How did Adwords change bidding at the end of 2023? (performance analysis)
What is AdWords? Google AdWords, now known as Google Ads, is an online advertising platform by Google. It allows businesses…
The overriding goal of technology companies is to provide reliable products and services. How should Customer Success teams be created and developed in this case? What is the added value of customer management in strictly technological enterprises?
As Yieldbird, we provide services to online publishers in the field of programmatic optimization.
Most of our work takes place inside tools: optimization of floor price rates, building header bidding setups and performance analysis. It may seem that the main POC for the publisher in this situation will be an ad-ops expert, developer or data scientist. And yet, the responsibility is in the hands of the Customer Success team. So, because we often hear from publishers that this is a good solution, we want to share our experience with you.
- Our work is closer to Project Management than to Customer Service.
When we start working with the publisher, we become the face of Yieldbird in their company, but it also works the other way round – we are the face of the publisher’s company in our own structures. The historical name of our team used to be “Publisher Development Team”.
Our main objective is, in fact, the development, not just the satisfaction of the publisher. Therefore, from the very beginning, we strategically plan further steps: audits, technological changes, the implementation of new products and other milestones. - We are not a support line that randomly and reactively responds to reported problems.
The publisher cooperates constantly with one dedicated Customer Success Manager. This allows us to establish a relationship and understand the publisher’s needs and expectations better. As we work mostly remotely with more than 250 publishers around the world, we felt the need to better understand their local culture and business customs deeper. To do so, our team has divided into regional specialities.
Apparently, communication wasn’t the only thing that improved as a result! Being able to take into account the publishers’ bank and religious holidays in advance has significantly reduced the buffer time between successive steps of the conducted projects. At the same time, we remained one big team and we keep on sharing our international insight with each other. Such cross-border view helps us to manage industry expectations with higher accuracy. - No forward management.
Practical knowledge about various aspects of programmatic (reporting, optimization, code implementation, product development opportunities) is indispensable in the work of the Customer Success team in Yieldbird. Deep understanding of boundary conditions, prerequisites, and the functioning of programming setups are essential for quick problem-solving. The dynamics of work simply does not allow us to waste time playing Chinese whispers – the more we can solve or verify ourselves, the better.
At the same time, we cannot afford competences shortages. Therefore, the Customer Success team is obliged to take part in training comparable with the ones in which ad ops, analytical, and data science teams participate. Moreover, as Yieldbird is one of 35 Google Certified Publishing Partners worldwide, each of our employees regularly take part in an exam session organized and evaluated by Google. This is an additional assurance for us that the knowledge we share with publishers is correct and up to date. - We adjust.
Business books often elaborate deeply on the model communication with the client, giving guidelines on its style and frequency. It’s good to know, but for us being a partner is getting along, not imposing book-knowledge. We offer multi-channel support, depending on the publisher’s preferences – whether they like to discuss the topics over the phone, or on an instant communication chat or during a video conference. The publishers shall get the support they need in a way that is most convenient to them, not us.
How about meetings? It’s sometimes not possible to visit or host our publishers often, yet we really appreciate the added value of face to face meetings. Recently we came up with the idea of YieldFest, a digital publishers’ meetup – productive, yet relaxing mix of trend talks business retreat. The first edition took place in Warsaw, Poland, and in autumn we plan to have two more meetups – follow our social media channels for the details coming soon! - Last but not least, our communication skills, diligence, knowledge and bond may all wrap up to create customer happiness.
Yet to deliver customer success in its primary meaning, we need one last factor – the revenue. Never forget it’s all about business. Being a Customer Success Manager in Yieldbird means that the projects you manage are, in fact, ongoing. There always are new settings to test and new products to pitch. And igniting the process is our responsibility.
Read about Yieldbird’s team here!
Would you like to work in Yieldbird? See our current job offers!
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Whether you’re managing a Customer Success team or plan to become a Customer Success Manager yourself, we hope you enjoyed getting to know our mindset and experiences better!
