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Promises Promises
November 13, 2009
I recently was involved with a prospective client who really wanted me to promise them some type of results in their PPC campaign. At first I was a little surprised by the question but as the prospect persisted I realized that "Guaranteed or Your Money Back" has become a very popular tag line in the modern sales pitch.
As usual what I actually said versus what I wish had said (hindsight is good but cruel) were two different things. It went something like this, "No we do not guarantee results. There are too many variables involved in PPC to guarantee results. If anyone you are talking to does guarantee PPC results they are selling something they can't deliver on." Now this is all true but after reflection I would have loved to have said "I can guarantee you that we will work our hardest on your account, we will employ all the latest best practice recommendations, and we will work hard to communicate with you to define and meet your goals. As for guaranteed results, there are just too many variables at play in any PPC campaign to guarantee results."
As with any search related effort the only guarantee that should be garnered is one of a willingness to work hard with a good client centered focus. A good partnership between client and agency is stronger than any 'secret sauce' and will end up providing many years of solid returns for everyone involved. Anything other than that is an attempt to sell something that you don't own.
All posts by Brent Sharp
posted by Brent Sharp at November 13, 2009 01:58 PM
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Comments
Good little lesson and good to share, as I have a feeling circumstances will take IP back to a similar situation somewhere down the road!
Posted by: greta at November 20, 2009 11:48 AM