13 tips to Manage Large Accounts


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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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  • “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
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  • Some of these experimental campaigns did well. Others… did not.
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  • 13 tips to Manage Large Accounts

    1. 1. #thinkppc How to Recover from the Holidays Faster Than Your Competition HOSTED BY: 13 Tips to Manage Large Accounts HOSTED BY:
    2. 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. 3. #thinkppc Join the Conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
    4. 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. 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. 6. #thinkppc Tip #1: Budget Management Planning 6 Plan for Increasing Budget Plan for Decreasing Budget Plan for Budget Reallocation
    7. 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. 8. #thinkppc Tip #3: Have an Optimization Plan 8 Identify Optimization Opportunities & Document Work on One Optimization Opportunity per Week Measure Impact
    9. 9. #thinkppc Tip #4: Have a Growth Plan 9 Identify Growth Opportunities & Document Work on One Growth Opportunity per Week Measure Impact
    10. 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. 11. #thinkppc Tip #6: Use Your Tools & Technology 11 Offline Editors Rules, Alerts, & Scripts Bid Management Tools
    12. 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…
    13. 13. #thinkppc Tip #7: Detailed Reporting
    14. 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. 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. 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. 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. 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. 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. 20. #thinkppc Tip #9: New Ideas Planned 2014 Initiatives:  LinkedIn  Facebook PPC  International PPC  Investment in CRO  Affinity Audiences, Other Display Beta Tests
    21. 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. 22. #thinkppc Tip #11: Be Flexible 22 The best-laid plans oft go awry. Leave yourself some flexibility to handle top- priority tasks.
    23. 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. 24. #thinkppc Tip #13: Read Between the Lines 24 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. 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).
    26. 26. #thinkppc Live Q&A Time!
    27. 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