After having worked with a number of PPC account managers, some whose accounts just seemed to be blessed with success, some who always seemed to be having issues and others who sadly had to move on. I started thinking about what traits the better account managers had that the others lacked. If you want to succeed as a PPC Account Manager then here are my 7 characteristics that you need to develop.
Let me know if you agree or if there’s any more you’d add in:
1. A Good PPC Account Manager Is… likeable and has a professional demeanour
I’ve always said behind the marketing manager or business owner is a person. Despite who the client is, you’re still dealing with a person and therefore if you’re able to get on with them, you’re life will become much easier. As much as it’s important for you to be good at PPC, if the client likes you, they’ll be a lot more open to letting you have your way when making suggestions and will be more understanding when things aren’t looking very positive on the account. More than this however, a likeable but professional demeanour will build a good impression of the PPC Account Manager and makes the client feel as though the PPC Account Manager really knows what they’re doing.
2. A Good PPC Account Manager Is… up to date with the intricate details of their accounts
The better PPC Account Managers know the ins and outs of their accounts, what’s being tested, what’s working well and what isn’t. They’re able to start running through how the client is tracking on performance KPIs and give a bird’s eye view of what needs to be done next at the drop of a hat. I’ve lost track of the number of times a client has asked me a difficult question, the answer of which would make no difference to the quality of insight they have regarding the account. They most likely didn’t even care about the answer, they asked the question to test me and make sure I’m on top the account. If the PPC Account Manager isn’t able to give a satisfactory answer then the client will feel as though they don’t have a strong grasp on the account and will start to lose faith in them.
3. A Good PPC Account Manager Is… responsive
At some point in time the workload will get to every PPC Account Manager and when this happens, it doesn’t help that a client will randomly send an email. When this happens, a good PPC Account Manager will be quick to respond, even if it’s just to say “I’ll get back to you on this” or if they can send a quick a brief update to satisfy the client’s issue and then say they will give a more detailed update later on. When you say you’ll get back to someone, a timeframe of when you’ll get back to someone always goes down well but just make sure you respond to them when you say you will.
4. A Good PPC Account Manager Is… able to prioritise and create a strategy roadmap
Removing irrelevant traffic and tweaking bids is fine to make the account a little more efficient but if this is all the PPC Account Manager is doing, then they’re likely never going to grow the account, make much of a difference to the client’s business or take the client’s business to their next milestone. A good PPC Account Manager will take the time to understand the client’s business and PPC Account. They will then be able to prioritise what needs to be done in order to get the most returns from the account and really grow the business rather than making small, incremental efficiencies.
5. A Good PPC Account Manager Is… organised
Did that sale ad go live? did we set up that ad test? Did someone get back to the client on why CVR dropped last week? Did we investigate why CPCs have gone up? Do we have a client meeting booked in today? When were those projections supposed to be sent to the client again? We’re often having to juggle multiple tasks at the same time and it never goes down well if you forget to respond to an email or if a report doesn’t get sent when it was supposed to. An organised PPC Account Manager is successful PPC Account Manager.
6. A Good PPC Account Manager Is… aware of all industry updates and features
A PPC Account Manager needs to atleast be aware of what updates are happening within PPC and the features available to them. They don’t need to have expert knowledge in them but they need to be aware of them so that they know what kind of direction they can take their accounts in. It also won’t go down well if a client asks about using a particular feature during a client meeting that you’ve not heard of.
7. A Good PPC Account Manager Is… able to handle pressure and recover from mistakes
Handling accounts can be stressful. Often the person you’re liaising with will have their own targets to hit – targets that they’re going to pass right down to you. We’ve all had accounts that, for whatever reason haven’t performed the way we had hoped at one point in time and if you don’t hit your targets, then you’ve got some explaining to do. A good PPC Account Manager has the ability to stay calm under pressure and to put into motion a process to address the problem at hand.
That’s My List – Anything I’ve Missed?
On reflection, many PPC Account Managers get promoted from being a PPC Executive or a PPC Analyst but continue to do many of the things that they did in their old role. It’s important to remember that a PPC Account Manager is not a PPC Executive or Analyst and so the skills required and job role is different – leave the Exec level and analyst level work to PPC Executives and PPC Analysts and focus on developing the skills that a PPC Account Manager needs.
Is there something I’ve missed? Let me know in the comments section.