Account Managers – What to Expect When They’re Assigned (or When They Leave)

So you’ve decided to offload the task of setting up and managing your advertising account.

At the end of the day, your main concern is directing as much traffic to your website (or your landing page) as possible. Do you have a large block of time to dig into and learn the science of developing a successful PPC campaign? If not,  it’s best to outsource this task to professionals who are skilled at saving you time and money.

But at the same time, you might experience a bit of anxiety at the thought of trusting an account manager with your digital marketing. After all, digital marketing requires quite the financial investment. The conversions generated from a successful campaign are well worth the investment. At the same time, you need to know you’re not throwing money away.

These are highly understandable concerns, and that’s why it’s important for you to have a good idea of what you can (and should) expect from your paid search manager.

Getting Started

First things first – you don’t have to worry about losing control of your digital marketing. In fact, if you outsource wisely, you remain a very integral piece of the marketing puzzle.

For example, at Demand Fuel, the very first step we take when onboarding a new client is having an in-depth call. We want to learn the unique industry, business goals, and audience factors that drive our client’s success.

A good manager takes a good amount of time getting to know both your large and small marketing goals. They’ll ask questions like:

What are your company’s/entity’s marketing goals?

Why are you trying to reach these goals, and under what type of timeline?

What is your marketing budget per month, quarter, etc?

…and many more.

It’s important for your account manager to spend quality time getting to know you as a client. The information you’ll provide will inform the decisions they make on your behalf.

Questions also allow your account manager to make sure that both parties involved (the agency and the client) are on the same page. You need to be in sync and moving in the same direction towards the same goals.

They’ll Execute Strategy

After spending quality time with you in the discovery phase, your account manager will begin to execute your paid ad strategy. This could go in one of two directions.

If you’re starting from scratch, then your account manager will begin the process of producing ad groups and keywords for each group. But if you’re bringing your manager a previously-managed account (or a previously self-managed account), then your new manager will need to dig deep and correct any mistakes.

After all, you probably wouldn’t have outsourced to an agency or account manager if there weren’t mistakes or poor ROI, right?

And don’t worry about judgment if you’re bringing your new manager a poorly-managed account. Taking steps to course correct is the first (and maybe the most important) step you’ll need to take. This helps to finally transform your marketing efforts into traffic and revenue generation.

Will Your Account Fall Apart Under New Management?

Change is a part of all aspects of life. The same is true for account managers. You might find that after building rapport and trust with your current manager, you’ll be informed that a new manager will take over your account.

Rest assured that your agency will place a lot of thought and care into connecting you (and your account) with the right manager. They will be the best fit for your needs. This will be based on factors like competency, experience, leadership style, and personality.

In other words, all of the hard work from you and your previous account manager won’t be wasted. In fact, your agency will do everything possible to keep you on board by matching you with a new manager who’s fully equipped to continue to navigate your campaign towards your goals.

Are you ready to explore an account management relationship that will finally get you the results you want? If you’re not getting the ROI that you’ve paid for and you’re ready for a change, then set up an appointment with us and take advantage of a free account audit.

Author: Terri

Terri is a content marketing storyteller and strategist. She produces marketing and entrepreneurship stories that generate higher revenue (and brand awareness) for her client partners. Her specialty is creating narrative. She studied journalism, and she produces essays and memoirs in her spare time.

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