Memory that when it initiated to offer services of Google AdWords to different companies had very many doubts exceeds how and how much to receive to create campaigns of AdWords.
With the years, I have realized that this is a quite common doubt since I have received many post office and messages with doubts on the subject.
And it is why next I will share some to you of the forms or more common models with those than you can receive by your services of Google AdWords. Also, you will know some ranks prices so that you know how much to receive in your next campaign of AdWords ð
It seems to You? We go Here!
Table of contents
- Differences between Budgets and Tariffs in Google AdWords
- What Factors To consider for Saber Cu¡nto Cobrar by Services of Google AdWords?
- 5 Models of Collection To offer Services of Google AdWords
- To receive by the initial implementation of campaigns of Google AdWords
- To acquire a minimum tariff and to work with accounts with certain amount of investment
- Practical case: A Small business wants to initiate with Google AdWords¦ How much and how him collection?
- And good¦ Which is the best model To acquire services of Google AdWords?
Differences between Budgets and Tariffs in Google AdWords
Often when we become the question exceeds how much to receive to realise a campaign of Google AdWords we did not take into account the budget that the company or advertiser will have to realise.
Google AdWords is digital means, and like the television or radio, is necessary to make a payment to be able to announce us in the platform.
In the majority of the cases, the client hopes that in the proposal of Google AdWords, you include a recommended budget (what the client must pay to Google) and also the tariff of your services (what the client is going to pay to you by your work).
In this occasion we will speak more of the second point. That is to say, of how and how much it is that you can receive to them to the companies by the implementation, handling and optimization of campaigns of Google AdWords.
Even so, I will touch some important issues on budgets since these are very related.
As advice, I recommend to maintain these two payments to you of separated way and is transparent for the client. That is to say, your you would have to give an invoice to him of Google to the client by the investment that realised and another supporting invoice or by the tariff of your services.
It is probable that some clients will want to make an only payment to simplify the management, nevertheless, is better to handle it separated since more transparency will exist and problems to future can avoid you.
And now that you know clearly the differences between these two points, it is important to consider the following thing.
What Factors To consider for Saber Cu¡nto Cobrar by Services of Google AdWords?
In my experience, I have seen that the ranks of prices on handling of campaigns of Google AdWords can vary much.
These can go from the nascent consultant who it acquires $50 dollars to the month (I do not recommend that I receive so little) until the recognized agencies which they work with great clients who acquire tariffs superiors to the $2.000 monthly dollars.
Taking into account the previous thing, these are some of the factors that you would have to consider to define the rank of prices your services of Google AdWords:
Type of client
Of so large what it is the company to which you will offer your services to him? Which is the budget that they have to invest in publicity?
You will not receive the same to local busines that to one with regional or national reach. This he is one of the most important factors that you must consider to define well how much is what you are going to receive.
Experience of the agency or consultant
What as much experience you have realising campaigns of Google AdWords? You have worked with clients of the same turn of the company to whom you are contacting? Accounts with the official certification of Google AdWords?
The experience that you also have with Google AdWords will define the ranks of prices that you can receive by your services.
More experience and quality of the service, major the tariff.
Reach of the service
What is what will include your service? You will offer Google AdWords or Only you will handle also other platforms as Facebook Ads? What as much contact you will have with the client?
There are companies that handle all the strategy of digital marketing and are others only offer the service of Google AdWords. The solution enters more robust, major will be the collection.
Now that already you know which are some of the factors most important to define how much to receive by the handling of campaigns of Google AdWords we go to the different models from collection that you can use.
5 Models of Collection To offer Services of Google AdWords
Different schemes or models exist with which you can receive by the handling of campaigns of Google AdWords.
The idea with this section is to share to you of which each model consists and the advantages and disadvantages of each so that you choose the one that more seems to you attractive and mainly are become attached to your objectives.
These are the five models of collection that we will be analyzing:
- Collection per hour
- Collection by fixed tariff
- Collection by percentage of investment
- Collection by results
- Combined or hybrid collection
Collection per hour
This is the form traditional in that they receive freelancers or independent. Not only those that offer services of AdWords, but also those that they grant services of development Web, graphical design or similar.
Nevertheless, unlike the development projects Web or programming, in Google AdWords it is more difficult to consider how many hours you are going to dedicate in the implementation, handling and pursuit of campaigns since many factors exist what will depend on the behavior of the same.
As well, if you have experience in Google AdWords is probable that you spend less hours to him than somebody than is initiating and even so obtain better results.
Also it is probable that with time, the campaigns well are optimized and no longer is necessary to spend so many hours as at the home.
This last one would cause that you generated less income as consulting or gets hold of, even though the campaigns are generating positive results for the client.
What I mean is that the number of hours that you use Google AdWords not is bound to which the client really wants to obtain from your service. In the majority of the cases the client wants to obtain a return of investment through calls, contacts and clients.
This it is the model of less popular collection by those than or have time offering services of Google AdWords, but he can be a good alternative for which or they are offering other compatible services under the scheme of collection per hour.
Collection by fixed tariff
The model of collection by tariff fixes is one of most effective when services are offered to small and medium businesses. This it consists of making a fixed collection of monthly way by everything what implies the handling and administration of campaigns.
One of the advantages of this model is that it is quite simple and is transparent. The client knows how much she is what she is paying by your service and you have well-defined which are the activities that conform this service.
One of the disadvantages to use this model by itself is that a motivation does not exist pretends so that the agency or consultant improves the results of the campaigns or the budget of the same is increased.
That is to say, you always will be receiving the monthly payment and while a bassoon in the results does not exist, you could be comfortable with the fixed tariff.
Nevertheless, if improvements periodically the results of the campaigns, to the client will be more income-producing to him to work with you and are more probable that I continued the service for a long time.
For this moment perhaps you are asking yourself¦
How much it is what I must receive in the tariff fixes monthly?
These tariffs commonly vary on the basis of the investment that client in Google AdWords does. And normally they are handled on the basis of certain ranks of this investment.
This it would be a good example:
- If the client invests from $200 to $500 usd in Google, the tariff fixes will be of $150 usd
- If the client invests from $501 to $1.000 usd in Google, the tariff fixes will be of $250 usd
- If the client invests from $1.001 to $2.500 usd in Google, the tariff will be of $400 dollars
(The amounts are in dollars but you can make the conversion to your local currency to consider it better)
The idea to handle different ranks on the basis of the budget from the client is that normally, more investment enters becomes, more work and complexity exists in the campaign.
If you are initiating and the client it counts on little budget then this is a great option who you must consider.
Collection by percentage of the investment
This it is the model of more popular collection in the great agencies of publicity. And for the same reason, it works better for advertisers than they can invest great amounts in Google AdWords.
The payment of your service will be based on a percentage of the investment that the advertiser realises in Google AdWords. This percentage normally walks between 10% and 30%.
For example, if the client invests $3.000 dollars to the month in Google AdWords, and you acquire a percentage of 15%. Then the payment of your services would be of $450 dollars monthly.
Normally the percentage of the tariff falls while it is increased the budget. That is to say, you can initiate receiving a 15% with monthly a $3.000 budget of usd, but the client increases his investment to $5.000, then you could receive a 10% (to mention an example)
One of the disadvantages of this model of collection is that it is difficult to consider how much is what you will exactly be acquiring by your service every month since the cost of the campaigns can vary by different factors.
Factors as the volume of searches, temporalities and change in the behavior of the users could modify the cost of the campaigns.
Also, if by some reason some problem in the website exists, or the campaigns must slow down themselves, the payment of your service will fall in that same proportion since you depend strictly on the investment that the client realises.
This last one could be mitigated when handling a minimum tariff by the service of the campaigns.
Doubtless, receiving by a percentage of the investment is one of the most popular and attractive models for companies that invest considerable amounts in Google AdWords.
Collection by results or conversions
I believe that this it is the model of collection less used by agencies and consultants of services of Google AdWords, but this it is a model that the clients LOVE.
Why do the clients love this model?
Here the client is only going to pay by results. Nothing else. That to end of accounts that is the unique thing that wants to obtain from your services.
In this model the client is not going to make an investment directly to Google, the investment must it make the agency or consultant, hoping that what costs to him to generate those results, she is minor who what the client is going to pay by the same.
Here normally the client pays a fixed tariff to you by each conversion generated, or by lead or form of registry, sale or until in some cases by calls.
You generate to the client 10 prospectuses to him, and each prospectus you are sold it to the client in $10 dollars.
With this, the payment of your service would be of $100 dollars.
Here the key is in generating those 10 leads with a smaller investment to the $100 dollars that you invested so that you obtain an investment return. If no, you would be investing more than you are winning.
But however, if lead cost $4 dollars to you to generate each (what they would be $40 dollars altogether), then your gains would be of $60 dollars.
($100 as payment of the client $40 inverted ones to generate leads = $60 of gains)
There it is the business.
A model that is seen quite attractive certain?
Thus it is. Nevertheless, this it is the riskiest model mainly if you are initiating and you do not have control on the different elements that compose the strategy of marketing as they could be the page of destiny or until a measurement of the pursuit of the sale.
Often the client does not allow you to make changes in his website. This could affect since if it does not exist a good rate of conversion in the site will be more difficult to campaign profitable.
This model of collection I have seen it work enough or when lead or prospectus is received by, and not by the final sale. And in the majority of the cases I have seen that the consultant or agency uses a page of destiny developed by they themselves where they have a total control.
Some recommendations to use this model are the following:
- It only uses this model if you have experience handling campaigns of Google AdWords
- Test before the other models of collection
- It uses this model to sell leads or prospectuses and not final sales or transactions
- You have confidence with the client that you will be making the project
- A form clear exists to measure the results. That is to say, you can know how many prospectuses you are generating and also the client can verify it so that misunderstandings do not exist.
One of the disadvantages is that with this model normally the access to the account of Google AdWords does not share with the client, since the client could modify something in the campaigns and mainly to see the real cost of each prospectus or sale. (Which could cause problems in some cases)
For all the other models it is important to maintain total transparency in the expenses that are realised in Google AdWords. For this, a good practice is to share to the client accesses to him to the account of Google AdWords.
For the model of collection by results it is or important to define a CPA or cost by attractive conversion for the two parts. As much for the client as for you.
Often it is difficult to define this cost by conversion, is why to have previous experience in the handling of campaigns or with similar clients it will help you to define a cost pro acceptable conversion.
Also, you could define it on the basis of a metric analysis of and the statistical ones of platforms as Google Analytics of the client to understand the behavior of the users.
As conclusion, this it is a quite attractive model for the client, risky for nascent, but by far the potential one if you generally have control on the strategy.
Hybrid or combined collection
Recently I asked to him several companions who offer services of Google AdWords on which it was the collection model which they used and I realized that several used a combination of some of the models that I finish to you sharing.
It made sense, because enough this it is the model that we used in cwshorty and I have realized that adjusts enough to the needs of the clients in the Hispanic market.
Of which the model of hybrid collection consists?
Basically it consists of acquiring a fixed tariff for companies that invest until certain amount in Google AdWords, and after that amount to happen to acquire a percentage of the monthly investment.
That is to say, first one works under the tariff model fixes and in case the client surpasses certain investment (that usd can go of the $1.000 up to $3.000) then it acquires a percentage to them of his investment that can walk in ranks of 10%, 15% or up to 30%.
In this model also a part of the model of collection by results could be integrated, where you decide with the client which if you arrive at certain goal or you obtain to certain amount of prospectuses or sale, he does an extra payment to you. Something as well as a bond.
Now that already you know the different models, there are two key points that you must consider before initiating.
To receive by the initial implementation of campaigns of Google AdWords
Memory that a long time ago a small business contacted to me because it was interested in a service of Google AdWords.
This was a small business that had years investing a small amount in AdWords and the same owner administered the campaigns. (This is something quite common in some small businesses)
As part of our methodology, which I did went first to request access to him to his account to analyze his campaigns and to see yes really existed an area of opportunity at improving the same.
I quickly realized that the campaigns could have a better performance.
Not to do it very long, the client ended up contracting our services, we made adjustments in the campaigns and in the first 2 months a very positive change in the results was seen.
Soon something happened that did not hope to me¦
After 2 months, the client commented to me that no longer they required of our services and that they would contact us in a future. It cleared the access to the accounts of Google AdWords and no longer we returned that is to say from¦
It sounds how a sad certain history?
Nevertheless, I learned much of that experience and is something that I want that you take into account.
As part of the service, we made a reconstruction of their campaigns, or rather, we created everything from zero. (It was only using a campaign with a few groups of announcements. This he is one of the errors most common in AdWords)
Nevertheless, we did not acquire that initial implementation or reconstruction to him. We only received the fixed monthly instalment during two months, and this caused that we remained with a bad flavor of mouth.
Basically because we delivered a great attack at the home of the campaigns to make the reconstruction both and after months the client decided not to follow with us even though were obtaining good results.
The client already continued investing in AdWords by his account with the structure and the work that we had realised.
What he brings me to the following point.
He is recommendable that I acquire by the implementation and initial structuring of the campaigns of Google AdWords since during the first month the most exhaustive work when implementing is realised the initial strategy.
This has a great value.
Consequently, a good strategy is to acquire the first month a greater amount by the implementation and the handling, and in later months already you can only acquire the handling and optimization.
He would be something as the following thing:
- Month 1: $600 dollars (Implementation and handling)
- Month 2: $300 dollars (Handling)
- Month 3: $300 dollars (Handling)
Many do not do it this way, but he is something that you must consider mainly for new advertisers or for that already they have active campaigns but that they need a considerable reconstruction.
To acquire a minimum tariff and to work with accounts with certain amount of investment
Another point that I do not want to let pass, is on acquiring a minimum tariff for your service of handling of campaigns of Google AdWords.
This is important, because there are clients, mainly the small businesses, that are going to want to invest very little in Google AdWords and which they will want that you administer its campaigns to them.
The detail with this type of clients, is that often, their investments are so low, that receiving to them a percentage or equals in proportion to that investment does not allow the agency or consultant him to obtain a good benefit of the service.
To what I talk about?
For example, we imagine that a client exists who wants to invest $50 dollars to the month in Google AdWords. And you want to acquire a percentage of 20% under the model of collection by percentage of investment.
This would give an entrance you of $10 dollars to the month to handle a campaign of $50 dollars monthly¦ It would seem to You attractive?
I do not create.
And however, if you told him to the client who you are going to him to acquire $100 dollars to the month, to work by a campaign of $50 dollars monthly, you think that to the client it would seem to him very attractive?
It is probable that no, but even so the case can be given. We have one another client who pays to us more by our tariff than what invests directly in Google. (And this is income-producing for them by the results that they are obtaining).
But they are the exception to the rule.
In order to solve this I recommend to you that you take into account the following two points:
He acquires a minimum tariff
This will allow you as consulting or gets hold of to cover the expenses of the handling of campaigns and to generate a benefit. This also will help you to filter the clients who perhaps require a qualification, an audit or only an initial implementation and that does not have the capacity to pay by your services.
It works with clients who have a minimum budget
The campaigns of Google AdWords with low budgets can take in generating results and doing adjustments can take more time you from the awaited thing.
It is why to work with companies that for example, invest $150 at least usd to the month will help you to generate faster results and to which they do not have that amount to invest, you could only offer the initial implementation, audit or a qualification to them.
Practical case: A Small business wants to initiate with Google AdWords¦ How much and how him collection?
Almost to already finish, I want to respond to a question that has done to me frequently.
I want to campaign from Google AdWords to a small business that does not have much budget¦ How much it is what him I must receive
Although the previous points can help you to solve this question, I will try to respond it of a practical form.
Supposing that it is a company that never has announced and you are initiating to sell services of Google AdWords, you could take into account which I am going to share to you.
Most probable it is than also you need to give a recommendation him on the budget in Google AdWords. But to do it brief, the investment rank could be of $100 dollars to $200 dollars to the month.
Taking into account that budget for AdWords, your you could acquire the initial implementation and one equals monthly fixes later as the following one:
- Month 1: $200 dollars (Implementation and handling)
- Month 2 and later: $70 to $100 dollars monthly
This is a very generic recommendation to a very general case since normally to make a good budget of Google AdWords and to define how much you want to receive, is necessary that you make an analysis of the business, the objectives of the company and also of the budget that they have.
If the client handles some objection on the cost, you can offer the implementation and handling to him by the first month and only comment to him that he can give a pursuit to the campaigns but that is probable that the performance is not going to be the hoped one during the following months. (Since you will not be there for analyzing and improving the campaigns)
And since we have commented it, another good option is to offer a qualification to them on Google AdWords so that they handle it internally.
And good¦ Which is the best model To acquire services of Google AdWords?
The question of the million!
For this moment I hope to have done a good work and to have left more clear envelope how and how much to receive by a campaign of Google AdWords.
In summary, there is not one better form than another one, enters many factors that you must take in account to define mainly which is the best scheme of collection for you and for the client.
As you know, we used a combination between the monthly instalment scheme fixes and the one of percentage of investment.
Where the first model we applied it for companies with small budgets and the scheme of the percentage of investment when they are estimated great.
In order to finish I share some general recommendations to you that will help you in particular to choose the best option for your case:
- It avoids to receive per hour. The results in Google AdWords are not bound strictly to the number of hours that you invest in the platform, if not of the strategy and optimizations that you realise. (And mainly, the results)
- If you are initiating uses a tariff fixes monthly. It initiates with a low tariff to obtain to your first clients and to gain experience. Soon you can explore the scheme of collection by percentage of the investment or make a combination.
- It only proves the model of collection by results when you have experience outpost in Google AdWords and/or when much confidence with the client exists.
- He acquires the initial implementation in the majority of the cases, this has much value and when she is realised correctly, the client can almost obtain benefits of by life.
- He identifies well which will be your minimum tariff with which you feel comfortable and also identifies a minimum of investment for your clients. This will help you to filter the clients with whom you want to work and to which you can generate better results to them.
- Nonpasses long time in defining a model of perfect collection, the important thing is to initiate with which you feel comfortable and that adds value to him to the client. Soon you can be fitting.
- It enters more you learn on Google AdWords you will have a greater confidence to sell your services and to receive more¦ so enable to you!
- Not to receive by your service at the home is an option that you must evaluate to obtain experience and to have major credibility at the time of making proposals.
I hope that these advice help you to receive better by your services of Google AdWords and that they help to obtain more clients you.
If this you liked would be thankful to you that you shared it in the social networks ð (Here down are some botonsitos that you can use to do it)