Get a 1:1 Demo

Client Communication 101: How to Say I've Got This

Sometimes the most important lessons take the longest to learn. As a marketer, it took me awhile to realize that a drop in marketing performance can actually be a good thing. If your numbers are falling, it doesn't always mean the sky is falling.

I used to stress out when I saw a drop in rankings, traffic or leads. I'm sure your marketing people do too, especially if you've been serving the client for a long time. The last thing you want is for the client to start wondering if you're still worth their money since they haven't seen growth in a while. Every agency fears this sentence: "Why am I still paying you? The numbers haven't gone up in months."

Here's a quick client communication example that highlights this issue:

The client's most recent WhatConverts monthly summary showed a drop in leads from the previous month. The report showed a 27% drop from month-to-month  for Google Ads leads, but Google Organic remained stable. Something was going on with Google Ads.

Drop in leads from Google Ads

I jumped over to Google Ads to see if I could find a corresponding drop.

As it turns out, the culprit was 'search impression share'. This metric shows how much your ads are being shown in comparison to competing ads, and can help you determine if your competitors are increasing their bids or if new competitors are targeting your search terms. In the chart below, we can see a drop from a 50-60% search impression share to just over 30%.

Drop in search impression share

Impression share

Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could receive.

Impression share = impressions / total eligible impressions

The eligible impressions metric is estimated using many factors, including targeting settings, approval statuses, and quality. Impression share data is available for campaigns, ad groups, product groups (for shopping campaigns), and keywords.

Impression share is a great way to understand whether your ads have the potential to reach more people if you increase your bid or budget.

In this case, one of the client's competitors was getting more aggressive with their ad spend.

I drafted up an email to the client, as seen below. It's a quick note explaining what I'm seeing in the Google Ads campaign. I could have included the information about how Google Organic leads are still strong, but sometimes providing one clear piece of information is preferable for client communication.

Also, notice that I provide a quick recommendation at the bottom, so he knows that "I've got this!"

Google Ads Search Impression-client-send

Here is the client's response. It's short, but it speaks volumes.

Google Ads Search Impression Client Response

Obviously the client isn't thrilled that his lead capture numbers have dropped in Google Ads, but he knows that "I've Got This!" He knows I'm looking out for his interests and addressing issues that pop up when I'm measuring marketing campaigns.

There are 3 important takeaways from this simple example.

  1. Quick actionable insights. Set up reporting so that your reports highlight swings in performance. This helps you identify problem areas quickly. I knew immediately the problem was Google Ads.
  2. Narrow your focus with tools and reporting. Start broad and narrow your focus to a source, then campaign, then keyword and landing page. Once you're hot on the trail look at a few different reports that highlight the issue. Once you've found a trouble area -- for example, competitors competing on keywords -- you may need to use competitor tools from SEMrush to show what keywords your competitors are bidding on and how much they are paying. This will help you decide what keywords you would like to increase you bid on, or maybe strengthen your SEO instead of a bidding war.
  3. Communicate. In the past I would dig into the research to develop a strategy to solve the problem without letting the client know about the problem. This was a mistake. The correct process is to dig in, research, develop a strategy and then send a quick email explaining the issue and how you are addressing the problem. The research and strategy needs to be real to preserve your client's trust. You don't need to "just keep in touch"; you need to let them know, "I Got This!"

Executing this strategy does require that you pay personal attention to your clients accounts, but the reporting I have set up delivers it to my inbox in a way that I can quickly see issues I need to jump on quickly. Some clients don't need special attention for months, as the strategies we put in place are working great. With scheduled reporting and tools, it's easy to keep clients happy and jump in when the things change.

Here are a few tools from WhatConverts that can help you stay on top of client communication

Michael Cooney

Michael Cooney is a co-founder of WhatConverts. He’s been solving everyday marketing mysteries for years! Connect with him on Twitter or via email at [email protected].

Request a Live Demo
Get a FREE presentation of WhatConverts

One of our marketing experts will give you a full presentation of how WhatConverts can help you grow your business.

Request a Live Demo
Whatconverts Features for your Business
Monthly Summary Marketing Report
Analytics & Insights Monthly Summary Marketing Report

Distills marketing efforts into a lead-based report that is easy to understand.

Scheduled Reports
Analytics & Insights Scheduled Reports

Create simple, clear reports sent at daily, weekly or monthly intervals.

Multidimensional Reports
Analytics & Insights Multidimensional Reports

Quickly select which information you want to see in a chart and produce a clear report.

Plotting and Charting Options
Analytics & Insights Plotting and Charting Options

Create the exact report you need with customized plots and charts.

Recommended Help Topics
Help Document Google Ads Integration

Last update on June 13, 2022

Help Document Adding Master Account Users

Last update on February 25, 2022

Master Accounts
Help Document Understanding User Notifications

Last update on March 3, 2022

Master Accounts
Join 20,000+ other marketers and start getting marketing clarity

Subscribe to our newsletter and get proven marketing strategies for growing your business.

    Suggested Blog Articles
    Case Study: Proving your Value with Better AdWords Reporting
    Advertising & Marketing Case Study: Proving your Value with Better AdWords Reporting

    Last update on Mar 25, 2015

    Google AdWords Parallel Tracking - Will it Affect my Lead Tracking?
    Advertising & Marketing Google AdWords Parallel Tracking - Will it Affect my Lead Tracking?

    Last update on Sep 12, 2018

    The 6 Personalities You Need to Please in Client Reporting
    Analytics & Reporting The 6 Personalities You Need to Please in Client Reporting

    Last update on Sep 9, 2019

    ready to get marketing clarity?

    Grow your business with WhatConverts

    14 days free trial Easy setup Dedicated support
    G2 Users Love Us Badge
    G2 High Performer Badge
    G2 High Performer Small Business Badge
    G2 Momentum Leader Badge
    G2 High Performer Europe Badge