Managing a large account is no walk in the park. You may be juggling different budgets/goals/promotions in different branches of your company. It can be overwhelming and stressful. So how do you manage successfully (and without going crazy!)?
Hanapin's digital advertising experts, Eric Couch and Jeff Baum, line out tips for managing your large account wisely, how to be smarter than your competition, and make sure all parties involved stay on the same page.
You'll get expert-level PPC tips like:
*Tactics for keeping communication open, productive, and efficient
*How to show the value of PPC to different levels of management
*Tips on simple and efficient reporting
Start streamlining your large account; get these great tips today!
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13 tips to Manage Large Accounts
1. #thinkppc
How to Recover from the
Holidays Faster Than Your
Competition
HOSTED BY:
13 Tips
to Manage Large
Accounts
HOSTED BY:
2. #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
3. #thinkppc
Join the Conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.
4. #thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
5. #thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) 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.
6. #thinkppc
Tip #1: Budget Management Planning
6
Plan for Increasing Budget
Plan for Decreasing Budget
Plan for Budget Reallocation
7. #thinkppc
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
7
8. #thinkppc
Tip #3: Have an Optimization Plan
8
Identify Optimization Opportunities & Document
Work on One Optimization Opportunity per Week
Measure Impact
9. #thinkppc
Tip #4: Have a Growth Plan
9
Identify Growth Opportunities & Document
Work on One Growth Opportunity per Week
Measure Impact
10. #thinkppc
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
10
11. #thinkppc
Tip #6: Use Your Tools & Technology
11
Offline Editors
Rules, Alerts, & Scripts
Bid Management Tools
12. #thinkppc
Tip #7: Detailed Reporting
12
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…
14. #thinkppc
Tip #8: Understand Your Role
14
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!
15. #thinkppc
Live Poll Question #3
#3 – What’s your biggest pain point in managing a
large account?
#thinkppc
a) Keeping track of all the moving parts.
b) Reporting, reporting, reporting.
c) Maintaining account efficiency & hitting goals.
d) Finding growth opportunities.
16. #thinkppc
Tip #9: New Ideas
16
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…
17. #thinkppc
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)
18. #thinkppc
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)
19. #thinkppc
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)
20. #thinkppc
Tip #9: New Ideas
Planned 2014 Initiatives:
LinkedIn
Facebook PPC
International PPC
Investment in CRO
Affinity Audiences, Other Display Beta Tests
21. #thinkppc
Tip #10: Project Management
21
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.
22. #thinkppc
Tip #11: Be Flexible
22
The best-laid plans oft go
awry.
Leave yourself some
flexibility to handle top-
priority tasks.
23. #thinkppc
Tip #12: Be Proactive
23
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.
24. #thinkppc
Tip #13: Read Between the Lines
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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?
25. #thinkppc
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).
27. #thinkppc
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
Notes de l'éditeur
Kayla
Kayla
Kayla
Kayla
Kayla
“Have a plan to ramp up spend. Busy seasons or more budget allocation-This is what I have done in the pastI have had accounts where I’ve had to ramp down spend in a hurry. Here’s what I have doneBudget shifting, tracking strong and weak areas of accountSlide good to go
Slide good to go
Slide good to go
Some of these experimental campaigns did well. Others… did not.