April 23, 2019
Improve Paid Media Performance By Optimizing Your Agency Relationship
Driving great PPC results is a necessity for PPC Account Managers, but it’s important that you can translate those amazing results into client satisfaction. Here at Metric Theory, every paid search expert starts as a PPC Analyst, where we learn how to analyze and execute paid search initiatives and drive performance. But becoming a great Account Manager is about more than just PPC ability. You must also help clients understand how great PPC performance creates value for their businesses. Here are 5 next-level skills that every PPC Analyst must master before translating successful PPC results into happy clients.
You can execute ad group builds and mobile bid adjustments without fully understanding how a client turns a profit, but to drive a successful PPC strategy, it’s crucial to understand a client’s specific industry and business. Ask your client lots of questions, sign up for Google alerts, and research competitors. The better you know the industry, the more relevant your PPC strategy will be. You’ll be able to write more relevant ad copy, fill holes in your keyword coverage, craft a bidding strategy reflective of their specific seasonality, and so much more.
A successful client-facing Account Manager must build mutual understanding. Just as you want to understand your client’s industry, you should also help educate them on paid search. The more effectively you can help your client understand Dynamic Search Ads, or why it’s so important to have a comprehensive bidding strategy, the more engaged and invested they’ll be in their PPC performance. Plus, educated clients can give more valuable input and feedback on new initiatives. I recently walked a client through some proposed negative keywords for a new campaign, and as soon as he understood why negatives are important, he chimed in with several key negatives that I would not have found on my own.
PPC doesn’t operate in a void. As we can see with Google Analytics’ different attribution models, PPC supports many other marketing channels, which means you have the opportunity to contribute in ways beyond paid search. Instead of being reactive with your execution and analysis, use your calls with the client to include proactive suggestions for strategy. Know when your client’s high season is coming, and run a holiday analysis in preparation. If they have a big promotion coming up, offer to run promotional sitelinks or ad copy. If they’re coming up on their annual budgeting meeting, ask if you can pull any helpful information or data. The possibilities are endless!
The whole point of building a successful client relationship is to work together to hit each client’s PPC goals, whether that’s building non-brand revenue or cutting CPA. PPC work without a goal is like driving a car with no destination – you can have all the tools for success, but you still need to know what direction to turn. If you don’t have a clear goal, work with your client to help them set one, and then let that goal drive your strategy and account work. When you discuss account performance and data trends, putting data points in the context of the overall goal can help cut through a sea of data to make your communication more meaningful.
The more familiar you are with AdWords Editor, Bing Editor, your PPC interfaces (AdWords and Bing) and Excel, the more questions you’ll be able to answer and the more efficiently you’ll be able to work. As an execution-focused analyst, we have the luxury of asking a coworker or Googling the answer to tricky questions on PPC tools, but it’s important to already have that internal knowledge base for client communication. When clients ask me how their RLSA audiences are performing compared to the non-brand average, or wonder if we can switch the metrics displayed in an Excel pivot chart, my knowledge of the tools helps me answer those questions in real time. So take the time to learn Excel shortcuts and formulas, stay on top of the endless new AdWords features, and make sure you can easily replicate all of your Google work on Bing.
Realize that executing paid search work and analysis is only one piece of the pie when it comes to being a fantastic PPC Account Manager. Push yourself to think outside the box and contribute in every way you can!