tips to handle client and stakeholder requests regarding PPC projects

You probably receive many questions and requests from clients, managers, and other stakeholders if you manage any paid media account.

Some common requests include the launch of a new marketing campaign, a report or your opinion on a recent change in platform or trend.

You may be asked, depending on your position and seniority in the organization or department to help with a project (such as assisting on a proposal).

A successful project management involves addressing all these requests, and more, in a timely manner.

After working in a digital agency for over five years, I have learned some helpful tips and tricks to handle PPC inquiries.

1. Expectations and understanding

It’s important to be clear about the goals and expectations of the other person when making a request.

You can set realistic deadlines and better understand the task once you know what they are trying to achieve.

Tell them the opportunity costs of the request, especially if your retainer is based on hours.

This helps you to understand how important a request is, and it allows everyone else to set priorities accordingly.

You can also position new initiatives, such as a platform or campaign expansion, as a test. It’s easier to set expectations when you have more flexibility.

Example:

• The client is a B2B software company and they are interested in running a LinkedIn campaign to increase leads. If their request is within your project scope, tell them that you are happy to try it. However, be clear about how long you will need for the build (including audience research, ad copy, and how much notice before launch you require), what resources they need (such as creatives), etc. You could also suggest that they try a campaign on another platform, such as Google Ads.
• The new campaign has been running for three months, but the results have not been as expected. You can conclude this initiative by saying The test was not as successful as we hoped, but we learned a lot and here’s what we can do differently next time. This is a very different conversation from if you promised specific results and then had to report that We failed to generate more lead. A minor change in the language can have a huge impact on how everyone feels.

Also, be open to the requests of clients/stakeholders. Both of you want the same things: higher performance and better results.

Successful partnerships are those where you meet the needs of both parties while also providing your best work.

2. Refer to the overall goal

The kick-off meeting should define the project goals and use them as a guide to all the subsequent work.

Ask yourself: “How will this help us achieve our overall goal and X?”

In your response, you can then reference specific metrics, KPIs, documentation, etc., that were previously established (if you feel it’s necessary/appropriate). Show them that you are thinking strategically about their request.

It’s also important to use data when you are rebuffing someone’s request or idea. Offer an alternative solution, and be transparent about your reasoning. You can still document your alternative even if the other person rejects it.

3. Write everything down

Keep a record of all requests you receive. It helps everyone to be accountable, avoids misunderstandings and defines the next steps or action items clearly.

• Send a summary via email to the relevant parties following any phone calls with clients/stakeholders.

Documentation in writing also provides receipts for any unforeseen circumstances. Some people will try to blame someone else if their performance falls or a goal isn’t reached (especially if they work for an agency).

It is not always possible to achieve your goal. Being able to trace back a conversation will help you avoid any blame-games.

• Example A client requests to pause a few of their best-performing keywords. You reply that you do not recommend this because it will most likely result in a decrease in conversions as well as an increase in CPA. They tell you to go ahead and do it. You receive a message three weeks later about a lower performance. You can respond with a link back to your previous message.

4. Answer promptly

People tend to fill the gaps in their own knowledge when they are not given the information. Do not leave your stakeholders or clients hanging. Get back to them as quickly as you can.

You can still confirm that you have received their message, even if it is time-consuming, requires a thorough response or arrives at 5 pm on a friday (we’ve been there), and tell them you will follow up later. This gives you the time you need to get your work done while making them feel heard.

If something makes you angry (like an unkind request or criticism), do not respond immediately. Wait and take a deep breath before responding.

Re-read the message one hour later to ensure that you did not misinterpret it. You can ask a colleague or manager to review the message you received and your response. You should not let the emotion of the moment tarnish your relationship.

5. Anticipate common requests

PPC is an ever-changing and nuanced industry. This leads to many questions and requests by people who do not fully understand this channel. Many people are hung up in the same problems.

Try to automate and template as much as you can. You will save time by doing the work up front. faster.

You can also prepare for frequently asked questions to avoid being distracted by client/stakeholder requests.

• Example A question that clients often ask is “how are our ad spending projections for the month?” (i.e. “what is projected to be spent ?”).? Create a report, spreadsheet or custom column that predicts the monthly ad spending at the beginning of your project.

You can also get ahead of requests for metrics or expenditures by creating a dashboard that clients/stakeholders can access (like Looker Studio).

Ask them what their most important KPIs are and who they report to . This will help limit the back and forth on performance and ensure you are reporting what is actually important.

Project plans can be used to set expectations around timelines and deliverables.

Set up regular status calls with your client to keep them informed of what you are working on.

Check-ins and planning allow you to control a project better, avoid surprises, be ahead of requests and ensure alignment with strategy.

Manage requests from stakeholders and clients

The goal of accommodating a client’s or stakeholder’s request is to be reasonable, but not unreasonable.

Handle them with grace, but remain in control by setting realistic goals, aligning your strategy to the overall project objectives, and anticipating their requests based on previous projects.

The post Five tips for managing client and stakeholder requests in PPC projects first appeared on Search Engine Land.