I feel one of my differentiators is the ability to tailor a relationship to meet a wide range of client needs. However, unless we have an understanding of what you expect from me and what I can expect from you, it can lead to issues. Therefore, I suggest you think about what kind of a relationship works best for you.
These are not cast in stone and the relationship often evolves over time to a hybrid model. However, this is how I describe them:
Coaching – I suggest what to focus on, but you make the final decision. I show you how to perform the tasks, but you do the actual work. I review your work, make suggestions when asked and we proceed at your pace. This requires less of my time, costs you less, but typically takes longer and results in sub-optimal performance, due to the simple fact that I’m not doing the work. You accept responsibility for how well the campaign performs. I don’t offer this kind of relationship to everyone because it requires that you already have considerable AdWords experience.
Consulting – I determine what needs to be done and in what order, which usually involves completely redesigning your account. I explain what I’m doing, why and what we should expect. You have the option to do some of the more tedious, time-consuming tasks so you learn the process and save money by using less of my time. You determine how involved you want to be, but I accept responsibility for how the campaign performs. This usually moves along more quickly than coaching and produces the best result.
Campaign Management – I do all of the tasks required to build and maintain the account, but you provide important information about your industry, your market, your business, your competitors, your products and your desired outcome. This is still a collaborative process, but your involvement is minimized. This requires less of your time, moves along very quickly and is usually only limited by your budgetary constraints. I accept responsibility for the campaign performance, unless I don’t get the cooperation I need. This usually produces a better outcome than coaching, but not as good as consulting, simply because a fully collaborative relationship will produce the best result. This option also requires that you always have funds on the retainer so that I have the time to do whatever is necessary.