Pay-Per-Click Project Management – Repeating Projects

April 23, 2013

This is part 2 in a series of 4 articles concerning Project Management for a continuous marketing project.

So, now you have a tool to help you manage your Pay-Per-Click projects, now what? The hardest part about project management for marketing projects like Pay-per-Click advertising is that they are continuous. Most project management philosophies center around projects that have a set beginning and ending and therefore they don’t work well with continuous projects. How then do you manage continuous projects?

The answer is that you create cycles.

Define your PPC Project Cycle

Every continuous project has tasks that you have to repeat on a regular basis. An example of this from a PPC project would be running a search query report and checking it for converting keywords to add to your account. Create a list of these tasks and the time that it takes to do them. Then consider how long it will take for you to perform these tasks. That is the length of your cycle.

Consider the Impact of ‘Emergencies’

An important note here is remember everything else that you have going on. Your cycle should not be one day because you can get everything done in a few hours. In that case it should be a week or may two depending on your time constraints, obligations, and responsibility. Also, remember to schedule in some time for problems or issues that may arise. A rule of thumb would be for small projects a week or two will be fine. For larger projects, 3 to 4 weeks, and very large projects can be larger than that.

Now that you have your cycle length, plan your tasks to fit within it and set them up in your tool of choice.

Pay-per-click Project Management To Do List

So, here is your to-do list:

  1. List all of tasks related to the project
  2. Calculate the amount of time it will take you to get this all done once, this is your cycle
  3. Plan your task within your cycle time (I will be elaborating on this next week)

Now all that is left is to implement it.

Other posts in this series:
Post1: Project Management Tools for PPC
Post3: Project Management: Plan Your PPC Optimizations

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