PPC Talks: What to Check Before Onboarding a Client

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What's up guys?

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How's it going?

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It's been a while.

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This is literally like attempt four of us trying to record our intro

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properly and we've failed each time.

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So fourth time's the charm.

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that you might find useful, you might not find useful, but we'll see.

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Today's topic we're kind of gonna get go over is what we look for in

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a client before we onboard them.

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The way we're gonna split this up is we're gonna talk about lead

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generation and e-com separately.

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So we'll start with lead generation first, and I'll get my 2 cents first

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for lead generation, can go both ways.

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When you're trying to take on a client, it's both very easy and very difficult.

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So when I say it's easy, lead generation is probably easier than

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doing regular e-commerce stores.

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But it's difficult if the sales or the backend team is just as bad.

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So when we're talking about a lead generation client, the first thing I do

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is look at expectations for their leads?

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Like what type of leads are they expecting?

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How much to get those leads is the main driver here.

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if they're asking me for $20 CPAs and the cost per click for me as

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like $3, that's very hard to do.

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Those expectations are very high and probably unachievable,

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maybe on a very small scale.

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But if they try to scale that and go more broad, it's not gonna happen.

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Right?

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So the first thing is expectations, right?

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The second thing I usually look at is if it's a viable business, does

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it make sense the service they're providing, like if it's something that

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actually sells, I can sell on Google.

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Like a service-based businesses are always really good for lead generation.

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Something like doctors, chiros, dentists, all those are very easy

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to work with and pretty easy to do.

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Their expectations are low and it's just a matter of getting

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them phone calls and clients.

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Gimme an example of one that's hard to do for lead generation.

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We've had difficulties with.

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I would say B two B, anything with a geo location is going to be difficult

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because of limited search term.

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Again, I can just give you my example and yeah.

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Take commercial security in a city level targeting or regional, yeah.

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Marketing.

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Yeah.

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Yep.

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that makes sense.

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Something like that where there's also a lot of competition in

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a small area for that type of service-based business also becomes

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very difficult for lead generation.

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the main thing I look for is expectations.

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They're lenders, like if they have a good website and it makes sense

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and provides all the information.

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How strong their backend team is because I can send them all the leads.

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Like finding keywords for a business is not hard.

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Getting clicks into their website is not hard.

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The part where they actually convert on the lander and fill out the

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form and then the team follow ups on the backend is very difficult.

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So one of the things that we have no control over either, so one of the

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things that we like to do, we'd like to ask for actually is their

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backend c r m system to see what's happening on their backend as well.

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Like are they picking up calls?

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Are they following up?

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Are they actually texting, emailing, having conversations

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once we send them the leads, right.

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The other thing it helps us understand when we have access to their backend

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c R m, is whether the leads we're sending them are actually valid leads.

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Like if Someone searched security cameras and went to

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the website, filled out a form.

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Were they actually looking for security cameras or was it

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something completely random?

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That's my 2 cents use of Europe.

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I'll expand on what you said.

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Basically, I think the first award of business is, again, reality.

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Check what you said.

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Like, going off of my security example it's an actual client

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that I still work with.

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I really love them.

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But.

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Their CPCs are brutal and due to the B two B nature of the CPCs,

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they're like up to $30 per click.

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So no reasonable client can come to you and say, I expect a hundred dollars

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leads not gonna be possible at any rate.

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And I think the second most important thing is, A proper c r m

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setup because I also have another client know for some reason.

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So Lake hates me because they keep giving me just for you?

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Yeah, probably.

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I don't know.

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C r m really either makes or breaks your account here's an example.

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I also have another client Because I also like to live dangerously.

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I run both a search campaign and a pmax campaign for a,

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type of service they offer.

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So they're both generating leads on paper when I look at Google Ads.

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But if I have a solid C R M backend that, keeps track of all

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the UTMs in the parameters, and if I can log into there, I can see.

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Whether it is the search campaign or the pax is bringing on the sales, because

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like on paper, PAX looks a lot better.

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Like it's, it's bringing like twice or the Triple amounts

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of leads compared to search.

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But if search is resulting more in sales, there's more incentive for me

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to put more budget in search rather than Pax with just regular Google ads.

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It's looking at numbers and making an educated guess, I would say.

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But with c r m, you got a much cleaner picture with that said, yeah, my two

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biggest things is with Legion is getting the expectation set and having a proper

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c r m Oh, by the way, with proper c R M.

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A third example from my clients is what you also said, like whether they have

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a solid team, because I might bring all day long proper potential customers,

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but if they're failing to close them in a reasonable rate, then what could are?

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My campaigns, this actually happened with my, one of my clients they had

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like, Three week conversion lag, and almost like a four week sales cycle.

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any change I did, I had to wait like up to seven, eight weeks

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to see the effects on sales.

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So I just looked in the, properly every day I was in their HubSpot.

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I was just showing that, hey x.

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Have some more patience and these will result in sales because

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like, here's are the reasons.

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And then like once they come, you know, start from turning from potential leads

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into customers and you start seeing close one, close one, close one, then

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you can kind of like say, okay, here's I.

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What I'm gonna do and then eight weeks later we are gonna start probably

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seeing those that, helps you with that narrative and make sure that

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you calm the nerves of the clients.

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The first thing like those, I agree on those.

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By the way, the client expectation is key the first thing I look

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at is usually the website.

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'cause in lead generation we can all agree that the CPCs will be high, right?

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For the doctors I know, like the B two B or any software, the

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CPCs will eventually be high.

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So I would just focus on the conversion rate.

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If you have a consumable content in your website, it might be a video, it might

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be some images, maybe before and after if you're a doctor, or do you have a social

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proof, some testimonials, multiple call to action or multiple forms, a live chat,

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maybe to just give multiple options for people to engage and communicate with you.

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Because if my C p A is $200, I have 1% conversionary on the website.

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If I can increase 2%, then without doing anything in the campaign

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structure, I can just help my c p a.

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So that's what I can, if some clients.

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Have a landing page that looks like a block, right?

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They have a slider and a long, long text.

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No images, no videos, no forms, only a call button at the end of the page.

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And eventually you think, okay, I will never make this work.

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we'll spend $3,000, we'll not be happy, we'll have a fight and the

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climb will off board, and I'll eventually blame the website for this.

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So I usually look at the website first and be like, Hey client, I am willing

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to postpone the onboarding if you are.

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So I don't wanna spend $3,000 to prove a point.

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If you immediately wanna start, I can do it, but I can assure you I

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cannot convert with this landing page no matter what you do, right?

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Because digital marketing is not about targeting only so I can target the best

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people, but if you don't have enough, like the proper tools to converse

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somebody to make them trust, 'cause each generation is all about trust.

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Right.

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So you're searching for a doctor, you wanna see some before, after you wanna

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see the clinic maybe, or you want to see some happy customer videos?

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I don't know.

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Like you want some sort of assurance, right?

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It only takes no way I'm gonna call you or no way.

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I'm gonna fill out a form.

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So the website is the most crucial thing for me.

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It's a red flag.

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And on the other terms, I also agree and the c r m system

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has to be set up properly.

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Like we have this client.

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We had the hardest time to understand what they're doing.

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have a, lead, right?

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They give a score of 17, it's not a sale, then they give it five.

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Then they were able to convert to five and they give seven.

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It's not converting.

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So you have to be in communication and know what the sales teams also on.

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Yeah, understanding the sales cycle of a legion client is really key because

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you gotta know what sort of path.

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The potential customer is gonna take once they, convert on the webpage.

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instead of acting, you might start reacting because

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everything on paper looks bad.

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But if you were just kind of like, know that it's a long process, if you just.

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How tight it might have worked in eventually.

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But if you don't know that, if your client is not feeding that input

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to you, it leaves you in the dark.

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you're just taking potshots and hoping that something sticks.

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But again, with knee gen, it's not like E-com stuff takes time.

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And if you're not patient, if you don't know the proper what's happening, once

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they convert on the webpage, what's happening on the background, you're

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gonna be reacting instead of acting.

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Yep.

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Makes sense.

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So I guess our main takeaways are good c r m, good sales teams, good

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lenders, reasonable expectations, four.

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Yep.

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That will be it.

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Yeah, I totally agree with the other part of it towards like, you gotta

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understand their sales cycle completely.

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'cause if you don't, then there's nothing really, you can make

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adjustments on the front end to actually help them in the backend itself.

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But yeah, that makes a lot of sense.

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Okay, moving on to e-commerce.

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margins, right?

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Sometimes like you have to choose what channel or even campaign types, right?

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If you have a tenner profit margins, you cannot go for search because

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search will be expensive for you.

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So have to Going to shopping or maybe move on to Facebook to just really a

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bit like creating demand part, but the profit margins cannot be thin if you're

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a digital margin, right, for the ads, and you have to make sure that you have

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some sort of, second purchase, either you're playing for the loyalty or you're

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playing for the cross sell, or you're playing for the upsell, you wanna.

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sell something as maybe bundle, like instead of a discount

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you should do a bundle.

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So profit margins will be the most important thing in managing

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an e-comm, in my opinion.

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. For e-comm, I think the most important thing I look at, Is whether the client

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is a reseller or they're selling their own products, that's one of the most

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important because if they're a reseller and if someone selling that stuff

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cheaper than you and the story money talks, no matter what you do, I mean,

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you're still gonna get conversion, but the bulk of your customers

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will go where that same stuff is.

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Cheaper.

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for example, like this is a AirPods case from a Wellknown brand speaking,

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I guess there, it's pronounced in us.

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I o This is the same product everywhere.

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Whether W sells it, FSLS, if I sell it, this is the same product,

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and if I sell it the cheapest, no matter what sort of strategy or,

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high-end Google ad stuff you do.

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Seven out of 10 people will end up buying it from me.

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You are only going to spend your money to educate those customers on this

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product will, inadvertently help me sell this product better because again,

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they will do the research for phase on your time and end up converting on me.

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So that's, I think the most important thing is unless the client is

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selling their original goods, Is to make a quick price check and like

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their best sellers, whether they're selling at least the market rate.

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The reverse side of that thing is they might sell their own stuff, but are those

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products also available in other place?

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Like, let's talk about cat screening points.

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I have two in my background, Cardboard ones, let's say if it's a brand one, if my

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client is selling it on their own website, and if they're also selling on Chewy or

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like they're wholesaling it to Chewy and Chewy is slashing the prices by like 20%.

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Again, no matter what I do, my metrics will never look that good.

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So price check is I think the number one thing.

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And second, the most important thing for me is.

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What FA said for lead gen, but I believe, I think it's most important

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for e-comm because if I land on the webpage to buy a product, 50% of

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those times it can be an impulse.

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Like I see something shiny, I want buy it.

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I don't want to broken checkout experience.

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I don't want to hop over like, Eight different pages to fill

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out my mother's maiden name.

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I just wanted to smooth, like two button click transaction, be done with it.

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Or if I go into website and I'm looking for AirPods cases, I want some proper

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filtering, like I want black ones.

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Silicon fits for AirPods, first generation.

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If your website, has that product but doesn't have those necessary

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filtering, You are failing to probably, maybe upsell a better product to

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me with better profit margins.

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website and product price ranges, whether they match what the market is offering.

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That's, I think the most important things for me to begin with

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when I onboard the new client.

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Makes sense.

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I agree with the o u too at this point was a good profit margins use of

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towards make sure it's competitively priced to give or take right?

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And have a good website experience.

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I'm just gonna build upon both of those.

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I agree with the profit margins, but I also want to add on it has

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to have a decent a o b I like to go like 60, 70 bucks, bare minimum,

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because marketing isn't getting cheaper, it's getting expensive.

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It's the average cost per conversion is like 30 bucks on a good day.

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And if your profit margins aren't there to support that, like if you're

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selling a product for 60 bucks and $34 of it is gone towards what do you

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call it advertising cost to convert that product and let's just say $15 or

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whatever to 15, 20 to ship out, but the product costs, you're left with $10.

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That's still some decent amount of money.

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But at the same time, if you're selling a $40 product that costs you $30 to convert,

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you're not gonna make money off of that.

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So good a o b, then it has to be something sellable on Google or on the platform.

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Like is it something, is it 'cause Google is a wants platform, something that people

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search for and want and need, right?

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It isn't a visual platform.

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Like if you're trying to sell clothing on Google, it's

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probably not gonna work, right?

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Clothing is more for visualization.

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You wanna go to Facebook, right?

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If you're trying to sell supplements, Yes, but under very rare conditions,

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like you have to be spending a lot on Facebook where people are slightly

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warmed up before they come to Google, search for the product, the type of

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product, and then convert after, right?

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So the want factor comes in.

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The other thing I kind of look at when I want take a client is

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what their a o v, not their a o B.

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The L T V is like, do people actually come back to buy a product?

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Like in the case of supplements, do people come back to your

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store to buy another item?

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Like if you're selling.

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I dunno.

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Yusef kept scratching stuff, right?

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Is Yusef gonna go back to the website to buy another one three months from now?

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Six months from now?

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Right.

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That makes my business scalable.

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Given that that means I can lose money on the front end the first time

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grabbing Yusef right, and then make money when he comes and buys the second

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and third time, I just have to get him to my website again, which is a lot

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cheaper because he already knows the brand, he already knows the product.

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So when he wants to buy it, he's just gonna check the label and come to me.

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So those are the main ones.

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A good A O V, a good L T V A sellable product and a good business.

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One of the things that people fail to understand is that you can't

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always sell a shitty product.

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If it's a good product, if it's a good business, it'll work, right?

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It'll skill.

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if it's a bad product that people don't want, then it won't, you can't sell

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stuff people don't want at a price point.

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They don't want.

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So you can't force it, especially on Google.

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Facebook is post wise, they can't check their competitors and whatnot.

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When you're looking at Google and you search Automo, let's just say cat

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scratch, pulse, there's 50 listings of different images, different type, and

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the price is right underneath, right.

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If it's not in a good spot where it doesn't look pretty, it doesn't

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look nice, you're gonna lose.

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When as soon as someone searches for your product type, you're already competing

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with everybody else right off the bat.

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'cause it's right there.

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That's my 2 cents on it.

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I agree with you on that.

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So everybody has to understand that digital marketing is not magic, right?

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You're, you're not pulling a rabbit out of the hat, like

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the product has to be sellable.

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The first thing I look at, like, would I buy this, right?

Kasim: 00:16:09

can the client gimme a reason?

Kasim: 00:16:11

And I ask, why would people buy this?

Kasim: 00:16:13

Or you have to gimme a reason, can push on it if it's something

Kasim: 00:16:15

that needs to be explained, right?

Kasim: 00:16:16

We had this client, it's a brewing something.

Kasim: 00:16:19

It has a brew here, so you burn it around rules and you turn.

Kasim: 00:16:24

Read to Dream.

Kasim: 00:16:24

So something like that needs an explanation.

Kasim: 00:16:26

A YouTube campaign might be proper for that, but if it's a like,

Kasim: 00:16:30

cheaper product where people just need to see the price, you can

Kasim: 00:16:34

continue with the shopping campaign.

Kasim: 00:16:36

But first it has to be sellable.

Kasim: 00:16:38

Like, would I buy this if they cannot answer the why,

Kasim: 00:16:41

it's hard to sell something.

Kasim: 00:16:43

Nice.

Kasim: 00:16:43

Well, with that said question for you guys, what will prompt you

Kasim: 00:16:47

to hold off launching an account?

Kasim: 00:16:50

what would you say like, oh, this can't launch while this is in place.

Kasim: 00:16:55

What sort of problem would that be?

Kasim: 00:16:57

Summer landing page.

Kasim: 00:16:59

like I just said, I cannot convert somebody on a blog post.

Kasim: 00:17:03

You have to have, yeah.

Kasim: 00:17:05

Landing page.

Kasim: 00:17:05

So this is for legion and e-comm combined again, let's do for legion, like what, fa,

Kasim: 00:17:11

since you went first, what would prompt you to stop a launch process for Legion?

Kasim: 00:17:16

What sort of issues?

Kasim: 00:17:18

Yes.

Kasim: 00:17:18

I already said website, and the, like, the client expectation.

Kasim: 00:17:22

Like if the client wants, like, I want 80 calls per day,

Kasim: 00:17:26

how much budget do you have?

Kasim: 00:17:27

2000.

Kasim: 00:17:29

What is the CPCs?

Kasim: 00:17:30

$3.

Kasim: 00:17:31

It's not possible.

Kasim: 00:17:33

I cannot.

Kasim: 00:17:34

Right?

Kasim: 00:17:34

Like, if you think that's possible, and if anybody says I can bring

Kasim: 00:17:39

that side, the stem or low quality.

Kasim: 00:17:42

So you have to understand that if not, I don't want you to feel

Kasim: 00:17:45

like I'm not good at my job.

Kasim: 00:17:47

So I have to set, clear expectation so we don't have a problem.

Kasim: 00:17:50

It's like John always says, it is better to just fire a

Kasim: 00:17:54

client before they fire you.

Kasim: 00:17:55

So you're just more honest.

Kasim: 00:17:57

Right.

Kasim: 00:17:58

Makes sense Like my pain point is profit margins.

Kasim: 00:18:00

Like either you have to have a clear, unique selling proposition

Kasim: 00:18:04

or value proposition or mm-hmm.

Kasim: 00:18:06

You have to have a strong for that second purchase rate?

Kasim: 00:18:09

cheap.

Kasim: 00:18:10

Like, hey, the C P C C P A will be $20, the product is $20.

Kasim: 00:18:15

If you can say a f a is completely fine, it's a cat foot.

Kasim: 00:18:18

Like I'm sure if a new user can purchase this, I'm pretty sure I

Kasim: 00:18:22

can sell this for a couple of time.

Kasim: 00:18:24

My lifetime, value is $70 for this $20 product.

Kasim: 00:18:29

Then it's better.

Kasim: 00:18:29

Now I have three x.

Kasim: 00:18:31

Player play area, right?

Kasim: 00:18:33

I need something like that because a lot of clients is board because like we have

Kasim: 00:18:38

5%, 6% conversion rate on a standard, the shopping campaign, which is cold.

Kasim: 00:18:43

That's good.

Kasim: 00:18:44

Like, that's actually great.

Kasim: 00:18:46

If you're not profitable, at that point, you need to change

Kasim: 00:18:50

something about your business.

Kasim: 00:18:51

Like marketing is not one sided.

Kasim: 00:18:53

Everybody has to understand that.

Kasim: 00:18:54

we are digital marketers, like we use Google Ads to just market your thing.

Kasim: 00:18:58

If your thing is bad, if it's not like red flag, I mean, we

Kasim: 00:19:02

can't do anything for that.

Kasim: 00:19:03

So I'll just postpone start and be like, Hey, I either do a

Kasim: 00:19:06

bundle or get a new product or do something that can help me help you.

Kasim: 00:19:12

If that makes sense.

Kasim: 00:19:13

Alright.

Kasim: 00:19:14

Sama, are you, I agree with F Pay.

Kasim: 00:19:17

My two biggest ones are just technical aspect of things.

Kasim: 00:19:20

Make sure all my analytics, all my numbers are connected, conversion

Kasim: 00:19:22

tracking is set up properly.

Kasim: 00:19:24

And a good website, I don't ask for much.

Kasim: 00:19:27

That's it.

Kasim: 00:19:29

Well, for me, I think e-comm, if that price, price match thing is,

Kasim: 00:19:35

Disproportionately favors other clients.

Kasim: 00:19:38

I will vote to postpone the launch until we get the prices fixed because again,

Kasim: 00:19:43

at the end of the day, money speaks and I I can launch the best p max or the

Kasim: 00:19:47

account structure the world has ever seen.

Kasim: 00:19:49

If my client is selling $50 cheaper than me, sorry, if the competitor is selling

Kasim: 00:19:53

$50 cheaper than me, the same product.

Kasim: 00:19:56

I'm never gonna hit that goal.

Kasim: 00:19:57

So I will gladly talk with the client and say, Hey, client, our prices, again, I

Kasim: 00:20:02

can't give a ballpark percentage because like 10% of a $50 versus $45 is different,

Kasim: 00:20:09

but 10% or $500 versus 44 50 is in charge.

Kasim: 00:20:13

Different thing.

Kasim: 00:20:14

So if that price gap is really large to justify user to go to

Kasim: 00:20:18

another web webpage, all I'll be doing is, you know, educating the.

Kasim: 00:20:23

User to go buy this product somewhere else where they, you know, offer

Kasim: 00:20:27

the same thing for the cheaper.

Kasim: 00:20:28

So that, for e-comm, I think my biggest thing is, and aside from

Kasim: 00:20:32

conversion, obviously e-comm product Id, I mean that these stuff I just

Kasim: 00:20:37

usually takes like, unless it's super broken, 30, you know, minutes at max.

Kasim: 00:20:43

So that pricing thing is my biggest red flag and I think most of times it's

Kasim: 00:20:48

overlooked in e-comm is feed quality.

Kasim: 00:20:50

Like oftentimes we have clients come in with really bad feed quality.

Kasim: 00:20:55

The titles are really messy because like if you want to start shopping,

Kasim: 00:20:58

your titles are gonna make those products appear visible or not.

Kasim: 00:21:02

I mean, yes, G T I N and other stuff also plays well, but titles,

Kasim: 00:21:07

images, descriptions, somewhere.

Kasim: 00:21:09

But a good proper feed structure will save a lot of headache down the line.

Kasim: 00:21:14

That's my two biggest reasons to postpone the launch for e-comm would be, and

Kasim: 00:21:19

for lead gen, I would say definitely c r m with UTM tracking, because

Kasim: 00:21:24

without those I will be flying blind.

Kasim: 00:21:27

I will solely rely on Google as numbers.

Kasim: 00:21:30

Like again, I have one search campaign inbound, one Pmax doing the same service,

Kasim: 00:21:35

one sales 10, lease 1 6 50 lease.

Kasim: 00:21:37

I don't know which brought me the most sales.

Kasim: 00:21:40

So now, I don't know which one to prioritize over than that.

Kasim: 00:21:43

If they don't have proper c r m set up and proper your u t M tracking,

Kasim: 00:21:47

I will, try to push to my best ability to have that in place.

Kasim: 00:21:51

Because again, if a campaign just spend like $5,000 and only broke me

Kasim: 00:21:56

one conversion, but that conversion.

Kasim: 00:21:57

ended up with a sale while Pax brought me a hundred conversions,

Kasim: 00:22:00

which almost none of them converted.

Kasim: 00:22:02

That all that tells me an entirely different story than

Kasim: 00:22:05

what I see on Google Ads.

Kasim: 00:22:07

that's, makes it really important to have a proper c r m.

Kasim: 00:22:10

that's the thing., Okay, thanks for listening guys.