If you’re running an ad campaign on social media for your business, here’s a horror story you need to hear.
This is from a client that recently came on board with us. They had been doing paid ads on social media and the guy who was running it for them was spending 2,000 a month, and was charging them 3,500. They were seeing success from it, but felt that their campaigns could be further refined and that their current marketing firm just set it up and was letting it run.
So the client spoke to them about it, presumably giving the marketing firm the idea that they wanted to pull out. So, surprise surprise, the firm said that they wouldn’t let them access their account information – because they created the account themselves under the marketing firm’s account despite the fact that the credit card on file was the client’s.
Now we do not know what kind of agreement the client might have signed with the other marketing firm, but this is nothing but a gesture of bad faith. Business owners hire marketing firms so that they can concentrate on running their business, and while they should always be mindful of things like having access to admin accounts, it is really just low and distasteful for any SEM Firm to hold their clients hostage by denying them of their ad account access or information.
In the end, the marketing firm just said, quite dismissively, “Everybody does it this way. If you are making money, why can’t I?”
Now the client was running both Google and Facebook ads. We were able to get back access to his Google Adwords account by verifying his identity using his credit card info, but this was not the case with Facebook ads. So all the ad information – audience, targeting, keywords, that the client paid for with his own credit card, were essentially good as lost.
So what can you, the business owner, do to prevent this horror story from happening to you? It’s simple really, at the end of the day, what you want is to have the only top clearance to all of your accounts. When hiring someone to run ad accounts or do any marketing for you, ensure you have ownership and access to the following:
- Adwords and Facebook ad account admin
- social media channels
- All Ads Are on your cc
Make sure that you have an admin username/password that only you know, and that your marketing team uses another, with a lower access privileges if possible. For Google, you should have Administrative access while your marketing should use Standard, and in Facebook, the Advertiser permission. Use your credit card for payments as it is almost always the only thing that can be used to verify your identity online.