When a channel is tasked with generating quality leads but doesn't, it's easy to panic or blame. What is not always easy is taking a step back to evaluate all the Banner Design options. Better questions lead to better answers. By asking better questions of your customers, it can lead to untapped opportunities. It's a chance to better understand the business. Ultimately, these types of questions make you a valuable asset to your client. More resources:More importantly: have you ever asked your client how they came to this conclusion? I've seen this Banner Design disconnect far too often in clients: Sales cycle timelines are based more on assumptions than actual data! Crazy, right? The problem of not knowing a company's average Banner Design sales cycle can hurt any PPC program. Let's break down an example here. The PPC program should attract 50 leads per month. The current results meet these objectives. The assumed sales cycle is 30 days. A month later, client says leads aren't converting and threatens to cut marketing Banner Design budget (or worse, find another agency). Basically, the leads are not of quality in their eyes. After several meetings, panicked phone calls and many nightly searches, the client comes to find this: The actual sales cycle is closer to 60-90 days. Advertising Continue reading below The result of this discovery: it has nothing to do with PPC (again). Now that there is a data-driven model, Banner Design where do you go from here? The key is to reset expectations in the PPC program. For instance: If a PPC program brings in 50 leads a month, the actual closing of quality leads won't Banner Design be known until 60-90 days later. If a client is asked to increase their budget by 50% overnight, lead volume will likely increase. This does not mean that the timing of the sales cycle is also accelerating. This section directly correlates to point 1. There will always be a transfer of responsibility from marketing to sales. The key is to set realistic expectations with each team. Most importantly, communicate the results and often. 3. Sometimes budget is the main issue When was Banner Design the last time your client audited their unqualified leads? I recently did this exercise with a client. We looked specifically at PPC leaders, as PPC 101: A Complete Guide to the Basics of PPC Marketing What is a conversion in paid media? How to measure the success of PPC campaigns with and without conversion data