Let me ask you a question, how clear are you on what responsibilities each party has to make this campaign work? It’s easy to get confused about whose job it is to optimize certain aspects of the campaign.
It’s very important for you to have clear expectations from day one when you first start working with your ads manager or ads agency. This blog is going to be something you want to keep handy for when you are about to start running ads. Let’s get to the meaty greedy!
Here are the ads manager’s responsibilities:
- Setting up clear expectations for you as the client
Your ads manager has to come to you with a clear plan and set up expectations about:
- What results you can get
- What results we cannot promise yet and how we can get there
- The campaign
- The copy and images. If this is something that was in the expectations that we layed out from the beginning
- The ad sets
- Setting up the campaign
- Setting up the pixel
- The results
These results are directly related to the objective of your campaign. Are you running ads to get more leads, more conversions, or more sales? It’s part of the responsibilities of the ads manager to make sure that they are bringing you results from the ads.
- To report the performance of the ads
The ads manager must let you know if your ads are performing well or not. Also, it is their responsibility to teach you how to read the reports so you can track and understand the performance of your ads.
- Maintaining communication and keeping you up to date
I communicate on a daily basis with my ads management clients and main a close relationship with them. That might not be the case with all the ads managers, with their team, or with your main point of contact in an ads agency. But at the very minimum, they need to maintain communication with you to let you know how your ads are performing, so they can bring you the best results.
- The ads funnel
It’s their responsibility to make sure that your leads are opting in, but also what other campaigns are they running to make sure that the audience is engaging with you.
- The audience
It’s the ads manager’s responsibility to keep you informed about what audience they are targeting. It’s very important that you make sure that they are your ideal audience.
On the other side, the company’s responsibilities are:
- The offer
You are responsible for making sure that you have a proven offer that sells. Because if you don’t do this from the beginning, you might think that the ads are not working, but in reality it could be the offer because you didn’t know if you are giving your audience something they want.
- A funnel that works
The ads funnel is the ads manager’s responsibility. On the other hand, you are responsible for providing:
- Email sequence that is working
- Showing up on Social Media
- A funnel that converts
- Tracking conversions on your landing pages
Making sure the landing pages are always up to date and are optimized for better conversion rates.
- The audience
Knowing what audience the ads manager is targeting.
- Engaging with the audience
The ads managers are doing their job by walking people through the funnel, but it’s your responsibility to show up for your audience. If the leads are coming in but they don’t see you showing up, they are going to lose interest because they are there to do business with you.
- The sales
Especially if you are doing a live launch, my friend, you are responsible for the sales. The ads should bring in those high-quality leads but you need to convert those leads into clients.
I hope this is helpful and gives you some clarity about how to optimize your relationship with your ads manager. I am happy to answer any questions and if you are looking for an ads manager, get in touch with me here. I would love to meet with you and see if we are a good match.
Ana Katz Digital 