This post is meant to highlight three things:
- We are not infallible.
- Our job is to candidly advise on the status of marketing, even when problems are self created (see above).
- Being extremely selective in choosing exceptional clients fosters a genuine partnership where that honesty is appreciated.
Last week we f’d up. This was for a large, long standing client who has spent well over $200K with us. The long and short of it…while building out a Google Ads campaign for a client’s new office, we inadvertently deleted an existing one – and historical data, drives quality score and quality score drives economic efficiency – therefore the ads aren’t going to perform as well (for a short time). Our error is going to cost the client some money.
Here’s the exchange that happened between my AE and our client late Friday afternoon:
I have some bad news. While I was helping get the XXXXXX campaign edited, I accidentally removed the XXXXX campaign. I called support to try and get it back but they said there’s nothing they can do. I was able to duplicate the campaign, so it’s currently running on the same settings, with the same ads and keywords.
Since the original campaign was removed, we essentially are starting over with a brand new campaign. We still have access to the data from the original, but any authority that it had is now gone. It’s going to take a while for the campaign to start running the way it was.
Again, I’m very sorry. Please let me know if you have any questions or want to discuss this further.
That was at 5:22 pm on Friday. Client wrote back at 8:20 on Saturday morning:
I thought it was super classy for you to let me know about the XXXX campaign. I’ve used so many marketing firms and the reason why I was so attracted to Mockingbird was because Conrad was so upfront and honest with me. And I believe this extends to the entire company. Basically, other marketing companies tend to [be] very squirreley and Mockingbird is so honest, and that’s why I love working with Mockingbird. For example, you consistently say, “XXXX, you should use us for this…” and you also say, “Dan, I’ll be honest, you may be able to get a better value somewhere else.” I really appreciate that candor.
I think the XXXXX campaign is a perfect example of why I enjoy working with Mockingbird so much. There was virtually no way that I ever would have realized that the XXXXX campaign was deleted. I’m just not smart enough to figure that out. But you saying, “look, XXXX, although you would have never realized this, I mistakenly deleted the XXXXX campaign and the paid searches may not be as good as before” was a super classy move.
So, final thought:
First, thank you for letting me know about what occurred with the XXXX campaign. I greatly appreciate your honesty about that.
Second, do not worry about. Mistakes happen, so not a big deal.
One of our 10 Commandments is “Proactively Deliver Bad News.” This is vital in our role as consultants/advisors/experts. News from the marketing side of things is not always positive and a good agency won’t shy away from delivering bad news…even (or perhaps especially) when its our fault. And clients…you should recognize that us technical agencies almost always have the ability and access to hide any mistakes or concerns from you. That should never be our role, but as our client pointed out…he most likely would never have noticed. Ask yourself: when is the last time your agency told you things aren’t going well?