Laustin1878

Member
Joined
Sep 27, 2012
Messages
412
Reaction score
40
I've adopted the methodology of keeping keyword pools on the smaller side and building out several Ad Groups per campaign. This has helped keep the topics of the campaigns more tightly focused, thus, improving the success of the campaign.

For subsequent landing pages, I've typically used the best fit page on the website. This aides in reducing costs, although, it's not the way I prefer to do it. I'd like to create custom landing pages to improve conversions and QS while keeping costs in line to show a satisfactory ROI. With the way these campaigns are set up, I usually have a minimum of 3 Ad Groups per campaign. One is usually a brand target while the others go after popular search terms and variations.

In order to maximize results, I feel each Ad Group should have their own custom landing page. With this comes increased workload and subsequently, asking for more money. I am drawing a blank on how to offer an improved PPC service that will help the business maximize the ad spend rather then devoting valuable dollars to design/programming. I do feel that it wouldn't necessarily be money poorly spent but the stakes are higher now that Sponsored Listings no longer appear on the right side of the page (obviously we strive for top positioning but...).

My specific questions:
- What AdWords structure have you adopted which has been a proven success? What made you change how you structured your campaigns prior to how you do it currently?
- How do you handle landing pages? One per campaign? One per ad group? More? How do you charge for custom landing pages?
- Do you find your clients are more receptive to a flat rate management cost or a % of the ad spend?
- Am I going about this the wrong way?

I've had satisfactory results for my own high standards and by the clients' regards. I want to provide the best service I can provide and keep all parties involved, happy.
 
Joined
Mar 27, 2015
Messages
35
Reaction score
15
I charge 30%. Budget must be over 2k. Keep each campaign as specific as possible. 1 Landing page per campaign. Make sure you focus on quality quality quality!

I think you should star reading Wordstream, I read their blog daily and I think it might help you out. I don't use any of their services but I think there a legit company that knows what they're doing. Set up Google Alerts for any PPC updates happening in the industry. This allows you to capitalize quickly. Start searching and google. I learned SEO/ SEM / Dev just by researching and watching others online. Make sure you track everything, I use GMT / GA. Mak
e sure you test and keep testing.


 

Eric Rohrback

Moderator
Joined
Oct 3, 2012
Messages
1,021
Reaction score
343
There's a lot you can do with PPC, but I think you're on the right track with how you're structuring campaigns - tightly focused is the key. Pay attention to bids, make sure you're not cannibalizing keywords by match type in different ad groups, and make sure the landing pages are appropriate. In the past I've split out one or two keywords into exact match ad groups, but only did that for keywords yielding high ROAS.

I've seen percentage and flat rate billing structures, but I guess you could also consider a CPA model. A CPA model will make you way more accountable for the performance, because you don't get paid unless you deliver. It's really dependent on what you're comfortable with, and what the potential client is comfortable with - IE, how you sell it. If you're doing flat rate or percentage, then you need to really lay out what you're doing month to month. You need workflow reporting, and really need to sell the value of the product. If you do a lead gen/CPA model, then it's all dependent on delivering good leads. As long as you're bringing them qualified leads, then it doesn't matter what you do. Completely up to you how you want to structure it.
 

JoyHawkins

Administrator
Administrator
Moderator
LocalU Faculty
Joined
Jul 18, 2012
Messages
4,071
Solutions
9
Reaction score
3,482
We do a % of ad spend model and our minimum management fee per month is $199. So once they spend more than 2k a month our fee switches to 10% of ad spend.

For local businesses, we generally set up different campaigns and put all the keywords with city-names in them into one because these keywords convert better. Often the generic keywords without city-names convert less so we attribute less of a budget to them. Bright Local talks about this strategy here.
 
Similar threads
Thread starter Title Forum Replies Date
eestrada234 PPC Landing pages Local Search 4
JoyHawkins PPC Landing Pages Marketing 3
NexstarNickR Does PPC Perform worse if there are no trackable goals? Ask a LocalU Expert [PRIVATE] (LocalU) 4
Bernadette Coleman Looking For High Level PPC Expert. Paid Search and Local Service Ads 0
P Hiring Expert PPC/SEM Manager - DFW area Local SEO Job Board 0
Tilak Looking for PPC Consultant Local SEO Job Board 0
Travis Van Slooten Need PPC Guru and/or Agency for Local Service Biz Paid Search and Local Service Ads 3
Shelly Hiring a Full-Time Local SEO & PPC Specialist Local SEO Job Board 3
Eric Rohrback Best PPC Tools to use? Paid Search and Local Service Ads 3
Kyrton Google Home Services vs PPC Paid Search and Local Service Ads 14
Ben Bowen Best Place to Start w PPC? Paid Search and Local Service Ads 2
H Need a PPC person for a local search client Paid Search and Local Service Ads 5
Linda Buquet Welcome to the New Adwords, PPC & Google Pay-to-Play Forum Paid Search and Local Service Ads 1
JustinB PPC Being Replaced with Call Google? Google My Business & Google Maps 1
C When to use Adwords Local Extentsions - PPC SEO Local Search 2
M PPC with Bing Consultant's Corner 7
S Local Expert Opinions Sought: PPC and "parlaying" reviews in &-Pack Local Reviews 8
Cam Is Google going to fix Local Search results favoring PPC clients and Diectories? Local Search 2
Travis Van Slooten Who Wants More Clients? PPC and Ongoing SEO Experience Required Consultant's Corner 6
H PPC Services India Recycle Bin 0
Travis Van Slooten How To Charge for PPC Management? Consultant's Corner 6
NickB-Tampa Should all the phone numbers on the landing page to our GMB listing be included in the structured data? Google My Business & Google Maps 2
S What makes a great Home/Landing Page in Local? Local Search 6
ladykal Is this bad practice? Multiple location landing pages but 1 office location Organic SEO 5
MKubot Google Maps Embed on Landing Page - Helpful? Google Local 101 4
coachmarino Correct Map to Embed in Local Landing Pages Local Search 4
G Reviews Markup showing in Serps for Every landing and store page for eccomerce site - Is this is a hack ? Local Reviews 0
L Three Locations...Landing page suggestions? Multi-Location Issues 1
L Individual Listings For Land Developer Communities Google My Business & Google Maps 4
djbaxter Google: City Landing Pages Can Be Doorway Pages & Against Guidelines Local Search 11
C Landing pages vs Micro site Paid Search and Local Service Ads 2
A Linking to city based landing pages Local Search 2
SteinCoffee Too many landing pages? Organic SEO 18
CraigJMount Local Queries Going Straight to LSA Landing Page? Local Search 7
pwarrenseo GMB Map Embed in Footer vs Landing Page Local Search 13
georgebizpro What have been your most successful marketing method for landing new SEO clients? Consultant's Corner 1
A Reviews on Landing pages Local Reviews 11
C Using Canonical on Affiliate GMB Landing Pages? Multi-Location Issues 7
L Duplicate Content Issues on City Landing Pages Local Search 10
A Question about landing pages Local Search 4
Travis Van Slooten Client Has Two Physical Locations - Should I Have a Location Landing Page for Each? Local Search 15
Gsmithmike How do you optimize Local Landing pages? Organic SEO 8
C Question/Problem - Trying to rank one landing page in multiple cities Local Search 10
Linda Buquet The Optimal Local Landing Page For Attorneys - NiftyLaw Local Search 1
James Watt Questionable Advice on recent Search Engine Land article Google My Business & Google Maps 20
Dana Franks Home page ranking higher than landing pages for cities Local Search 4
J Local Store Landing Page Builder? Local Search 0
JoshuaMackens Custom Landing Page Companies Marketing 2
J Examples of Amazing Local Landing Pages - List them Here! Local Content 14
JoyHawkins Examples of Amazing Local Landing Pages - List them Here! Local Content 30

Similar threads

Login / Register

Already a member?   LOG IN
Not a member yet?   REGISTER

Most UpVoted Answers

LocalU Podcasts

  Promoted Posts

New advertising option: A review of your product or service posted by a Sterling Sky employee. This will also be shared on the Sterling Sky & LSF Twitter accounts, our Facebook group, LinkedIn, and both newsletters. More...
Google Product Exert


Top Bottom