A Google Pay Per Click (PPC) expert offers Google Ads services to advertise your products or services online. And they advise you on what strategy to implement and budgets to set to reach your goals.
This is just a basic outline of what they offer and in this article I’ll be sharing in-depth what you can expect and the amounts they charge on average.
I’ve also included links to other pages that will help you to learn more. And then you can decide if hiring a Google PPC expert is the right thing for your business.
So, here are the services offered by a Google PPC expert:
Research & planning
One of the first services you can hire a Google PPC expert for is to carry out research and planning for your campaigns. This is important when you’re looking to create new campaigns, even if you have existing ones.
This research covers several things like keywords, competitors, customers and your products or services.
With Keyword research this includes finding keywords to add to your Search campaigns and bid on. The Keyword Planner tool is a good research tool to use for this and it’s free and there are other tools that a Google PPC expert will us to carry out the research.
Competitor research will focus on finding keywords that they are using in their campaigns and how much they spend on average for them. And you’ll see what level of competition those keywords have and then choose the most relevant to bid on. And this will also reveal the amount they are spending on average each month across their campaigns.
With customers and product or service research you’ll provide the PPC expert with insights about your business. And they will use these to carry out their research and create a plan to reach your customers with a targeted strategy.
The average cost of research and planning is $1000 and is a one-off fee. And this will be included in the proposal and quote that you receive from the Google PPC expert.
PPC strategy
After the research, the Google PPC expert will create a strategy to reach your audiences. This sets out the goals you want to achieve, the customers you want to reach, the budget you should set, the campaign types to create and more.
And they will create a proposal or document that sets out the strategy.
Usually the cost to create a PPC strategy is included in the research and planning. However, if it requires a lot of work and many campaigns, you can expect to pay about $500 for this. And this is a one-off fee.
Campaign audit
A Google Ads expert will carry out an audit and review of your campaigns. This audit will help to show you areas of improvement that can help boost your account. Ideally your campaigns should be active and receiving traffic because that will help to make the audit more relevant.
The audit will be tailored to your campaigns and it’s a good idea to let the Google PPC expert know what you would like to be covered.
The PPC audit will include the following:
– analysis of your keywords and the search terms they are targeting
– review of text ads and related metrics like click through rate (CTR) to improve them.
– checking recommendations to see if there are opportunities to improve optimization score
– analyze the bid strategy to see if it can be improved through running experiments
– check the active campaigns to find opportunities to test other campaign types.
– and much more
You’ll then receive a document with the findings from the PPC audit. You’ll then be able to follow the instructions in there to apply them to your account or hire the Google Ads expert to implement them.
The costs of a Google Ads audit start from $450 one-off, and can go up to about $800 for larger accounts. But it can be higher for much larger accounts that require more time.
Campaign set up
If you’re new to Google Ads, a Google PPC expert will set up the campaigns for you. And this will be after the research and planning that I’ve described above. And this will help to set up highly targeted ads that drive sales or leads for you.
However, if you’re already running ads and maybe need a new campaign, then you can hire a Google PPC expert for that. And the set up will include:
– creating a new campaign and updating settings like budgets and locations
– keyword research to find the keywords to bid on
– adding negative keywords to block irrelevant searches
– setting up conversion tracking to track leads or sales or any other important action
– setting the bid strategy that determines positions and spend
The set up of a new campaign starts from $450 to about $1000, depending on the complexity of the campaign and the type too.
Campaign optimization
If you have active campaigns and you’re getting clicks and conversions but need help optimizing them, then campaign optimization is what you’ll need. This will start with an audit or review of the campaigns to see if they can be improved and what the costs will be.
A campaign optimization service may be ideal if you’re experiencing the following challenges:
– the campaigns have been running and performance has continued to drop
– are already working with a Google PPC expert but they have failed to improve your campaigns
– you keep getting ad disapprovals and you are not able to fix them
– want to improve the ads and see if you can increase your return on ad spend
– you are getting few visitors from the ads and not spending the budget
– you want to be more competitive and rank high in the ad results
The fee to optimize your campaigns will depend on how many they are and what type of campaigns you have. It also depends on what challenges you’re facing and why they’re underperforming. So, an hourly rate to do the work may be the best option.
Account management
Google Ads management is an important service offered by Google PPC experts. This is what most small to medium-sized businesses usually are looking for, especially if they have been running ads for some time but performance has been low.
The monthly PPC management service includes:
– updating search terms to ensure you’re targeting the right people and businesses for your business
– updating budgets and reallocating them to maximize your performance
– adding new responsive search ads and keywords to promote your products or services
– adding negative keywords to block searches that aren’t relevant for your business
– checking conversions and other metrics and updating campaigns to improve these metrics
– testing other bid strategies through experiments to boost performance and more.
The cost of management depends on many factors and one of these is your advertising budget. So, some PPC experts charge between 10-20% of your monthly advertising budget. And at times they charge a monthly retainer, and this is from about $500 per month for small accounts to over $1500 per month for larger accounts.
Training & coaching
A Google PPC expert will also offer training and coaching services to help you learn the Google advertising platform. This will equip you with the knowledge to set up your campaigns and manage them yourself and save yourself a lot of money in the process.
Google Ads training varies but often includes the following:
– learn to set up new Search, Shopping, Display and Remarketing campaigns
– learn to manage your campaigns to produce a good return on ad spend
– how to create relevant reports that will you and your team with the best insights
– steps to optimize your ads and block anything that’s not relevant like search terms.
– and much more
The cost of training is usually based on an hourly rate. And this is about $100 to $150 per hour and will be about $450 to $700 per day per attendee.
Conclusion
I hope this article has helped you to gain a greater understanding of the work that Google PPC experts do. And I’ve included some pricing insights that help you decide if you can or should hire a Google PPC expert.
My name is Mike Ncube and I work as a Google PPC expert, and I’d be happy to discuss your requirements. Contact me today for a proposal and quote.
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