Effectively Managing Several PPC Accounts

This week Sean Evanko (@sevanko) fills in for the newlywed, Matt Umbro (@Matt_Umbro), with a great question set titled “Effectively Managing Several PPC Accounts.” The following is the transcribed Streamcap from the live chat:

Q1: How much time do you dedicate to client communications? How much is scheduled v. unscheduled?

  • Client communication is very important to make sure goals/strategy is aligned – so I think about at least 30%. – Christina Hall (@Chrissie_Hall85)
  • Some clients get weekly reports, some fortnightly. All get a call or email if something goes out of whack. – Steve Cameron (@adventcom)
  • 10-15% – Client Performance Manager (ironically titled CPM) handles most client communication. – Nicole Mintiens (@Tregesy)
  • Typical ppc answer: it depends. Make sure to communicate enough so the client is in the loop, but not so much as work is stalled. – Michelle Morgan (@michellemsem)
  • Weekly to bi-weekly calls with stats and projections, month ends, and regular email communication for our clients. – Heather Cooan (@HeatherCooan)
  • 10% or less, but I have agency people who do the client stuff. – Theresa Zook (@I_Marketer)
  • Depends on the client’s personality, in my exp. Some like more random/frequent communications, while some prefer scheduled. – Dave Rosborough (@daverosborough)
  • 10% scheduled & 5% unscheduled. – Nicole Mintiens
  • At min. monthly reports and a call – but typical communication is much more frequent. – Sean Evanko (@sevanko)
  • Some clients need more educating and handholding than others, but at least 1 checkin per week. – Abi Goettsch (@AbiGoettsch)
  • Client communication is crucial. Act as an extension client’s team. Regularly scheduled status updates & on call for troubleshooting. – Michale Cestaro (@Vertical_MikeC)

Q2: What are your strategies to make sure you communicate with clients on a regular basis? What’s a regular basis?

  • Set up scheduled calls from the beginning as well as weekly/monthly reporting. – Christina Hall
  • Establish precedent of sending regular reports (usually monthly for us). Flag issues to communicate before the client asks. – Timothy Jensen (@timothyjjensen)
  • Recurring calls (weekly or bi-weekly), automated reporting for weekly updates, and additional communication on projects as needed. – Michelle Morgan
  • Mid-month status updates & month-end reporting w/historical context & analysis. – Theresa Zook
  • A scheduled monthly call usually works for us. More often during times of change or if client needs that much. – Julie Bacchini (@NeptuneMoon)
  • Monthly trending reports with notes and quarterly check-in calls to discuss new and current efforts/priorities. – Nicole Mintiens
  • It’s unique to the needs of the client. Some 1/wk, others 1/mnth. We have custom 24/7 metric reporting available as well. – Michael Cestaro
  • Set up communication expectations as part of sales/onboarding process. Then follow through. – Robert Brady (@robert_brady)

Q3: How often are you setting/revisiting goals with your clients?

  • Some as often as monthly, some qtrly, some annaul…depends. – Heather Cooan
  • All the time. Everything about PPC is a moving target! Need to adjust whatever is necessary to keep moving in right direction. – Julie Bacchini
  • If through regular convos it seems like our current goals aren’t cutting it, then we’ll have a more formal talk on goals. – Michelle Morgan
  • Search based campaigns typically require goals to be evolutionary. That’s better than being revolutionary. – James Svoboda (@Realicity)
  • Even in-house strategies and tactics change in concert with the environment, even if goalposts more or less remain in place. – Max Fink (@maxfink_SEM)
    • Agreed. Even if goals are being met, we’ll set the bar higher to keep challenging ourselves. – Dave Rosborough
  • We revisit goals every day in reporting and then get a birds eye look every couple of days. – Michael Cestaro
  • Revisit goals weekly, monthly, and quarterly. Look at overall strat. & if in line with client needs. – Sarah Peduzzi (@sduzy496)
  • The ultimate goal never changes: make the client more money. The HOW is the variable. – Nate Knox (@nateknox)
  • Sometimes goals change as results happen – if leads are crappy, need to adjust to get better quality. Not necessarily on a sched. – Julie Bacchini
  • Goals evolve. I like to split them into buckets – revenue building, brand, & goal specific. Always leave room for failure. – Jesse Semchuck (@jessesem)

Q4 What are your biggest challenges/solutions in managing multiple clients?

  • Not letting client strategies bleed together. Before looking at every account you have to do a "brain wipe." – Jesse Semchuck
  • Convincing them that results don’t happen overnight. – Dave Rosborough
  • Not letting a more needy client suck up all your available time. Being consistent in time mgmt as much as possible. – Julie Bacchini
  • Time. You can never have enough of it. – James Svoboda
  • PPC results are rarely immediate! in the beginning, it can be tough to prove that your work is paying off. – Erin Sagin (@erinsagin)
  • Broad question. Time. Time. Time. More Eyes. Time. Time. Time. Getting everyone into an MCC. and time. – Michael Cestaro
  • Even if clients are similar or in the same industry, use specific strategies for each client. – Christina Hall
  • Often just getting tracking in place and fixing things so as to get a benchmark can take quite a bit of time. – Steve Cameron
    • Agreed! plus its tough to adjust your conversation style to meet each client’s level of ppc knowledge. – Erin Sagin
  • Addressing Client Issues (& work created by that), while still managing & optimizing all clients (not just squeaky wheels). – Nicole Stormberg (@NicoleStormberg)
  • Time management & consistency. It’s really easy to go 2 weeks without looking at a client who is performing well. Be relentless. – Jesse Semchuck
  • Setting expectations across agency, prioritizing client projects fairly & following up appropriately. – Nicole Mintiens
  • Challenge: Dealing w/ less sophisticated clients -> Hire employees who are natural teachers/educators. – Abi Goettsch
  • Ensuring each client is getting attention on a regular basis. – Sean Evanko
  • Realization that there is always a competitor who wants the client’s traffic. Use fear to sell them on continued site changes. – Jesse Semchuck

Q5: What strategies do you use to manage your daily workloads?

  • Organizing my day first thing. Tasks labeled in order of importance. Then good music all day long. – Sarah Peduzzi
  • Task list with setting priorities. – Christina Hall
  • I think routine helps. Not really my natural tendency, but it makes it less likely that something will get missed. – Julie Bacchini
  • Embarrassingly enough, sticky notes with checklists. And starting at 6 am. – Robert Brady
  • Trello has replaced all my sticky notes and legal pads. – Jesse Semchuck
  • Ol’ fashioned paper lists to feel a sense of accomplishment when crossing something off. – Nicole Mintiens
  • I’ve got a huge dry erase board w/ all my to-dos. In the morning, I claim the ones I’ll work on that day. Erase them as their done. – Michelle Morgan
  • To-Do list, with idea of which issues can be pushed back if high-priority day of projects pop up. And coffee, lots of coffee. – Nicole Stormberg
  • Monday meetings with the team. Basecamp for team notes, post-its for my notes, and Harvest for time tracking…and spotify. – Paul Kragthorpe (@PaulKragthorpe)
  • I use both pad and paper and Evernote since they added the reminders. – Stephanie Cockerl (@nextSTEPH)
  • After making changes, I’ll usually add a reminder to my calendar to go back and check on those changes. Easily overlooked. – Dave Rosborough
  • Nothing will get between me and my Evernote, NOTHING. – Abi Goettsch
  • “Reminders” app on my Mac – simple todo list. – Timothy Jensen
  • I’m a pen&paper gal, myself. Altho I do keep notes in a file, so I can f/u & evaluate changes. – Theresa Zook

Q6: What tools do you use to more effectively manage multiple clients?

  • Google docs are great for keeping track of helpful PPC articles and projects for interns. – Katie Martins (@KatelynMartins)
    • Was just going to say Gdocs for A7 too! Great for quick tracking of budget across multiple platforms, edits, etc. – Timothy Jensen
  • Basecamp is a huge help when keeping track of changes from multiple people across multiple accounts. – Michelle Morgan
  • Excel. I have a tab for each client & keep specific notes, actions, goals, etc., there for fast reference. – Theresa Zook
  • Google Drive, Evernote, Marin Software. – Abi Goettsch
  • I loved Zoho, but basecamp worked pretty well as well. Google Docs and simple Excel sheets will help as well. – Christina Hall


More PPCChats

Don’t forget to stay tuned for the next #PPCChat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.


Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Abi Goettsch (@AbiGoettsch)
• Christina Hall (@Chrissie_Hall85)
• Dave Rosborough (@daverosborough)
• Erin Sagin (@erinsagin)
• Heather Cooan (@HeatherCooan)
• Jesse Semchuck (@jessesem)
• Julie Bacchini (@NeptuneMoon)
• Katie Martins (@KatelynMartins)
• Max Fink (@maxfink_SEM)
• Michale Cestaro (@Vertical_MikeC)
• Michelle Morgan (@michellemsem)
• Nate Knox (@nateknox)
• Nicole Mintiens (@Tregesy)
• Nicole Stormberg (@NicoleStormberg)
• Robert Brady (@robert_brady)
• Sarah Peduzzi (@sduzy496)
• Sean Evanko (@sevanko)
• Stephanie Cockerl (@nextSTEPH)
• Steve Cameron (@adventcom)
• Theresa Zook (@I_Marketer)
• Timothy Jensen (@timothyjjensen)

Managing Several Streamcaps

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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