Down The Rabbit Hole - Optimizing Programmatic Campaigns
Read on for 8 tips that you can implement when analyzing the performance of your programmatic campaign.
While transitioning between account managers can be stressful and sometimes unplanned, it can also be an opportunity to reinforce your relationship with the client and breathe new life into an account. Here are three tips for better transitions.
Always prepare for these situations before they happen. This is just as important as how you handle them. Make sure that you have more than one person who is well equipped and up-to-date on all of the performance and optimizations within each account. All laptops should be backed up frequently, so that you have access to all files and reports. Try to encourage the client to copy more than one person on correspondences, so that someone else on the team will have access to these conversa- tions. Basically, don’t put all your eggs in one basket.
The worst thing that can happen is that your accounts are not performing well and you wait to communicate a transition to the client. They likely will attribute part or all of the poor performance to this transition and a lack of attention. Give them lots of extra attention so they don’t feel abandoned. Also, outline the reasons for the poor performance, so they truly understand where your focus is and that you have a plan.
After the new account manager has been assigned, stay looped in so you can head off any issues that arise. Remind all parties to keep you copied for the first 30-60 days after the transition. Be sure to check in directly with your client via phone, one or two weeks post transition. Do this without the new account manager, so the client feels comfortable being completely honest. Try to have questions prepared ahead of time. Don’t share them with the client, but have them ready in case the client is not offering up very much information. Use these to pull out the information you need.
On the other side of things, make sure your new account manager feels your support. They should feel like they have your time and input as needed. Transitioning into a new account can be stressful for them too, so make sure you check in and ask them if you can help in any way. Be sure to share the information that your client gave you on your call, so they are aware of anything that needs to be changed or addressed.
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