AdWords is a complex marketing platform to even the most experienced marketers. Yet, web professionals, like web designers, web developers, full-stack coders, webmasters, or freelance marketers are beginning to sell AdWords as a service. Why? AdWords is bountiful with benefits like client flexibility and high revenue streams. However, here is a roundup of in-depth articles on some hot topics for AdWords pros. This web pro series will help you get started offering PPC services and teach you how to sell AdWords. We’re here to bring you the best and highest ROI possible.
Web professionals run an interesting business. Long-term clients with recurring revenue streams are the bread and butter of any agency and freelancer since they promise a steady flow of income. Many web pro services, like web design or website management, can be project-based making yearly salaries unpredictable. So how are web pros taking their business (and salary) to the next level? Let’s dive into seven unique ways to make recurring money as a web pro. View our unique recurring revenue streams for web pros.
Website Developer Marketing: How to Get Started in Digital
You wear a lot of hats by providing many different services. How can you turn all of those developer or designer skills into digital marketing talents? In this blog, we take common web pro skills and translate them into actionable digital marketing jobs. Challenge yourself to learn something new or enhance your skills to add to your bottom line and business. Either way, there are always ways to expand your skillset and stay ahead of any competition! See the full post: Website Developer Marketing: How to Get Started in Digital.
How to Sell AdWords to Your Clients
First things first. Whether your clients are asking you to market their business on Google or you simply want to expand your service menu, there’s a lot to learn before offering AdWords as a service. Find out which clients are right for AdWords and learn how to make them believe in PPC marketing. Plus, roll out your AdWords offering in these seven easy steps you can get started on today! Learn exactly how to sell AdWords to your clients and use these skills to boost your business!
How to Master Keyword Research for Your Clients
Once you roll out your AdWords offering to clients, it’s time to write ads and launch campaigns. Before you can do that, you need to find keywords! It’s difficult to find profitable keywords for an industry or niche you may not be familiar with. That’s why we broke it down for you. Learn how to find the best, most affordable keywords for your PPC campaigns and even how to present them to your client. This article will teach you how to master keyword research for your clients.
Improve AdWords Campaigns for Your Clients with 5 Metrics
Your AdWords campaigns are running and results are rolling in. Now is the time to optimize those ads and improve results! In this article, we discuss what metrics to monitor and explain what each means. Then, we dive into how you can optimize and improve each metric. Apply these tips to see better results in no time! Learn how to improve AdWords campaigns with these 5 metrics.
How to Charge Clients for AdWords as a Service
The internet is filled with vague answers written for agencies or longtime professionals, but what about new pros? Let’s talk about the various methods of PPC pricing and the pros and cons of each. By the end of this blog, you’ll know how to charge clients for AdWords, how to calculate and propose an AdWords budget, and more. Read the full post here!
Download Teacup’s AdWords Bundle! We’ll email you 5 great AdWords resources including: a Budget Calculator, a Duties Checklist, a sample Client Proposal and more!
The time has come that you need to perform real keyword research for a client. You’ve attracted your first AdWords customer and while you’re celebrating the genesis of this exciting new pillar of your web business, you have some work ahead of you. The previous blog in this series explained how to begin offering AdWords to your clients. Now that you have a real client signed up, what’s next? You need to find those valuable keywords that are going to power your campaigns. So how do you perform keyword research for your client?
There are many methods to keyword research for customers. To figure out which is best, you must gain insight into their pain points, questions, and business goals. How do you accomplish this for a client when you’re an outsider? We’ve found these steps to keyword research work great to get you started.
This is one of our favorite parts of AdWords; putting those creative thoughts to work! If possible, host a face to face meeting with your client. Even better, host this meeting at their place of business. Ask to eavesdrop on a few interactions of real customers. Simply write down all you can about your client and more importantly, their ideal customer. Listen to conversations and the questions being asked. How did these recent customers find out about them? What did they ask for and why did they visit or call the business? These interactions open up creative keyword ideas and phrases.
When you speak to your client, ask these questions:
What are your goals? (i.e. Is it to sell more product or increase traffic to your website?)
You should only have one major goal per campaign. These objectives will shape the purpose of your keywords. While it’s always important to consider the search intent of your prospects, don’t forget to prioritize your client and his/her wishes. Conversions or sales or brand awareness all demand different AdWords strategies! Find the purpose of the campaign, first.
What is your top service/product or which one yields the best margins?
It’s better to focus on one idea at a time than trying to sell your client’s business as a whole. If the business owner doesn’t know what they want to focus on, resort to Google. Be sure that Google Analytics, GA, is installed properly to the website and connected to AdWords and see what pages are the most popular organically. This will typically lead to the most desirable offering. Focus on this offering for your first campaign, then expand later.
How do your customers describe this top product/service or you?
By listening to customer interactions, you can get a better sense of what exactly customers need. They might not know a specific model number or service name, but they can describe what they’re looking for. How can you explain this product without industry jargon? How would a customer describe this to a friend? These ideas often make great keywords!
Social may be sexy, but search still pays the bills. — Tom Pick
Using Google’s Keyword Planner
After you have a solid list of options from your keyword research, it’s time to fact check. Using Google’s Keyword Planner, or GKP is invaluable in the AdWords game. It will help you pick the most valuable keywords for your client’s goals. GKP gives value to keywords in both search volume and costs. You can use GKP to help discover new, better keyword ideas or use it to plan budgets and forecasting. Let’s start small as you learn how to use GKP. There are three things you should gather for each keyword: volume, competition, and cost.
Log into GKP and select >> Find New Keywords and Get Search Volume Data. Type in your keyword idea and let the magic happen. You’ll notice broad keywords have exponentially more volume than long-tail keywords. (There are four types of keywords if you want to dive in deeper.) Even though these short searches seem like the most popular, stick with long-tail options since you can determine the intent of the searcher. Don’t waste your time advertising to people searching for “flowers” when you should focus on those searching for “same day flower delivery.” These longer tail keywords are also cheaper since there is less competition!
Another Google tool to utilize is Google Instant. That’s when you begin typing in the search bar and it suggests the rest of search for you. Use this to simply and quickly see what other people are looking for.
Once you’ve gathered these three data points to each keyword, start ordering them. Pretty soon, you should have a solid list of keyword contenders for your report.
Presenting the Keyword Research to Your Client
The next step is choosing the keywords to try. Depending on how involved and knowledgeable of AdWords your client is, your report can be rather simple. For the average client, you should be able to include just:
List the keyword as well as obvious variations of the keyword so your client is clear how many searches one bid can cover. At Teacup, we prefer single keyword ad groups or SKAGs to cover this spread.
You want to show the demand of the keyword so your client (and you!) are confident that people in your targeted area are searching this term.
It’s important to show the average CPC of this keyword to set the expectations and assign a true value to this search term.
There is one more step before launching your favorite keywords on AdWords. You need to ensure that there is a quality destination for your campaigns. Landing pages bridge the gap between marketing and sales. It’s important to deliver the information that the prospect expects quickly based on the keyword. Does the client have a current page of their website that will yield a good Quality Score? Do you need to create a new, customized landing page to better compliment this keyword? Landing pages are vital, but you still need to dedicate time to creating them. These decisions might prioritize certain keywords and make you wait on others.
Putting It All Together
At the end of the day, AdWords is “search” marketing. It is based on the idea that people are searching for solutions to problems. As soon as you can determine what these real problems are, you will better be able to craft creative keywords and phrases that target your ideal prospect. Keyword research is a never-ending duty that comes with PPC marketing. AdWords is a long-term marketing strategy so don’t be discouraged if it takes a few weeks (or months) to nail down the perfect keywords. If you need help, there are always platforms like Teacup to help!
As a web professional, you are continuously seeking new ways to impress and win over your clients. You’ve already designed their websites, assisted with IT needs, and so many more under-the-hood items, but what can you offer now? You have this well-oiled machine running for your client. What can you do to help them build their business even more? You’ve begun researching ways to offer marketing services to your client but nothing seems quite right until you discover: AdWords. Google’s AdWords is an intricate mix of data, algorithms, and A/B testing. Web developers or other web pros are attracted to this marketing strategy because the maintenance and success of PPC marketing aren’t too far from what they’re already used to. So, how do you begin to sell AdWords to your clients?
Which Clients Are Right for AdWords?
All of your clients are a bit different, so which are a good fit to try marketing with AdWords? Believe it or not, over 45% of small business already use PPC marketing. Start with clients who already advertise with Facebook or Instagram. They may be more receptive to your pitch since they’re used to PPC models. If they aren’t currently running any PPC campaigns, there’s a good chance their competitors are. Don’t hesitate to remind them of that!
More factors to consider when determining who is right for AdWords is whether or not their customer value is high. Are their services quite expensive? Would they pay more to attract a new customer? Try to target clients who have a lucrative niche with high customer value.
Really, any business that is looking to attract new customers is a good candidate for AdWords. Even those with a small marketing budget can benefit from adding it to its strategy. So, unless your client isn’t looking for new business, they are right for AdWords.
Make Them Believe in PPC Before You Sell AdWords
There are many misconceptions about using AdWords that business owners believe. If you’re well prepared, you can put these worries to rest instantly. If your clients give these common hesitations, combat their fears with these responses:
“I don’t have a strong enough online presence”
Funny enough, you don’t need a strong online reputation to be successful. It’s all about attracting new customers. We want to find those who are looking for you now, not those who already know who you are!
“My company isn’t tech-focused”
AdWords works for any industry! It’s all about targeting people who are looking for what you offer. Think about all the times you have searched for a “topic + near me.” You don’t need to be a tech company to fit into Google.
“AdWords is too expensive”
We set a budget together and Google cannot exceed this daily spend. There is no way to pay more than you want! Let’s set a budget that we’re both comfortable with. We’ll start small!
“You only get to the top by paying more”
Google actually favors quality content over price. If we write a good ad with an informative landing page, you’ll pay less money and still appear higher in the results than competitors.
“I’ll save money doing it myself”
Unfortunately, AdWords is a very complex marketing tool. It takes a lot of time and energy to run successful campaigns because of so many nuances. I can optimize your ads and the better they become, the lower I can make your costs.
“Nobody clicks on Google ads”
Google made over $95.4B in ad revenue last year. In fact, 97% of Google’s revenue is via AdWords and ads so trust me. People click on ads. Besides, you only pay when someone clicks on your ad so, at the very least, you’re getting free advertising by hosting an AdWords campaign.
Here are actionable steps that will help you get your AdWords services off the ground.
Complete your Google AdWords Certification
If you don’t already have your AdWords certification, get it for free from Google’s Academy for Ads. This two-part test is necessary if you want to be viewed as a proper AdWords professional. The courses are a bit time consuming, but they will teach you all the basics and give you a great overall sense of the platform.
Structure Your Pricing
Before you get your first client, you need to decide how you make money! If you already offer a monthly package to your clients, considering adding PPC Management as an add-on service. If you prefer project-based pricing, consider a six month or one year trial. AdWords is a long game marketing strategy so it often takes a few months to start seeing real traction. It can take weeks to figure out the perfect keywords and gather enough data to make the correct optimizations. The third option is charging a percentage of the marketing budget. Agencies charge 10-25% of the marketing budget in their fees.
Teacup offers a referral program for web professionals or marketers whose clients want to begin AdWords marketing. Contact us to learn more.
Pitch Your Clients
Aside from dispelling any fears that may arise, share the benefits that AdWords marketing brings. Taking a gamble on a new marketing channel is scary! Make your client feel confident and trust you. There are many benefits to using AdWords, so figure out what your client needs most. Is it more website traffic? More visits to their store? More phone calls for deliveries? Tap into your clients’ pain points and show how you can solve these problems for them. You’re not just trying to sell AdWords, but sell a new avenue to help their business succeed.
It’s important to lay out realities up front. Be sure to outline what exactly your services include like how many campaigns and hours per week you will spend. AdWords is a long-term strategy and can take months to gain real traction. Set goals that you’re confident with. Draw out a proposal that outlines all these points so it’s clear to your client. When you sell AdWords, it’s important to be transparent with your client. Download our sample client proposal below to help you get started drafting your own.
A beneficial but difficult conversation to have with your client is discussing how much a lead is worth to them. How much would they spend for a new customer? This is often based on how much their services cost and the likelihood of repeat business. This cost is a great place to benchmark your CPC.
Once you have a few interested parties, now the real action begins. Will you manage these campaigns yourself or should you outsource to an AdWords software? PPC monitoring is a time-consuming task, especially if you consider the repetitive duties it requires. Even if you’d prefer to hold the reigns and power the campaigns yourself, the admin upkeep and campaign monitoring are where time gets lost as a PPC manager. If you use a software (like Teacup) it can remove much of the busy work to help you make optimization decisions faster and more easily.
In order to keep your clients happy, you need to present reports of your AdWords progress. If you can package reports nicely to prove your campaign’s worth, your client is bound to stay satisfied and even consider increasing their budget. While AdWords offers many in-house reports, they can be confusing to parties who aren’t well-versed in AdWords. This is another added bonus of considering outsourcing to an AdWords platform since many generate simpler, easy to share reporting features.
Keep the Momentum Going
Fast forward a few months and (hopefully) you have a few happy AdWords customers. Now that you can showcase your best campaigns and prove your expertise, you can consider building the price of your package. For new clients, add a setup fee or think about adding performance-based bonuses when you sell AdWords.
Succeeding as an AdWords Manager
The choice to sell AdWords as a web pro has endless potential but can be difficult at first. Until you lay the framework and attract you first few clients, it’s an uphill battle to justify the time dedication that AdWords will consume. Thankfully, there are many options to help alleviate pressures and help you save time. At the end of the day, you are directly helping your clients’ businesses grow while growing yourself!