Reasonable Cost for Adwords PPC Set Up?
-
What is a reasonable cost to set up Adwords Campaign? This would include keyword research, set up of Adwords, set up re-marketing banners, creative and coding landing pages using Instapage.
Lets say there are 3 ad groups and two landing pages per add group. Assuming the vendor is highly experienced and located in the United States, what is a fair price? $700, $1,000, $1,500?
How about for the monthly management of the campaign? Let's assume advertising budget is $3,000. Is $500 per month reasonable, $800, $1,000?
I do not want to over pay not under pay and am trying to determine a cost which is fair to both of us. Answers should be based on a US based vendor with native English and extensive experience with PPC.
Thanks,
Alan
-
The more data you have on something the better. You don't necessarily have to get several thousand hits a day to get accurate data in the A/B split testing process by any means, and most people don't. You could just take the stats for the week/month to base your modifications upon. The majority of my websites get less than 100 hits a day, pretty much just that one site does that well and the conversion rate is atrocious, luckily it's all organic traffic.
Sorry for any confusion caused by my old school poker term "Bankroll." I'm not suggesting you invest all that the money into the ppc campaign by any means. What I meant by bankroll is that you have that as a reserved amount to ensure you can keep it up. I doubt anyones going to keep going and not throw in the towel once they've lost half their stack. Especially if they haven't made a single conversion within 5 of your 10 racks of clicks hehe.
-
Hi Sean:
From what you are saying, there must be several thousand visitors a month in order for a PPC campaign to have sufficient data to adjust bids run a/b tests.
In our situation the average click will probably average between $5-$10. Our monthly budget will not exceed $3,000 (maybe $4,000). So we will probably never get more than 600 visits per month driven by PPC.
Do you think we will have enough data for a successful PPC campaign? Your response talks about several thousand hits per day for a successful campaign.
I am in a very competitive and expensive niche. And if success is not possible I would prefer to save the $10,000-$15,000 that a test will cost.
Thanks,
Alan -
Like NgEF said it depends. What I would base it on is how much the cost per click generally is. My first sales funnel and marketing campaign that was successful to some degree I was able to start running good split tests at about 1-2 thousand hits per day.
If you're PPC are 1 dollar a pop i'd say $10,000 USD is a good bankroll to setup shop with.
Also, I highly advise you learn Adwords and how it places bids for you to the fullest. For example you'd assume quotes on multi word queries would lock it in place but "1 2 3" could also be "2 1 3", "3 2 1" "1 3 2" etc.
You actually have to use brackets [1 2 3] if you want an exact specific bid on a term in a specific order. There's several little nuances you should definitely be aware of before you hit the Google Craps table.
-
I usually do 1,000 up front assuming you do all of the design yourself, and 20% of the total budget assuming they are spending more than 2K per month.
-
Hi Kingalan
We offer PPC services and it really depends on whether the client signs a monthly contract or not.
In your example, if a client is spending $3000 a month or $100 a day and achieving an ROI of 400% so each $100 generated $500 of revenue, at a decent margin of 50% they will make $200 a day profit ($500-$100) less any taxes. So $6000 a month.
I think it is perfectly reasonable to take 10% of that - so $600/month. You can bet your life that that is the way the client will measure it!
Margin is the biggest driving factor in any online sellers decision making - so pick a figure which is reasonable from a margin point of view. (Ask the client what his or her margin is by product group or service). Google Adwords doesn't have a margin metric but we measure every campaign in margin, not ROI. It gives us a better fix on whether the campaign is working.
Then if you can get a 6 month or 1 year contract from them either swallow the cost - which we sometimes do - or charge 1 month 'set up fee' which is perfectly reasonable.
I hope that helps.
Regards Nigel
-
The general answer would be 'Depends on the agency'.
I've worked with agencies in the past that would charge USD$500 per campaign set up, but this also doesn't include the creatives and coding of landing pages as those would be additional costs. For the monthly management, 15% of the total adspend is the usual fee.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Viability of PPC for Competitive Keywords?
My company is a commercial real estate agency in New York City that helps businesses acquire office space. We are thinking of running a PPC campaign on Google Adwords. However our targeted keywords can cost up to $30 each. Perhaps we can spend $2,000 to $3,000 per month. Is there any way to predict if this campaign would be cost effective? If only 1 out of 15 site visitors generated by the PPC campaign contacts our firm, and one out of ten of those is a viable prospect, and we close with one out of five of those, it would mean that it would cost 750 clicks per transaction. If an average click is $20, that means that we would need to spend $15,000 per transaction. Our average commission is $20,000. So this is very marginal. Is my calculation overlooking something? A few keywords we would be competing on are the following: Manhattan office space rates
Conversion Rate Optimization | | Kingalan1
Manhattan office space for lease
Rental office Manhattan
Midtown office space for rent
Office space for lease nyc I might ad that we are competing against huge companies like Loopnet, Weworks, Regus, and several large real estate brokerages and landlords. Also, many of PPC visitors are running office space like searches when they are looking for shared executive office suites with very short term leases. This is not our market, we are seeking tenants that need their own demised space for a lease term of at least 3 years. Is there any way PPC can filter out clicks so we don't pay for visits from the executive office suite market? The site that we would be marketing is www.metro-manhattan.com Thanks,
Alan Rosinsky0 -
Track bounce rate per PPC keyword
Hi all Wondering if anyone could give me a nudge in the right direction with this please. When running an adwords campaign is there a way in which one can track the bounce rate on the landing page per keyword sending paid traffic? I've had a play about in adwords and GA and couldn't find the right option. The site I am sending traffic to is not a ecommerce site so cannot set up conversion tracking so we are going to monitor the bounce rates of different keywords and drop the ones which are bouncing much higher than others as it seems better to invest the budget in those words which are keeping people on the page for longer. Many thanks Carl
Conversion Rate Optimization | | carl_daedricdigital0 -
Outsourcing Adwords
I want to outsource my Adwords campaign and I have a few questions. I have been playing with it for a few days-weeks but didn't have enough time to fully engage. Where would I start?
Conversion Rate Optimization | | echo1
What questions should I ask?
Are there any general goals before setting specific ones?
How would I know their price is right?
How to measure what they do? Thanks!0 -
PPC Bid Strategies for Adwords PLA Campaign
I am managing a Google Adwords Product Listing Ads (PLA) campaign. The campaign is granular and specific in that each product is targeted via its corresponding ad groups. The structure of the campaign is : Campaign->500 Ad Groups (each ad group targeting a unique product selected by "product_id". I would like to get some ideas and feedback on bidding strategies. The granular structure of the campaign allows me to set a different Default Max CPC and a Max CPC for each unique product. I am unable to find within Adwords a column that shows what the competition is bidding. Is there a methodical procedure to extract this bidding information? I have recently enabled "Search Impression Share" and "Search Impression Lost (IS Rank)", but there is not enough data yet for those stats. What do the PPC experts have to say?
Conversion Rate Optimization | | amitramani0 -
Youtube Adwords click/visit discrepancy
We started a Youtube ad campaign. Over 2 days we got 60 clicks. However on our site we only measured 19 clicks. We used Kissmetrics to do the measurement. We're trying to figure out if the problem is on our end, or whether people are clicking but then closing the tab before the Kissmetrics JS loads. We're going to implement adwords conversion tracking to get a second measurement. But I was wondering if anyone else has experienced big gaps in how many people click a Youtube ad and how many actually visit the site. We got about 40 people who viewed the video 100%. I'm hoping bots aren't an issue with Youtube ads.
Conversion Rate Optimization | | lighttable0 -
Adwords and Seller Ratings
We are in the process of having an agency take over an adwords account. Will we lose our seller ratings? The website we are advertising will not change, just the adwords account. Based on what I've read google pulls data from display URL. We were concerned with losing them as we've had a CTR% since they started showing up in our search ads. They will NOT be using our account, but they will be adding us to their MCC & granting us access. Thank You!!
Conversion Rate Optimization | | TP_Marketing0 -
Adwords Conversion Optimiser
OK Mozers! Here's the situation (my parents went away on a weeks vacation...) • I am managing an online furniture retail website Infurn .com • Our budget is 500 euro per day and we need basically 20% cost per sale and im hovering at 30 - 35% • I recently was given the opportunity to participate in The Conversion Optimiser which allows you to set a desired CPA and Google works its magic geting you that target by adjusting your bids accordingly using historical campaign data. • Is this something I should use? Or should I continue to hone my ad groups, bids, products, landing pages, and ad copy until I reach my 15 - 20% CPA goal? Thanks!
Conversion Rate Optimization | | TheGrid0 -
Can Adwords campaigns affect other campaigns performance?
I understand that keywords and adgroups within a campaign can affect the performance of other keywords within that parent campaign. I was interested to understand whether campaigns in my account can affect one another. I have an adwords account with around 30 campaigns. Some are heavy hitters and others get minimal to 0 traffic. Will these low quality campaigns drive up the costs of my high end campaigns?
Conversion Rate Optimization | | peigenesis0