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PPC FREELANCER: Once you’ve set up your client’s campaign and have been running their ads to the point of them receiving ROI. What do you do after that? Do you continue to update their ads weekly and monthly and charge them? How does it work?
I am quite new to PPC. Sorry if my question is not clear.
I want to know once you set up your client’s campaign and get them to their desired goals. Do you and the client say goodbye? Or do you continue to charge your client to update their campaign every week or every month?
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1 Reply
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As someone thinking about hiring a marketer for PPC I’m also curious about stuff like this.
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There’s a lot more to running an account than just changing ads. There’s a multitude of insights and tasks associated with keywords, landing pages, bid strategies, ads and extensions and audiences. A bank of ours per month would cover someone working on various tasks depending on the importance and priority
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There’s lots of optimization stuff that can still be done. Adding negative keywords, segmenting data by device/time/location, refreshing stale ads and extensions, identifying opportunities for landing page testing, etc. There should also be growth tasks happening. If a client is reaching their goals, they’re gonna need new goals. Do they want to scale up? Should we shoot for even more efficiency? Can traffic quality be improved? Are there new products they want to promote? This means things like adding new keywords, testing new markets, maybe branching out into different channels.
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It depends on the budget really, but **the process** goes something like this
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Ads creation and testing
Copy and design
A/B test different variants
Heat maps
Scroll Maps
Psychological Triggers
Storytelling
Creatives optimization for each and every platform
Dynamic UTM tracking
Campaign launch
Real-time tracking
Data-driven adjustments
Review ad spend
Review KPIs
Performance tracking per platform
Performance tracking per campaign
Campaign budget monitoring
Campaign budget adjustment
Ad relevance score monitoring
Audience segmentation
Use of data for campaigns
Retargeting campaigns
Usage of Lookalike Audiences
Usage of Similar Audiences
Usage of Dynamic Ads
Analysis and reporting
Data gathering
Data analysis
Insights sharing
Performance metrics usage
Identification of best-performing ads
Campaign impact tracking
Optimization [continuous]
Data usage for future campaigns improvement
Tactics Experimentation
Ad formats experimentation
Ad copy variations
Creatives testing
Industry trends monitoring
Optimize targeting options
Monitor LTV [lifetime value]
Monitor ROAS [return on ad spend]
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That said, this can be anything from weekly to monthly.
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I update my clients campaigns on a near daily basis. If there are no edits to be made that day, I am still logging in to monitor the spend rate and other metrics taking notes for future edits.
Some months the workload towards a client is lighter than average or others, but I charge a consistent monthly fee because over the course of a year that workload averages out and those higher/lower months do not come with any advanced warning. My clients are paying me for my work, expertise, and their peace of mind knowing such an expert is on top of things.
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the goal then changes, updates and we continue to scale/improve
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The set it and forget it strategy only works for small accounts. For big accounts with 10s or 100s of campaigns and a large budget, there is a lot of optimisations to be done.
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Maintenance can include all that big list that person posted or just negative keywords and adjusting the campaign based on the market. Click prices go up and down throughout the year and even though some of it is automated you still have to evaluate everything.
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So just a quick overview of how we handle this in Google Ads:
First 2-3weeks were in the new account daily checking search terms, traffic, and ideally starting to see conversions. This my guess is where your question falls, is after the account is stable with traffic and conversions what now?
After accounts are stable we move to weekly checks:
– we send out weekly reports but some clients only want monthly, we’ll still send ourselves the weekly reports to review the prior weeks performance.
– each week we would have a focus: keywords research, bid optimizations, ad copy review, account overview /audit. We’ll also check search terms weekly, but after awhile or depending on the industry this can be done once a month, as you’re getting minimal searches that stray from your focus.
– usually the first week of the month is our audit of all our accounts, checking settings, etc. To make sure we don’t have any disapproved extensions etc. Or if we have some ads in ad groups out performing another, if so we’ll schedule new ad copy during the ad copy week for that month.
Everyone will have a different flow and process, we’re constantly adjusting ours every few months as we continue managing accounts to find a process as becoming less relevant and will shift to allow us to focus more on fixing issues or growing the account overall.
Processes should continually adapt to the number of accounts you manage and your experience as you get more familiar as someone managing 6 account vs another managing 40 would have vastly different processes and focuses each week, both can be equally efficient and growing their accounts.
Facebook or other social media side, is a lot more content focused so the shift would be more on ad creatives and varying designs to find what creative is resonating the best with the target audience. Since that type of marketing is more buckshot there’s less focusing on deep diving into data and is more on the content, though you’ll still research new or better audiences to target as you gather data.
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Once a client’s campaign is generating a positive ROI, the goal is to continue to improve its performance and maximize their return on investment. This can be done by making regular updates to the campaign, such as:
* Updating keywords and ad copy: As the market changes, it’s important to make sure that your ads are still relevant to your target audience. You can do this by regularly reviewing your keywords and ad copy to make sure they’re still accurate and effective.
* Testing different ad formats and bidding strategies: There are many different ad formats and bidding strategies available, and it’s important to test different ones to see what works best for your campaign. By testing different ad formats and bidding strategies, you can find the ones that generate the most leads or sales at the lowest cost.
* Optimizing your landing pages: Once a user clicks on your ad, they’ll be taken to your landing page. It’s important to make sure that your landing page is relevant to your ad and that it’s easy for users to take the desired action, such as making a purchase or signing up for a newsletter.By making regular updates to your campaign, you can improve its performance and maximize your return on investment.
As for charging your clients, this will depend on the agreement you have with them. Some clients may prefer to pay you a monthly retainer, while others may prefer to pay you on a per-click basis. The best way to determine how to charge your clients is to discuss this with them upfront and agree on a payment structure that works for both of you.
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