We have developed our own platform for ongoing reporting & monitoring of campaigns, which includes alerts for key performance indicators (KPI’s). And our philosophy about ongoing account/campaign management is different.
Because our PPC campaign reporting system has an internally developed “mission control” side – pulling data from the Google and Microsoft real-time interfaces – we are able to configure automated “alert traps” which pull our attention to client campaigns when certain conditions are met.
We also monitor when our campaigns are hitting conversion thresholds, or trending favorably in key metrics such as increasing conversion volumes and decreasing CPA’s.
For each client, we reach an understanding regarding the appropriate level of ongoing management that will benefit their account. We have accounts that have been under continuous monitoring and management for years.
We’re not believers in the common agency model of charging a percentage of ad spend for ongoing optimization. We only interested in being involved when a client is continuously benefiting from our management of the account, and we can report on it with insightful data.