4 Ways to Efficiently Manage Account Downtime in PPC
March 15, 2018
While every PPC account is different, all accounts have weekly fluctuations in the time required to keep the account on track. We have all experienced this. One week, you are working overtime to launch a major initiative and optimize campaigns, but the next week your account is running flawlessly with little effort leaving you with a ton of downtime. Making effective use of the times when your account needs less of your time will make you invaluable account manager.
Where should you focus when you have some unexpected downtime? Below I’ve listed a few opportunities that have helped improve my long-term effectiveness as an Account Manager.
Automate What You Can
Everyone knows there is a massive upside to automating mindless tasks, like reports. Despite the obvious time-saving benefits, many Account Managers have not adopted automation tools that will make their lives easier. A situation often arises where an Account Manager will put off automating a report because they don’t have time to set it up ‘this week.’
While this logic seems counterintuitive, it makes sense that an Account Manager doesn’t want to add more work or complexity to a week where time is a scarce resource. It is for this reason that you should tackle this type of project on a week where you have more downtime. If a report or task is successfully automated, more time will be available every week. You will have more time each week to focus on exceeding goals, brainstorming new strategies, and exploring expansion opportunities rather than doing repetitive tasks.
Sometimes we get so focused on what is happening on a day-to-day basis within an account that we forget to take a step back and question if the overall direction of our daily work makes sense. It’s nearly impossible to be creative when your account performance is struggling and requires all of your available time and attention. This reality makes it extremely important make effective use of downtime.
Account downtime provides a great opportunity to get a fresh perspective on the direction of your account. Taking a step back allows you to evaluate goals and determine if they make sense from a PPC and business perspective. Setting realistic and productive goals will allow you to make clear, incremental steps toward success, while clearly demonstrating the value of PPC efforts to all stakeholders.
Test New Initiatives
In an ideal world, digital marketers should continually be testing new initiatives to gain knowledge and find new opportunities. The insights we gain from testing provide direction for future strategy. Unfortunately, the PPC world is not ideal and testing occasionally gets pushed to the back burner when more immediate action needs to be taken.
Using downtime to set up a new test will provide more levers to pull when making future optimizations. Testing initiatives can range from new ad copy to new a new ad platform, or anywhere in between. Regardless of what you are testing, clients or managers will be happy that you are continually moving the account forward.
De-Stress and Enjoy Your Time
It’s fair to say that almost everyone in the industry has stressed over their accounts at some point. Whether its dealing with clients or the seemingly infinite number of small details, we have something that pushes our stress button.
Be sure to leverage downtime to break away from the ever-present stressors that live in the PPC realm. De-stressing will positively impact your communication, creativity, and focus. There are many ways to go about this process. Finding a de-stressing technique that compliments your work habits will help make de-stressing part of your regular routine.
Taking advantage of downtime to pursue productive initiatives keeps clients happy while putting the account manager in a position of strength when the account activity inevitably ramps up. This is not an exhaustive list, but it should provide some simple ideas to stay on task when your account give you downtime.
Browse By Category
4 Tips on Generating Leads for SaaS Clients
SaaS clients have a stereotype of moving really fast and want quick results. Here are 4 of my top tips on how to generate paid search leads through AdWords.
Why You Should Be Using Facebook Canvas Ads
Explore four reasons why you should test canvas ads on Facebook.
The Future of Ad Copy in an AI World
In this webinar, AdFury’s Christopher Hoover and Hanapin’s Lauren Rosner will discuss the hot topic of AI and what the future could look like when automation becomes more and more popular in our industry – the good, the bad, and the challenging.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Reasons to Not Use an Automated PPC Bidding Strategy
There are so many situations when it is a good idea to test out PPC Bidding Strategies on campaigns. In this article, we are going to discuss different reasons why you might want to avoid using automated bid strategies.
Take the 2018 State of PPC Survey!
We're looking for marketers to take our State of PPC survey! The survey takes about 5 minutes to complete and establishes benchmarks, identify trends, and helps marketers around the world understand what's working and what's not in PPC.
How To Avoid Overlap Between Multiple Similar PPC Accounts
Get tips on how to avoid overlap between multiple similar PPC accounts and start becoming more effective at running ads for multiple or related brands.