Creating a Profitable PPC Agency; How to Price Your Services

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Internet Marketing Software - WordStream

Our agency expert, Elliott Reid, and our PPC expert, Erin Sagin, will reveal the strategies you need to adopt in order to establish the right pricing structure for you and your agency. Join the webinar to learn how to: -Define your PPC service offerings -Review the pros and cons of different agency pricing structures -How to determine appropriate commitment lengths per service

Marketing

1WordStream Confidential
Creating a Profitable PPC Agency;
How to Price Your Services
ELLIOTT REID & ERIN SAGIN
January 21, 2016
Copyright 2015 WordStream, Inc. All rights reserved.

2WordStream Confidential
www.wordstream.com/learn
Want to get smart in paid search?

3WordStream Confidential@erinsagin @elliottpreid
Join the conversation on Twitter
@WordStream
@erinsagin
@elliottpreid

4WordStream Confidential
LET’S GET TO KNOW YOU

5WordStream Confidential@erinsagin @elliottpreid
Tell us a little about yourselves…
• I’m contemplating starting a digital marketing
agency
• I’m in the process of starting a digital marketing
agency
• I currently offer PPC and am considering revamping
my pricing models
• I currently offer other services and am considering
adding PPC
• I like my pricing model and just want to know what
others are doing

6WordStream Confidential@erinsagin @elliottpreid
Meet Your Presenters
Erin Sagin
• PPC Evangelist &Community
Manager at WordStream
• Has specialized in Paid Search for
4+ years
• Named one of the top 25 Most
Influential PPC Experts by PPC
Hero
Elliott Reid
• Agency Sales Team Manager
• 3+ years helping agencies &
advertisers acquire new clients
• 2 years coaching/managing a
team of 8 to help agencies
manage PPC accounts
• Has worked with agencies of all
sizes

7WordStream Confidential
Picking a Pricing Model

8WordStream Confidential
Disclaimer!
• Picking a pricing model for your agency is a lot
like managing a PPC account.

9WordStream Confidential
Pricing Model #1: Hourly Rate

10WordStream Confidential
Pricing Model #2: Fixed Rate

11WordStream Confidential
Pricing Model #3: Percent of Spend

12WordStream Confidential
Pricing Model #4: Performance-Based

13WordStream Confidential
Pricing Model #5: Service Menu

15WordStream Confidential
We’re Big Fans of Combos

16WordStream Confidential
The Numbers Game

17WordStream Confidential
Where Are Your Prospects?

18WordStream Confidential
Factor In Your Operating Costs

19WordStream Confidential
Other Considerations

20WordStream Confidential
Should I Publicize My Pricing?

21WordStream Confidential
What Is the Recommended Contract Length?

22WordStream Confidential
Who Owns the AdWords Account?

23WordStream Confidential
Putting It All Together
• Hourly
– Pros
• Great way to get customers in the doors
– Cons
• Can’t scale
• Conflict of interest
• Fixed Rate
– Pros
• Simple, good for consistent budgets
– Cons
• Disincentives you to grow

24WordStream Confidential
Putting It All Together
• % of Spend
– Pros
• Great way to grow
– Cons
• Does not always work with low spend accounts
• Performance Based
– Pros
• Will motivate you to work the account
– Cons
• Account work does not immediately/evenly
translate into performance

25WordStream Confidential
Putting It All Together
• Service Menu
– Pros
• Appeals to many customer types
– Cons
• Complex

26WordStream Confidential@erinsagin @elliottpreid
Special Offer
• Live account assessment with a WordStream
PPC expert

28WordStream Confidential@erinsagin @elliottpreid

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21 genius facebook advertising tips to try in '21

Internet Marketing Software - WordStream

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