Building Successful Partnerships Through Effective Client Communication & Strategic PPC Management

Nick Bauer
Nick Bauer

PPC Analyst

PPC management

Client communication is one of the most important factors when it comes to running PPC campaigns for businesses. As the person who is managing thousands of dollars a month per business, you need to be aware of your client’s expectations and their needs. To successfully manage an account, several factors need to be addressed from the first interaction with the client.

Set Clear Goals From The Start

The first impression is always very important. This is especially true when it comes to managing another person’s money. Not only do you need to be confident and trustworthy, but you also need to be a clear communicator and set expectations for the client during this time.

When first meeting with the client, establishing rapport is the first step towards building the relationship. Explain to them who you are, what your interests are and what your expertise is. These ideas can always come into play in the future and it helps the client understand the kind of person they will be working with going forward. 

After introducing yourself, the most important piece of your first interaction with a client is to ASK QUESTIONS! Who is the individual representing this business? What are the business goals? What are their strengths and weaknesses? What are their goals when it comes to their PPC effort? What can I do to help you achieve them? All of these questions are massively important as they set the tone for future interactions and they help the client understand that they are in good hands.

Communicate Regularly

Once the account is up and running and you’re actively spending money, make sure to check in with the client regularly. This factor keeps the client engaged and communicates to them that you do care about their business. Even if it’s just to see how business is going, checking in will help you get an idea of how your work is affecting their business and also to understand if their needs have changed. Did they launch a new product or service but haven’t gotten around to telling you about it? Well, you know now because the client keeps you in the loops just like you do for them. It’s a win-win and even if there’s not a lot to say sometimes, at least they know that you’re still thinking about them and ready to serve them as needed.

Share The Positive & Have A Solution For The Negative

All accounts have their ups and downs. Whether it’s market changes, or website changes, all accounts will ebb and flow with time. Making sure your client is kept in the loop about all things going on in their account is vital to its future success. If one new campaign sees a large spike in quality leads, make sure to make that known. Not only will it make the client be happy to hear their ROI is positive but, they will also have a higher level of trust in the relationship. Negative outcomes are bound to happen. Whether it’s a failed test or a massive change in the market, any drop in performance can happen at any time. When these drops in performance occur, make sure to keep your client in the loop. If you’ve kept up with your communication, they will be much more understanding of the situation and what you have to say. Come to them with a solution that helps address the issue at hand. Explain to them what has occurred and how you’re going to address it. Confronting downturns also shows the client that you are confident in your abilities and you will eventually turn things around for them. 

When managing client accounts, all of these factors deserve equal attention. The point here is that having clear and consistent communication will make the relationship much smoother in the long run. So, keep up with your business/client relationships through these simple but effective communication techniques that make both sides happy to be working together.