Important Factors for ACCOUNT MANAGERS

The factors that an Account manager or a planner for a digital campaign should look on for optimal performance:

There are many factors that an account manager should look on but let’s get into the basic and common ones that an AM should follow and look at. Some before the campaign starts and some after the campaign starts, but yes should be looked on!

1. Product: Most important is to know the product well, have a clear insight about the advertiser’s product that they are looking to advertise.
2. Creative: Creative is important as the performance falls a lot on it, whether it be the ad dimension or the animation or the quality of the creative.
3. Proper IO set-up: Always have a clear step on IO sign up with the advertiser. The deal made should be mentioned in the IO and then signed by the advertiser so that there is no chaos at the end.
4. Metrics/Goals: Understand the goal of the campaign, which metric is to be looked precisely.
5. Competitive Landscape: Market is too competitive so before you jump to manage an account please always do some study and analysis about the advertiser’s competitor. Example, if you are managing an HP account, please does some analysis on Dell digital accounts.
6. Client Media Plan: Have a detail look on the client’s media plan, it gives a better insight and helps in forming strategies to enhance the campaign for better performance
7. Targeting: Ahh one of the most important factor for a successful campaign or account. What are you targeting at, who is your audience? Showing a cricket bat ad to a 40+ women is a waste of time and money. This factor needs to be very practical and perfect.
8. Pricing: What is the pricing that you are dealing with, shouldn’t go to high or too low as it impacts the budget consumption and your target goal? Proper planning is must required looking at the pricing.
9. Ad sizes: Every ad size cannot be performing and some may lead to lower performance hampering the all over campaign stats. So optimization according to ad size is must.
10. Frequency/Exposures: Showing same ad to same person is not a best practice; use of frequency capping is a good choice and a better action for better performance.
11. Category Data: Segmentation or categorization is important for the product that you are working on. Look at the category data that you have to optimize the campaign; it helps boosting up the campaign
12. Site Specific Data: If you are planning to run the campaign on some popular sites or specific ones, please always make decisions as per previous site performance data. Running on specific site is a deal of heavy budget, so shouldn’t be a risky affair or testing strategy.
13. Historical Data: Everyone knows data is the most important factor in digital campaign and should be always stored and looked for the next account. You learn with your mistakes or success, use historical data for optimizing the campaign. A very important factor that needs to be kept in mind.
14. Conversion Tracking: For lead based campaign conversion tracking is important and must but if a chance to have it for branding campaign also it’s a good metric that can help to optimize the campaign well.
15. Retargeting: Serving to the interested users helps a lot in getting conversion which at the end client is interested on. Always use retargeting concept for your account.
16. Dynamic Ads: Dynamic ads are more engaging and help a lot in having better CTR. Try to make use of innovations than static banners.
17. Audience Profiles: What profile are you looking to target? Demographic targeting is very important for your account; please don’t open to all even if it is a branding campaign.
18. Behavioral Targeting: Customized targeting cost you more but yes undoubtedly helps in performance. Use of behavioral targeting can boost up your campaign performance quickly
19. Geo-Targeting: Which location you are targeting; please always get it clear with the client. There shouldn’t be any goof ups here. Right geo targeting is very important.
20. Client Reporting: At the end of the day it’s about the report that client is interested in. Punctual on time reporting to client is very important, delayed response or submission of reports to the client may lead to negative impact on client. If in case delayed please be vocal or informative.