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Writing PPC - Descriptions
contentmaster




msg:3061987
 9:27 am on Aug 27, 2006 (gmt 0)

With Adwords gaining prominence, isn't writing PPC ad descriptions becoming increasingly popular as a new form of copy writing?

I wanted to know - what is the going rate - costing for writing PPC descriptions - Title and Descriptions?

 

jlr1001




msg:3063637
 9:58 pm on Aug 28, 2006 (gmt 0)

In this case I think you'll be best suited to create some type of "bulk" plan...

X dollars = copy for Y ads...

Also, most people I've spoken with (and provided this service for) like/expect you to include some form of campaign management in the package.

So I might charge, say, $500 on up to setup the campaign with a certain number of ads (I include some basic form of keyword research to set up the corresponding ad groups). Then I charge a monthly maintenance fee for tweaking the campaign to sustain a certain click-thru rate...

So the question of how much per ad is difficult to answer, and could be difficult for a client to hear especially when they're looking at four lines of text...

-jlr1001

contentmaster




msg:3065813
 2:07 pm on Aug 30, 2006 (gmt 0)

So what you are saying is that costing for such a job is tough...because you are creating 4 lines per ad....well what if there is no discussion about a campaign management...simply the job of improving already existing say approx 500 ads - title and description?

jlr1001




msg:3065846
 2:37 pm on Aug 30, 2006 (gmt 0)

I wouldn't price it per ad...

Since you're estimating 500 ads I'd create a project price based on your time (plus profit if it isn't already figured into your hourly rate).

I just don't think that pricing written copy for one PPC ad makes any sense. Either A) you're not writing just one ad, so why not price for the whole deal, or B) your client will look at that price for one ad and do a cost calculation to see if it makes sense. If they jump on your price, chances are you're not charging enough...

I guess I'm saying it's all about the value proposition. Now, if the client already has significant in-house resources to manage the campaign that changes the equation. You're then trading on your expertise as a copywriter, and could charge accordingly.

If not, however, you're basically saying pay me X to write these for lines... or these 2,000 lines and when I'm done you're on your own....

The second scenario stacks the deck against you... IMO.

-J.L.

edited to answer the obvious question...

I'd charge anywhere from $3,000 to $6,250 depending on the time involved. I'd adjust my base amount depending on the lifetime value the client represents.

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