Pay per click and particularly Google AdWords have become essential tools for businesses wanting to increase the traffic to their website in order to generate new sales or leads. Many small businesses do not understand the technology; finding PPC jargon and the account set-up increasingly complicated.
Small businesses that don’t want to invest in PPC training, should consider employing a specialist PPC agency to set-up and manage their account(s) professionally.
Google is there to make Google money, so if you do not fully understand principles and techniques such as “Quality Score”, bid management, targeting, conversion optimisation, remarketing etc, you may find that you are paying more than twice the price for each click, and what’s more, each conversion, sale or lead, could be costing you more than you are actually making!
To make things more complicated, you should also be considering other pay-per-click platforms as part of your online marketing strategy, such as programmatic display, Bing and paid social advertising, including Facebook, LinkedIn and Twitter!
There are two main types of PPC management service available to small businesses:
In addition, you may be offered other more specialised models, such as pay for conversions or percentage of sales.
1) Managed account with separate ad spend and monthly management fee
The most common PPC service is the managed account, where the agency charges a separate monthly management fee from the cost of the clicks, which are itemised and charged separately. In many cases you will be asked to pay the ad spend cost directly, so you will be charged by direct debit or credit card for the amount you spend. Find out more about Anicca Digital fully managed PPC services
Note: some agencies may not give you access to your account, so they will “own your account”, so they pay your ad spend themselves and charge this fee onto you. In rare cases, less scrupulous agencies will inflate the amount you pay for your clicks, as you are not paying the bill it is not possible to see if this has happened!
2) Fixed price packages with all-inclusive clicks and management fees
The all-inclusive packages tend to be aimed at smaller companies that want to spend less than £1,000 per month for everything. This service is often offered by larger Google Partners (such as Yell), who have hundreds or thousands of clients, spending only a few hundred pounds each per month.
Note: With an all-inclusive fee you may not be able to determine how much of your budget is spent on clicks and how much is being spent on the management fee, so where possible you should look for transparent reporting or a minimum number of clicks per month. You must also watch out for dubious schemes where the amount you actually pay is equivalent to very high costs per clicks.
You need to identify a PPC agency or specialist that will provide a suitable service for your company. PPC agencies vary considerably in size and expertise, so they will usually specialise in providing service to clients with a certain ad spend.
1) Freelancers and small/newer agencies:
2) Mid-size accredited agencies
3) Larger specialist PPC agencies (sometimes a division of a larger media or a digital agency)
Agencies that offer ongoing PPC management will adopt different pricing structures:
The amount you expect to pay per month depends on the following factors
1) Level of Experience
2) Contracts and charging
3) Technologies used
Find out more about of Anicca Digital’s fully managed PPC services.
You can call the Pay Per Click team on 0116 2987496 or contact us or via our online contact form below.
You might also be interested to take a look at our article on “How Much Does SEO Cost? SEO Pricing Models Explained“.
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