You're struggling with client feedback in SEM. How do you maintain ad copy integrity amidst their input?

The first thing that you should do is to understand your client business, then you will get an idea of your client expectations. Create a smooth process for Ad copy approvals/review - as this will make more sense for better communication with your client. Using small steps, you can actually be in the sync with your client expectations.

It all starts with understanding the client's vision and expectations. By actively listening and acknowledging their industry expertise, you can set a strong foundation for constructive dialogue. This approach not only builds trust but also ensures that you’re aligned with their goals from the outset.

Here’s how I maintain ad copy integrity: Educate the Client: Explain the importance of best practices in ad copywriting and how it impacts performance. Find a Middle Ground: Incorporate client input where possible, but ensure the core messaging and structure remain effective. Test and Show Results: Run A/B tests with the client’s suggestions versus your original copy to demonstrate what works best. Stay Collaborative: Keep communication open, making the client feel involved while guiding them toward optimal decisions.

Understanding your client's expectations is crucial for aligning their feedback with SEM objectives. Start by listening carefully to their ideas and concerns, recognizing their expertise in their industry. This approach builds trust and fosters an open dialogue where you can explain the mechanics of SEM and the rationale behind specific ad copy choices. The goal is to create a collaborative environment where both parties feel valued and respected. By setting clear expectations from the beginning, you can manage feedback more effectively while preserving the integrity of the ad copy.

Understanding your client's expectations is the first step in aligning their feedback with SEM goals. Listen attentively to their ideas and concerns, recognizing their expertise in their industry. This builds trust and opens a dialogue where you can explain the nuances of SEM and the rationale behind certain ad copy choices. The aim is to foster a collaborative environment where both parties feel heard and respected. By setting clear expectations from the start, you can manage feedback effectively while maintaining the integrity of the ad copy.

Client education is different from being defensive. Client education focuses on best practices. It focuses on explaining the elements that make an ad compelling. It discusses what industry experts & platform experts think are important for success. Some of these might be technical requirements, some copy level requirements of what to say, how to say, how much to say and how to get people to respond to your ad. Allow the education to be a two-way street learning more about the business and their customers from the client. They understand the business better, we understand the platform better but have the ability to grasp the business knowledge quickly.

Education is another important element. I’ve found that explaining the rationale behind specific SEM strategies—like keyword selection and call-to-action effectiveness—can help clients see the bigger picture. Simplifying complex concepts and showing how their input fits into the overall strategy empowers clients to make informed decisions without compromising the ad's performance.

Digital marketing jargon is annoying for everyone, especially clients. Some years ago, when I was just starting, I reported the results of a Google Ads campaign. I thought I was being clear until my mentor jumped in to clarify all the "professional" terms I unconsciously used and summarized my report. It seemed unnecessary and made me uncomfortable. However, later I appreciated that proactivity because the client seemed happier than ever. From that, I learned that being proactive in identifying knowledge gaps and filling them generates an unforgettable experience. It's not necessary to wait for meetings to do it. Even automated reports can have clear explanations or information labels. I guarantee you'll see a difference.

When faced with feedback that doesn’t align with SEM best practices, compromise is often the best route. I focus on integrating their ideas in ways that still support campaign goals. For instance, if a client insists on certain phrases, I find ways to incorporate them without sacrificing keyword relevance or clarity.

I also emphasize the importance of data-driven decisions. Iterative testing allows us to incorporate client suggestions and assess their impact objectively. This approach helps clients see the value of performance metrics over subjective preferences, making it easier to navigate feedback discussions.

En mi experiencia tener una comunicación clara, directa con el cliente es la base para éxito de un proyecto de cualquier tipo. Si no conoces sus expectativas y no te involucras con su negocio, terminarás siendo solo uno de los tantos profetas que suele haber en Internet. Mi recomendación es que le cuentes todo lo que vas a hacer y porque lo haces, en términos que él entienda, así te dará la confianza necesaria y la relación será más fluida. Recuerda que es importante no ofrecer más de lo que estés dispuesto a cumplir y de cubrir sus expectativas, ya que en el momento que dejes de hacerlo tú mismo da?aras la relación y la comunicación con el será más difícil. ????

Throughout the process, clear communication is essential. Being transparent about potential outcomes and maintaining open channels for discussion helps clients feel involved and informed. This builds their trust in your expertise and facilitates smoother collaboration.

Finally, when finalizing edits, I ensure that all changes are aligned with both SEM goals and the client’s brand message. Reinforcing how the agreed-upon modifications fit into the broader strategy ensures that both the client's vision and best practices are respected.