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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How to Recover from the
Holidays Faster Than Your
Competition
HOSTED BY:
13 Tips
to Manage Large
Accounts
HOSTED BY:

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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?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
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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.

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Tip #1: Budget Management Planning
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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
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Identify Optimization Opportunities & Document
Work on One Optimization Opportunity per Week
Measure Impact

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Tip #4: Have a Growth Plan
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Identify Growth Opportunities & Document
Work on One Growth Opportunity per Week
Measure 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
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Offline Editors
Rules, Alerts, & Scripts
Bid Management Tools

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Tip #7: Detailed Reporting
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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
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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?
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a) 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
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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
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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
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The best-laid plans oft go
awry.
Leave yourself some
flexibility to handle top-
priority tasks.

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Tip #12: Be Proactive
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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
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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?

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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