Inheriting PPC Accounts: How to Efficiently Transition Ownership and Successfully Optimize a Large PPC Account

Until now, there was no roadmap to help individuals and search engine marketing (SEM) firms successfully inherit and optimize a large-scale pay-per-click (PPC) account. Numerous publications have surfaced about creating PPC campaigns from scratch, but inheriting and enhancing a pre-existing account requires an entirely different skill set.

Optimizing a pre-existing PPC campaign requires a different mode of thought as well. PPC accounts are actually quite fragile, and if you come in and try to fix everything at once, you will be the proverbial raging bull in a china shop, regardless of your best intentions. You need to gain your footing within the account quickly and make methodical changes that will help you make the biggest progress at the fastest pace-while not disrupting, or even hindering, the campaign’s performance.

As a search marketing expert, you need to be able to take a pre-existing PPC account, “stop the bleeding,” and “heal” the account quickly and efficiently-and then take the account to the next level. This document lays out a plan to help you do just that.

Table of Contents

Before You Inherit the Account

Inheriting the Account

Ongoing Management and Optimization

After Your Transition and Optimization

Hanapin’s Master List of 2017 PPC Updates

In this live webinar, Hanapin experts Tanner Schroeder and Connor Regan will take a stroll down the good ol’ memory lane of 2017 and show you which updates from this last year are worth your time and effort.

What the State of PPC Report Reveals for 2018

This year we had a great turnout of responses and some mind-blowing insights to share with you. Join Hanapin's President Jeff Allen as he walks through what we found in our State of PPC Report for 2017-2018 and where the industry is going.

What Will 2018 Hold for Social?

In this webinar, join AdStage’s JD Prater and Hanapin’s Steve Burnett as they look into the next year and show you what to look forward to in the social advertising world.