13 tips to manage large accounts

#thinkppc

How to Recover from the Holidays Faster Than Your Competition

HOSTED BY:

13 Tips to Manage Large

Accounts

HOSTED BY:

#thinkppc

Presenters

• Jeff Baum– Associate Director of Paid Search at Hanapin

Marketing

– Blogger at PPC Hero

– @jeffbaum71

• Eric Couch– Senior Account Manager at Hanapin Marketing

– Blogger at PPC Hero

– @ecouch11

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Join the Conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppca) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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Tip #1: Budget Management Planning

Plan for Increasing Budget

Plan for Decreasing Budget

Plan for Budget Reallocation

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Tip #2: Resource Management

Using Internal Resources: Dedicated Production Specialists assigned to large accounts

Search Engine Reps: Use Google & Bing teams as extra capacity on projects

Outsourcing: Hiring Freelancers, Employing Vendors, Hiring Temps

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Tip #3: Have an Optimization Plan

Identify Optimization Opportunities & DocumentWork on One Optimization Opportunity per WeekMeasure Impact

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Tip #4: Have a Growth Plan

Identify Growth Opportunities & DocumentWork on One Growth Opportunity per WeekMeasure Impact

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Tip #5: Effective Communication

Detailed Reporting: Provide in depth performance metrics & account analysis

Regular Email Updates: Minimum of 1x per week

Pre-Set Phone Calls: Establish a set time to talk

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Tip #6: Use Your Tools & Technology

Offline Editors

Rules, Alerts, & Scripts

Bid Management Tools

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Tip #7: Detailed Reporting

Work to understand your PPC

performance.

You can know your metrics, but without providing context to your performance, you (and your boss) are flying blind.

For example…

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Tip #7: Detailed Reporting

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Tip #8: Understand Your Role

Understand how you fit in to

the bigger picture.

How are leads tracked in your system? Who gets them? What’s the sales cycle like?

What about ecommerce? What are your margins? How can you help hit goals? Go beyond the click!

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Live Poll Question #3

#3 – What’s your biggest pain point in managing a large account?#thinkppca) Keeping track of all the moving parts.b) Reporting, reporting, reporting.c) Maintaining account efficiency & hitting goals.d) Finding growth opportunities.

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Tip #9: New Ideas

Don’t just rely on your

existing campaigns for growth & optimization.

Try new things– some may work even better than what you already have.

Have a testing plan and stick to it! For instance…

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Tip #9: New Ideas

Q2 2013 Action Items:

Remarketing Launch (worked) Bing Launch (worked) International target expansion (didn’t work) Geographic modifier optimization (worked) Account/campaign restructure – more efficient budgeting

(worked)

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Tip #9: New Ideas

Q3 2013 Action Items:

Remarketing Expansion (didn’t work) FBX Remarketing (worked, but low volume) AdWords for Video (worked, but low volume) Landing Page Tests (really worked) Product Expansion (didn’t work) Backend Tracking (absolutely worked)

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Tip #9: New Ideas

Q4 2013 Action Items:

Campaign Budget Increase (worked) Product Expansion (great volume, poor quality) Display Keyword Campaign Test (mixed results) Similar Users Campaign Test (worked) Google Beta Test (worked, low volume) Unpausing High-CPA Keyword Test (didn’t work)

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Tip #9: New Ideas

Planned 2014 Initiatives:

LinkedIn Facebook PPC International PPC Investment in CRO Affinity Audiences, Other Display Beta Tests

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Tip #10: Project Management

I hope you like To-Do Lists.

You don’t need software for this (Basecamp, Outlook, etc.), but it can help.

Plan in advance– a little bit of foresight can give you and your team the time you need to handle a large task.

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Tip #11: Be Flexible

The best-laid plans oft go

awry.

Leave yourself some flexibility to handle top-priority tasks.

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Tip #12: Be Proactive

Pulling reports can be useful for

you too.

The analysis involved can alert you to performance issues.

Don’t let things slide in the hopes they go unnoticed. Point it out, offer an explanation, and say what you’ll do about it.

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Tip #13: Read Between the Lines

Ask questions.

If your boss/client isn’t enthused about what you’re enthused about, dig deeper!

Find out what their real goals/priorities are.

What’s really upsetting them?

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Need Help?

Would you like help with your PPC accounts and management?I’m interested in:

PPC Management: We handle the day-to-day management of your PPC account.

Account Audit: We review your account for optimizations. PPC Retainer: We handle only specific needs within your account. FREE Solutions Blueprint: We look at your account and provide analysis

and consultation (For accounts with $20K+ in ad spend).

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in ad spend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Or contact us directly:• Webinar Feedback: marketing@hanapinmarketing.com