Large accounts are different; they require a different process and strategy than small volume accounts. Our company has different workflows, practices, strategies than one that deals with small accounts. You wouldn't hire a small business accountant for your fortune 500 company with holding companies and subsidiaries. In the same way, you shouldn't hire a small business PPC management company for your large scale accounts.
Because we only accept large accounts we are able to do whatever it takes to make our accounts successful. We have the skill set and processes designed specifically for large scale needs.
Spend management is complicated for any business, but large accounts are particularly vulnerable when it comes to overspending and wasting money. Have you ever burned $10,000 in one day? It happens all the time. While Google provides a great vehicle for your ads, they are also out for their own interests and profits, and are more than happy to take your money. That’s why you need professional money managers, not just PPC managers. For large accounts, even a 10 percent overspend can be catastrophic.
If your account manager is using Adwords built-in budget caps you’re wasting a huge percentage of your spend. Let’s say you have a budget cap of $3,000 per month. Based on the amount of clicks you’re getting, you could exceed that budget before the month ends. To prevent this, Adwords budget caps pauses or “throttles” your ads, so that your ads can still run for the full month and within your $3,000 budget. While this sounds great in theory, it’s actually very inefficient.
Think of it this way. When your ads are paused or “throttled,” you’re getting less exposure every day. This results in fewer clicks, yet because the bids haven’t changed, you’re overpaying for each click. When you use Google’s budget caps instead of lowering the bids, you’re not only paying a higher cost per click, but you’re also missing out on opportunities when your ads are not available.
In this case, you’re paying the full price per click for half of the number of clicks, when you would rather pay half the price per click, and therefore get double the number of clicks. Instead of relying on budget caps, large account managers should spend the time to do bid adjustments, so that the account can achieve more clicks at a lower cost while still ensuring broad exposure.
All-inclusive service is just like it sounds. We engineer our team and services specifically for large accounts in order to comprehensively manage everything you need to make your campaign a success. Other companies require you to pay more for additional services such as landing page creation, split testing and conversion rate optimization. At Better PPC, we include these components at no extra charge, because we believe they are critical for generating more clicks and more leads for our clients. Finally, only working with large accounts means we work with fewer clients, so we can offer better service to each client.
At BetterPPC, we take a different approach. We go that extra mile and effectively manage our clients’ budget by constantly adjusting keyword bids throughout the month, daily if necessary. While we occasionally use budget caps, we view them as an emergency backstop and set them so high, that they are rarely hit in practice. Managing budget by adjusting keyword bids is much more work, (daily), but failing to do so is so wasteful that we put in the time needed to save our clients that money.
Here’s a screenshot of an internal spend-management tool we’ve developed for tracking and projecting spend on a daily basis.