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What do you do if your clients raise objections or concerns about your SEM strategies?

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When you're tasked with managing a client's Search Engine Marketing (SEM) campaigns, encountering objections or concerns about your strategies is not uncommon. It's essential to remember that SEM, which includes both paid advertising efforts like Pay-Per-Click (PPC) and Search Engine Optimization (SEO), is complex and can sometimes be misunderstood by clients. Your role is not only to implement effective strategies but also to communicate their value and address any doubts your clients might have. Here's how you can approach such situations with confidence and professionalism.

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1 Listen Carefully

When faced with concerns, your first step is to actively listen to your client's objections. This doesn't mean just hearing them out; it involves understanding the root of their worries. By asking clarifying questions and showing empathy, you can fully grasp their perspective. Remember, your client's concerns are valid to them, and acknowledging this is crucial for building trust. Once you've listened, you can better tailor your response to address their specific issues, rather than offering generic reassurances.

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Oscar Perez Ortiz

Optimizaciòn para motores de bùsqueda (SEO), Growth Hacker, Content Marketer
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La mejor técnica para resolver dudas, inquietudes y para evitar objeciones en los clientes para mi siempre ha sido desarrollar un brief claro y simple para presentarlo al cliente. En lo personal me gusta hacer una reunión para presentar la estrategia antes de activarla eso hace que los clientes se sientan parte del proceso todo el tiempo, además, si conocen la estrategia desde el principio evitas que más adelante cuestionen tus procedimientos. Para mí el brief debe tener 3 partes muy simples: objetivos, desarrollo y tiempos de entrega. Debes ser conciso con los objetivos, incluir qué vas a lograr; cómo y en cuánto tiempo. De este modo los clientes siempre van a saber cómo usas su dinero y eso los va a hacer muy, pero muy felices.

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Saquib Syed

PPC Specialist | Paid Media Manager | Ex-Google | Google Ads | Meta Ads | Performance Marketing | Campaign Strategist | Growth Marketing | Lead Generation | Client Facing | Fueling Growth With Strategic Ad Campaigns ??
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When clients raise objections or concerns about SEM strategies, it's important to listen carefully and understand their perspective. Address their concerns empathetically, acknowledging their viewpoint and demonstrating a willingness to collaborate on finding solutions. Take the time to explain the rationale behind your strategies, providing data and insights to support your approach. Be open to feedback and adjustments, working together with the client to ensure that their goals and expectations are being met effectively.

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J. Enrique Alonso

Director de Operaciones en Geotelecom
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La tendencia natural es rebatir cualquier objeción con multitud de datos técnicos y una capa de "experiencia acreditada". Ahora bien, lo idóneo es realizar una escucha activa para identificar de dónde viene esa incertidumbre. Quizá no sea tu planteamiento, sino una situación interna que puedas abordar conjuntamente. Aquí no hay truco: generar confianza más allá de una propuesta SEM cuya solvencia sea intachable.

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2 Explain Clearly

After listening, it's your job to explain your SEM strategies clearly. Avoid jargon and technical terms that might confuse your client. Instead, use simple language and analogies that relate to their business or industry. For example, compare PPC to a bidding war at an auction to illustrate how competitive keywords can drive up costs. Your goal is to make the complexities of SEM accessible, so your clients feel informed and confident in the strategies you're implementing on their behalf.

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Emily Michalak

Building Successful Personal Brands for Over a Decade – Providing Mortgage Solutions with a Personal Touch | SEO Expert | Owner of Hidden Gem Communications Marketing Agency
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Explaining SEM strategies in simple terms is crucial. Skip the jargon, opting for clear language and relatable analogies. For instance, liken PPC to an auction to demonstrate how keyword competition affects costs. Your aim is to demystify SEM, ensuring clients understand and trust the strategies you're employing for them.

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J. Enrique Alonso

Director de Operaciones en Geotelecom
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Al hilo de lo anterior, tienes que saber a quién tienes delante. Si un CEO o fundador de la compa?ía tiene un nulo conocimiento del digital y sus 40 a?os de carrera han sido offline, no esperes que comprenda lo mismo que su eCommerce Manager con el cual has tenido el briefing previo. A veces todo se resume en "vamos a invertir tanto presupuesto para retornar tantos ingresos con una rentabilidad determinada". Seguramente no le importe si vas a invertir más en Display o en PMax, eso será trabajo tuyo y de su eCommerce Manager. Resumen: no pierdas el foco y sé claro, no siempre hay que demostrar lo técnicos y expertos que somos.

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3 Provide Evidence

Your clients may need concrete evidence to be convinced of the effectiveness of your SEM strategies. This is where data comes into play. Show them reports and analytics that demonstrate how your efforts have led to improved search engine rankings, increased website traffic, or higher conversion rates. Visual aids like graphs and charts can be particularly effective in illustrating progress and success. Remember, numbers often speak louder than words when it comes to proving the value of SEM.

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J. Enrique Alonso

Director de Operaciones en Geotelecom
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Dato mata relato, así de sencillo. El camino se muestra caminando y nada mejor que los resultados o las previsiones en torno a las cuales quieres moverte. ?Se cumplirán? Seguramente no, pero esa previsión será tu ancla para intentar todo lo posible para conseguirlo. Hazlo visual y tendrás medio camino hecho, aporta valor es una cuestión también de confianza.

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Emily Michalak

Building Successful Personal Brands for Over a Decade – Providing Mortgage Solutions with a Personal Touch | SEO Expert | Owner of Hidden Gem Communications Marketing Agency
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To prove SEM strategy effectiveness, present data-driven evidence. Use reports and analytics to show improved rankings, increased traffic, or higher conversions. Visuals like graphs and charts can effectively highlight progress and success, making the impact of your efforts clear. Numbers often make a stronger case for SEM's value than words alone.

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Jordan Fry

?? Founder, RevAmp | Scaling 7+ figure brands with Google & Pinterest Ads | Ex-Google, Ex-Pinterest
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Back it up with data. Nothing is more important. You need to make it as objective as possible when proposing a strategy. Are you proposing a new keyword strategy? Be prepared to show data on competition, search volume, and expected performance. Are you proposing testing a new Youtube campaign? Be prepared to provide data on expected conversion rates, reach numbers, and how you'll approach attribution. You can't argue with numbers, and data holds more weight than anecdotes or opinions.

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4 Reassess Together

Sometimes, a client's objections may indicate that a strategy isn't aligning with their goals or expectations. In such cases, it's important to reassess the SEM approach together. Discuss what's working and what isn't, and be open to making adjustments. This collaborative effort not only helps refine the strategy but also shows your client that their input is valuable and that you're committed to achieving the best results for their business.

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Emily Michalak

Building Successful Personal Brands for Over a Decade – Providing Mortgage Solutions with a Personal Touch | SEO Expert | Owner of Hidden Gem Communications Marketing Agency
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When client objections arise, it's a sign to reevaluate the SEM strategy. Discussing both successes and shortcomings, and being willing to adjust, demonstrates a partnership approach. This collaboration not only fine-tunes the strategy but also underscores the value you place on their input and your dedication to their business success.

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5 Educate Continuously

SEM is an ever-evolving field, and keeping your clients educated about new trends and changes is key to preempting objections. Regularly share insights about industry updates, algorithm changes, or new SEM tactics. By keeping your clients in the loop, they'll be more likely to trust your expertise and less likely to question your strategies. Education empowers your clients and strengthens your partnership.

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6 Stay Patient

Patience is a virtue, especially in SEM where results can take time. If a client is anxious about the pace of progress, reassure them that SEM is a long-term investment. Highlight past successes and remind them that fluctuations are normal, but the overall trend should be positive over time. Your patience and consistent communication will help maintain a positive relationship with your client, even when they're feeling uncertain about the strategies being employed.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Mohit Mehta

Paid Search Manager - GroupM/WPP | Media Advertising Professional
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Based upon my experience, I would suggest to first understand their concerns and what are their suggestions. If you think you have much better strategy to improve campaigns performance, then explain clearly with logic and share references, if any. Convince them to test on a very small budget, if that works then, it can be applied to rest of the campaigns. This will ensure them that even, if that didn't workout, then, there will be very less budget loss.

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What do you do if your clients raise objections or concerns about your SEM strategies?

1

2

3

4

5

6

7

1 Listen Carefully

2 Explain Clearly

3 Provide Evidence

4 Reassess Together

5 Educate Continuously

6 Stay Patient

7 Here’s what else to consider

Search Engine Marketing (SEM)

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What do you do if your clients raise objections or concerns about your SEM strategies?

1

2

3

4

5

6

7

1 Listen Carefully

2 Explain Clearly

3 Provide Evidence

4 Reassess Together

5 Educate Continuously

6 Stay Patient

7 Here’s what else to consider

Search Engine Marketing (SEM)

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