• http://searchengineland.com Jonathan Hochman

    Thank you for the article, Brad. Rather than calling PPC a “project” I think a more accurate word would be “program”. You are right that project management software is not optimal. We find that Google Docs work very well. We have daily, weekly, monthly and quarterly lists of client accounts. Staff compile the key performance indicators. We discuss those with clients, see what might need to be improved, and then make the changes. Bid automation has made it much easier to focus on the thinking tasks (writing ads) versus the rote tasks (updating bids). I find it incredibly valuable to have the client on the phone while working on their account. Often clients can provide unique insights because they know more about their own business than we ever could.