Your client is unhappy with SEM results despite positive data. How do you navigate this challenging scenario?
Search Engine Marketing (SEM) can be a powerful tool for driving traffic and increasing visibility online. However, even when the data looks positive, clients may sometimes feel dissatisfied with the results. This can be a complex issue to navigate, as it involves aligning expectations, understanding the client's perspective, and taking actionable steps to improve satisfaction without compromising the data-driven approach that SEM requires.
When faced with a client who is unhappy despite positive SEM data, your first step should be to assess their expectations. Understand what success looks like for them and how it might differ from the metrics you are reporting. Clients may have specific goals or KPIs (Key Performance Indicators) in mind that aren't fully captured by standard SEM metrics like click-through rates or cost-per-click. By identifying any disconnect between your data and their expectations, you can begin to bridge the gap and work towards a more aligned strategy.
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Positive data meaning you've got a good number of conversions from your campaigns? If so, yes, that's a good sign for the Ad account. But not for your overall marketing efforts. You'll need to map it to the revenue these conversions generated in order to calculate ROAS (Return on Ad Spend). To do this, you'll need to make sure you've conversion tracking is properly set up and also UTMs of your campaigns is passed (from an Ad Group & Ad level) to your clients CRM. I'd also recommend to understand why you're client is unhappy first and understand what they want out of your SEM efforts first and then start doing a deep-dive.
Once you've established the client's expectations, take a deep dive into the data. Look beyond surface-level metrics to analyze user behavior, conversion paths, and other nuanced aspects of your SEM campaigns. This deeper analysis might reveal insights that are more aligned with the client's goals, such as quality leads generated or an increase in high-value transactions. Presenting these findings can help demonstrate the value of your SEM efforts in a way that resonates with the client's objectives.
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Analyser les tendances du marché peut aider à rassurer le client en cas de contre performance d'un point de vue chiffre d'affaires. Sur performer le marché dans des temps difficiles peut être un excellent indicateur des performances à venir lorsque les conditions seront plus clémentes. Obtenir des données concurrentes peut également aider à démontrer l'intérêt des campagnes mises en place.
Effective communication is key in addressing any discrepancies between expectations and results. Ensure that you're providing clear, comprehensive reports that not only present the data but also explain what it means for the client's business. Use visual aids and analogies to make complex SEM concepts more accessible. Regular meetings or calls to discuss campaign progress can also help maintain an open dialogue and build trust with your client.
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Être le plus authentique possible en employant un vocabulaire simple peut aider à maintenir le dialogue dans la durée. Prévoir des call réguliers pour tenir informé le client des évolutions du marché, des performances des campagnes Demander des retours régulièrement afin de ne pas être pris de court et éviter toute mésentente.
If your client's dissatisfaction stems from unmet goals, it may be time to adjust your SEM strategies. This could involve refining target keywords, revising ad copy, or optimizing landing pages for better conversion rates. Consider conducting A/B testing to find the most effective approach for meeting the client's specific objectives. By showing a willingness to pivot and adapt your strategies, you can demonstrate commitment to achieving the best possible outcomes for your client.
Sometimes, client dissatisfaction arises from a lack of understanding of SEM processes and how they relate to business growth. Take the time to educate your client about the intricacies of SEM, including how certain metrics influence their overall objectives. Explain the long-term benefits of SEM and how it contributes to building a strong online presence. An informed client is more likely to have realistic expectations and appreciate the results you're delivering.
Finally, offer concrete solutions to address any areas where the client feels the results are lacking. This might include proposing new campaign ideas, suggesting additional channels for advertising, or implementing more advanced tracking to capture a broader range of data. By proactively offering solutions, you show that you are not only listening to their concerns but also taking decisive action to enhance their SEM campaigns.
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