Commission-Only AdWords PPC Management Only pay for your Leads and Sales Conversions when profitable No fixed Agency fees
Performance-based AdWords PPC Management <ul><li>Fundamentals </li></ul><ul><li>Your Goal with AdWords </li></ul><ul><li>W...
Fundamentals  <ul><li>Business processes </li></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Conversion </li></ul></u...
Your Goal with AdWords <ul><li>Spend  more  on AdWords, not  less </li></ul><ul><ul><li>Or you’re not doing it right </li>...
Performance Management <ul><li>To qualify, the basics must already be in place  </li></ul><ul><li>Minimum conversions of 5...
Common billing models <ul><li>Flat fees </li></ul><ul><ul><li>Different entitlements </li></ul></ul><ul><ul><li>Rising cha...
Flat fees <ul><li>Pros </li></ul><ul><ul><li>Fixed monthly rate, easier to budget </li></ul></ul><ul><ul><ul><li>I’ve seen...
Percentage of spend or budget <ul><li>Pros </li></ul><ul><ul><li>In theory its fairer </li></ul></ul><ul><ul><li>Assuming ...
How Performance Management works <ul><li>Strictly based on earning more from AdWords than you spend </li></ul><ul><ul><li>...
AdWords account structure <ul><li>Carefully organised according to your Business, website & profit </li></ul><ul><li>Campa...
When this is right for you <ul><li>Tracking an average 5 conversions per day minimum </li></ul><ul><ul><li>You must know t...
What you get <ul><li>Consistent cost per conversion (CPA) </li></ul><ul><ul><li>Choose your maximum CPA, you can change wh...
Apply Today! <ul><li>www.davidnrothwell.com </li></ul><ul><li>Skype: davidnrothwell  </li></ul>
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Commission Only AdWords PPC Management

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Commission Only AdWords PPC Management

  1. 1. Commission-Only AdWords PPC Management Only pay for your Leads and Sales Conversions when profitable No fixed Agency fees
  2. 2. Performance-based AdWords PPC Management <ul><li>Fundamentals </li></ul><ul><li>Your Goal with AdWords </li></ul><ul><li>What is Performance Management? </li></ul><ul><li>Common AdWords billing models </li></ul><ul><ul><li>Pros </li></ul></ul><ul><ul><li>Cons </li></ul></ul><ul><li>How Performance Management works </li></ul><ul><li>AdWords Account structure </li></ul><ul><li>When this is right for you </li></ul><ul><li>What you get </li></ul>
  3. 3. Fundamentals <ul><li>Business processes </li></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Conversion </li></ul></ul><ul><ul><li>Economics </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><li>AdWords Lifecycle </li></ul><ul><ul><li>Discover </li></ul></ul><ul><ul><li>Optimize </li></ul></ul><ul><ul><li>Expand </li></ul></ul>
  4. 4. Your Goal with AdWords <ul><li>Spend more on AdWords, not less </li></ul><ul><ul><li>Or you’re not doing it right </li></ul></ul><ul><li>Buy the right Traffic </li></ul><ul><li>Track Conversions to Leads or Sales </li></ul><ul><li>Make it work at Profit for your unique Economics </li></ul><ul><li>Discover your Consistent Leads or Sales at a maximum Cost per Conversion </li></ul><ul><ul><li>Cost per Conversion = the most you want to pay for a Lead or Sale = Cost per Acquisition or CPA </li></ul></ul><ul><li>With consistent profitable CPA </li></ul><ul><ul><li>Optimize to buy every click and conversion in your marketplace </li></ul></ul><ul><ul><li>Expand with Unlimited Daily Budgets </li></ul></ul>
  5. 5. Performance Management <ul><li>To qualify, the basics must already be in place </li></ul><ul><li>Minimum conversions of 5 /day </li></ul><ul><ul><li>Or buy hourly paid Consultancy to help you get there </li></ul></ul><ul><ul><li>Includes comprehensive live AdWords account audit </li></ul></ul><ul><li>Commissions only payable on profitable Leads or Sales </li></ul><ul><ul><li>Monthly, in arrears, immediate payment </li></ul></ul><ul><ul><li>Based only on results and profit </li></ul></ul><ul><ul><ul><li>You have to know your maximum CPA per Profit Center (Campaign) </li></ul></ul></ul><ul><ul><ul><li>Most advertisers don’t </li></ul></ul></ul><ul><ul><ul><li>We help you work it out </li></ul></ul></ul><ul><ul><ul><li>You can change your CPA as you need </li></ul></ul></ul><ul><ul><li>Driven by quantity of conversions </li></ul></ul><ul><ul><ul><li>All we work for is more conversions, for your profit </li></ul></ul></ul><ul><ul><ul><li>More conversions, pay less commission per conversion </li></ul></ul></ul><ul><ul><li>Protected by Penalty Discount if CPA is exceeded </li></ul></ul>
  6. 6. Common billing models <ul><li>Flat fees </li></ul><ul><ul><li>Different entitlements </li></ul></ul><ul><ul><li>Rising charges </li></ul></ul><ul><li>Percentage of </li></ul><ul><ul><li>Spend </li></ul></ul><ul><ul><li>Budget </li></ul></ul><ul><li>Some combination of both </li></ul><ul><li>Beware many misleading claims and guarantees </li></ul><ul><ul><li>Check Google’s page for guidance </li></ul></ul><ul><ul><li>http://www.google.com/adwords/thirdpartypartners/ </li></ul></ul>
  7. 7. Flat fees <ul><li>Pros </li></ul><ul><ul><li>Fixed monthly rate, easier to budget </li></ul></ul><ul><ul><ul><li>I’ve seen some very cheap rates </li></ul></ul></ul><ul><ul><li>Ok for maintenance mode </li></ul></ul><ul><ul><ul><li>E.g. automatic bid management </li></ul></ul></ul><ul><ul><ul><li>Continual addition of negative keywords </li></ul></ul></ul><ul><li>Cons </li></ul><ul><ul><li>Not related to what you earn </li></ul></ul><ul><ul><li>No incentive to fix leaks, optimize and expand </li></ul></ul><ul><ul><ul><li>Disconnected from your website and business goals </li></ul></ul></ul><ul><ul><li>Confusing & subjective </li></ul></ul><ul><ul><ul><li>What do you actually get? </li></ul></ul></ul><ul><ul><ul><li>You get what you pay for – sometimes not much or nothing </li></ul></ul></ul><ul><ul><ul><ul><li>Check your Change History to find out! </li></ul></ul></ul></ul><ul><ul><ul><li>How can any desirable performance improvements be proven? </li></ul></ul></ul>
  8. 8. Percentage of spend or budget <ul><li>Pros </li></ul><ul><ul><li>In theory its fairer </li></ul></ul><ul><ul><li>Assuming you want to spend more, the manager earns more </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>Its still not related to what you actually earn </li></ul></ul><ul><ul><li>You should only spend more if you’re earning more </li></ul></ul>
  9. 9. How Performance Management works <ul><li>Strictly based on earning more from AdWords than you spend </li></ul><ul><ul><li>Find out how to spend more </li></ul></ul><ul><ul><li>Measured by conversions and profits </li></ul></ul><ul><ul><li>Management then pays for itself & becomes free </li></ul></ul><ul><ul><li>Its safe to buy every click and conversion you can </li></ul></ul><ul><ul><li>The manager and advertiser are both financially motivated to improve and expand </li></ul></ul><ul><li>You choose a maximum CPA to govern campaign performance (Profit Center) </li></ul>
  10. 10. AdWords account structure <ul><li>Carefully organised according to your Business, website & profit </li></ul><ul><li>Campaigns </li></ul><ul><ul><ul><li>Networks </li></ul></ul></ul><ul><ul><ul><li>Devices </li></ul></ul></ul><ul><ul><ul><li>Geographies </li></ul></ul></ul><ul><ul><ul><li>Schedules </li></ul></ul></ul><ul><ul><ul><li>Extensions </li></ul></ul></ul><ul><ul><ul><li>Delivery </li></ul></ul></ul><ul><ul><ul><li>Bid management </li></ul></ul></ul><ul><li>Ad groups </li></ul><ul><ul><ul><li>Keywords </li></ul></ul></ul><ul><ul><ul><ul><li>match types </li></ul></ul></ul></ul><ul><ul><ul><ul><li>User search queries </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Conversion search funnels </li></ul></ul></ul></ul><ul><ul><ul><li>Negatives and lists </li></ul></ul></ul><ul><ul><ul><li>Ads (text and graphics) </li></ul></ul></ul><ul><ul><ul><ul><li>Creation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Testing </li></ul></ul></ul></ul><ul><ul><ul><li>Landing page selection, testing and improvement </li></ul></ul></ul><ul><li>Feedback to improve landing pages, site design, conversions, workflows </li></ul><ul><ul><ul><li>Including phone call handling </li></ul></ul></ul>
  11. 11. When this is right for you <ul><li>Tracking an average 5 conversions per day minimum </li></ul><ul><ul><li>You must know the maximum Conversion Cost (CPA) you need </li></ul></ul><ul><ul><li>Hourly consulting to get you there if you’re not ready </li></ul></ul><ul><li>6 months of active AdWords data </li></ul><ul><li>Agree to Terms of Service </li></ul><ul><ul><li>My AdWords account takes over </li></ul></ul><ul><ul><ul><li>You still pay clicks directly to Google (cost per conversion) </li></ul></ul></ul><ul><ul><li>Your account remains unchanged while we transition & pause </li></ul></ul><ul><ul><li>You pay commissions immediately in arrears at month end </li></ul></ul><ul><li>Agree to Roles & Responsibilities </li></ul><ul><ul><li>Able to make changes to website and sales processes, including workflows and inbound phone calls </li></ul></ul><ul><li>Agree to Ratecard for conversion commissions </li></ul><ul><li>Complete an in-depth application </li></ul><ul><li>AdWords audit and interview with me </li></ul>
  12. 12. What you get <ul><li>Consistent cost per conversion (CPA) </li></ul><ul><ul><li>Choose your maximum CPA, you can change when needed </li></ul></ul><ul><ul><li>Penalty discount if exceeded </li></ul></ul><ul><li>Daily monitoring and management </li></ul><ul><ul><li>Regular communication by email, skype calls, or mobile phone </li></ul></ul><ul><li>Weekly reports </li></ul><ul><li>Search and syndicated Partner campaigns </li></ul><ul><li>Display campaigns </li></ul><ul><li>Remarketing </li></ul><ul><li>Huge scale </li></ul><ul><ul><li>Thousands of ads and keywords </li></ul></ul><ul><ul><li>Potentially millions of ad views </li></ul></ul><ul><li>Expansion campaigns – whatever is appropriate </li></ul><ul><ul><li>Merchant Center and Shopping Results </li></ul></ul><ul><ul><li>Mobile and tablet targeting </li></ul></ul>
  13. 13. Apply Today! <ul><li>www.davidnrothwell.com </li></ul><ul><li>Skype: davidnrothwell </li></ul>

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