PPC Billing
-
I'd like to add PPC as a service for my company. However I'm at a loss as to how to charge for it.
I've received cold calls from those "SEO guys" charging $200 for PPC services. But I doubt that they're very profitable or even ethical.
For you PPC guys, are you billing hourly on top of the campaign, and how are you outlining this for your customers?
Thanks!
-
One model I have seen used is to set a minimum for your services, and then use a goal based fee, or % fee based on spend on top of that floor.
Regardless of their spend though you need that minimum cost built in to get you enough time to cover your bases (reporting, meetings with clients, and initial setup costs spread out over duration of contract).
This can be troublesome as you may get someone spending $1000 per month and your minimum is $500 so they are paying you $500 at least to manage $1000. That is usually ok though as you don't want so many small accounts that your focus is too split.
This model helps you be flexible with larger accounts, and allows you to work with them based on the size of the campaigns, the management time you think it will take, and how detailed they want their reporting to be. It also helps qualify out smaller jobs that will probably just distract you.
We were going for fewer, but bigger clients though. The $200/month guys are going for volume. Both can be valid business models, it just depends on how you setup your management time, reporting, and costs for customizing your standard plans.
Hope that helps!
-
Personally I think the service fee as a percentage (in the UK the average is 10%) is the best way to go because it usually accounts for the extra work a larger account (in terms of budget) requires.
-
You should get in touch with a company called Jet Interactive. They are a telco that have come up with a dynamic script that tracks phone calls from various channels such as SEM, SEO, Facebook etc.
They tie this into analytics to give you actual cost per lead/acquisition data.
-
Bonuses are a really great idea and one I'm looking into with a particular client outside the industry of my normal clients (commissions actually).
Tracking becomes the issue. And since most of my clients are wedding photographers they don't always have a method of purchasing online. Do you have some recommendations for tracking services rather than products? It's easy to track the Click Through and if they filled out a form, but I will never know for sure if a client booked a wedding after contact.Thoughts?
-
When i was at Fairfax (SBU named Advantate) we use to have a two tiered pricing strategy $200/month for basic set it up and barely touch it or $495 for more advanced package including analytics and feedback. The problem with this moidel is that it doesn't allow you the flexibility to offer holistic solutions.
Having been int he industry for many years since those initial SEM days, I now strongly believe in creating contracts that share the risk with the client. Come up with goals that are easily trackable and 100% reliable. Share the risk by offering a low monthly fee, but a bonus they need to pay if you hit these goals and even a higher reward if you smash them.
There are always chumps that will accept a few hundred dollars to set and forget, but is that really the business you want to run? There are enough snake oil salesmen out there, don't be another one.
-
Hi, Depends if you work with larger business they usually charge a service fee, similar to advertising agencys where you take a percentage of the overall spend.
For example if they spend 1 million a month you take a 7% service fee.
For smaller business they probably work on a similar method, case by case basis, all clients vary.
Some people may charge as high as 15% on a service fee.
Some people add on extra amounts per month.
hope this helps.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
PPC CPC Increase after Website Speed Issues Were Addressed
We recently moved our hosting provider over from WPEngine to Site Ground. We increased our page speed scores from D/F to a B this past week. However, we noticed an increase in our PPC cost per click due to the website speed being slower... we cannot figure out why this would happen. Has anyone else experienced something similar? A PPC landing page we have is---> https://www.medicarefaq.com/medigap/plan-a/
Paid Search Marketing | | LindsayE0 -
What's the best call tracking system to use for PPC & subsequent landing pages?
Client has about 30 locations. Not planning to get too fancy (i.e. like putting JS on the page so that a dynamically generated phone is displayed to track keywords). At this point, just we only want to see if PPC is providing telephone conversions. I've used Mongoose Metrics before and it seemed good. However, I don't want to go with something simply because it's what I already know. Would love to know some of your favourites and if there are better options. Also - client is in Canada. Not sure if that makes a difference.
Paid Search Marketing | | woodsy10100 -
Youtube ad video ppc
anyone has any experience with youtube for adwords and how its converting, etc? tips on how to really narrow it down to keyword level and making sure impressions are based on your preferences? Thanks
Paid Search Marketing | | PaulDylan0 -
SEOMOZ of PPC?
Hi The site I'd been following over the years last updated in May, so it's clearly not the authority it once was, I know there's a PPC post here about once a month but I was wondering where do the PPC brigade spend most of their time? My work is 50/50 atm but was once much more PPC focused, is there an SEOMOZ equiv. in the Paid Search world?
Paid Search Marketing | | xoffie0 -
Why don't national brands have PPC ads that target their names, while smaller brands do?
Google's policy is to allow other businesses to run PPC ads against your business name, even when trademarked, so long as the ads don't include the trademarked name. At least that's what I have experienced and read online. Source: http://www.google.com/support/forum/p/AdWords/thread?tid=55e2b4bf90ae9585&hl=en Why do so many national brands have no PPC ads showing on their names in Google searches? http://www.google.com/search?gcx=c&sourceid=chrome&ie=UTF-8&q=best+buy http://www.google.com/search?gcx=c&sourceid=chrome&ie=UTF-8&q=victorias+secret http://www.google.com/search?gcx=c&sourceid=chrome&ie=UTF-8&q=office+depot And so on. Smaller brands, even when trademarked, are awash in competitors targeting their names: http://www.google.com/search?gcx=c&sourceid=chrome&ie=UTF-8&q=nally+used+cars http://www.google.com/search?gcx=c&sourceid=chrome&ie=UTF-8&q=la+jolla+cosmetic+surgery+centre Consider these two hotels: http://www.google.com/search?gcx=c&sourceid=chrome&ie=UTF-8&q=ritz+carlton+new+york http://www.google.com/search?gcx=c&sourceid=chrome&ie=UTF-8&q=hotel+3030+new+york There are two slightly different questions in play here, as I have clients I'd like to better protect against this type of PPC poaching: So, are there any different policies at Google Adwords RE: national brands and having competitor's ads show on their names? How do the major brands block the advertisers on their names? Thanks!
Paid Search Marketing | | CakeWebsites0 -
PPC + SEO - Both well ranked, which penalty if there's any.
Hello everyone, I have a doubt about the PPC and SEO. For example if i rank at first page ( something like 5th position ) for one specific keyword, and then I decide to add this keyword to my PPC campaign. My 5th rank will be penalized by google if i buy the PPC keyword ? Thanks.
Paid Search Marketing | | augustos0 -
Google PPC Management
Okay, so I have a client who wants me to manage their ppc on Google. It seems like either they give me access to their PPC account or I manage it via my own account and pre-bill for the cost, later supplying reports. Are those the two options? Thanks...MJ
Paid Search Marketing | | 945010 -
SEO for PPC landing pages
After completing several months of on-page SEO for my site (one keyphrase per URL) and getting an "A" from SEOmoz on each page, now I'm venturing into PPC AdWords for the first time. From what I've read you pretty much want one landing page per keyword/ad. So if I want to target 100 PPC keywords I need 100 landing pages. And each landing page needs to be SEO'd as if you were doing it for organic search purposes so that your ad has a chance at a high Quality Score (8 to 10). I realize that an ad's QS is 2/3rds driven by its CTR but in the beginning when the ad is new the initial QS assigned seems to be driven more by landing page relevancy and some historical attributes of the AdWords account in which the ad or Campaign is located. My question is: What, if anything, do you do different on a page designed to be a PPC landing page as compared to a regular page you would SEO for organic search benefits? Also, should you do any of the off-page things (external links with relevant anchor text) for PPC landing pages? I'm envisioning landing pages that only exist to receive PPC ad clicks and that will not be linked to from my site directly. Each landing page talks a bit about the keyword the user was searching on and then directs them to the most relevant page(s) within my site. Maybe that's flawed? Thanks for any tips...
Paid Search Marketing | | scanlin0