How you can better communicate PPC industry updates to clients
PPC is about more than just managing accounts -- it's about managing client relationships, too. Columnist Matt Umbro provides some advice for how to talk to your clients about industry updates and account issues.
As hectic as it can be, we are lucky to be in an industry that is constantly evolving. One day it may be a new ad extension, the next day an algorithm change; it could even be a complete transformation in how ads are written. Needless to say, it’s exciting to always be learning and trying new things. That’s great for us as PPC specialists, but how do we approach and communicate this constant change to our clients?
Our clients are savvier about PPC, and digital marketing in general, than ever before. They have a general understanding of the lingo, know the important metrics and keep abreast of the more impactful updates. Having clients that understand our job helps us with collaboration and allows us to better manage accounts.
I also realize that not all clients fully understand and embrace account management. For example, Google has begun showing an overall health score for AdWords accounts. On the surface, this feature is beneficial, but it’s seen from Google’s point of view. Needless to say, Google’s goals don’t always align with client goals. Kirk Williams said it best with this comical tweet:
Situations like the one mentioned in the tweet are common. Clients want to know what’s happening and may react quickly with questions, sometimes becoming emotional. That’s OK. Clients pay us to manage their accounts and keep up to date with account happenings and updates. It’s our job to effectively communicate these updates and explain potential implications.