Chapter 1: Introduction To Quadrant PPC Management

A Framework for Agencies to Scale PPC Management

We have condensed the wealth of knowledge acquired from directly managing over half a billion dollars in Google ad spend and providing training to thousands of agencies on digital marketing best practices in order to map out our most scalable, systematic, and actionable account management framework.

We call it ‘Quadrant PPC Management.’ Undoubtedly, it represents the most efficient approach to handling a portfolio of PPC accounts in this dynamic era of artificial intelligence, increasing time pressures and client expectations.

Typical PPC Management Styles

In our experience, agency PPC managers typically adopt one of four management styles, each with its own strengths and weaknesses:

1.    Hot Potatoes:

• Hot Potato managers are Frequently time-poor and therefore occupied with troubleshooting and fire-fighting, jumping from one issue to the next
• Tend to lack a structured approach
• Often fails to detect account problems until they escalate into urgent matters (“hot potatoes”)

2.    Checklists:

• Checklist managers emphasize a structured methodology, often adhering to regular touchpoints with client accounts (e.g., weekly or monthly)
• Relies on predefined checklists to ensure essential aspects are covered
• Can be relatively inflexible in its management style
• Very comprehensive checks and balances are applied to accounts, but only periodically meaning issues can sit under the surface until the next round of checks
• May give time to accounts that don’t need it while neglecting those that do

3.    Deep Divers:

• Manages a smaller number of clients but handles larger budgets and more complex campaigns
• Engages with the accounts on a daily basis
• Utilizes advanced analytical tools such as custom dashboards, third-party tools, and pivot tables

4.    Snipers:

• Allocates time to accounts that require attention, while leaving well-performing accounts relatively untouched or providing minimal intervention
• Relies on a robust system to identify which accounts require attention and which are performing satisfactorily
• Enables the prioritization of attention based on account needs

So, which management style proves to be the most efficient when handling large client lists?

The sniper style of management generally allows for the management of more clients and achieves more consistent results than the other categories, particularly if those accounts have small to medium-sized budgets. Snipers concentrate their time on clients that require attention, rather than dispersing their efforts across all clients, many of whom are performing well without intervention.  We’ve seen cases where a single PPC manager can manage hundreds of (very simple) accounts using the sniper approach!

The Quadrant PPC Management framework is designed to support snipers, further refining their approach and enhancing their daily account management by hyper-focusing on key areas. Its objective is to easily identify clients in need of attention and provide a defined set of targeted actions to resolve their issues, meaning a light touch for some clients and a heavy touch for others.