Structure Amazon PPC Reporting Calls for Maximum Client Retention

Amazon PPC Client Reporting Calls: How to Keep Clients Longer

Your Amazon PPC agency struggles to keep clients beyond a few months? You’re not alone. Many agencies focus on initial setup and optimization but neglect the ongoing communication that builds trust and long-term partnerships.

It’s not just about getting results; it’s about showing those results in a way that clients understand and value. In this article, we’ll walk through how to structure reporting calls to demonstrate value, build stronger relationships, and ultimately retain clients longer. Let’s dive in.

Structure Amazon PPC Reporting Calls for Maximum Client Retention

Most Amazon PPC agencies focus almost exclusively on the technical aspects of campaign management. They run reports, adjust bids, and add keywords, but fail to effectively communicate the why behind their actions and the impact on the client’s business. A well-structured reporting call can change that.

Start with a Summary of Key Performance Indicators (KPIs)

Don’t bury the lead! Begin each call with a concise summary of the key metrics that matter most to the client. This usually includes sales, ACOS (Advertising Cost of Sale), and overall profitability.

• Example: “Over the past month, we increased sales by 15% while maintaining a 28% ACOS. This resulted in a $12,000 increase in net profit for your Amazon business.”

This immediately grabs their attention and sets a positive tone for the rest of the call.

Explain the “Why” Behind the Numbers

This is where you separate yourself from the average agency. Don’t just present the numbers; explain what drove those results. Were there specific campaigns that performed particularly well? Did you identify and negate unprofitable search terms?

• Example: “The increase in sales was primarily driven by our expanded targeting of [specific keyword] in your sponsored products campaign. We also saw a significant improvement in ACOS after negating several irrelevant search terms that were costing you money.”

By explaining the “why,” you demonstrate your expertise and show that you’re not just blindly managing campaigns.

Highlight Specific Wins and Opportunities

Go beyond the overall numbers and highlight specific wins that demonstrate your value. This could include a successful product launch, a significant improvement in conversion rate, or the identification of a new growth opportunity.

• Example: “We successfully launched your new [product name] and achieved a 20% ACOS within the first month. This demonstrates the effectiveness of our product launch strategy and the potential for future growth.”

Also, discuss any potential opportunities that you’ve identified for the upcoming month. This shows that you’re proactive and always looking for ways to improve performance.

Provide Actionable Recommendations for the Next Month

Don’t leave the client wondering what’s next. Clearly outline the specific actions you’ll be taking in the coming month to continue improving performance.

• Example: “In the next month, we’ll be focusing on optimizing your brand campaign to improve brand awareness and drive more sales. We’ll also be testing new keywords in your sponsored products campaign to expand your reach and target new customers.”

This provides reassurance that you have a plan and are committed to their success.

Use Visuals to Enhance Understanding

Data can be overwhelming, especially for clients who aren’t PPC experts. Use visuals to make the information more digestible and engaging.

Charts and Graphs

Instead of presenting raw data, use charts and graphs to visualize trends and highlight key insights. This makes it easier for clients to understand the story behind the numbers.

• Example: A line graph showing the trend of sales and ACOS over the past six months can quickly illustrate the overall performance of the account.

Screenshots

Use screenshots to illustrate specific examples of successful campaigns, high-converting keywords, or effective ad creatives. This helps clients visualize the work you’re doing and understand the impact of your efforts.

Before-and-After Comparisons

Show before-and-after comparisons to highlight the improvements you’ve made. This could include a comparison of ACOS before and after a specific optimization, or a comparison of sales before and after a product launch.

Encourage Open Communication and Feedback

The reporting call should be a two-way conversation, not a one-way presentation. Encourage clients to ask questions, provide feedback, and share their concerns.

Ask Open-Ended Questions

Instead of asking yes/no questions, ask open-ended questions that encourage clients to elaborate on their thoughts and feelings.

• Example: “What are your overall thoughts on the performance of your Amazon ads over the past month?” or “What are your biggest concerns about your Amazon advertising strategy?”

Actively Listen and Respond

Pay attention to what the client is saying, both verbally and nonverbally. Acknowledge their concerns and respond thoughtfully. Show that you’re genuinely interested in their feedback and that you’re committed to addressing their needs.

Be Transparent and Honest

Don’t sugarcoat the truth. If there have been setbacks or challenges, be upfront about them. Explain the reasons for the challenges and what you’re doing to overcome them.

Document and Follow Up

After the call, send a follow-up email summarizing the key takeaways and action items. This ensures that everyone is on the same page and that nothing falls through the cracks.

Summarize Key Takeaways

Reiterate the main points discussed during the call, including the key performance indicators, specific wins, and actionable recommendations.

List Action Items

Clearly outline the specific actions that you and the client will be taking in the coming month. Assign responsibility for each action item and set deadlines for completion.

Schedule the Next Call

End the email by scheduling the next reporting call. This ensures that you maintain consistent communication and that you continue to build a strong relationship with the client.

Client retention is just as important as acquiring new clients. By structuring your Amazon PPC reporting calls effectively, you can demonstrate value, build trust, and keep clients longer. This translates into a more stable business and predictable revenue stream for your agency.

Key Discussion Points from the Episode

Here are some of the most valuable insights Andrew and Stephen shared during the full episode discussion:

And Client was really frustrated. Client had a lot of hope in this product. I came on to consult.

It was so easy. I just, there were really only three relevance, like keywords or search terms for the product. Like those three keywords were like 98% of all search volume for the product.

So there’s not really much long tail opportunities. It’s just going to be these two or three short tail keywords. The average CPC for those was like two to three dollars.

Super competitive. And because the product was in launch phase, we couldn’t really hit the ACOS margins, right? We used like revenue per click to figure out what should the CPC be?

And so I just came on. I just told the client, look, what you want is for us to get traffic at this CPC. Amazon will not give us the traffic at that CPC, because the competition is bidding it up.

So here’s what the market price is. What we need to do. So that’s the what and the why.

Why can’t sales grow or like what’s going on? Sales aren’t growing. ACOS is high for this reason.

The CPCs are competitive on this keyword, which is basically the only shot at getting any traffic. What happens next? You as the business owner now get to make a strategic decision between raising your target ACOS and just saying, you know, that’s fine.

Let’s go up to 200%. That’s what it’s going to take to help get this product off the ground. Or we can hold off on the ads and not try to spend all this money right now until we get more reviews on this product and perhaps do some other things.

So I’m giving them a decision. What do you want to do? I just told them we can’t spend for this reason.

Like it’s impossible. We’re outbid. So we can’t I can’t tell Amazon to give us preferential treatment.

So we can either just play the game, pay the CPCs or go for another strategy to increase conversion rate so that we can afford the two to three dollar CPCs but we can’t do it at the current conversion. That to them when I came on, they were like wrestling with the the old TPC managers for months. What I just explained that to them.

And the other PPC managers were like, yeah, we know that we know that but they didn’t tell the client that. So that’s my biggest point. It’s like if you can’t tell the storage of the client.

So they’re like, I told them to the client, they were like, oh my goodness, thank you so much. Now it makes this is obvious. I don’t know why no one else could have just told us this.

Everyone else was like, yeah, every time we try to increase the spend, the ACOS spikes and then we pull back and then the sales drop and they couldn’t figure it out. It’s like, ah, it’s like, why don’t you just communicate to the client. Here are the choices.

This article is based on Episode 52 of That Amazon Ads Podcast. Subscribe for weekly Amazon PPC strategies.