All of the successful Paid Search campaigns that I have been involved with have had one thing in common; a strong working relationship between the agency & the account management team at Google. But what should this relationship look like and how does it manifest itself?
All of the successful Paid Search campaigns that I have been involved with have had one thing in common; a strong working relationship between the agency & the account management team at Google.
To many, this point may seem obvious; however in the last year, I have taken on new clients whose previous agency had not established this relationship. For me, this offers any campaign a ‘quick win’, in the sense that this element should be as standard as bid and ad-text optimisation.
But what should this relationship look like and how does it manifest itself?
Firstly, regular contact is vital. If there isn’t regular contact, then there isn’t a relationship.
How do you define ‘regular’? The simple answer is, you can’t; the regularity of contact is determined by the client’s campaign. Being in touch every day may be appropriate in the run up to a client’s seasonal peak, but wouldn't be neccessary throughout the year.
Of course, everyone working on the campaign should feel comfortable in calling one another, however formalising the contact you have is equally important.
I have always found quarterly business reviews (QBRs) very useful, particularly for planning ahead. These meetings give everyone the chance to get away from the day to day and have a strategic discussion, while taking on board the key points raised from reviewing the previous three months’ performance. Ensure that these happen and are planned well in advance.
You may be comfortable in the knowledge that you and the rest of the team fully understand your client’s goals and objectives, but has anyone taken the time to make sure that your contacts at Google do as well? It is important that your industry strategist and account manager know exactly what they are working towards, to ensure that they up to speed and on the same wavelength.
Having worked with many Google strategists, analysts and account managers over the years, one thing that is obvious to me is that they are full of ideas.
New campaign extensions are released on a regular basis and the latest PPC techniques are discussed every day – your contacts at Google are regularly exposed to both.So, make sure that your team are bouncing ideas off them as a means of developing the campaign & improving performance.
Finally, in my experience, the guys at Google are not precious about being challenged. If you feel that any their recommendations do not follow the strategy, then be sure to voice your concerns. As already mentioned, ensuring that everyone understands your client’s objectives is crucial, so raising and explaining the reasons behind your objections will only benefit everyone involved.