Cut the Stress From Managing Multi-Channel Accounts
Published: September 10, 2013
Author: Molly Shotwell
Today’s post is by Jessica Carr, Client Services Manager at PPC Associates.
If you’ve worked in Online Marketing as an Account Manager or Client Services Manager, you’ve probably been here – it’s Monday at 9am, you haven’t had your coffee yet, and Client A’s tracking is down, Client B wants a report on their new Facebook ads, and Client C needs campaigns built out in AdWords ASAP for their new product launch. You think you hear that lady from Office Space saying “Sounds like somebody’s got a case of the Mondays”.
The beauty of online marketing is that things are constantly changing and new ideas are constantly emerging. Whether it is a new beta from Google, or an interesting strategy someone at your agency found by testing, there is always something new to learn in our industry. That can be overwhelming, especially when you have multiple clients advertising in multiple channels, but it doesn’t have to leave you feeling stressed each day when you leave the office.
There are a few things to keep in mind when you’re managing high-level, multi-channel accounts:
There is no doubt things can get overwhelming. Take a deep breath, and create a list of the things that you need to get accomplished that day.
2. Organize & Prioritize
I am the queen of making lists – it not only helps me get organized and feel better about my day, but I feel a sense of accomplishment when crossing things off! Once your list is created, prioritize it by noting which things need to be taken care of right away, and which can wait until later. If Facebook is a small part of the client’s overall budget, it may be smarter to focus on their Campaign optimizations in AdWords before you move to Facebook, for example.
At our agency, we use a tool called Central Desktop to assign tasks and projects to each other and it makes it very easy to see what needs to be done:
3. Set Realistic Deadlines
Clients (for the most part) understand that you are busy. If you try to over-promise and set unrealistic deadlines, you may set yourself up for disappointment and further stress. Instead, look at your calendar and give your client a realistic expectation of when you can complete the project. They will be much happier when the project is completed the right way because you were able to give it your full attention instead of rushing to get it done by the deadline and risking a mistake.
4. Know Your Client’s Goals
Make sure you know what is important to your client so you know what to focus your time on. If Client A is extremely concerned with CPA and Client B’s goal is to grow their account with less concern on the cost, you are going to manage them differently. Each client may have different goals per channel as well so Facebook’s CPA goal may be different than Google’s. Keep a spreadsheet of goals by client by channel including budget so you can track how you are doing each week and avoid confusion. Here’s a simple example:
|Client||Budget||Spend MTD||Goal||Goal MTD||Notes|
|A||$25k||$10,400||CPA < $10||CPA = $9.90||CPA is on target, but would like to increase volume|
|B||$50k||$20,200||ROAS > 3||ROAS = 3.4||Above ROAS target, go for more conversions|
|C||$30k||$12,300||CPA < $20||CPA = $25||CPA is high, bid optimizations made|
5. Teamwork is Key!
I am so lucky that I have awesome colleagues working with me on my accounts, and we work together to get projects done. I know it can sometimes feel easier to try to do it all yourself rather than delegating or asking for help. This is crazy! There is far too much information in our industry for any one of us to know everything. We have to work together to get things done in the most efficient way.
Lastly, feel good about the things you did accomplish. None of us can test every beta and try every new optimization strategy on every client. For one, not all strategies are applicable to every client. And two, there simply may not be time to do it. Focus on the big picture and what you can accomplish for your client now, feel good about that, and set a roadmap for what you can test in the coming months. They will be happy to see that you have a plan for the future.
We are in an industry where the way we work is always changing. You can rest assured that no one day at work is going to be exactly the same as the next and that keeps it interesting! So stay up to date on industry news, stay organized, and have fun learning and growing in the world that is Online Marketing!
–Jessica Carr joined PPC Associates in June of 2013. She has worked in SEM since graduating from the University of Wisconsin-Milwaukee in 2009 with a degree in Marketing. She came to PPC Associates from eSearchVision, where she was a Senior Account Manager. She enjoys spending her spare time with her husband Tyrone and twin girls Sophia and Eliana as well as staying active in sports and her community.