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PPC Campaign Management Service
Fortune Hunter




msg:3846743
 10:43 pm on Feb 10, 2009 (gmt 0)

I have some clients asking me to manage their PPC campaigns for them. I have no problem doing this, but I am not entirely certain how I should set this up as a service. I know some of you have mentioned in passing on other posts that you offer PPC campaign management services so I thought I would ask how you do it.

1. How do you typically charge for this service?

2. What do you offer as part of this service?

3. Do you offer a "basic" service and a "premium" service? If so, what is the difference?

4. Do you have a base level service with ad on items? If so, what are they?

5. What types of reports or information do you give back to your clients each day, week, or month?

I would love some insight from others of how they have monetized this service to their own clients and what is and is not included in this service.

 

Fortune Hunter




msg:3850264
 11:51 pm on Feb 15, 2009 (gmt 0)

Nobody does this or can answer these questions?

curious




msg:3855153
 5:14 am on Feb 22, 2009 (gmt 0)

I hope someone was able to provide you with pointers, but if not be aware that this is not plug-n-play or monkey work. Excellent PPC management is a lot of work and effort. Do not take it on lightly if you don't have cycles to devote to it otherwise you risk damaging your relationship with your clients.

Fortune Hunter




msg:3857231
 4:14 am on Feb 25, 2009 (gmt 0)

I hope someone was able to provide you with pointers

Nope, nobody replied except you. I realize it may not be easy, but that is ok. I tend to charge enough to make anything I do worth my while. I am just looking for some thoughts about how to set up and frame this service to the client.

particleman




msg:3858825
 1:58 am on Feb 27, 2009 (gmt 0)

I'll chime in. I run our campaigns for several sites. Although I don't do it for clients, I do it as my job. So not that much different.

The story I wanted to share though was based on a call we got a few month ago from surprisingly the yellow pages. They were touting an adwords pay per click managmenet service. I played along and listened to the guys talk. I was very skeptical about it. Basically he found a broad match keyword I had overlooked somehow searching google and led to the phone call about their service. Basically he got me to share what we were spending a month and did a quote for us. They actually start a new adwords account and run it for you, "optimizing it". I had a hard time finding value in this service, but I could see where it would be useful for someone that didn't know anything about adwords. Pricing it seemed to be 10%-15% on top of what we were spending a month, and I really wasn't clear to what level they would monitor the results.

My opinion I have done some consultations for people about adwords to get them going, but I think there is a good market for this type of service. You will just have to be crystal clear on the incredible cost that come with adwords if you let it. Although there is usually good returns too! I would be sure to setup conversion tracking so your customers can see the results of their campaigns. Adwords should do sufficient reporting.

If I were to do this on an ongoing basis I would charge a flat fee based on the size of the adwords setup, that would include research and setting up the account. Then agree on a monthly fee to monitor the account and cooridinate adjustments with the client on a weekly or monthly basis. Maybe a 30 minutes phone call every 2 weeks or something to discuss sales and keyword tweaks.

Fortune Hunter




msg:3860717
 1:05 am on Mar 2, 2009 (gmt 0)

If I were to do this on an ongoing basis I would charge a flat fee based on the size of the adwords setup, that would include research and setting up the account. Then agree on a monthly fee to monitor the account and cooridinate adjustments with the client on a weekly or monthly basis. Maybe a 30 minutes phone call every 2 weeks or something to discuss sales and keyword tweaks.

This is very helpful. I was trying to figure out how to structure the service and what I should be doing and what they should be doing. This gives me a direction to go. Thanks!

gpilling




msg:3871416
 3:27 pm on Mar 16, 2009 (gmt 0)

I was once quoted a price of 10% over ad spend, with a minimum spend on ads of $10,000 per month. Since I was only spending $3000 per month, I did not investigate any further.

From the terms it seems they did not want any clients that would give them $1000 per month in revenue.

gpilling




msg:3872219
 1:15 pm on Mar 17, 2009 (gmt 0)

That should read "less than $1000 per month"

Fortune Hunter




msg:3873662
 8:12 pm on Mar 18, 2009 (gmt 0)

less than $1000 per month

It would be interesting to see what services they provide for that fee per month. For example, you could provide keyword selection, ad management, copywriting, consulting, etc. I could think of a lot or very little depending on how much I was being paid, but I wanted to see if others were doing it and what they were including for what level of fees. While I like to operate in new areas it is always good to see what (if any) industry standards exist before embarking on my own.

anallawalla




msg:3876697
 2:48 am on Mar 23, 2009 (gmt 0)

I have done this at a bureau and as a consultant. The bureau charged a flat fee up to 100 keyphrases per month. That did not allow for a lot of time per account each day. As a private consultant, I charged by the day. Some days I could look at the account and not find anything to change, but I still got paid.

Fortune Hunter




msg:3877773
 5:32 pm on Mar 24, 2009 (gmt 0)

As a private consultant, I charged by the day.

Can you give some idea of how this was structured, i.e. was it a set percentage over the advertising budget? Did you quote the number of days you would bill for upfront or just bill everyday for say 3 months?

I am into the consulting model the most so knowing what other consultants would charge or how they would structure this is the most helpful.

anallawalla




msg:3877980
 9:57 pm on Mar 24, 2009 (gmt 0)

FH, I did this because the long-time client had drifted from an ad-hoc billing regime to a near-fulltime arrangement, but when this started drifting back I found that I could not take up other ad hoc jobs as I didn't know when my regular client needed me. So I told him that I'd bill by the day because he was preventing me from taking up full-day jobs in the city (I live 35 km out of town).

I also explained that the nature of PPC management varies from days where you are overhauling a campaign or setting up a new one, where you can work 16 hours in one lot and there are days where you just need to glance at the campaigns and find no need to change anything. This is like an insurance policy.

I have not used a % of ad spend as a model because the client will suspect that you are making them spend more.

aspdaddy




msg:3878028
 10:33 pm on Mar 24, 2009 (gmt 0)

You gotta start with a companies overall annual advertising budget and current ROI achieved and then make a sales proposition to take a %age of annual budget and beat the current ROI using PPC - fully managed.

For SME's, each one will be a different mix of consultancy, campaign creation, content writing, management.

Fortune Hunter




msg:3880533
 2:29 am on Mar 28, 2009 (gmt 0)

For SME's,

What is an SME?

consultancy, campaign creation, content writing, management.

I agree this is true, but each of these will take a variety of time. For example, I can write up copy pretty quickly, but campaign creation is a different ball game. I am wondering if I should charge different rates or just one rate and on the parts I am better at I am more profitable and the areas I have to work at harder I am not as profitable.

campaign creation

What would you define as "campaign creation"? To me this would be key word selection and figuring out how much to bid for each word. How do you define this?

aspdaddy




msg:3880875
 9:33 pm on Mar 28, 2009 (gmt 0)

SME is small to medium sized business, there are various definitions but usually less than 250 staff & turnover under 24 million are common ones used.

Campaign creation is defining & creating all the ads and corresponding landing pages ready to laucnch. Keyword and bids is only a small part of it.

HugeNerd




msg:3884061
 3:20 pm on Apr 2, 2009 (gmt 0)

Fortune, any closer to solidifying a price scheme for campaign management?

Fortune Hunter




msg:3894137
 10:23 pm on Apr 16, 2009 (gmt 0)

SME is small to medium sized business,

Thank you. I noticed you were from the U.K. so I didn't recognize your term. Here in the U.S. we refer to this group as SMB

Campaign creation is defining & creating all the ads and corresponding landing pages ready to launch. Keyword and bids is only a small part of it.

That is what I would call it as well. I just had not heard anyone refer to copywriting as being part of the service before, which to me was the most critical part. I am glad I have someone else who believes this.

any closer to solidifying a price scheme for campaign management?

Yes and No, based on ASPdaddy's comment I am good with the fee for the copywriting and landing page development piece, but now I need to figure out how I will price out the monitoring piece and campaign adjustment part.

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