Marketing Blog

How Much Should You Pay Your AdWords Manager?

I had a call with a potential prospect the other day for a LinkedIn campaign. He was organizing a team to manage various social media tasks for his business and asked my opinion on something he didn’t think I offered with the assumption that since I didn’t offer it, I could be objective.

“How much should I expect to pay someone for AdWords management?”

I laughed.

“Well I hope you won’t consider my answer biased since I also offer AdWords assistance,” I started. “But I won’t work an account for less than 10% of the expected AdSpend. In many cases, in fact, I charge as much as 20% due to the fact that this allows me to include SEO. You’re really shooting yourself in the foot if you aren’t doing SEO on top of AdWords management.”

He went on to talk about many flat rate companies he had considered in the range of $200-$500. He seemed surprised that my answer was based on the percentage of AdSpend rather than a flat rate.

“Consider it this way,” I began. “Would you pay a valet in charge of a car the same as you’d pay the security guarding the vault of the Federal Reserve?”

“No,” he answered, of course.

“Similarly, you wouldn’t pay someone managing a $10,000 ad budget the same as you’d pay someone managing a $500 budget. It’s our job to ensure your ad spend gets managed correctly. The greater the spend, generally the larger the competition. Greater competition requires more time. If anyone tells you different, you’re throwing your money away working with them and you’d be better off managing the ad spend yourself than working with someone who argues that they can manage a large budget account for only a few hundred dollars or less a month.”

Now this gentleman wasn’t the first, nor will he be the last, to be unaware of not just the cost, but more importantly the value of an expert AdWords manager. Furthermore, with how effectively AdWords goes hand-in-hand with SEO, I’m surprised more businesses haven’t integrated an SEO plan with their AdWords management.

Here are the benefits of hiring a professional AdWords manager for your account:

They Understand the Value of SEO

I occasionally take AdWords campaigns without also managing a client’s SEO campaign, but generally only if the client already has a trusted SEO specialist and is only looking for AdWords assistance. Even in these cases, I like to have an open dialogue with the SEO provider so that I can ensure the keywords I’m targeting in the AdWords campaign get attention in the SEO work.

Why is SEO an important aspect of AdWords? SEO is, ultimately, how you eventually gain the page ranking in Google for relevant keywords to avoid having to pay for AdWords altogether.

Not that this is always the case. There are many companies who rank position one for most of the keywords they are most interested in and still pay for AdWords just so another company won’t pay for the ad space above or alongside their first position. The important distinction though is that they do this to still remain as competitive as possible, not necessarily because they have to. If you’re just running an AdWords campaign with no thought to how you will integrate SEO and begin getting clicks organically, you’re leaving out a whole potential source of income. This income, once established through a professional SEO manager, is income you don’t pay anything else for. Why wouldn’t you want to take advantage of it?

Higher CTR’s (Click-Through Rates)

CTR, or click-through rate, is calculated by taking the number of interactions, or clicks, on an ad and dividing it by the number of times the ad was served on a page, known as impressions. If an ad was served on a page 100 times and was clicked on 5 times, the client would have a 5% CTR.

I took over an account for a client recently who felt his former campaign manager was letting him down in some way. He was getting the clicks and a lot of calls to his business, but his numbers didn’t look right and some of the calls weren’t valuable either. His CTR was very low, at or below 1% most days, his impressions were high, and some of the calls were completely irrelevant. His campaign manager actually tried to tell him that CTR didn’t matter. He focused on the importance of the impressions and the calls. He explained having calls that were irrelevant was just part of running a Google AdWords campaign and not to worry. My client dealt with him for quite some time before calling his bluff. The reason is he still was making a profit at the end of each month. However, he finally felt he wasn’t doing as good as he could and felt he was being deceived in some way.

As I explained to my client, CTR is very important. CTR impacts quality score. If your quality score goes down, you have to pay more than your competitors to rank for the same keywords. For a competitive keyword, you could pay $20 CPC (cost-per-click) to rank where another competitor only pays $15 CPC due to having a higher quality score. Even on lower CPC keywords that can still get you front page, the difference is pretty substantial when you consider it collectively. You always want to maximize the value of your dollar. It should go without saying, but this fact is obscured by account managers who know their clients aren’t aware of how all these factors play into their bottom line.

When I perused this client’s account, he also didn’t have enough ad groups. All his keywords, several hundred, were lumped under a single ad group. A/B testing with more than one ad? Nope. Just one ad being served to every single keyword. Ad relevance impacts quality score as well, as it really is what can make or break your CTR. If you’re showing the same ad for a store that sells everything from refrigerators to couches, how are your customers searching for a couch who get a display ad with a refrigerator on it going to understand how it relates to their needs? There were multiple mistakes like this on this clients account.

It’s hard to say what a good CTR is because every industry has its own unique challenges. A highly competitive industry could even be considered successful running at 2% CTR. What matters at the end of the day is your ROI, or return on investment. Any phony account manager can brag about good numbers, but how is your business financially impacted from the campaign? This is what ultimately matters, which leads to my next point.

No Hiding Behind the Numbers

I’m not fond of quoting numbers when it comes to results, even when the numbers are good. There’s a good reason why. I’ve worked for a few professional marketing companies in the past that all too often used the numbers to hide from their clients.

Say you own a sandwich shop and are running an online marketing campaign to get new patrons. You have paid a few thousand dollars to ABC Marketing Company and have not gotten any noticeable return. After waiting on hold over 10 minutes with customer service, you get John on the line. You get John because there is always a John who works at a call center, and many mega marketing companies that advertise competitive prices have call centers. There’s always a Good John and a Bad John. You get Bad John. Bad John doesn’t care about your sandwich shop unless it’s his lunch break and you’re within walking distance.

You explain to this John fellow that you have paid a substantial amount of money for a marketing plan and demand satisfaction. The campaign needs to either deliver results or you want your money back.

After giving you some very unhelpful information about the inability to renegotiate your contract regardless of ABC Marketing Company’s failure to perform, John decides to go over the numbers with you.

“Well your website traffic is up 35%, you’re generating 60% more clicks in your PPC campaign, and you got 100 new likes on Facebook. You should have the traffic.”

The numbers are true, but you’d be happy to take those numbers and the phone and shove them up John’s nose. Whatever “numbers” this rep is quoting you, it’s apparent the traffic isn’t relevant as it’s not translating to more money in your pocket.

This wasn’t what was sold to you by Tom in sales. There’s always a Tom in the sales department. He’s sharp, confident, has the voice of a super hero, and he’s full of you-know-what. He made it seem like you’d have a personal account manager who would understand your business to ensure you got relevant traffic. None of that has happened. Sharp Tom is long gone, and now you’re dealing with Bad John who doesn’t care about you or understand your business. His distance from you and the understanding you had with Tom allows him to “hide behind the numbers”. Even if you called again and got Good John, you’d still be dealing with someone who doesn’t fully understand your business.

This is where personal, professional account management from an AdWords specialist who understands your business specifically is invaluable.

Relevant Traffic

This has been touched on previously, but at the end of the day the numbers do not matter if your traffic to your website isn’t relevant. I can get anyone 1000 likes on Facebook overnight. I can get several thousand people to visit your website in days. I can ride my bike with no handlebars. Without relevancy, none of these facts benefit you anymore than the rest. You need real people who need what you offer to visit your website or the traffic is useless. Having an open dialogue with your account manager about your needs from a PPC campaign is ultimately what can make or break the success of your campaign. Bad John in customer service won’t have this dialogue with you, but I promise that I will.


Paul Thomas is an AdWords account manager at We put the buzz in your biz with online marketing strategies that work. To request a free AdWords account review, call us at (775) 378-8900.

Why Film, Television, & Theatre Enthusiasts Need Social Media Marketing

Anything is possible on stage, and that is perhaps what captivates us the most about acted performances on every medium from theatre to the silver screen. It is our escape from the ordinary, allowing us to experience realities far removed from our own, or gain a deeper understanding of those that hit closer to home. Art is a reflection of our deepest curiosities about life. Performances by skilled actors through film, television, and theatre in this regard might be considered one of the greatest mirrors to present back a reflection of an awe inspiring truth, or an imagination-stimulating lie.

Video, movie, cinema concept. Light, film strip, reels, clapperbWhere then does social media play a role in such powerful forms of entertainment?

Many Artistic Productions Would Never Get Funded Without It

Whatever the medium of presentation, in most cases, money is needed to bring a project to life. How do you find investors for a project with grand expectations? Social media may be the answer. Properly spreading awareness through your social media platforms, from Facebook to LinkedIn, may be the answer you are looking for in getting a project funded that would otherwise be an idea on a shelf that would never see the light of day. Facebook can be a great tool for pushing a crowdfunding campaign and LinkedIn campaigns can be used to locate accredited investors for projects needing to break ground.

Finding Cast & Crew Support

It’s common nowadays for film, television, and theatre productions to use social media to build a cast and alert interested audiences about opportunities to audition. Additionally, many productions needing a director, cameraman, or otherwise may seek out crew support through social media. The opportunities are endless. Facebook may be a great tool for seeking cast members or extras. LinkedIn can be great for building an experienced crew.

Art Will Not Be Seen if Unknown

Even if a project is already bankrolled, without driving engagement the project will not be experienced by its target audience. Social media is accessible through most people’s pockets nowadays with technology putting social media applications on nearly every cell phone available. Your intended audience may be looking at cat pictures, or searching out the next showing of ‘Cats’. Your production should be represented here as well through social media shares discussing the next showing of your film, television show, or play.

This also applies when keeping your audience engaged in your artistic production. Just because your production has 1000 likes on Facebook doesn’t mean it will get all the support it needs when presented to audiences. It’s important to keep your audience engaged through regular posts and shares. This isn’t just about telling your audience when the next showing of your production is. Having days of the week where you introduce a new cast or crew member, for example, helps people to feel more connected with the production. Additionally, you may occasionally share a funny story or donate to a charity with some of the proceeds while alerting your audience to the cause you support. All these things keep your audience engaged and make them feel like the production is a part of them beyond their entertainment.

Getting Feedback From Your Audience

Many entertainment companies today make changes to their productions due to feedback given by their audience through social media. Character development may be influenced by it in television. ‘Breakout characters’, characters who were originally less involved in a television show who become a bigger part of the production, often are discovered through social media commentary. Building a strong social media presence for a film, even years after it’s been released, may allow you to draw attention to another production by the same film company or director, or allow you to discover interest in a sequel. Theatre productions have even changed from feedback given by social media and similar support through social media can be drawn to other productions by the same company.

Social Media Marketing in Action

Social media marketing, for all these reasons, can make or break the success of a film, television, or theatre production. Ensure your production has a dedicated social media marketing team to ensure your project reaches its intended audience.

I myself have seen the value in social media marketing in television through working on Idaho Boys Production. What started out as just an idea is now being developed into a pilot. Social media marketing has continued to play an integral role in putting together the team for this production and marketing it to audiences locally and nationally all throughout the process.

Coaches Have a Unique Opportunity to Profit on LinkedIn

LinkedIn is at its heart all about building connections and developing strong relationships among them. It’s no surprise that individuals in the coaching industry have a unique opportunity to use LinkedIn to increase their outreach to potential clients, establish themselves as authorities in an industry that is arguably diluted by lackluster talent, and connect with respected coaching masterminds to develop a greater knowledge of their industry.

While consultants may also consider the benefits of LinkedIn with similar regard, coaches still have a better edge due to the people-centric approach that LinkedIn seems to favor in marketing to its user base. Consultants know the numbers. Coaches know the people. LinkedIn is all about the people and ensuring that you market to them in a way that is genuine, beneficial, and opens the door to a conversation is paramount. Cheap sales methods do not work here. While consultants can and are very successful in marketing themselves on LinkedIn, they likely will be the most successful if they know a thing or two about coaching. Coaching is a useful application in any industry.

CoachesAn interesting correlation between effective marketing and successful coaching is getting your target audience to identify the need themselves rather than shoving it in their face. Suggesting on a hot day the sweltering heat and how thirsty you are to a potential customer before opening a lemonade stand is more likely going to end with them approaching your stand without you even calling them over. The reason is the need has been approached before the solution. Similarly, asking questions in a guided fashion about the performance of an unsuccessful employee who is also a family member of the manager may lead to the manager coming to a conclusion there is a need to replace the employee before you throw out the suggestion of that solution yourself.

In the end, it comes down to tactfulness of approach. As a coach, you should understand that there are thousands of individuals out there competing for your business. Many of them have undergone similar training and may have the same consultant-level knowledge in terms of solutions. The difference comes in the application of those solutions and ensuring management and lower level employees can survive the changes to the culture of their business without collapse. A human approach is needed and this is where LinkedIn can make you stand out from the rest.

What LinkedIn tools can I utilize for maximum success?

  1. Published Posts – Weekly or Bimonthly published posts help establish credibility and authority in your respective industry. Keeping up to date on changes in your industry or following hot button subjects can not only draw more attention to your business and ability to help your audience, but will also make you stand out from the rest and allow you to build trust with your connections over time.
  2. Groups – Sharing discussions in relevant groups with a carefully crafted purpose behind the discussion will not only build engagement with your audience, but will also allow you to find the need in your audience before starting a private discussion where you can suggest a solution.
  3. Messaging Campaigns – Developing strong message templates that are genuine, beneficial, and open the door to conversation are a great way to approach your target audience without coming off like a cheap salesman. Again, it is all about identifying the need first followed by the solution.

Keep in mind that even if there is no immediate need, the conversation may still be worthwhile. Some of my best campaigns have been altered through the advice of the audience I reached out to, whether they suggested a different group that may be more open to my offer, or if they had a different benefit they felt would inspire more response. The point is to make your marketing efforts fluid, so they can adapt to the environment around them. This is why coaches have a unique opportunity to profit on LinkedIn: they are creative thinkers able to survive in a changing environment while working with others to support the intended outcome.

Find out more about how BeeBizi can manage your LinkedIn profile to expand your coaching business! Call us today: (775) 378-8900.

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