Handling Multiple Accounts? Don't Silo Your Efforts

One of the most important take-aways I had from Search Engines Strategies - Chicago 2007 came from the Managing Multiple Accounts session. In spent a number of years focusing on the PPC efforts for one website. Now I handle the PPC for a number of websites. The head-smacking moment during the session for me was the phrase: Don't Silo Your Efforts. I had been looking at, for example, Google AdWords data for each of the sites/accounts individually then optimizing based off of that. Now I take advantage of the My Client Center reporting to combine all the accounts on to one report, then go to each of the accounts and make the changes. This helps when the sites have similar KPIs. Meaning they all similar Cost Per Conversions etc.