It will happen to every person that’s in the PPC world. At one time or another you will have to take over a PPC account that another agency or in house team has been managing. Sometimes you will have to take over an account that has been managed by 10 different agencies. Sometimes each and every team that manages the account will have a sometimes very different approach to the PPC account. The following are great tips to help you to maximize your account and take advantage of the work others have done.
1.) Understand Your Client’s Actual Sales Process: You really need to know what’s going on with your clients businesses before you start selling their products online. They have good products and legit things to sell. If they don’t then you really shouldn’t take on their account.  Know what their teams name is that take the sales calls. Know how good they are at selling the product. The best products out there are products you as the marketer want and need to have. Almost all of my clients I have purchased something from them at one time or another.
2.) Understand Your Client’s Sales Cycle: Know what goes into their sales cycle. Know how their sales processes are. Know if their shopping cart takes 20 steps or 2 steps. By knowing the sales cycle you will better understand what customers have to go through to order something with the company you are putting your name behind. Details like “it takes 12 months to close a sale” are kinda important when trying to prove your worth. I have 1 client that average cost per client is $35,000. We spend almost that a day but it takes them 2-6 months to close each client. You need to know your processes.
3.) Developing Your Own Goals, Strategy and Tactics: You must be unique from the previous guy or you are going to get canned in much the same fashion as the last guy. You have to bring something unique to the table. Do something different and amazing. This will help you stand out and get praise or a raise… or get fired pretty quick. Either way, you know that you tried and that’s all that counts. My clients either love me or hate me. Because I try things with their accounts. Yes, I take risks with accounts. Typically educated risks, but still, risks.
4.) Take a Snapshot of the Account: Before I start an account, take a snapshot of all your Quality Scores, metrics, and other factors that can’t be seen easily later. This will help you so you know what they were before you started and where they are now. This will help you down the road to prove your worth to your client.
5.) Dig Into the Account: Don’t be the crappy PPC manager that does nothing. Dive into the account and find out all the good, bad, and uglies of the account. Know your account. Where it’s been, where it is now, and where you would like to take it.
