Failures in communication between a client and a provider can be considered one of the greatest reasons for a separation of trust and a loss of repeat business. When communication falters on either side, the transparency of trust is gone. Communication breeds success and when you remove it from the picture, bad things happen. That’s kind of vague, and a little doomsday’ish but I have to set the mood.
“Twas a dark..and stormy night”… when Bill left his office for the weekend and decided to leave his laptop at work in an effort to spend more time with his family. Over the weekend, his family enjoyed the break and subsequent party with dad. His clients ppc campaign however spun out of control. If he had brought his laptop home and checked his email, he would have gotten the notification an hour after he left work that a credit account had reached its expiration, and a certain set of ads on a campaign were being suspended because of it.
Monday brought about bad news, and an unhappy client.
Companies trust in you to take care of their interest, and professionally manage their business. There’s nothing wrong with taking time for the family, having personal time, or even scheduling a weekend at a conference. The important aspect is letting your client know that you’re gone, and that their accounts are covered.
“So who are using as a back-up?”
That’s a fair question you could expect from a client, and one you should have an answer for even when they don’t ask – tell them anyway. You should always have someone in charge of your account in the event of an emergency. It’s important to have a trusted employee or coworker, with clear knowledge of PPC fundamentals in place, to standby in the event that you accidentally blow your poo all over the yard after carefully scraping it into a pile.
It happens.
Set up your Alerts
Alerts are nice, and they work well when you’re at your PC to check for them. I hope that you’re in the tech loop enough that you can check your email through your phone. This puts you on task for any kind of alert that comes through. Set Google up to notify you when you must know of issues
Yahoo Marketing Alerts – While less customizable, they are effective. They don’t have a custom config like Microsoft of Google, but they can still notify you of any issues at the base account level that would stop one of your ad campaigns from running.
Microsoft AdCenter – Configuration of these custom alerts is extremely easy, and also allows you to specify thresholds for notification. Microsoft AdCenter will alert you by email as well.
There are third party software tools that help automate the daily maintenance and monitor performance, but when you have a high budget campaign it’s best to put a person in charge of your clients, with roaming eyeballs that will readily tend to issues that pop up. The versatility and adaptability of a well-trained person can’t be traded for a few software applications. Apps can notify you of issues, but rarely can they fix specific problems on the fly.
Cover your yang.
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Joerg Weishaupt is a 48 year old entrepreneur, software architect, search engine optimization and social media expert. Joerg has been building a lot of profitable Internet businesses since he put his first website online in 1995. He is also one of the founders and partners of Social Media Science LLC, where he launched a content syndication network called SYNND.
Joerg resides in a small, quiet community about 100 miles outside of Munich, Germany. If you ever seek to find him, look for where the cows gather.
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