13 Tips to Manage Large Accounts презентация

Tips to Manage Large Accounts

HOSTED BY:

Hero
@jeffbaum71

Eric Couch
Senior Account Manager at Hanapin Marketing
Blogger at PPC Hero
@ecouch11

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1 year
1-3 years
3-5 years
5+ years

myself.
I’m part of a team that manages it.
I outsource my account management.
I’m rethinking how my account is managed.

Budget

Plan for Budget Reallocation

large accounts

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

Outsourcing: Hiring Freelancers, Employing Vendors, Hiring Temps

One Optimization Opportunity per Week
Measure Impact

One Growth Opportunity per Week
Measure Impact

account analysis

Regular Email Updates: Minimum of 1x per week

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

Scripts

Bid Management Tools

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

For example…

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!

managing a large account?
#thinkppc
Keeping track of all the moving parts.
Reporting, reporting, reporting.
Maintaining account efficiency & hitting goals.
Finding growth opportunities.

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…

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

(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)

(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)

Other Display Beta Tests

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.

some flexibility to handle top-priority tasks.

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.

enthused about what you’re enthused about, dig deeper!

Find out what their real goals/priorities are.

What’s really upsetting them?

interested in:

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FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in ad spend).

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