With PPC the client expects magic. The tendency is “I have paid you money, now get me the result” as if we have some magic wand. Sadly, no PPC agency in London has that and thus meeting the client expectation might be a tricky job.
Know his expectations: See how realistic those are. If they are, then great, proceed to the next step. But if the client is asking for the impossible, then you need to sit with him and talk to him. Get a clear idea about his goals.
Restate the expectations: Once you and your client have a mutual expectation statement, mention it to the client in black and white. Keep this statement as factual and as straight possible, without many clauses. Make sure that you both agree to this, possibly revised goal, statement.
Gain Buy In: In this step, you will want to ensure that the final version of what the client wants. This is another opportunity to tell him how to make his expectations more realistic. Don't tell him his goals can't be achieved but tell him how we can reach the optimum level without exhausting the resources. The client might feel that you are not compassionate with his goals so work tactfully here.
Review: Review the expectations from time to time. This is not only an opportunity to see if expectations are met but also a chance to see if the expectations have changed. The main competitors might have changed their tactics or there can be a new feature available for targeting better.
Know his expectations: See how realistic those are. If they are, then great, proceed to the next step. But if the client is asking for the impossible, then you need to sit with him and talk to him. Get a clear idea about his goals.
Restate the expectations: Once you and your client have a mutual expectation statement, mention it to the client in black and white. Keep this statement as factual and as straight possible, without many clauses. Make sure that you both agree to this, possibly revised goal, statement.
Gain Buy In: In this step, you will want to ensure that the final version of what the client wants. This is another opportunity to tell him how to make his expectations more realistic. Don't tell him his goals can't be achieved but tell him how we can reach the optimum level without exhausting the resources. The client might feel that you are not compassionate with his goals so work tactfully here.
Review: Review the expectations from time to time. This is not only an opportunity to see if expectations are met but also a chance to see if the expectations have changed. The main competitors might have changed their tactics or there can be a new feature available for targeting better.
