PPC Management for Large Companies

We’re one month into 2013 and it’s time to take a fresh look at what it takes to manage successful high-volume Google AdWords campaigns. Large accounts typically have a budget anywhere from $10,000 to $100,000 per day. These companies clearly require far more time, effort and expertise than your average mom and pop pay per click campaigns. So what do we do to make sure that these accounts are properly managed to ensure their success? The team at PPC Professionals has honed the skills necessary to guarantee a return on ROI. Here are some of our tips:

 

The Right Team

You need a team of bonafide PPC experts who have extensive experience managing high-volume accounts. You will need more than a few employees to assist in writing ad copy.

Structure of a High-Volume PPC Accounts
If your client is spending up to $100,000 a day on pay per click, it’s imperative that you spend ample time on the buildout of the AdWords PPC campaign. You should be creating tens of thousands of ad groups with millions of keywords, and typically need more than one Google AdWords child account.

Use Excel Spreadsheets
Making heavier use of Excel spreadsheets for bulk edits of AdWords keywords and bids is not only the quickest way to import your changes, it also helps keep your team organized and makes it easier to find any mistakes.

Maintain a “Winning Ads” File
Writing effective ads is one major pay per click management challenge. When someone on your team writes an outstanding ad with impressive clicks, click-through rates (CTR), impressions and conversions, add it to a shared “Winning Ads” file so the rest of the team can reference it for underperforming ad groups.

Time Investment
For large companies with high-volume pay per click accounts, plan to invest anywhere from 400 to 800 hours into building out the account in the beginning. This can easily cause PPC consulting fees to run up into the hundreds of thousands. While this sounds like a considerable amount of time and money, consider that we have first-hand experience, and have dropped the cost-per-click (CPC) by at least 40 to 50 percent in our always well-organized accounts. Generally speaking, if you spend about $100,000 per day in pay per click consulting, you may easily save $5,000 to $6,000 per month.

Managing high-volume PPC campaigns isn’t an easy undertaking. With the right team in place and the knowledge and experience necessary to make the campaign successful, both your client and your company is guaranteed to see a significant return on investment.