We wrote a fun* article called “What’s the betting that your company doesn’t pass this PPC crisis prevention test?“.
*not really fun at all.
If you read that, and you didn’t make a pass, you might now be worried about the effect of your answers. Don’t panic… help is at hand.
1. We don’t care who has it: Your agency, a partner, or your employees. Get access to your accounts; RIGHT NOW.
Make sure the most senior people have access to the accounts & give them the highest user privilege.
The more people in the account who understand the business, the better for everybody. There should never ever be any circumstance in which transparency is a problem* – agency, partner, or employee.
*There will however be a significant need for stakeholders to keep out of the way (so to speak), and let the specialists do their thing.
It takes years to learn how to undertake PPC, and there’s often a perception that it can be taught to other in a matter of days.
It’s not a problem if a key-stakeholder doesn’t understand the results or the reports.
It’s the agency, or the PPC managers job to offer full transparency and explain stuff.
Einstein said, “If you can’t explain it to a 5 year old, then you probably don’t understand it yourself”. So any any good partner should not be afraid to have you in YOUR OWN PPC ACCOUNT. Period.
Good PPC managers communicate regularly, effectively and simply.
Good PPC managers encourage questions from those who are interested in learning more.
Read this article to find out what goes into making a great PPC manager.
2. Check your ownership rights & then fix them, because you’re 60% likely to need to.
Some agencies / partners don’t like you getting access to YOUR OWN ACCOUNT (are you getting the CAPS yet?). Don’t accept that. It’s most likely because they don’t want you to see something.
Find out more about un-ethical PPC practices. It’s way more common than you might think.
3. Set up really good permissions and arrange to have the right system communications, to the right people at the right time.
General permission levels in PPC accounts:
- Read only (good for the bosses – makes them feel better about not being able to ‘break anything’.
- Email only – notifications & reports for specific departments (good for accounts / billing).
- Standard – edit, etc – (good for folks who want to get practically involved).
- Admin – can do anything at all, including boot everyone out (at least one senior official from the company should have this – as the account is classed as Intellectual Property). See this article for more.
Have you ever come up against a challenge to get access to your Google or facebook accounts?
No one: in-house team, agency, partner, third party, should be worried about granting the right people access! Ever.
…but you’re more than likely to come across a challenge. Don’t accept it. It’s unethical to say the very least.
If you didn’t catch this article further up, then you’ll need to watch out for dirty tricks from your agency or partner – find out more about unethical PPC practices in this article.
In fact, best practice to build a harmonious environment would be setting up regular meetings – the perfect chance for less savvy Analytics and Google Ads team members to ask common-sense questions, and for the more savvy people to answer them in order to improve the accounts!
So that’s a wrap and as usual, if we’ve missed anything at all, let us know as we’re always trying to improve our articles.
P.s. our sales team CONTINUE to ask us to remind you to call them if you’re interested in working with us. Please call 01604 879657 and speak to one of the big dogs.