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Needing advice
A new executive became really concerned with a campaign this past week because only 2 leads came in. The normal is 4-5, with exceptions of course. We just started on this account and made very minor changes a week ago so the executive thinks the changes caused them. These were essentially small changes like: downsizing their keyword list which was massive to only the keywords that spent or had impressions in the past 90 days, adding a leads goal, pausing a holiday ad that shouldn’t have been running, pausing an ad that was spending 1/3 campaign budget without no return.
This executive also went and badmouthed our team to our bosses. But that is besides the point.
A new marketing executive became involved and started asking for metrics the ppc platform no longer gives (quality score, ad position). This executive also became dead set on one change, the addition of the Leads goal being the problem. The exec thought we added the goal in without adding a form, so users weren’t being sent anywhere. However, we didn’t even need to add a form to the campaign with the new leads goal. The executive seemed to completely misunderstand leads goals.
How do you handle a situation like this? We just came back from Memorial Day and the holiday most likely caused this drop. We ended up undoing changes but I didn’t want to do that because I don’t think that changes the route of the campaign. As the changes we made weren’t impacting performance.
I know this is common in corporate America but I foresee this happening a lot in my career.
Edit: all these changes were presented to the executives before being made and they all were really excited about them. We even presented data to show why we should make some of the changes.
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4 Replies
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Welcome to the world of PPC my friend. When things are going well, it’s because of something the executives did. When things are going poor, it’s PPC’s fault. No in between, no alternatives, and definitely not seasonality. lol
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Just sit down and walk everyone through the funnel, what is really happening and what changes you made & why. Ideally in person but if that is not possible where you live… screen share. Seeing is believing.
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Whatever you do, just don’t contact g**gle for help
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How do you conduct your reviews and updates?
I’ve found if you can explain clearly what the plan was, how it went, and what the next move is that most stake holders in the business will feel they don’t need to micro manage you as they feel you have ownership and more understanding of what to do next.
Live zoom or Loom is great to help communicate tough concepts to grasp or some marketing buzz word they may be confusing with another
Aim to give off Sherpa level confidence in your communication of the campaigns or they may begin to think they know how to reach the destination better than you
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