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

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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 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. #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

Hinweis der Redaktion

  1. Kayla
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  6. “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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  9. Some of these experimental campaigns did well. Others… did not.
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  16. Kayla