Commission Only AdWords PPC Management

© David Rothwell 2012 www.davidnrothwell.com

Commission-Only AdWords PPC Management

Only pay for your Leads and Sales Conversions when profitable

No fixed Agency fees


Performance-basedAdWords PPC Management

• Fundamentals• Your Goal with AdWords• What is Performance Management?• Common AdWords billing models

– Pros– Cons

• How Performance Management works• AdWords Account structure• When this is right for you• What you get


Fundamentals

• Business processes– Traffic– Conversion– Economics – Feedback

• AdWords Lifecycle– Discover– Optimize– Expand


Your Goal with AdWords• Spend more on AdWords, not less

– Or you’re not doing it right• Buy the right Traffic• Track Conversions to Leads or Sales• Make it work at Profit for your unique Economics• Discover your Consistent Leads or Sales at a

maximum Cost per Conversion– Cost per Conversion = the most you want to pay for a

Lead or Sale = Cost per Acquisition or CPA• With consistent profitable CPA

– Optimize to buy every click and conversion in your marketplace

– Expand with Unlimited Daily Budgets


Performance Management• To qualify, the basics must already be in place • Minimum conversions of 5 /day

– Or buy hourly paid Consultancy to help you get there– Includes comprehensive live AdWords account audit

• Commissions only payable on profitable Leads or Sales– Monthly, in arrears, immediate payment– Based only on results and profit

• You have to know your maximum CPA per Profit Center (Campaign)• Most advertisers don’t• We help you work it out• You can change your CPA as you need

– Driven by quantity of conversions• All we work for is more conversions, for your profit• More conversions, pay less commission per conversion

– Protected by Penalty Discount if CPA is exceeded


Common billing models• Flat fees

– Different entitlements– Rising charges

• Percentage of– Spend– Budget

• Some combination of both• Beware many misleading claims and guarantees

– Check Google’s page for guidance– http://www.google.com/adwords/thirdpartypartners/

http://www.google.com/adwords/thirdpartypartners/


Flat fees• Pros

– Fixed monthly rate, easier to budget• I’ve seen some very cheap rates

– Ok for maintenance mode• E.g. automatic bid management• Continual addition of negative keywords

• Cons– Not related to what you earn– No incentive to fix leaks, optimize and expand

• Disconnected from your website and business goals– Confusing & subjective

• What do you actually get?• You get what you pay for – sometimes not much or nothing

– Check your Change History to find out!• How can any desirable performance improvements be proven?


Percentage of spend or budget

• Pros– In theory its fairer– Assuming you want to spend more, the

manager earns more

• Cons– Its still not related to what you actually earn– You should only spend more if you’re earning

more


How Performance Management works

• Strictly based on earning more from AdWords than you spend– Find out how to spend more– Measured by conversions and profits– Management then pays for itself & becomes free– Its safe to buy every click and conversion you can– The manager and advertiser are both financially

motivated to improve and expand

• You choose a maximum CPA to govern campaign performance (Profit Center)


AdWords account structure• Carefully organised according to your Business, website & profit• Campaigns

• Networks• Devices• Geographies• Schedules• Extensions • Delivery• Bid management

• Ad groups• Keywords

– match types– User search queries– Conversion search funnels

• Negatives and lists• Ads (text and graphics)

– Creation– Testing

• Landing page selection, testing and improvement• Feedback to improve landing pages, site design, conversions, workflows

• Including phone call handling


When this is right for you• Tracking an average 5 conversions per day minimum

– You must know the maximum Conversion Cost (CPA) you need– Hourly consulting to get you there if you’re not ready

• 6 months of active AdWords data• Agree to Terms of Service

– My AdWords account takes over• You still pay clicks directly to Google (cost per conversion)

– Your account remains unchanged while we transition & pause– You pay commissions immediately in arrears at month end

• Agree to Roles & Responsibilities– Able to make changes to website and sales processes, including

workflows and inbound phone calls• Agree to Ratecard for conversion commissions• Complete an in-depth application• AdWords audit and interview with me


What you get• Consistent cost per conversion (CPA)

– Choose your maximum CPA, you can change when needed– Penalty discount if exceeded

• Daily monitoring and management– Regular communication by email, skype calls, or mobile phone

• Weekly reports• Search and syndicated Partner campaigns• Display campaigns• Remarketing• Huge scale

– Thousands of ads and keywords– Potentially millions of ad views

• Expansion campaigns – whatever is appropriate– Merchant Center and Shopping Results– Mobile and tablet targeting


Apply Today!

• www.davidnrothwell.com

• Skype: davidnrothwell

http://www.davidnrothwell.com/

Technology

Commission Only AdWords PPC Management