5 ideas for dealing with shopper and stakeholder requests for PPC initiatives

For those who handle paid media accounts of any variety, you most likely cope with many requests and questions from shoppers, bosses and different stakeholders. 

Widespread requests may embody launching a brand new marketing campaign, pulling collectively a report, or asking in your perspective on a current platform change or rising development.

Relying in your job seniority, you might also be requested to contribute internally to the expansion of your group or division (like serving to out on a proposal). 

Profitable venture administration means coping with all of those requests – and extra – in a well timed, skilled method.

Beneath are a few of the most useful techniques for dealing with PPC requests that I’ve discovered after over 5 years of working at a digital company.

1. Perceive and set expectations

Crucial a part of a brand new request is making certain you’re aligned on the aim and the opposite individual’s basic expectations.

When you perceive what they’re making an attempt to perform, you’ll be able to higher decide subsequent steps, set extra life like timelines, and focus on any nuances or caveats of the duty. 

If a request impacts one other initiative you’re engaged on for the shopper/stakeholder, allow them to know the chance value of their ask, particularly when you function on an hours-based retainer.

This provides you a greater understanding of how essential the request really is and permits everybody to prioritize accordingly.

It’s additionally useful to place any new initiatives (like a marketing campaign or platform growth) as a take a look at. This makes it simpler to set expectations as a result of it offers you extra flexibility. 


  • A B2B software program shopper reaches out a few new LinkedIn marketing campaign they wish to run to be able to generate extra leads. Assuming their ask is inside the venture scope, allow them to know that you simply’re completely happy to take a look at that – however make it clear how lengthy the construct will take (together with viewers analysis and advert copy), how a lot discover you want earlier than the launch date, what sources you want from them (corresponding to inventive belongings), and so forth. Alternatively, you may push again barely and advocate that they take a look at campaigns on a special platform (like Google Advertisements).
  • Three months later, the brand new marketing campaign is operating, however efficiency has been underwhelming. Since you framed it as a take a look at, you’ll be able to finish this initiative with the takeaway of “The take a look at wasn’t as profitable as we wished, nevertheless it was essential to be taught and right here’s how we will strategy it in a different way subsequent time.” That’s a a lot totally different dialog than when you had promised sure outcomes and needed to report again that “We didn’t generate extra leads.” It’s solely a minor change in language, however it may make an enormous distinction in how everybody feels in regards to the state of the venture.

Moreover, attempt to strategy shopper/stakeholder requests with an open thoughts. You each wish to obtain the identical factor on the finish of the day: higher outcomes and better efficiency.

A profitable partnership means you’ll be able to meet the opposite celebration’s wants whereas additionally delivering your very best quality work. 

2. Discuss with the general objectives

Venture objectives must be outlined within the kickoff conferences and used as a information for the entire work that follows.

If somebody reaches out a few new activity or initiative, ask your self, “How does this contribute to our aim of X and the general venture?” 

In your response, you’ll be able to then reference particular metrics, KPIs, documentation, and so forth., that have been beforehand established (when you really feel it’s obligatory/acceptable). Present that you simply’re considering strategically in regards to the affect of their request. 

Knowledge can be impactful when you’re pushing again on somebody’s concept or request. It helps to supply an alternate answer and be clear together with your reasoning. Even when they reject your various, a minimum of you have got it documented.

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3. Get all the pieces in writing

Hold a paper path of requests that you simply’ve obtained. This holds everybody accountable, prevents misunderstandings, and helps to outline the motion objects or subsequent steps clearly. 

  • Instance: Ship a recap by way of e mail to all related events after any calls you have got with a shopper/stakeholder. 

Written documentation additionally ensures you have got receipts in case something goes awry. Sadly, some individuals could attempt to blame others if efficiency drops or a goal isn’t met (particularly when you work for an company or as a freelancer).

Not each request results in success, so with the ability to hyperlink again to a particular dialog helps keep away from any finger-pointing if it involves that.

  • Instance: A shopper asks to pause a few of their top-performing key phrases. You reply saying that you simply don’t advocate that as a result of we’ll possible see a drop in conversions and a rise in CPA (their two principal objectives). They are saying to do it anyway. Three weeks later, they ship you a heated message about decrease efficiency, which you’ll be able to promptly reply to with a hyperlink to your final message.

4. Reply promptly

Within the absence of data, individuals are inclined to fill within the gaps themselves. Don’t go away your shoppers or stakeholders hanging, so attempt to get again to them as quickly as doable. 

Even when the query is extra time-intensive, requires an in depth response, or comes by at 5 p.m. on a Friday (we’ve all been there), you’ll be able to affirm receipt of their message and say you’ll observe up later. That provides you time to do the work it’s essential to do whereas additionally ensuring they really feel heard.

That mentioned, if one thing rubs you the mistaken means (like a impolite request or critique), don’t reply immediately. It’s higher to take a breath and wait. 

Return to the message an hour later and make sure you didn’t misread something. Ask a coworker or supervisor to rapidly assessment their message and your response. It’s essential to not get caught up within the warmth of the second and tarnish a relationship.

5. Anticipate frequent requests

PPC is a nuanced and ever-changing business, which results in quite a few questions and requests from individuals who don’t absolutely perceive the channel. Nevertheless, lots of people get hung up on the identical points.

To fight this, attempt to automate, templatize, and get in entrance of what you’ll be able to. The up-front work will prevent time in the long term and helps you deal with sure questions, requests, and so forth. quicker.

This consists of anticipating regularly requested questions in order that shopper/stakeholder requests don’t derail your day. 

  • Instance: A standard query from shoppers is how their advert spend is pacing for the month (i.e., “what are we projected to spend?”). Get forward of that ask by making a spreadsheet, customized column, or report that forecasts month-to-month advert spend firstly of the venture.

Making a reporting dashboard (like in Looker Studio) that the shopper/stakeholder can entry may also make it easier to get forward of any metric- or spend-related requests.

At the beginning of the venture, ask what a very powerful KPIs are to them and their bosses. This helps restrict forwards and backwards about efficiency and ensures you’re reporting on what really issues. 

Venture plans are one other useful gizmo for expectation-setting round deliverables and timelines.

Moreover, arrange recurring standing calls with the shopper so you’ll be able to define what you’re engaged on within the brief, medium, and long-term on a constant foundation.

These sorts of check-ins and plans can help you higher management the venture, keep away from surprises, get in entrance of requests, and guarantee alignment on technique. 

Managing requests from shoppers and stakeholders

When a shopper or stakeholder makes a request, the aim is to be accommodating however affordable. 

Deal with them gracefully, however keep accountable for your day by setting life like expectations, aligning technique with the general venture objectives, and anticipating requests primarily based on different initiatives you’ve labored on. 

Opinions expressed on this article are these of the visitor writer and never essentially Search Engine Land. Workers authors are listed right here.

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