Watch this webinar for a live workshop with our friends at SearchLab. SearchLab is a Chicago-based agency who has been able to foster trust and build a list full of client referrals using tools like WordStream and CallRail to produce amazing results.

1. LIVE WEBINAR
© Copyright 2019 WordStream, Inc. All rights reserved.
How to Market
Your Agency as an
Investment

2. 2|
Hi, I’m Amanda
•Sr. Marketing Specialist at
WordStream
•I’ve lived in every single New
England state except CT.

4. 4|
Hi, I’m Rachel
•Partner Marketing Manager
at CallRail
•I am a tequila aficionada and
am a certified expert by the
Tequila Regulatory Council.

5. Attribution software that helps track call and form leads for
more than 100,000 businesses and we help marketing agencies
prove their campaign ROI through call and form tracking.
Who is
?

6. The webinar will be recorded.
Check your inbox for the materials.
Submit your questions for Q&A!
+

7. 7|
Hi, I’m Matt
•Senior Agency Account
Executive/Team Leader at
WordStream
•Grew up on the
Massachusetts coast and
refuse to eat seafood.

8. 8|
What are the biggest
challenges your agency will
face in 2020?

9. | Confidential 9
Agency Service Offerings

10. | Confidential 10
Employees Dedicated to Paid Search

11. | Confidential 11
Time Spent Managing Paid Search

12. | Confidential 12
Paid Search Spend Growth

13. | Confidential 13
Client Lifespan

14. | Confidential 14
Client Acquisition Sources

15. 15|
To keep the client referrals
coming in, you need to
perform excellent work

16. 16|
A little about myself...

17. 17|
Hi, I’m Mark
•Founder, Principal at
SearchLab
•I was an assistant coach for a
high school football team for
8 years.

18. 18|
A little about SearchLab...

19. 19
1. Real Wordstream & CallRail use
cases
2. How we use data to increase
sales and client retention
3. How we prove that our work is
an investment not an expense
Objectives

20. 20|
The Challenge: Competition
Use Case #1
Tax Appeal Lawyer in Chicago
High Competition = Expensive Clicks

21. | Confidential 21
Important Stats
Using Wordstream For Better ROAS
• Increased Conversions
• Decreased CPA.
• Lower Ad Spend.

22. | Confidential 22
Wordstream Tools Used
Using Wordstream Tools To Lower CPAs
• Query Stream
• Easy Tracking
• Reports
• 20 Minute Work Week
• Keyword Tool

23. | Confidential 23
$37.71 Conversions in Four Months

24. 24
1. Real Wordstream & CallRail use
cases
2. How we use data to increase
sales and client retention
3. How we prove that our work is
an investment not an expense
Objectives

25. 25|
The Challenge: A “Bad” Report
Neuropsychologist call data didn’t make sense
Use Case #2

26. | Confidential 26
Some Background
✓ Long-term client had been performing well
✓ Neuropsychologist - we cannot listen to calls (HIPAA)
✓ We had year over year data to compare (e.g. Aug. 2019 vs Aug. 2018)
✓ No change to the monthly ad spend
✓ In August 2019, total call numbers declined YTY
✓ We had been relying on call numbers to demonstrate the
performance of the campaign and comparing it to client intakes

27. | Confidential 27
What Happened
Using CallRail to Tell the Real Story
• Total calls decreased 2018 vs.
2019 (84 vs. 59)
• Unique calls were unaffected
(45 vs 46)
• A single person called almost
40 times in a single month.

28. | Confidential 28
Attribution Modeling
Client Intakes Increase
• Using CallRail Attribution
Modeling Helps Overcome
HIPPA Challenge
• Wordstream Query Stream
Was Very Helpful
• Total Patient Intakes From
Our Activities Reached
All-time Highs

29. 29
1. Real Wordstream & CallRail use
cases
2. How we use data to increase
sales and client retention
3. How we prove that our work is
an investment not an expense
Objectives

30. 30|
Better Reports and Better
Case Studies to Show Value

31. | Confidential 31
“Never bring an
opinion to a data
fight”
-Andy Crestodina, CMO Orbit Media

32. | Confidential 32
Improved Client Reports & Case Studies

33. | Confidential 33
Market Your Agency As An Investment
Here’s How:
Invest in yourself to provide external value
Be data driven!
Transparency = retention & lead gen
Attribution matters and proves your value
1
2
3
4

34. 34|
Partner With Us!

35. | Confidential 35
CALLRAIL OFFER
14-DAY FREE TRIAL

36. | Confidential 36
CallRail Partner Program
● Partners receive access to an
Agency Partner Advisor
● Personalized training to help you
sell CallRail
● Access to Partner Portal to
register deals, share content,
and request co-marketing
● Revenue sharing for net new
accounts
● Eligible for feature in CallRail’s
Partner Directory

37. | Confidential 37
WordStream OFFER
Growth Strategy Call

38. © Copyright 2019 WordStream, Inc. All rights reserved.
Thank you!

39. | Confidential 39
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5. Croissant donut jujubes pudding soufflé pastry
6. Pastry sugar plum marzipan carrot cake

40. | Confidential 40
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42. | Confidential 42
WordStream: Online Advertising Made Easy
First, Analyze
Use our free tool to benchmark
your current performance and
see where you need to improve.
Second, Optimize Finally, Maximize
Work faster and get better
results from paid search,
converting clicks to customers.
WordStream users convert 60%
more leads while reducing their
costs by 10%.

43. | Confidential 43
SQL PROJECTIONS BY SOURCE OCTOBER NOVEMBER DECEMBER
Test test test test
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test test test test
test test test test
test 144 102 180
test 117 117 117
TOTAL 500 930 302
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44. | Confidential 44
SQL PROJECTIONS BY SOURCE OCTOBER NOVEMBER DECEMBER
Test 209 182 160
Test 308 254 216
Test 82 72 38
Test 100 68 68
Test 3 0 0
Test 144 102 180
Test 117 117 117
Test 209 182 40
Test 349 43 93
Test 33 332 432
Test 393 30 302
TOTAL 500 930 302
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45. | Confidential 45
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46. | Confidential 46
Questions & Answers
Q: What does it mean to be a Google Premier Partner?

47. | Confidential 47
Questions & Answers
A: As a Google Premier Partner, WordStream joins a small group of highly qualified
companies. The AdWords Premier SMB Partner Program (PSP) connects Google’s
trusted and experienced AdWords partners with small and medium-sized
businesses that want expert help in creating, managing and optimizing their online
advertising campaigns. Google Premier Partners meet Google’s highest standards
and criteria for qualification, transparency, and customer service, which includes
completing extensive Google product and account management training.
Q: What does it mean to be a Google Premier Partner?

48. | Confidential 48
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