summary
The article outlines best practices for setting and managing PPC expectations. It emphasizes outlining expectations during sales, agreeing on work parameters, and defining work scope. It highlights the importance of clear communication, efficient meetings, and a defined staffing plan. It advises on handling unexpected issues, managing expectations during engagement, and dealing with arising issues.
To set and manage expectations for PPC clients and agency teams, consider the following steps:
- Outline expectations during the sales process: Be clear about how your team operates and who will be the main point of contact.
- Agree on parameters in the statement of work (SOW): Clearly define the scope of work, including services provided and engagement parameters.
- Meeting and reporting cadences: Decide on the frequency and format of meetings and reports.
- Response times and client communications: Establish communication methods and expected response times.
- Account staffing: Include a staffing plan in the SOW, listing roles and time allocations.
- Dealing with unexpected issues: Outline how out-of-scope issues will be handled, whether through hourly rates or a new SOW.
- Managing expectations during the engagement: Reinforce rules of engagement, communication, and SLAs during kickoff calls or meetings.
Building and maintaining client trust in a PPC agency involves several key practices:
- Setting clear expectations: From the outset, define the scope of work, deliverables, and communication protocols.
- Transparent communication: Keep clients informed about strategies, performance, and any issues that arise.
- Delivering on promises: Meet or exceed the agreed-upon service levels and results.
- Handling issues proactively: Address unforeseen challenges quickly and effectively, while being transparent about any additional costs or changes to the scope.
- Regular reporting and feedback: Provide consistent and insightful reports, and be open to client feedback.
For more in-depth strategies, one can dig deeper into articles like '3 steps for effective PPC reporting and analysis' and '6 tips to build PPC client relationships'.
A PPC agency's statement of work should include:
- Scope of services: Detailed list of services like paid search, SEO, programmatic advertising, etc.
- Engagement parameters: Clear definition of the relationship and operational procedures.
- Meeting and reporting cadences: Frequency and format of meetings and reports.
- Communication protocols: Methods of day-to-day communication and expected response times.
- Staffing plan: Roles involved and the percentage of time allocated to the engagement.
- Out-of-scope issues: How unexpected issues that are not covered in the SOW will be addressed, including potential costs.
Handling out-of-scope work with PPC clients involves:
- Setting clear boundaries: Make it clear in the SOW what is in scope and what isn't, and be detailed about the services the agency will handle.
- Communicating effectively: If out-of-scope work is requested, discuss the ramifications and potential costs with the client.
- Flexibility and partnership: Be willing to make exceptions to help the client meet their goals, but also ensure that exceptions don't become the norm.
- Renegotiating terms: If out-of-scope work becomes frequent, consider renegotiating the contract to accommodate the additional work at a fair cost.
Establishing effective rules of engagement with PPC clients can be achieved by:
- Collaboration: Involve clients in the development of the rules to ensure their buy-in.
- Clarity: Clearly define communication methods, meeting schedules, and turnaround times.
- Documentation: Document the rules of engagement and distribute them to all stakeholders.
- Reinforcement: Use physical or digital reminders of the rules to keep them top of mind.
- Flexibility: Be open to adjusting the rules to meet everyone's needs while ensuring you can still deliver within the agreed timeframe.
