PPC Offboarding SOP

Purpose #

How to process a client’s request to discontinue services with LFMP.

Scope #

This is useful for CSM’s and Staff to understand the process of Offboarding PPC when we receive a request from the client to discontinue services with LFMP.

Definitions & acronyms #

• CSM: Client Success Manager
• MCC: Google Ads Manager Account (fkna: My Client Center)
• PPC: Pay-Per-Click

Procedures #

Offboarding Checklist – Master

Step-by-step instructions #

GOOGLE ADS OFFBOARDING PROCESS:

• • Step 1: Pause all campaigns on date requested by client to pause PPC in the cancellation notice
    • If the client didn’t specify, please ask the CSM to confirm with them if they want us to keep their ads running until the last day of service
  • Step 2: IMMEDIATELY UPON RECEIPT OF INTENTION TO TERMINATE SERVICES (*within the next 24 hours) 
    • Step 2.1: Download all local negative keyword lists, save to client files area in the cloud (in case client returns and lists are somehow not there if we resume management – also in case we take on a new client for same practice area in same area)
    • Step 2.2: Download account in Google Ads editor / export
      •  select export whole account and then save it
      • Do the same but by campaign and select export selected campaigns vs whole account. Upload into the client area in the cloud.
    • Step 2.3 Do any final search term maintenance, recommendations / alerts clean up & account opti-score to 100% (accept / dismiss)

• Step 3: CLICKCEASE:

• Step 3.1:  Login to clickcease.com and remove the client domain from the account.

• • • Step 3.2:  Remove the clickcease tracking code from the client website if installed.
  • Step 4: Disconnect agency MCC account on official last day of service date (does not apply if client disconnects us first).

REMARKETING OFFBOARDING PROCESS:

• Step 1: Pause campaign in Perfect Audience or Ad Roll as applicable, on date requested by client
• Step 2:  Ensure login is in master sheet and provided to client

MICROSOFT ADS OFFBOARDING PROCESS:

• Step 1: Pause all campaigns on date requested by client
• Step 2: IMMEDIATELY UPON RECEIPT OF INTENTION TO TERMINATE SERVICES (But after Google Ads is done) 
  • Step 2.1: Do any final search term maintenance, recommendations / alerts clean up (accept / dismiss)

• Step 3: No need to download anything.
• Step 4: Disconnect agency MCC account on official last day of service date.

GENERAL PPC OFFBOARDING PROCESS:

After all steps above except the MCC disconnection are completed

• Step 1: Ensure the client is contacted with an email explaining how they are billed for each site. For example, Google and Microsoft Ads bills in arrears. 
• Step 2: They will receive a final bill from those sites typically no later than 30 days after full pausing of their campaigns. Often clients forget and are surprised to see a charge on their credit card for PPC from Google and Microsoft days or weeks after they requested pausing / terminated services. 

This email and verbal communication by the CSM should avoid any questions or issues with the departing client.