“Why do you want this traffic?”
We don’t ask it because we think we know the answer, or we assume that the responsibility of asking this question has already been done by our client. Sometimes asking this question is risky, because it can be perceived as elementary or naive.
Client: “Don’t you know already? We’re trying to drive sales!”
Agency: “But with the specifics of your most recent campaign, is driving sales a likely outcome?”
This is the discussion we must have with our clients in order to provide greater value. If we are truly in the business of serving our clients, we have to ask this question, not just in pay per click, but as we address all of the budgets we pitch.
The downside? Sometimes it results in clients spending less money, and that scares agencies.