6 Factors to Assigning the Right PPC Account Manager
July 1, 2014
New client account assignments are not a task to be taken lightly. In fact I would say this might be one of the most crucial steps in onboarding new business. Account Managers (AMs) can’t be assigned like used car lot salespeople (“Whose turn is it?”). Why is that? Because just as any account has multiple facets of need, Account Managers have different experiences and focus areas to offer. I’ve compiled a list of 6 factors that I see as critical, and equally important. In no particular order, when agencies get down to assigning new client accounts to their team they should consider:
Plain and simple, each vertical within the paid search market has its peculiarities and intricacies. So if an Account Manager is available who has managed campaigns in the same (or comparable) industries, consideration should be given to the value that experience holds. It can eliminate a slight learning curve for vertical-based lingo and language, in addition to general audience demographics.
Vertical experience shouldn’t be a deal breaker, however. Some of the most valuable account growth opportunities are born from a completely fresh perspective. That said, if this particular planet can align in the account assignment galaxy – take advantage.
Client-Account Manager Chemistry
I’m going to break someone’s heart here, but not everyone gets along and not everyone can work together effectively. For that exact reason it’s imperative that client and prospective AM personalities be taken in to account before assigning new business. This may take the form of communication preferences (email vs. phone vs. screen share, etc.), all the way to actual language and tone. In order to ensure this factor is handled objectively, it’s important that account assignment responsibility lies with a leadership team member who has all parties’ best interest in mind. That also requires each of those parties to accurately indicate personality types and where fits and mismatches could occur. Opposites can occasionally be incredibly valuable to one another – however generally speaking, keeping like personalities together is good idea.
Pain Point/Performance Issue Familiarity
Similar to vertical experience, enlisting an Account Manager who has had specific experience tackling and eliminating pain points or performance issues relevant to the new business account can be huge. There is never a magic wand that fixes account performance troubles, but seeing comparable problems in the past can help narrow down potential solutions to troubleshoot. Even if the pain point ends up being unprecedented, experience in executing potential solutions can speed up the process of getting to new strategies to eliminate the problem.
AM Skill Level vs. Account Complexity
The team at PPC Hero has written multiple times about the delicate balance that is agency account management. Determining the best ways to manage time alongside client account needs and priorities isn’t simple and the more tenured the AM – the more practice they have in this area. Account management could include Google AdWords, Bing Ads, Facebook Ads, Twitter sponsored posts, LinkedIn Ads, 3-4 other platforms, call tracking, bid & budget software, complementary account management tools, CRO testing and landing pages…and I’ve just tapped the tip of that iceberg. That list doesn’t even begin to fold in the client communication and services aspect! Again, AMs who have been around the block a time or two can handle this balancing act with poise and grace so overall experience should certainly be measured against new account complexity.
Budget/Account Size Experience
Not necessarily related to the number of paid engines the new business account may be running, the total ad spend and AM experience with that budget size is an additional area of expertise to contemplate. It can be difficult for an AM with predominantly small business account management experience to handle growth opportunities in a 6-figure spend account. Typically budget size experience comes with tenure, but that isn’t always the case. The right AM for any particular budget size will know when automation versus manual adjustments can and should be made, as well as how to communicate expansion or contraction needs to the client.
AM Availability & Current Capacity
Let’s say the new client account you’re onboarding is having serious performance trouble. There are campaigns across a handful of platforms and conversion tracking needs to be audited right out of the gates. Assigning an AM who already has significant budget under management to that account isn’t a good idea no matter how much relevant vertical experience that AM has.
The new account requires particular attention and bandwidth, especially in the formative initial months of the partnership. No AM is Superman, so overloading even the most talented will end poorly for everyone. That said, don’t sell your all-stars short – if they can handle it, experience might help lower perceived time required to manage the account.
What are some of the things you want taken in to consideration when your campaigns are being assigned to an Account Manager or team? For Account Managers – what factors do you think agencies or clients should also look for in an AM? Share your experiences or ideas with us in the comments section below!
[New Webinar!] How Brands Can Effectively Use Display Advertising
In this new live webinar, Hanapin Account Manager Kristin Vick will dive into the meat of Display advertising, revealing tips to use the strategy to its full potential and more specifically target your audiences.
5 Ways To Improve Display Network Performance By Using Layered Targeting
Display campaigns can be difficult when it comes to targeting the right audience. In this post, you will learn 5 ways to improve your Display strategy with multi-layered targeting.
Expanded Text Ads And Other Bing Ads Editor Updates
Pilot access for Expanded Text Ads is now available to Bing Ads users. Get access to the link and learn about other new features in the latest Bing Ads Editor update.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Keynotes from Bing & Google + the Hero Conf Advanced Track
Where do you go to get the most relevant information in PPC, plus the opportunity to network with the best and brightest the industry has to offer? Why Hero Conf, of course.
3 Questions You Need To Answer Before Beginning Paid Advertising
So you’ve you decided you want to start PPC advertising, but now you are asking, “Where do I start?” We've listed and answered 3 questions you should be asking.
Road Trip - 5 Tips For Creating International Campaigns
International markets can add complexity to any account, but here are a few settings and opportunities to make your global ad strategy stand out in non-US markets.
Discover 3 Levels Of Geo Targeting For Beginners, Intermediates, & Experts
Setting geographic targets is day one. Whether it’s to exclude places you cannot sell or serve or to specifically target your primary customer base, the implementation of geo-targets is on the must-do list.
[New Webinar!] What You Need To Know About New AdWords Features
In this new live webinar, Hanapin Associate Director of Services Jeff Baum and Optmyzr’s CEO Frederick Vallaeys will walk you through the new AdWords tools and show how you can use them to optimize your accounts.
The Social Strategies You Need To Know For App Promotion
Create social strategies to promote app awareness and leverage geographic and demographic data reported by these platforms to refine audiences.
Guide the Industry and Take the 2016 State of PPC Survey!
Each year, Hanapin Marketing manages extensive research into the State of PPC Report, which provides a statistical breakdown of the digital ad industry and guides expectations.
What's In A Name? Building Powerful Product Titles For Ecommerce
Over the years, we've tested a variety of different product title alterations in hopes of finding the perfect title. Did we? Yes, and no. The fact of the matter is, it depends.
What Upgraded Bing URLs Mean For You
Bing is continuing its effort to catch up with Adwords. Upgraded URLs, which isolate tracking parameters from final URLs, are now available to Bing advertisers.