If you work at a PPC agency – or simply manage PPC at a large or multi-faceted company – you may find yourself managing multiple AdWords accounts. The added complexities can make your job tricky, and your results may suffer in the process.
Below are a few tips to make the management of several client accounts smoother and more efficient.
PPC can sometimes be unpredictable, and it’s important to make sure that the house isn’t burning down. When managing several Google AdWords accounts, a My Client Center (MCC) account can provide a useful dashboard for getting a quick daily overview of all of them simultaneously. On the MCC dashboard, there is a top-level view of key performance indicators including stats for impressions, clicks, and conversions. Easy access to the data in the accounts you manage makes it clear when and where fires need to be put out.
Don’t let writing hundreds of text ads, changing myriad bids, and adding thousands of keywords sneak up on you. It can be tempting to let accounts without glaring problems fall under the radar, only to cause great strife when a client gives the “What’s been done?” pop quiz during a surprise check-in. It’s a good measure to download a Change History report on a monthly basis for each account being managed to gain insight into when and where time is being spent and to make sure that each account is getting the care it needs. The Change History report can be found in the Reporting and Tools tab in your AdWords accounts.
To build and/or continue a fruitful relationship with clients, it is of the utmost importance that they can attribute PPC successes to your management. The clearest way to make this visible is through reporting. Using a My Client Center account, it’s simple to create reporting templates that you can run across all accounts and email on a specified date. Reporting for multiple clients can be created in the Client Reporting tab of the MCC account. Familiar AdWords formats for both the Search and Display networks, including the campaign and placement performance reports, are both accessible and customizable in this area.
Allena Rouse is a Client Services Specialist at WordStream, where she uses mathematical trickery to maximize client ROAS. She was coerced into paid search sometime around 2008 but has yet to find the mythical utopia of “5-cent clicks.”
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