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3 Ways White Label Services Can Make You Appear Like PPC Experts

Antonella Saravia

3 years ago



Confidence is at the root of every negotiation. A successful salesperson must project an air of trust with every answer they give. But what happens when a prospect begins asking questions about services they’re not as familiar with? What happens when they start asking for services that could be a lucrative upsell, but your company doesn’t yet offer them?

The demand for PPC services has increased exponentially, and they are essential to any online marketing campaign. This means more and more potential clients will ask about your agency’s ability to deliver an effective pay-per-click strategy.

This increased interest has created an abundance of opportunities for digital marketing agencies to grow and flourish. As a white label PPC agency, we can help you take advantage of these opportunities and confidently answer all your clients’ questions.

Below is a helpful guide for sales professionals aiming to add PPC to their service portfolios. We’ll address the primary obstacles and begin tackling them for optimal results as quickly as possible.

Learn the Language: PPC Industry Jargon

As you speak with potential clients, you will notice a mixed understanding of what PPC can do for them. Moreover, many of your clients will be fuzzy on the ability to tailor, set, and track their campaigns.

The more your sales team can educate their prospects, and the more confident they are in the services they’re offering, the easier it will be to guide them through the sales process and convert leads.

You wouldn’t think it, but many businesses will take a meeting without entirely understanding what is being offered. Explaining Pay Per Click services may be one of the first requests you take.

So, let’s make sure everyone is starting with the same vocabulary.


PPC is often confused with SEO (Search Engine Optimization). SEO increases the amount and quality of traffic to a website from unpaid or “organic” search engine results. This marketing tactic leverages keywords on effective website content to trigger search queries and rank better on search engines. SEO-focused content tells the search engines what your website is about and serves it to those searching for a particular answer/product/service.



PPC (pay-per-click) is an advertising model available on search engine networks (like Google or Microsoft) in which you only pay for the clicks your ads receive. Search queries trigger ads, and the platform evaluates if yours is relevant to the user’s intent. Advertisers can choose from many settings and features to reach their target audiences and achieve their objectives.


CPC (cost-per-click) is the maximum an advertiser is willing to pay for a click on an ad. The search engine platform can use this to help determine if you will participate in an auction for ad placement. Your actual CPC will most often be under your max CPC, but the setting allows advertisers to create that barrier.


CTR (clickthrough rate) is a metric that shows you how many people clicked on your ad versus the number of people who saw your ad. If you’re not getting a high enough CTR, it may be time to change elements of your ad (its content, placement, etc.).

Want to be well-versed in all things PPC? Download our introductory ebook!

Understanding the PPC Audit

PPC audit reports provide a detailed overview of the campaign’s monthly performance. Strategists review account data as it piles up to create an educated outlook and flag any inefficiencies. 

A reliable PPC audit report will highlight potential opportunities, poor performance, and a strategy to complement each. An audit coupled with competitor research, available through Google Ad and Microsoft Advertising accounts, gives advertisers a better idea of their position in the market and future opportunities.

Audits consist of the following elements:

  • Clear KPIs to measure how well campaigns are performing and meeting objectives
  • A date range to define how long data has been collected
  • Documentation of changes and optimizations in campaigns, seasonal trends, modifiers, and features continuously evolve
  • Microsoft Advertising or Google Ads Account Structure audits to ensure that all campaigns and ads are relevant to each other
  • Keywords research and reviews to determine which influence traffic and sales
  • Ad copy reviews from the audience’s perspective
  • A Quality Score analysis to determine how well landing page, CTR, and ad relevance are doing
  • An evaluation of your ad extensions to understand where the audience is being directed and if they’re useful to campaigns
  • Ad network reviews to determine how each is contributing to your results

Click here to learn more about each of the elements mentioned above and how they contribute to your audits.

Mastering Common Setbacks in PPC Campaigns

Campaign Nuances

Poor Landing Page

Is your landing page easy to read? Is it mobile-friendly? Does it answer the basic questions that interest your customers?

A high-converting page will welcome a user with a headline that communicates your offering, direct them to a clear CTA (call to action), and provide the information they require to move further down the buying funnel.

‘Set and Forget’

What worked one season won’t always work in the next. Many advertisers think that the settings that performed well should be left as they are, but it doesn’t work that way with PPC.

Shifts in consumer behavior, seasonal changes, new features, digital trends, and even the economy require constant monitoring and campaign optimizations.

The longer your campaigns run, the more you will have to test different elements, strategies, and scenarios.

If you’re in a rut, talk to one of our experts. Our PPC sales consultants help address the most complex of situations to iron out the details.

Make Your Life Easier with White Label PPC Services and Tools

As a White Label PPC agency, our work entails supporting digital marketing agencies with each of the obstacles that we’ve mentioned above.

Our White Label Partner Program provides digital marketing agencies with the tools, support, and expertise required to free clients of PPC so that they can focus on scaling their business, getting more clients, and driving more profit.

Also, our sales enablement tool, WSM Compass, simplifies the sales cycle by reducing the cost of training, developing, and managing services in-house.

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Getting your hands on high-quality templates and tools for your PPC audits is essential to modern online marketing. Our AdInsights tool, one of White Shark Media Compass’ features, provides automated PPC audit reports for our partners.

Automating these reports can save you an enormous amount of time and are structured based on industry standards. This white label PPC software empowers sales teams with valuable insights across Google and Microsoft accounts. It provides up to 30 performance-based recommendations and step-by-step instructions on how to implement them.

Our partners save time by leveraging AdInsights to easily brand all materials and share them directly to clients and on their websites.

Jump to our latest post to take a closer look at the AdInsights platform and generate your audit reports.


Though PPC is a particular field of interest, selling it to potential customers follows the basic sales principles. A confident and clear understanding of your product will help your clients feel that your team will fully address their challenges.

Working alongside experts will help shorten the learning curve of adding PPC to your portfolio and mastering the sales process. As the demand for PPC continues to grow, it will be vital for your team to stay well-versed in its capabilities.

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