s more businesses recognize the importance of digital marketing, they’re turning to professional services to handle platforms and processes. As marketers, this is great news because there’s more business available than ever before. In fact, we’ve spoken to some marketing companies who are having to turn work away because they just don’t have the capacity to deal with all the new requests.
As the business thrives, some of the biggest issues are access and sharing data. With Facebook Ads and Google Ads accounts, there is a great deal of choices when it comes to granting access. If you don’t have experience to guide you, one wrong move could complicate your relationship with your clients.
In this guide, we will lay out all the information so you make the right choices when sharing access and data. First and foremost, we recommend setting up all accounts in the name of the client. If you’re the client, make sure the marketing company sets everything up in your own name. There are three reasons for this:
As a marketer, you can walk away from the client with nothing lost. As the client, you can leave the contract while retaining everything that has been created up to that point.
We recently learned about a business that had spent around $10,000 with a marketing company. They assumed that the relationship would end well, so they trusted the service to look after everything. Without knowing, they had created all campaigns and landing pages in their own name rather than the name of the business. The client had been sent a screenshot regarding performance, but it was from the marketing company’s own Ads Manager. After spending all that money, all he had once the contract ended badly was a screenshot— there were no landing pages and no campaigns.
By ensuring that the client has ownership, they still retain everything when the relationship ends. Rather than losing everything, like in the example we just discussed, they can continue from where they left off with another service. It’s sad to lose a client, but at least you don’t take a hit to your reputation. When you retain everything, every client who exits the contract will likely leave a bad review or talk negatively about your service to other business owners.
When operating under your own account, this means holding client data. Suddenly, you’re a data controller or data processor (and are therefore liable under the guidelines of GDPR). When you allow the client full ownership, you don’t retain important customer data.
On both Google and Facebook, we believe it’s best to allow ownership for all clients for these three reasons. As promised, now we’re going to explain how to create accounts to allow for easy transfer to clients.
With Google Analytics, there are three levels:
For some clients, you’ll be starting everything from scratch. If this is the case, you’ll want to make sure the client controls their own account and with it, their own data. Before anything, double-check that the client doesn’t have a Google Ads or Google Analytics account already. If they’ve worked with a marketer before, they might have an account. You don’t want several accounts creating the same campaigns or tracking the same website.
If there is an existing account, the process is much simpler because they can just add you as a user. If not, use your Google Analytics account and head over to the Admin tab. From here, you can Create Account, enter the name of the client, and then enter the domain name. Follow the instructions and you’ll get a tracking ID, accept the Terms of Service and a few other steps. Eventually, you can add the client at the Account level.
One of the most important steps in this process is the Manage Users checkbox. When you tick this, it gives clients control over the data. Once added, they will receive an email to confirm everything.
When hiring a marketer to help with Google Ads, the team should explain how it all works and how they will access your account. Although you can send invitations to share AdWords access to a non-Google account, it’s easier if it’s a Google address. Don’t worry, this is something that all professionals will have anyway.
To get started, find the My Account tab and then select Account Access. You should then have an option to Invite Other Users—when you get here, enter the email address given to you by the company. At this stage, you can also set a preferred name for the invitee. For example, use their first name just so you know who it is when they take actions in your account.
Depending on the services the company provides, you’ll then set an access level for this new member. Now it’s a matter of sending the invitation and waiting for them to respond. Look at your emails and you should see one from Google—this is where you Grant Access.
What happens now? Well, they have the level of access you granted during the set-up process. While the lower access levels provide permission to access emails, the higher levels allow new users to add others to the account.
If you don’t have an AdWords account, your marketing company will guide you through the process and may even be able to create one through their own Google account.
Normally, marketing companies are very good at informing you of any changes made. Very rarely will they make adjustments without either consulting or informing you beforehand. Either way, there’s good news because AdWords tracks all changes made by users. Just head over to the log and you’ll see a list of all the changes made to your account.
If you’re lost, this log is available through the Tools & Analysis tab— you should find Change History in this section. Once clicked, you’ll receive a report of all changes, who made them and at what level.
There you have it, a full guide on how to solidify the relationship between marketer and client. No matter which side you are on, follow our advice today and remember to be open with communication. The more you communicate, the easier it will be to enjoy a fruitful time together. Remember, client ownership is the way forward for both parties.
To finish, we want to provide some tips for clients on how to find the right marketing service. Giving access to the business is difficult and it’s hard to relinquish to control, but our advice should help. For any marketers reading, this information is useful because it tells you what clients are told to look for in a marketing service.
Firstly, we recommend going to a company with experience in the industry. You might be outsourcing, but you’re still allowing this service into your marketing department. The difference between a good and poor marketing service could be growth and stagnation, so choose somebody with experience.
If the company isn’t picking up the phone in your initial call, this will only get more frustrating as time goes on. Before choosing a service, converse with them on different platforms and ensure that they’re responsive. The very best companies will appoint an account manager so that you always have a point of contact.
It’s natural to worry about whether or not an external service will have your best interest in mind, but this shouldn’t be a concern. Why? Because its success in the market is dependent on your success. When you do well, they do too.
You don’t want a one-size-fits-all strategy because you could have easily implemented one of these from the internet for free. Instead, choose a marketing service that tailors its approach to every client.
Finally, experience doesn’t mean anything if every client has left them on bad terms. Instead, you want a reliable service that has a number of successful clients under its wing.
Whether you’re a client or a marketing service, you should now know how to grant access safely and share data on Google Ads!