Working with SiteLift you get a totally transparent, no nonsense, openly communicative PPC management team who will save you time, earn you money and create a higher ROI from your ads.
AdWords in a Nutshell
Google AdWords is essentially an auction or bidding match. Whoever pays the most gets the best chance to have their ad displayed at the top of Googles search engine results.
Every time someone clicks one of your ads, it can easily cost you anywhere from €1 to €2 or more. Markets with a high customer life time value (CLTV) like insurance and lawyers can cost €50 per click. So paid advertising can get costly fast.
The trick is to know how much you can afford per new customer, and bid on search terms that have buyer intent that are relatively inexpensive and provide a ROI.
How much to Spend on Ads?
To know this ideally you should know your Customer Life Time Value (CLTV). Lets say on average customers order €1 worth of goods and on average make 10 orders during their relationship with their business. That means a single customer is worth €10. By the time you minus your cost of goods sold (COGS) and your cost of sale (COS) and tax etc, your profit on average is €2. That means you can afford to spend €1.99 to get a customer who will be worth €2 to you and still be making a tiny margin of extra profit for your business.
Without measuring and knowing the data we can’t know are we making money or losing money on advertising.
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half” ~ John Wanamaker
Who should be targeted by your Campaign?
They say that 80% of your profit typically comes from 20% of your customers. So we should target the types of people that make up that best 20%. Think about who they are, what makes them different than the rest. Once we know what kind of people make up your more profitable customers, we can target them.
What action do you want them to take?
Let’s say you sell smart watches online. You probably want your customers to buy a smart watch, that’s the action you want them to take. If you were a plumber, you probably want them to call you. In any case we need to have a clear definition of the exact action we want the customer to take for each ad.
Ensuring they take that action.
Lets say you want your customer to buy your latest Samsung S3 Smart Watch from your site. We find a keyword phrase which is cheap and gets people who are interested in buying a Samsung smart watch to your site. If there’s problem with the page the land on (your landing page) after clicking the ad, the customer could likely ‘bounce’ off your site and go looking somewhere else.
We need to make sure that each ‘landing page’ on your site that your customers will visit after clicking your ad, is properly optimised to maximise the return on your ad spend budget.
Getting a customer to click on the ad isn’t enough, it’s getting that click to convert into a sale that equally matters.
How will you know the PPC Campaign is a success?
We setup conversion tracking on your website to make sure that enough people who click on your ad are taking the action we need them to take (i.e. buying the Samsung watch, or calling your plumbing company to book a call out.)
Reducing the cost and increasing the profit.
Advertisers who follow the steps below get the lowest price ads.
- Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
- Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
- Quality Score – Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.
We generally recommend a minimum ad spend of €1,000 per month for small business, €10,000 for medium businesses and €25,000 for large businesses.
|Monthly Advertising Spend||Cost Structure|
|$500 – $2500||$300 fee + 20% of spend|
|$2,501 – $5,000||$500 fee + 20% of spend|
|$5,001 – $10,000||$1,000 fee + 10% of spend|
|$10,001 – $25,000||$1,000 fee + 9% of spend|
|$25,001 – $50,000||$1,000 fee + 8% of spend|
|$50,001 and above||$1,000 fee + 7% of spend|
Fees above don’t cover things like :
- Landing page design, creation and optimisation
- On-site conversion tracking and optimisation
- Reputation management
- Search engine optimisation
However all the above go well with PPC, especially landing pages, so we might discuss these options if they’re going to be worthwhile for your company.
What you’ll get
- Dedicated Account Manager
- Account Review & Goal Setting
- Keyword Research
- Account Structure/Restructure
- Campaign & Ad Group Creation
- Text Ad Creation & Optimization
- Advanced Bid Management
- Geo Targeting
- Call Tracking
- Conversion Tracking
- Multi-Platform Advertising
- Personalized Call Schedule
- Detailed Performance Reporting (weekly, bi-weekly or monthly)
- Landing Page Optimization Recommendations
- Transparency – You Always Have Access to Your Account