How To Manage a Large Number of PPC Clients (Episode 182)

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Show Notes

Welcome back to the Paid Search Podcast! This week we’re continuing our month-long series on running a PPC agency, and we’re discussing how PPC agencies can manage lots of client accounts efficiently and still be effective and get great results. We cover an example of a hypothetical client, and we explain the things we would focus on weekly, monthly, and quarterly. Thanks for listening and enjoy the episode!

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Transcript

Jason Rothman:
Welcome back to the Paid Search podcast, my name is Jason Rothman. As always I’m joined by the great Chris Schaeffer. Chris I can see you’re in your holiday Christmas cheer here with your nice red sweater.

Chris Schaeffer:
Mm-hmm (affirmative).

Jason Rothman:
We’re recording this, I guess, two days before Christmas, the week before Christmas. And how’s it going?

Chris Schaeffer:
It’s … I’m surrounded by presents, there’s not a drop of snow because it’s Texas, it’s God’s country and it wouldn’t dare snow on God’s country, and it’s great. Everybody can see kitty wrapped in Christmas lights, that’s for you YouTube because, no one on audio is going to appreciate this festive sweater, and that’s it. All right Jason, I have spoken, you may now proceed.

Jason Rothman:
Oh, all business today, you’re all busy today.

Chris Schaeffer:
Oh yeah. You are my monetary slave, that’s what you’re here for. Make me money. make them laugh and leave.

Jason Rothman:
Did we switch characters or something I’m getting a lot of heat from-

Chris Schaeffer:
You didn’t get the memo? You didn’t get the memo? I’m now the aggressive money, man.

Jason Rothman:
Wow, isn’t that nice? No.

Chris Schaeffer:
To gear in Jason, I’m looking at bottom numbers, I got to make stuff happen.

Jason Rothman:
Okay, Chris. Well, before we start today’s episode on managing Google Ads, and Bing accounts, I want to take a minute and thank today’s sponsor WordStream. WordStream is the reason we’re able to do this PPC agency series throughout the month of December, and WordStream is an award winning PPC software, they’ve analyzed over $1.5 billion of marketing spend. They’re a Facebook marketing partner, Google Premier partner, and a Microsoft Bing Ads partner. WordStream has a wonderful tool for PPC agencies, a platform called WordStream Advisor for Agencies. This is what we use and recommend. You can learn more about it and how it can help your PPC agency at wordstream.com/paidsearchpodcast. As we talked about last week, there’s a lot of cool things you can do inside WordStream Advisor for Agencies, including generating audits and proposals within just minutes.

Jason Rothman:
You send those out, you get more clients, but then it becomes about how do you manage all those clients that you’re getting? One of the biggest questions I’ve got gotten since we start doing this podcast is, how many accounts one employee, one person can manage? And the reason I get that question so much, because that’s where profits come from. Your revenue is the number of accounts you manage, your costs are the time and people it takes to manage those accounts, and so whatever’s left over is your profit. So, in order to grow your profit, you have to get more and more efficient. And what I’ve found in terms of the number of accounts that one person that can manage, I don’t put a ceiling on it. Because every year I’ve been in this business, I’ve been able to grow my ceiling and manage more and more accounts. And the reason I think I’ve been able to do that, is because of technology, and tools like WordStream Advisor for Agencies.

Jason Rothman:
Three of the things I love with WordStream Advisor for Agencies, when it comes to managing accounts is the client center, the 20 minute workweek, and the query string. With the client center, you can manage your client priorities and budgets across your entire portfolio. You can get an added glance view of every account under management, and this helps you assess where to spend your time and budget most efficiently. Knowing how to prioritize your time and budget is the key to growing your portfolio, scaling your business and increasing profitability. In the client center you can prioritize clients, quickly identifies clients that need more time and attention, customize your budget pacing tools, and spend notifications, track performance and get a complete view into your client portfolio and performance across all your accounts.

Jason Rothman:
And then with the trial 20 minute workweek, it’s like the ultimate management checklist we used to talk about, it’s all the stuff we used to do manually, all there in one place inside of the 20 minute workweek. The system will find duplicate keywords to pause when you’re … To make sure you’re not competing with yourself. You’ll find keywords that could use an increased bid adjustment when you have a high quality score, but you’re not bidding enough to kind of get that ad rank over the hump and get more traffic. Then alternatively if you’re bidding too aggressively, and keywords, with low quality scores, it’ll alert you to that and you can lower your bids. And then it’ll make those suggestions for you, all in one place, you just click a button and put those bids into place.

Jason Rothman:
It will also give you suggestions on device bid adjustments, and there’s also a split ad groups tool, where you can identify ad groups that seem to be targeting different themes, split those ad groups down into multiple ad groups so you can target them with unique keywords and unique ads, better performance, more control. There’s also an ads suggestions tool where you can fix low performing ads right there inside of the platform, and that’s just a sample of what you can do inside the 20 minute workweek. You can do this all fast, efficient and in one place. And then the final part of the management section of WordStream Advisor for Agencies that I absolutely love, is the query stream. This is the number one thing I talked about with Google Ads, search terms.

Jason Rothman:
All the search terms that come in, you can see them in the query stream, and you can select the ones that you like, that you’re not yet targeting as keywords and add them as keywords, either into existing ad groups, or create new ad groups, and you can also change the bid and match type of those search terms when you add them as keywords in the query stream. Alternatively, with bad search terms that come in, you can add them as negative keywords and block them from happening again. Efficiency, efficiency, efficiency, that’s the name of the game when it comes to managing lots of client accounts. However, that’s only half the battle. You also have to get them great performance and with WordStream Advisor for Agencies, you can do both you can manage Google Ads, Bing, Facebook accounts, all in one place, move budgets around to the best performing campaigns all in one place.

Jason Rothman:
And that’s what we’ve got for you, a free 14 day trial, to go start WordStream Advisor for Agencies. Go to WordStream.com/paidsearchpodcast, get your fREE 14 day extended trial. Start managing your accounts today, start doing the 20 minute work week today, I know you’re going to love it. Check out WordStream.com/paidsearchpodcast, and get your free 14 day trial, start today.

Chris Schaeffer:
Thanks Jason. As always, I am incredibly insecure and always need reassurance about my looks, character, knowledge. so Jason, please read a complimentary review for me.

Jason Rothman:
Are you sure about that? Because last week’s review of the week got a little dicey for you.

Chris Schaeffer:
Little nervous.

Jason Rothman:
Want to take a gamble here?

Chris Schaeffer:
I hope it says Chris more than it says Jason, that’s what I’m hoping for.

Jason Rothman:
Okay. Well we appreciate you guys’ five star reviews, moving up in the charts on Apple podcasts, we get them from all over the world. This one comes from the United States of America from Jay to the Gill, five stars. This is the best podcast in the entire universe, no, that’s not clickbait, no that’s not an exaggeration, it’s simply affect. Chris and Jason are not some so called “PPC experts”, sharing top 10 lists and boring commentary on things anyone could find out about Google Ads. They dig deep into topics with real world insights based on what works right now, and what doesn’t. I have been through courses that cost thousands of dollars, been to big conferences, and had hands on training with many marketing experts in the past 10 years. But no joke, I have received more value out of the podcasts, videos and Patreon show than the measly amount I paid for any of their advice.

Jason Rothman:
I’ve spent a number of hours being trained one on one from Chris Schaeffer, and have come away better educated and more valuable to the clients I work for. This podcast and Chris and Jason’s dedicated efforts have made this my most profitable year in marketing ever. Thank you does not say enough, I’m going to make my wife subscribe to Patreon, just to send you another two bucks a month, because that’s the kind of guy I am.

Chris Schaeffer:
Oh men.

Jason Rothman:
Thanks and don’t stop, Josh from West Palm Beach.

Chris Schaeffer:
Oh man, Jason, that’s it, that’s what I needed. I was feeling down, I’m pumped, thanks Josh. I know Josh well, and I appreciate the very complimentary review. Thank you. Jason, Merry Christmas, it’s Christmas, it’s the week of Christmas, we are ringing the bells of Google Ads PPC client management. This is not usually our discussion, we don’t usually talk about the business of PPC, we talk about grinding the gears, getting there and how to run a PPC campaign. But this month thanks to WordStream, we are getting into the gears of how to run a PPC business itself. And this week it’s getting heavy. Because this week we’re getting into truly some of the more difficult parts of what causes a PPC business to grind to a halt. It’s the management of clients. And I’m not talking about three, I’m not talking about 10, I’m talking about trying to get that ceiling up higher and higher and higher, multiple clients, 50, 60, 70.

Chris Schaeffer:
When you get into numbers like Jason and I 600,000, I think that’s latest number I heard from Jason on how many clients he has, it’s amazing. So, every single day, we dive into this and sometimes I feel like I know just as much about how to do this, as I do about Google Ads. Because when it comes down to it, that’s my two jobs. Is how to manage my business and how to get stuff done quickly. And then number two is, how to get stuff done quickly in Google Ads itself. How to click and point, and move, and drag, and stuff like that, in the UI, and get things done effectively.

Jason Rothman:
The easy stuff.

Chris Schaeffer:
Yeah, that’s, you’re right that’s the easy stuff, because that’s predictable. What’s not predictable is how you go from 20 clients to 60 clients, to 100 clients, and still be able to sleep at night, right? Something’s got to give. So, today we’re going to talk about managing a large number of PPC clients and how to do it.

Jason Rothman:
Yeah. This was your baby, you planned out this episode, I was impressed and shocked when I saw the notes that you came up with. Because, usually when I tell you to take over the episode prep, there’s like four line items, maybe five, and they’re just maybe three word sentences, maybe four, and that’s it. But this one you got passionate about, you gave us a ton of great bullet points here. And so, what I would like to do today, Chris, I’d like to hand over the reins.

Chris Schaeffer:
Okay.

Jason Rothman:
It’s late in the year and I’m a tired old man, and I want you to host today’s show. I want you to just take us through the overall overview of the episode, and then each item, and I’ll pepper you with questions I have, questions I know listeners would have, and share my input as well and get your feedback. And you’ll just take us down the list here and go as fast or slow as you want to go. I got all afternoon.

Chris Schaeffer:
Okay. Well, thank you Jason. Welcome, ladies and gentlemen to the Schaeffer paid search podcast Show. I’m your host, and I don’t make creepy voices at the beginning. All right so, I’m taking over and Jason thank you for joining me for today’s show. And I love to make things memorable and easily memorizable? No, easy to memorize. How do you say?

Jason Rothman:
It’s a weird word.

Chris Schaeffer:
Memorable?

Jason Rothman:
Memorable.

Chris Schaeffer:
Memorable, okay. I guess that’s it.

Jason Rothman:
And I think you were trying to say memorizable-

Chris Schaeffer:
Memorizable.

Jason Rothman:
… of the word.

Chris Schaeffer:
Is that a word?

Jason Rothman:
It might be where you grew up but, I don’t think it’s an actual word.

Chris Schaeffer:
We come up with a lot of great terms in East Texas so. All right so, the cool thing is, if you want to know my entire outline, just remember the three piece, okay? Prioritize, process and performance. Isn’t that beautiful? And Jason, as you said, I have specific details on each one of those piece. So remember, when you want to do better in Google Ads PPC business, remember to P. That’s it. That’s my slogan.

Jason Rothman:
Prioritize, process, performance. So what are those three-

Chris Schaeffer:
Prioritize-

Jason Rothman:
… Ps. What do they mean? What do they mean?

Chris Schaeffer:
Thank you. They mean prioritize, focus on what’s important, okay? Make sure you don’t put the buggy before the horse. I always want to say culturally relevant, so I want to talk about buggies and horses because everybody still drives those. Next is process, use a structured system to monitor and optimize your clients’ campaigns, okay? Process, process, we talk about process a lot. This is where we dial in every day in Google Ads is talking about process on the podcast here, we talk about that. And then last is performance. When you’re doing your process, when you’re prioritizing things, you make decisions based on performance, you make decisions based on key performance indicators, or the cool kids like us, we say KPIs. KPI, key performance indicator.

Chris Schaeffer:
And the reason I say that and I don’t say conversions, or ROIs, or anything like that, I say key performance indicator is because it’s not always the same. And we’ll get more into that later in the show. But that’s the three things prioritize, process and performance. All right Jason, so here we go.

Jason Rothman:
It sounds so pretty on paper.

Chris Schaeffer:
I know.

Jason Rothman:
And I got a message from one of my clients today, position five on my phone.

Chris Schaeffer:
That was it.

Jason Rothman:
And then we, no, and then it was a request to be position one. And then it was a conversation of, well, if we are position one, our cost per conversion is too high, and look, our absolute top impression share’s already this percent, there’s not much room to go. And then the message was, we can’t get a good cost per conversion if we don’t get clicks in the first place. So, this all sounds pretty on paper, Chris, but then the business throws craziness at you each week, each day. So just keep that in mind when we’re going down this pretty little list. It’s not as easy as it sounds, and maybe when we’re talking Chris, I’m going to just so you know, give you advance notice, I’m going to pepper you with questions on, okay, that sounds good on paper, but here’s a real world situation that throws all this off, what do you do?

Chris Schaeffer:
Okay. I invite your questions and concerns. Okay, let’s start off. Prioritize. So there are several levels of prioritization. So when you have clients, each client is going to have a built in prioritization number, believe it or not. The way that a PPC agency freelancer is going to work, they’re going to come to you with a prioritization number. And this number is essentially, a mashup between two things; how much their budget is, and how much their CPC is. Okay? So if a client spends $1,000 and their CPC, their average CPC is two cents, the speed at which their campaign changes, is going to be significantly different than a client that spends $1,000 and their average CPC is $15. We’re talking about two clicks a day.

Jason Rothman:
$100?

Chris Schaeffer:
Yeah, mostly, yeah, sure. I mean, that’s taken a little far, thank you for your input. But, $15 means about two clicks a day, something like that, right? So-

Jason Rothman:
Oh, $1,000 month?

Chris Schaeffer:
Yeah, sorry. Yes. $1,000 a month. Yeah, big, big, big britches over here, I know.

Jason Rothman:
30, 20, $30 a day depending on how many days a month-

Chris Schaeffer:
There we go.

Jason Rothman:
… Two clicks a day.

Chris Schaeffer:
It’s the amount of activity that’s going to happen. So let’s say both of them are starting at the same day, and you need to manage a campaign, you need to prioritize. A campaign that spends $15 per click is not going to run at the same pace as a client that spends two cents per click. Because the amount of data is going to flow a lot slower. So client, let’s call it client A that spends two clicks, or two cents a click, client A is going to need a much higher prioritization, at least from the beginning, okay? Whether that’s hourly, daily, something like that. A client that spends $15 per click and only has $1,000 to spend, immediately, they’re going to start off with daily at the most. You don’t need to check it out hourly, because not a lot’s going to happen. They’re going to click and all the budget’s going to be over with. So daily and then moving into weekly.

Chris Schaeffer:
So it’s the pacing of the data that makes a difference on prioritization. Are you surprised by that?

Jason Rothman:
And by prioritization, yeah I’ve never heard you talking about that before. So prioritization means internal, you have the word focus there, focus on what’s important. So prioritization … We really did switch roles today. In terms of what you prioritize, it’s about the volume of data that comes in. And in terms of priority, are you talking about, I guess management, and performances later on, but what are we prioritizing? Is it thoughts in your head? Is it time you spend in accounts? I get what you’re saying about, the more data you get, the more there is to look at, but what happens from there?

Chris Schaeffer:
Right, good question. So, the prioritization is the amount of time that you have to spend in the day. So some clients will-

Jason Rothman:
In the day?

Chris Schaeffer:
Yeah, during the day, or-

Jason Rothman:
Day to day.

Chris Schaeffer:
… Week, right. So you have 40 hours in a week that you have to work, there comes a point when a client that’s only going to get 10 clicks a week, versus a client that’s going to get 2,000 clicks, there’s going to be a bit more data processing on one versus the other. And to be clear, I’m talking about a client that’s starting at the same time. I’m now referring to clients that have been with you for six months, versus the client that’s been with you for one week. Those are different prioritization that we’ll talk about in a second.

Jason Rothman:
I have a relatively new criminal lawyer client, last couple of months, we spent $1,500 a month, their budget is $75 a day we run 20 business days a month. And the cost per click for criminal is, sometimes 40 to $80. So, they’re getting one to two clicks a day, sometimes we go over budget because of Google system, then we’re limited by budget, sometimes they don’t get a click for two, three days in a row.

Chris Schaeffer:
Yeah.

Jason Rothman:
And as the months, it’s been a drag for me Chris, as the month has, the couple months have dragged on, it’s very annoying to see previous days where we don’t get any clicks because we’re limited by budget, and it’s metering us. So just a real world example of how your priority is playing out, your prioritize list, you’re right. Because I’ve been thinking a lot about this account, but there’s nothing to do right now, because we’re getting one, two clicks a day, sometimes zero. The search terms are perfect because we built it out the right way, and at this point we’re just kind of, in my head I’m just thinking like, okay, should we maybe only run a few days a week with a larger budget? Should we expand our area? Should we go 24/7 and try to get overnight traffic and weekend traffic where they they can fill out the form and people can call them back later the next week?

Jason Rothman:
I’m just thinking a lot. But you’re right, if you get one to two clicks a day, there’s just only so much you can do in the first month or two.

Chris Schaeffer:
Yeah.

Jason Rothman:
So I hear you.

Chris Schaeffer:
Okay. Well, like I said, to be clear, this is assuming clients are starting on the same day. So we’re not taking into account the timeframe in which you’re managing the client over weeks, months, years. So, starting-

Jason Rothman:
So you’re just setting expectations for how much you’re going to have to work on account, right after the lunch, depending on how much volume you expect them to get?

Chris Schaeffer:
Yeah. And this is different for industries. I’m terrified of clients that come to me and say, “Hey, I sell shoes. I sell shoes to the general public.” We have 2,000, 20,000 different shoes and we typically get … We advertise on the Display Network, we advertise on shopping, we advertise on search, all that and our typical CPC is like 10 cents per click. That’s terrifying. Because the amount of data is much scarier than a client who comes to me and says, “We’re an industrial service company,” and it costs usually about 20 bucks a click, and maybe they’re spending double what the other company is, but the pacing of that industrial service company is going to be much slower because of the CPC, even if their budget’s bigger. So, in the end, it will make a big difference based on the industry of a client, particularly B2B. If they’re B2B, suddenly now the pacing is going to be much slower than B2C where someone’s advertising shoes to the general public.

Jason Rothman:
Okay, so we talked about 20 minute workweek in WordStream, we’ve talked about ultimate management checklist, when you launch these accounts you’re kind of making a note to yourself, hey, I’m going to check this account hourly. Hey, I’m going to check this account daily, or I’m going to check this account weekly.

Chris Schaeffer:
Right. From the beginning.

Jason Rothman:
And then your final note on … Okay from the beginning at the start, yeah.

Chris Schaeffer:
Right.

Jason Rothman:
Then your final note on prioritizing squeaky wheel shouldn’t get a higher percentage of your time.

Chris Schaeffer:
Right.

Jason Rothman:
What does that mean?

Chris Schaeffer:
Right, well, I mean, if you guys aren’t on our Patreon show, you haven’t heard us endlessly gripe about squeaky wheels, and you may not know what that means. But essentially, squeaky wheels are the same thing that any industry would work with where you have client service. Sometimes there are clients that are needy, and they take a lot of time, and they often have a lot of questions, they have a lot of concerns, nothing’s ever good enough. You know you doubled the number of conversions and it’s like, well, I didn’t get any yesterday, what’s going on? Nothing happened yesterday. So squeaky wheels can try and demand that they get moved up in prioritization but, Jason, it seems like to me some of the squeakiest wheels are the ones that are, you have to fight for every dollar that they spend to pay you for your time and/or fight for every dollar that they spend to advertise on Google Ads.

Chris Schaeffer:
So, I mean there’s a lot of issues on squeaky wheels, pushing up the prioritization, and getting Getting a lot of issues there.

Jason Rothman:
Yeah, I think that gets into client types and client personalities. And next week, we’re going to be talking about the different types of clients, and it definitely gets into that. But that is a leak, that is a whole of pay per click management where you charge two clients the same fee, where they have the same kind of spend, same kind of budget, same kind of business, and then one client is messaging you and calling you, and emailing you, at a rate of 10 times literally or more the other client and taking up your time and you charge them the same, that’s where unprofitability comes into play. And you’re right, that’s definitely something you should think about up front when it comes to managing a lot of accounts because, the more of those clients you have, if you’re charging them the same for same client to client, you’re not going to be able to scale.

Chris Schaeffer:
Yeah.

Jason Rothman:
You’re just not.

Chris Schaeffer:
Yeah.

Jason Rothman:
So what do you do when you run into those clients, I think we’ll talk about that next week, because I think just to preview next week, I call those, I think I call them, it’s either nervous squirrels or roadkill. So we’ll get into that next week.

Chris Schaeffer:
I love, yeah this is a preview for next week. We have imagery, animal imagery to go with each of our client labels. So it’ll be a fun episode, the last one of 2019. So, go out with a bang. Okay, so let’s move on to the second P, we’re on P1, we’re about to move into PP. So process, use a structured system to monitor and optimize your clients’ campaigns. Now, Jason I think one of the most popular shows we’ve done in all the years we’ve done this, is people listening and watching our genius leader layout his discussion. I think that was your show where you laid out the ultimate PPC management checklist, I think is what it was called, something like that.

Chris Schaeffer:
So, this is the kind of thing that when the rubber meets the road, this is what people really want to know. They’re sitting in front of a keyboard, they see tons of data, they see so many buttons, it’s like suddenly you have to fly an airplane, and you have a panel of buttons and options, and you don’t even know where to start. And this is, this process is designed to help you begin with step one, right? To start with one thing and move to the next, and next, and next. So, I’ve put together, this is just an example and it is not an exhaustive list, but I put together a fictional client. I’m not even going to go into the industry or anything it’s just a fictional client. What I might do for a client who is spending $1,000 a month with one search campaign and one remarketing campaign.

Chris Schaeffer:
I think that’s very typical, $1,000 a month, I mean, if you don’t have one account that has $1,000 a month with two campaigns, then I’m a little worried that you might be doing something wrong. Because I feel that this is very typical. Two things are basically needed for lead generation for me. Now, if you’re E-commerce maybe that’s not so much the case, but I do a lot of lead gen. So let’s go through it. First, daily, checking the campaign daily. And sometimes people get bogged down thinking, I need to check every single campaign. But when it comes down to just about any campaign, one thing you definitely need to hit every day is the campaign running. Either credit card issues, have the ads been disapproved. I’ve had clients where I check in, and oh my gosh their WordPress got hacked, and they have malware on the site, and the ads have been suspended, and like this huge issue, and it just happens overnight. So, this is definitely a very practical daily routine that you would need to have in your process.

Jason Rothman:
I agree with you, I do check all my accounts daily. And for all my accounts, except the super high priority ones where there’s a lot on the line just in terms of fee and revenue, and then there’s a lot of data that comes in day to day. Those ones I check for performance every day, like you’re talking about priority. But when it comes to just the run of the mill $1,000 a month campaign account, I do check all those daily, and just like you, I am looking to make sure that it’s running right. That’s all I’m looking for. So, did we get clicks? Did we get impressions? Maybe I’ll look at the spend and see if the spend look normal. But for the most part, it’s really just about, is it on? Is it running? And like you’re saying the two things you’re trying to catch there are ad approval issues, where Google stops running the ads and so you don’t get any clicks or impressions, and then credit card issues.

Jason Rothman:
If there’s a billing issue on the account and the ads have to stop running. The one additional point I want to make Chris is for, I call them in my business, we call them unstabilized accounts. So when we launch an account, it’s not stable, it’s brand new. We don’t know what’s going to happen. What are the search terms like? What is the cost per click like? Are we getting volume? All those kind of … Are we getting leads? We check for that performance daily on new accounts. I call it monitoring new accounts, that’s our internal, the way we talk around here. And then the other thing we do is, we talk about them in terms of getting the accounts to a point of stability, stabilizing the accounts. If you want to do the airplane analogy, it’s like, okay, they’re on takeoff and then when do we get them to cruising altitude?

Jason Rothman:
So usually, that process takes a couple weeks, and for at least a couple weeks on every single kind of campaign I launch, whether it’s a client that spends $7 billion a day, or it’s a client that spent $20 a day, when we launch, we’re checking every single day for the previous day’s data, not only for what we do for every account, which is make sure it’s running, no ad approval issues, no credit card issues, but also for performance, how are the search terms? How is the cost per click? What’s our positioning like? Are we spending the full budget? Is there volume? We’re checking for that every single day based on the previous day’s data, when the account is still in takeoff mode, when it is not yet stabilized. For the run of the mill accounts that usually takes about two weeks.

Chris Schaeffer:
Yeah, that’s a great point. Because the process is not always the same, it is definitely fluid. And I think that the biggest times when your process would change is going to be like you said, take off, the unstable time, and then number two is seasonally. There are definitely some industries’ clients that are going to have seasonal shifts. You know if it’s a retailer of any kind, there’s going to be a huge spike, there’s going to be things you need to pay attention to from Black Friday on through the end of Christmas. So, definitely is very fluid as far as process goes on some accounts. |But like I said, this is no in particular industry, just 1,000 bucks a month to two things.

Jason Rothman:
That doesn’t have to take a long time, like people get scared of the words checking accounts daily. But if you set up your reporting right, if you set up your dashboards right, you can see if an account is running right for a new account.You’re going to get some bad search terms that sneak through, you’re going to get some cost Per clicks are coming higher than you want initially. Alternatively, you’re going to be bidding too low and not get the one you want initially. So, it doesn’t have to look perfect, but I can analyze a new account, probably within a minute, honestly.

Chris Schaeffer:
Oh, sure.

Jason Rothman:
And then another minute to bark out orders and get things running right, or to know, hey, it’s a new account, we’re working on it, it’ll get there. But it doesn’t have to take more than a couple minutes per new account. Every day you just block off some time for it. And, the whole point of this episode, how do you manage a ton of accounts and constantly grow that ceiling? Well, you still got a monitor for quality on takeoff, but it doesn’t have to take that long and you can be launching multiple accounts at a time, and do your daily monitoring for five, 10 accounts, it’s pretty easy.

Chris Schaeffer:
Yeah, yeah. So, that’s a great point, the amount of time and decision making and stress that people have on making decisions is a big thing, and that’s the the final P is, performance and we’ll talk a bit about that here at the last part, but let’s get into the second. So, weekly on this management checklist is, and let me know if I left something out. But I think this is, I think you’d probably agree with with most of it here. A short list of things you would at least want to check weekly is, search terms, adding negative keywords based on the search terms, and ad disapproval. Looking to see if there’s any issues with disapproval, trademark issues, suspended ads due to policy, stuff like that. So very basic stuff on a weekly basis, you certainly would, on a normal day it’s not Black Friday, it’s not a seasonal kind of thing, it’s not a take off launch kind of thing. This is just a normal day on a normal campaign, you at least want to hit some things like that. Did I leave off anything that you’re surprised by?

Jason Rothman:
Okay so what I do, the biggest thing I do is search terms. That’s the number one thing I focus on. And people can have their, they can think that’s caveman, they can think that’s old school, they can think that’s boring-

Chris Schaeffer:
Go ahead.

Jason Rothman:
… But I don’t care, I don’t care what they do doesn’t matter. All that matters to me is my freaking money in my bank. All that matters to me is my family and my health.

Chris Schaeffer:
There you go there.

Jason Rothman:
Let’s just-

Chris Schaeffer:
There you go.

Jason Rothman:
… Let’s just put that first, okay? And then and then the quality of the community, and my engagement with my community-

Chris Schaeffer:
World peace.

Jason Rothman:
… Around me. Beyond that, you know Chris in front of money, friendships and relationships, and just having people to talk to and bounce ideas, I really value that. And then after all that stuff, all that stuff is the freaking money my bank account.

Chris Schaeffer:
There you go, yeah.

Jason Rothman:
And Chris, that’s all I think about is the money in my bank account. And I’ve talked about this, I don’t know where I talked about it, but it’s a beautiful thing, it’s called capitalism. I think maybe it was on this show.

Chris Schaeffer:
Yeah, I think so.

Jason Rothman:
And so people from other countries they wrote in, they go, “What is that? I’ve never heard of that. Should we try it?” I was like, yeah, maybe you should try it-

Chris Schaeffer:
You try it.

Jason Rothman:
… Our country. But anyway, Chris, it’s capitalism, because all I think about is money. That’s why I do this, it’s all I do is for the money, honestly. However, what does capitalism do when it’s run right? To get that money out to help people, they voluntarily give it to me. So I’m self interested, but because I am, I have to help people. How do I help people? I help them get leads that turn into customers for their businesses. How do I do that? I do it with Google Ads. How do I do that within Google Ads? It’s only search terms. So I have a direct line in my brain from money in my bank account, just search, search terms. I know that search terms, I’m not kidding-

Chris Schaeffer:
That’s a-

Jason Rothman:
… That’s the way it works.

Chris Schaeffer:
That’s a chapter in our book. If we ever wrote a book, I feel like the direct line between money in your bank, and search terms, yeah, absolutely. I totally agree.

Jason Rothman:
And it would be, don’t get me wrong Chris, it would be chapter 1050 after all the things that are more important in life like friendships and family, and you know, I value a good education too.

Chris Schaeffer:
Yes.

Jason Rothman:
That’s all above freaking money in my bank account. But, when you get to that that chapter, it is directly tied in this business for me, to search them. So yes, to answer your question, Chris, search terms is what I check every week, that’s the number one thing I check. Because search terms define the quality of how things are going. Now when I’m in the search terms, Chris, I like doing both negative keywords, and I also like doing adding keywords. Because it’s very easy to add them. Whether you use a software like WordStream, you can add them right from the query stream, or if you’re in the account, you can add them right from the account. It’s the same way as adding a negative, you just add a positive. So I like doing that. One other thing I’m doing which I think a lot of people miss out on, I’ve seen so many people just get kind of too focused on the actual search term itself, and not the root cause of the search term.

Jason Rothman:
So the root cause of the term is the quality of the keyword. So, if you have a keyword and you ignore it, and you look at your search terms and you look down 15 search terms and they all suck, you can add negatives to block all those 15 search terms going forward. But if it’s a horrible keyword causing those, then the next day it’s going to bring in another 15 that are horrible, it’s going to be never ending. So I always like to just take us, and I make this mistake myself, but I always like to try to remember, take a second, look at the core issue with the search term. Is it a great phrase match and we just got a random weird search that came in and we’re going to block it and make sure we don’t waste money on that? The three times a year that search would come in. Or is it like a broad match modified keyword, that’s getting a little too loose and you don’t like the search term?

Jason Rothman:
So yeah, search terms I’m looking at, Chris. At approval, I don’t really look at weekly that’s more of the, we’re either having an approval issue or we’re not. The account either got impressions and click yesterday or didn’t on my daily check. Because, even if there are ads somewhere in the account that are disapproved or approved limited, or whatever, I’m not seeing that weekly, I’m not checking for it because it’s not worth my time in my opinion. Because, if the account’s on and running, which I’m checking daily, and the performance is good, which I’m checking weekly, then who cares if a random ad in an ad group is limited?

Chris Schaeffer:
That’s fair, yeah.

Jason Rothman:
It’s just, to me, it’s not worth that time weekly. Search terms, when you use softwares Chris like WordStream, you can get bid data weekly. One week, they may give you data on a high quality score keyword that you’re not bidding high enough on and you just click the button and you bid more and get over the hump and show up higher. The next week, they might find a keyword where you have a low quality score and your overbidding. So, for me, checking for problem keywords doing, which you’ll talk about in a second, a longer term review, that’s more of what I think about bidding. But the more I’m using machines to help me manage, I am finding some things to do with bids weekly. It’s not a lot, but I do find myself just fine tuning things, if you will, weekly with bids.

Jason Rothman:
And that’s one of the things I’m big on lately, Google Ads management, machines and the human mind. Because when you combine both, I found a lot of efficient success. So that’s kind of my outlook these days. But yeah, mostly search terms, not a lot of ad stuff, a little bit a bit stuff. Chris, I’m sorry, you’re embarrassing me right now, it doesn’t sound like that’s that much weekly.

Chris Schaeffer:
It doesn’t.

Jason Rothman:
And this doesn’t sound good but-

Chris Schaeffer:
It’s simple.

Jason Rothman:
I don’t know you’re going to talk about over management, you’re going to talk about doing ad click the rate checks later in the month for larger time impressions. If you’re getting two clicks a day, don’t tell me about ad click through rate week through week, I don’t want to hear it.

Chris Schaeffer:
Yeah.

Jason Rothman:
I will say this, I do have this on my weekly checklist. Now again, it’s all about priority, some clients I get through it weekly, some I don’t. But weekly one thing I like to do is I like to look for new keywords, and I like to look for new ad copy. So that’s effective things you can do that aren’t limited by the amount of data you get week to week. So I do find myself doing that week to week a lot as well. I do Google searches, I look for new ways that people are searching for things that I might be missing, you throw in new keywords. I throw in new keyword ideas based on the search terms report. Yes, it’s about adding one search term as a keyword that came in, but I also look for those search terms to spring ideas for me. In terms of other ways I could go oh, that keyword if I target it with broad match modified I could get a whole bunch of other traffic that comes in.

Jason Rothman:
So, new keywords and then also doing searches seeing how customers are talking about things, seeing how other advertisers are talking about things in their ads, new ad copy, I like to do weekly. I like to at least think about it weekly.

Chris Schaeffer:
Really?

Jason Rothman:
Especially for big accounts.

Chris Schaeffer:
Mm-hmm (affirmative), big accounts.

Jason Rothman:
I’m talking big accounts.

Chris Schaeffer:
See you’re getting your … See this is my week, you’re getting at it, this is $1,000 a month-

Jason Rothman:
But Chris what if, okay, it’s $1,000 a month.

Chris Schaeffer:
Yeah, no. See, you’re stressing people out.

Jason Rothman:
You’re right, $1,000 a month-

Chris Schaeffer:
You’re stressing people out.

Jason Rothman:
You’re right, $1,000 a month you’re right, you’re right it’s about lots of accounts, $1,000 a month, I’ll get back to $1,000 a month, yeah, search terms, and making sure the bids kind of look right, I would say, are the small account weekly things. And that search terms, that is the core of everything.

Chris Schaeffer:
One thing I’ll say, what Jason’s talking about is looking at the original keyword that could be the problem child of a bunch of really bad search terms. I point this out to a lot of people when I do training, use the, when you’re in the search term screen, go to attributes, and then add keyword. Add that checkbox for a keyword, and you can see the keyword that brought in each of those-

Jason Rothman:
As a column?

Chris Schaeffer:
… As a column, mm-hmm (affirmative).

Jason Rothman:
You run into people who are looking at their search terms that don’t have the keyword column pulled up?

Chris Schaeffer:
They have no idea that it was … That, yeah. Hey, let’s-

Jason Rothman:
Is that what’s going on out there? Is that-

Chris Schaeffer:
Jason-

Jason Rothman:
… Why people are listening to us-

Chris Schaeffer:
… Jason-

Jason Rothman:
… Weekly?

Chris Schaeffer:
… Jason there are, people are starving and dying. People are stuck. I should be across the ocean at school, and people are dying out there because they don’t know about little things like this. That’s what we’re here for. That’s what we’re here for. So-

Jason Rothman:
Okay, just to go on the record, I don’t think you can do, they’re like … I mean, yeah, you get some value out of it. But really, if you’re not doing search terms with the keyword column pulled up, you’re missing out on a ton of value.

Chris Schaeffer:
Oh yeah, yeah. Because you might be sitting there hitting 50 different negative keywords, and you realize, oh, my gosh, it’s the same stupid broad match that’s in here? Just if I add one more plus to one of the words in there, or if I change the phrase match to have one more word in it, it would stop all of this. Oh, yeah, you’re missing a ton of data if you don’t have that at it, so.

Jason Rothman:
Okay, good point. So the main focus week to week we would say in one word defined, search term.

Chris Schaeffer:
Yeah, I think so. All right, so again focusing on $1,000 a month, remarketing, and-

Jason Rothman:
Just $1,000 a month,

Chris Schaeffer:
… Search, let’s go through the last couple ones here. Bi weekly or monthly, I’m going to adjust bids based on KPI, key performance indicators. Okay? So if it’s search terms, if its position, it it’s search impression share, if it’s stuff like that, you’re going to adjust bids. Now, when I say bids, you make adjustments, somewhere between super aggressive and not aggressive at all, right? So it doesn’t mean you adjust bids at a 5%, and you certainly don’t adjust them at a 50%, you adjust them somewhere in between there. Somewhere that you can make an impact, but not risk the integrity of that keyword or that campaign. Number two here is bi monthly to quarterly. Now this is the kind of thing you certainly not going to do frequently at all. And this, I’ll jump to performance real quick, this is the over management, I see people do this a lot.

Chris Schaeffer:
What should be bi monthly to quarterly for small spending, moderate campaigns, you could say 1,000 to 3,000 really, and I don’t think it’s going to change this [crosstalk 00:43:25] so much. So bi monthly to quarterly, review the campaign month to month, right. Look at the KPIs, look at the search impression share, look at the CPC changes, look at the auction insights. Look at the PPKs, which is for you cool kids out there, that’s the poor performing keywords. That’s some of the agency lingo that I learned back in the day.

Jason Rothman:
I call them problem keywords.

Chris Schaeffer:
Okay. If you want to be cool, you call them PPKs, poor performing keywords. So you look for things like that. Again, I’ll go to the list, things that I look for, review month over month, longer periods of time, you want to know how things are looking over a longer period of time, look back the past six months, and then I’m going to talk about this in Patreon, we’re going to talk a little bit about what I was learning by doing this in one of my accounts just today. Looking at search impression share changes, CPC changes, positioning changes, auction insights, are there a whole bunch more people in the auction compared to six months ago? How’s that impacted things for you? How’s it impacted CPC? And then look for poor performing keywords, basically keywords that have just been constantly putting out crap. They’re just no good.

Chris Schaeffer:
So that’s bi monthly to quarterly and then I’ll end this last one, quarterly, again, do a little math, that’s about four times a year, so this is very infrequent. Consider trying some experiments, trying little tests, new landing pages, new bidding strategies, right? You want to try some automated bidding stuff. We’ve talked about this before, don’t be hurt Jason, I know you might be shocked and scandalized but, I do try automated maximize conversions, maximize clicks at times, and I will do an experiment 50% split to see how it works. I’ll do some location targeting tests, I’ll do some as scheduled test, big picture adjustments try with the experiments. And it’s a wonderful tool, and only in the past year, have I really been taking advantage of what it can do. All right, Jason, anything you want to add?

Jason Rothman:
Yeah, I would say bi weekly and monthly, that’s … Okay so I would say quarterly Chris. Auction insights looking back at performance changes over time, I’m really only doing those time period over time period reviews, if I’m trying to solve a problem. So if we’re having problems with an account, and it’s like, why did the data go bad? Why did things get worse? Then I’m trying to trace my steps, look at the data comparisons, and figure out what’s going on, and if there’s something I can do about it, or things just got more competitive. But I would say I don’t really do that if there’s no problem, because from my point of view, it doesn’t matter to what we’re doing now.

Jason Rothman:
So like, yeah, it might be way more competitive than a year ago, but if we’re still hitting our numbers, then let’s just focus on how we’re hitting our numbers and keep hitting them. So that’s kind of my outlook. I will say new bidding strategies, I don’t do a lot of that if things are going good with manual. And then landing pages, in theory, I would love to do that but, a lot of my $1,000 a month advertisers have small websites, and we just got a, thank goodness we found something that works for them, and it’s working. I will say the one thing I’m kind of not looking at bi weekly or monthly, which I’ll get to in a minute, but I am looking at more long term like quarterly, that’d be placement review on remarketing. Maybe, I would say that’s more of a bi monthly, not quarterly, but it’s not a weekly thing.

Jason Rothman:
Because it’s remarketing, so number one, you know what you’re targeting in the first place, and number two, the remarketing budgets are on $1,000 a month search campaign when you have a campaign in remarketing for maybe 10% of that is the budget, and you only end up spending less than that, there’s just not a lot of time value for going in there and looking at placements. But, I’d say bi monthly to quarterly look at your placement review, see where your remarketing ads are showing up, see if there’s anything you should block that just looks horrible. Chris is real passionate about that when we talked about remarketing before, you don’t like those sites that play games and stuff.

Chris Schaeffer:
Oh yeah, well sites that have like 1,000 impressions-

Jason Rothman:
It just looks like a horrible sight.

Chris Schaeffer:
You have like 1,000 impressions and it has a 15% click through rate, 30% click through rate, those sites are so shady.

Jason Rothman:
You’re like I’m not getting value for money.

Chris Schaeffer:
There’s no way I have a 15% click through rate on some site that’s talking about ways to lose belly fat, you know? No.

Jason Rothman:
Right, right, so you block those domains. And then the other reason I’m looking at placements is to look for placement ideas, individual targeting, not just remarketing, but you can get some ideas from there. You can test out remarketing ads around that time range, but Chris bi weekly to monthly, I’m doing three things. I’m looking for new keywords to throw in there, I’m looking for new ad copy to test out. Just before we start today’s episode, I was doing massive additions with ad copy on some big accounts, I love that. I love coming up with new ad copy, and seeing if you can rock the boat and change things. Because on a long term campaign that’s gotten real good results, but there’s not really a way to make it much better because you’re already kind of maxed out, the one thing game changer I think you can do is ad copy, if you can find some gems.

Jason Rothman:
So I like testing or like throwing in new ads, bi weekly and monthly. The other thing I do, I like when I’m in the top volume ad groups by impressions, I like looking for ads that have real bad click through rates compared to the other ads in the ad group, and just killing those off and pausing them looking for bad ads. And then the last thing I do, you’re right, the bids. And when it comes to bids, in terms of, am I bidding too high? Am I not bidding enough to get volume? That’s more of a weekly to daily thing. Because I’m either going to be in the right range, or I’m not, and if I’m not, I’m going to get there, and I’m going to monitor it until I get there. But in terms of bi weekly or monthly bidding work, what I’m looking for there is problem keywords. What are problem keywords? They’re keywords that take up a large share of the budget, that don’t produce anything or don’t produce anything at a good cost.

Jason Rothman:
So I’m sorting by cost, and I’m looking for keywords that either have no conversions and a lot of cost, or I’m looking for keywords that have some conversions, but a horrible cost per conversion. What do you do at that point, Chris? You either lower the bids to lower the cost per conversion, or you make a decision to pause them. But I will say, you can get tricked bi week to bi week, you can get tricked month a month, before you pause a keyword, open that data range up and look for larger amounts of data. Same with severely lowering bids, you want to just be confident in that. But those problem keywords, that’s a big thing I’m looking for bi weekly and weekly.

Chris Schaeffer:
Yeah. You’re getting into the final P, performance because you’re going to make decisions based on key performance indicators, all right? KPIs. And we’ll talk about making those adjustments. But first, we’ve talked about using systems for PPC. Last week we talked about our three step sales process, and today is management. That’s one of my personal favorites. This topic is important to me because management is what puts the cap on your working bandwidth. If you don’t manage effectively, you’ll never be able to grow. Advisor for Agencies by WordStream is the tool to optimize your client account management. Their client center helps you prioritize critical accounts, while their 20 minute workweek, helps you execute optimizations with a consistent workflow.

Chris Schaeffer:
This time saving software will lower the amount of time it takes to grind through your daily campaign management, plus it works with Google Ads, Bing and Facebook. Checking search terms is something we talk about on here a lot, but there is a lot more client management than just adding negative keywords. WordStream helps agencies improve their process by hitting on the difficult stuff like writing new ad copy, managing bids for ROI, and monitoring location data. When you increase your productivity, you free up room in your workload for additional clients. The tool pays for itself. And I think the biggest request we get on this podcast is to talk about our management process. As I’ve said before, it’s a huge issue for freelancers and agencies.

Chris Schaeffer:
Because if you leave something out, you risk losing the client with a failing campaign, and game over. Get the tool that works with you, and molds to the ever changing Google Ads platform. Go to wordstream.com/paidsearchpodcast, and sign up for a 14 day trial. No credit card required, sign up and try it out, no hassle. That’s wordstream.com/paidsearchpodcast, and you can try this tool out, plus all the other huge features we’ve talked about before on other episodes like creating proposals, audits, especially what we’re talking about today, a client management. So this is an exclusive offer just for listeners of the show that’s why we want you to go to wordstream.com/paidsearchpodcast, that’s a 14 day trial. It’s longer than you’re going to get if you just go to WordStream and sign up, this is exclusive offer, wordstream.com/paidsearchpodcast, sign up and try it out.

Chris Schaeffer:
Okay, so the final P. We’ve done PP, now we’re going to do P. So, I’m having a lot of fun with the PP jokes today Jason, that’s just my style, that’s the level of maturity I’m at. All right, so we’re going to make decisions based on KPI. And, I have to say, the main thing that I had to talk about with this is, I can’t talk about what decisions you should make. It’s more about what you should avoid doing. Right? And so the first thing I have to say, I see a lot of people do is, they end up screwing up because they made 100 changes, 100 small adjustments. I made an allusion to this before where you change something based on a 5% click through rate. Or excuse me, something based on a 5% bid adjustment, a little changes, you have 100 little changes.

Chris Schaeffer:
And, you don’t really know what exactly did it, or even worse, it starts crashing and you don’t know why it’s crashing, and you look at your change history and you’ve got 75 changes in the past two days, and it’s everything from bids to ad copy, to keywords to negative keywords, I mean everything, everything’s changed, and you’re like, well, gosh, what’s happening, you have to figure out what’s happening. Instead, look for easy wins on a consistent basis is usually what I like to say. I mean, it’s look for obvious adjustments based on keyword performance, based on click through rate, based on CPC based on conversions, whatever your key performance indicator is that you’re trying to hit, preferably conversions, but that’s not always the case, make adjustments based on that.

Chris Schaeffer:
And one thing I’ll add, before making those adjustments, and you said it earlier, I just want to re emphasize it, because this is so easily forgot about in the passion of the moment where you’re like, oh gosh, look at this. Look at the conversion rate on this, look at the cost per conversion. Oh look at the, I learned about the attribute keyword feature in the search terms’ screen. Look how much how much bad stuff this is bringing in, I’m going to just shut down the whole keyword. When you find these little problems in your Google Ads account, take a second to go back. There’s a wonderful new tool in the UI where you can punch in how many days you want to go back, you can do 15 days, seven days, 365 days, and immediately, just like that, get a year.

Chris Schaeffer:
The old time you had to go through and hit custom, and you had to click, click, click and go back a year and then such, it took an extra 15 seconds just to do that. Now you can click number of days 30, 90, 120, 365 and check those numbers over time, how has it changed? Compare those metrics. And if it stands up, if it consistently is bad, okay, good, time to make a shift. What do you think?

Jason Rothman:
Yeah, Chris, I think I’ve just been doing my management for years now, my weekly checklist I’ve just been doing it. And I’ve been tweaking it based on what works, but I haven’t really been having deep thoughts about it and looking at it from an outside perspective, like we are in today’s episode. And I’m kind of coming to the realization here that, I use the process, my weekly, basically weekly process, or no it’s a whole process, I do things daily, I do things weekly, and then kind of throughout the month I check for certain things. It’s to do two things I think. One it’s to avoid mistakes like over management, like missing things, it just the search terms weekly checking daily to make sure it’s running right. Search terms weekly, bids and ads monthly, it’s just to keep me on track and get good performance.

Jason Rothman:
And, I just have these visions in my head when you’re talking about 100 small changes, that really does happen. People really do, they do that. And so, I just love-

Chris Schaeffer:
Not only that, they set up rules that will change things-

Jason Rothman:
Oh yeah, they set up rules-

Chris Schaeffer:
… Every day based on certain … If the CPC raises above this, and the conversion rate is not this, automatically drop at 50%, those people exist, they’re out, it happens.

Jason Rothman:
It’s so easy to trick yourself with the amount of data you can get inside of Google Ads campaign, there’s just so much data it’s like mirages in the desert. You can trick yourself over and over and over, and I like sticking to my process. And the other thing the process does besides avoiding these mistakes, it allows me to do customer service. And I think that’s a final piece of this management checklist, that’s not on here, because it’s not really part of a checklist that we’re doing proactively, it’s part of work we do reactively as the incoming comes in. So I think that’s a huge part of management that we’re not really thinking about when we’re talking about what we do, what we write down to do week to week and month to month, but it’s a huge part of the job.

Jason Rothman:
And it’s a huge part of managing lots of accounts, because you’re going to get different level of customer service incoming from different clients, but that’s a huge part of my job, and I think what having a system does for me, is it allows me to take their incoming, take their requests, take their questions, take their concerns, and no matter what account I go into in my company, I’m able to within seconds, understand where we are, what we’re doing and how to handle their inquiry. And that comes down to things like columns that you set up, it comes down to things like naming systems for campaigns and ad groups. It comes down to things like making sure you make the right changes on process, like we talked about today. And so, I’m just thinking about Chris, how the process that we have allows me to take the incoming that comes with customer service, and very efficiently handle it, and handle a lot of customer service, but also very effectively handle it where, “Hey, I didn’t see my ad.” Okay this is why you didn’t see your ad.

Jason Rothman:
We’re constantly limited by budget, we understand that, here’s our impression share column, it’s already pulled up. If you’d like to get more, we can raise the bids, we can expand the location, those kind of things. So, this whole process Chris, it really helps me with customer service, which is kind of the other half of managing tons of accounts.

Chris Schaeffer:
Yeah. Well, Jason, I look forward to the PPC community, officially designating the triple Ps as a standard in client management, Google Ads management. Because this whole thing, if there’s anything that this whole, and I think you said it and I’ll just restate it, the whole thing points towards this, don’t over manage. Over management’s a real thing, and you can avoid it by prioritizing, by having a process, basing your decisions on performance, and not reacting based on emotion, stress, angry emails. I have an email in my inbox right now that says, Call me right now, I need, you know, it’s not working, it’s not working. It’s like a brand new campaign we just launched.

Chris Schaeffer:
So, emotion is going to be a real thing, you’re going to have hotheads, you’re going to have issues, and when it comes down to it sometimes it’s not worth making and breaking these rules just because of emotion or stress or, expectations that we’re set inappropriately. And that’s it.

Jason Rothman:
Well, you’re like a robot. Like we’re like robots and computers that can process incoming, but in a human way. Because I know when that client sends an email, there’s already unconscious calculations going on going, okay, when did we launch the account? Oh, it was a week ago. How much clicks come into that account? How much volume? Oh, it’s a low volume account, there’s not much to get, not much to discuss in the first week. Okay, how much is the client going to push that? Are they going to accept that and focus on a longer term process, or are they going to take away too much of the time for the fee? And it’s like all of this stuff is like a computer that’s constantly running, and I just love, it’s just having a system I think is the most important thing.

Chris Schaeffer:
Yeah, system. All right guys, so that’s it. Jason, I can’t wait to monetize you further by jumping into the Patreon where we both take our shirts off, and just get naked on the internet. And I have a seat, and we talk about some of the stuff we don’t, doesn’t really necessarily fit in the air. So if you want to join us on that, you can go to paidsearchpodcast.com and look for the Patreon link. Two bucks a month at minimum, and I think it’s worth it. So, thanks for joining us, Jason, Merry Christmas, Merry Christmas to everyone out there, and have a silent night.

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