New Year Sequence for PPC Specialists Email Guide
Why New Year Sequence Emails Fail for PPC Specialists (And How to Fix Them)
Your biggest client just asked why their competitors are outranking them on a new keyword, and you realize your strategy has been reactive, not proactive. Many PPC specialists find themselves constantly reacting to market shifts and client demands, leaving little room for the strategic, forward-thinking work that truly moves the needle for their clients.
Imagine starting the year with a clear, proactive strategy for every client, anticipating trends and positioning them for aggressive growth. A New Year Sequence isn't just about goal setting; it's about building a systematic approach to dominate the competitive and secure your clients' success.
The emails below are designed to guide your clients through a powerful reflection and planning process, positioning your services as the essential catalyst for their success in the year ahead.
The Complete 4-Email New Year Sequence for PPC Specialists
As a ppc specialist, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Reflection
Help them review the past year and identify gaps
Hi [First Name],
Remember that big client pitch you lost, or the budget you didn't quite hit? It's easy to get caught up in the daily grind, improving bids and crafting ad copy.
But as the year closes, many PPC specialists realize they spent more time reacting to problems than proactively building client success. Think about the opportunities you might have missed.
The market shifts you could have capitalized on. The deeper client relationships you could have forged with more strategic oversight.
This isn't about dwelling on the past, but understanding it. A true reflection helps pinpoint the gaps in your approach, so you can build a stronger, more profitable future.
Best, [YOUR NAME]
This email uses cognitive dissonance. By highlighting the gap between their perceived expertise and the reality of missed opportunities, it creates internal tension. This discomfort motivates them to seek a solution to bridge that gap.
The Vision
Paint a picture of what their next year could look like
Hi [First Name],
Close your eyes for a moment. What if next year, every client meeting started with you presenting groundbreaking strategies, not just performance reports?
Imagine anticipating market trends before they hit, launching campaigns that consistently outperform, and seeing your clients celebrate their best year yet. This isn't just wishful thinking; it's the result of strategic planning and execution.
Picture a year where you're not just managing campaigns, but truly shaping your clients' digital presence, driving predictable growth, and solidifying your reputation as an indispensable partner. This level of proactive service isn't out of reach.
It begins with a clear vision for what's possible.
Best, [YOUR NAME]
This email employs future pacing and aspiration. It helps the reader visualize a desirable future state, creating an emotional connection to the potential transformation. This positive reinforcement builds desire for the solution.
The Fresh Start
Present your offer as the catalyst for change
Hi [First Name],
That vision of proactive, high-impact PPC work? It's closer than you think.
For the New Year, we're introducing [PRODUCT NAME], a structured approach designed specifically for PPC specialists like you. It’s not another generic template; it’s a framework for building year-long strategies that deliver results. [PRODUCT NAME] helps you: • Systematically audit past performance and identify growth areas. • Develop proactive quarterly and monthly campaign roadmaps. • Communicate strategic value to clients with confidence and clarity.
Stop reacting. Start leading.
This is your opportunity to redefine your service offering and secure unparalleled client success.
Best, [YOUR NAME]
This email uses a problem-solution framework, directly addressing the pain points established in previous emails. It introduces `[PRODUCT NAME]` as the authoritative solution, using the reader's desire for a 'fresh start' and positioning the product as the catalyst for change.
The Momentum
Create urgency before New Year motivation fades
Hi [First Name],
The New Year brings a surge of motivation, a desire for change. But for many, that drive fades before the first quarter is even over.
Don't let that happen to your client strategies. The opportunity to implement [PRODUCT NAME] and transform your approach is available now, but this window for a truly fresh start won't last forever.
Imagine looking back next December, knowing you seized this moment to build a truly proactive, results-driven PPC practice. The alternative?
Another year of reactive work, missed opportunities, and the same old frustrations. Make the decision to act while your motivation is high.
Secure your access to [PRODUCT NAME] and make next year your most effective yet.
Best, [YOUR NAME]
This email utilizes loss aversion and urgency. It reminds the reader of the fleeting nature of New Year motivation and frames inaction as a loss (another year of reactive work). The call to action is strengthened by the implicit scarcity of time.
4 New Year Sequence Mistakes PPC Specialists Make
| Don't Do This | Do This Instead |
|---|---|
✕ Approaching the New Year without a comprehensive client-specific audit of the previous year's performance and market shifts. | Implement a structured year-end audit process using a dedicated template in your CRM to identify key wins, losses, and emerging opportunities for each client. |
✕ Relying solely on automated bidding strategies without regular manual oversight and strategic adjustments based on macro-economic shifts or competitor moves. | Schedule weekly dedicated time in your scheduling software for deeper dives into bidding strategy performance, making qualitative adjustments beyond automated recommendations. |
✕ Failing to proactively communicate strategic shifts and long-term vision to clients, leading to reactive conversations about performance reports. | Develop a 'New Year Client Strategy Brief' using your email marketing tools, outlining your proactive plan and key initiatives for the upcoming year, sending it before their questions arise. |
✕ Neglecting a thorough competitor analysis as part of the New Year planning cycle, focusing only on internal campaign data. | Dedicate specific time in early January to conduct a detailed competitor analysis for each major client, identifying their new ad copy, landing pages, and keyword strategies to inform your own. |
New Year Sequence Timing Guide for PPC Specialists
When you send matters as much as what you send.
The Reflection
Help them review the past year and identify gaps
The Vision
Paint a picture of what their next year could look like
The Fresh Start
Present your offer as the catalyst for change
The Momentum
Create urgency before New Year motivation fades
Start the last week of December, peak on January 1st.
Customize New Year Sequence for Your PPC Specialist Specialty
Adapt these templates for your specific industry.
Google Ads Specialists
- Conduct an exhaustive negative keyword audit across all campaign types, especially for broad match keywords, to eliminate wasteful spend from irrelevant searches.
- Explore the strategic use of custom segments for audience targeting, combining various intent signals beyond standard demographic or interest categories.
- Implement a script library to automate checks for common issues like broken URLs, disapprovals, or budget pacing, saving manual oversight time.
Facebook Ads Specialists
- Prioritize testing new creative formats like short-form video and interactive polls within your ad sets to combat creative fatigue and capture attention.
- Refine custom audiences by segmenting website visitors based on specific page views or conversion events, allowing for highly personalized remarketing sequences.
- Regularly review and update your pixel setup and event tracking to ensure accurate data capture for optimization and reporting, especially with platform updates.
Amazon PPC Specialists
- Expand your defensive bidding strategies by targeting your own branded terms with sponsored products and brands to protect market share from competitors.
- Utilize Sponsored Display ads for remarketing to shoppers who viewed your products but didn't purchase, or for reaching new audiences based on product interests.
- Conduct a thorough ASIN audit to ensure all relevant products are included in appropriate campaigns and that product detail pages are fully optimized for conversion.
Programmatic Specialists
- Experiment with new demand-side platforms (DSPs) or supply-side platforms (SSPs) to diversify inventory sources and potentially discover more efficient media buys.
- Implement advanced geo-fencing and hyper-local targeting strategies to reach specific audiences in precise physical locations, aligning with client brick-and-mortar goals.
- Develop custom audience segments using first-party data, integrating CRM data or website visitor information for highly precise targeting in a privacy-compliant manner.
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