2017 guide to google adwords - marlinsemmarlinsem.com/marlinsem-pricing-2017.pdf · if you're...
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Google Adwords is one of the best, most cost-
effective ways to advertise today. But to generate a
solid ROI, every Adwords campaign must be set up
properly. The Google Adwords platform makes it
easy to start running ads almost immediately.
However, too many businesses – and even some
PPC management companies – are making costly
mistakes that result in worthless clicks.
MarlinSEM helps businesses unlock the power of
Adwords to generate web traffic, leads, sales and
brand recognition. We are an SEM management
agency focused on maximizing ROI from Adwords
and other PPC platforms. In this guide, we address
some of the most critical reasons to use Adwords in
2017 and we illustrate how your business can
benefit immediately.
What's Inside
9 fresh ways to grow your business
with Google Ads in 2017 ……………..…….... 2
What is SEM? ……….…….………..…………..… 7
7 stats you need to know ………...…….…… 9
Why Adwords management is crucial … 10
Why MarlinSEM ……………………….………... 13
Testimonials ………………………………………. 14
Pricing ………………………………………………... 15
Get started ………………………………..……..… 17
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2017 Guide to Google Adwords
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2
fresh ways to grow your business with Google Adwords in 2017
1) Targeted prospects are already searching for you.
Right now, people are searching Google
for the products and services you offer.
With Adwords, you can drive those
buyers to your website instantly.
Google Ads are extremely targeted,
because they let you display your ads
based on very specific search terms that
you specify. It's one of the most targeted
forms of advertising available—online
and offline.
If you're not using Google Adwords, you
can bet these customers are going to
competitors' businesses instead.
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2) Clicks are guaranteed.
The results from Adwords are guaranteed and instant. Unlike SEO,
which is often a lengthy, expensive process that comes with no
guarantees, SEM generates clicks to your website right away.
As soon as you launch a Google Adwords campaign, your ads are
eligible to be displayed when people search for your keywords.
And the best part is …
3) You only pay for the clicks you receive. Some businesses are still wasting thousands of dollars a month to
advertise in the Yellow Pages. These ads come with high costs,
regardless of the results they deliver. In some markets, advertising in
the phonebook doesn't deliver nearly enough calls to recoup the cost
of the ad. Same with newspaper ads, TV, radio and other forms of
online advertising.
With Google Adwords, you only pay for each click on your ads.
So, for example, even when your ads appear in front of targeted buyers, you don't pay a dime unless the
ad is actually clicked on.
What is SEM? SEM stands for Search Engine
Marketing. It's another term for using
Google to place paid ads in the search
results of people who are searching
for your products.
Skip to pg. 7 for a detailed overview
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4) 64% of people click on paid search ads, not organic listings.
Nobody clicks on Google ads, right? Wrong.
A recent analysis found that 64% of people click on the paid ads, not the organic
search results, when they search for keywords with high commercial intent (for
example, keywords like "Philadelphia painting contractor.")
That's almost two-thirds of all clicks going to paid ads when people are looking for a
product or a service online. This brings us to another very important point…
Source: Wordstream U.S. Advertise Data Research
5) SEO can be costly and results are not guaranteed.
Yes, every website should be properly optimized for search engines –
that's a given. But if you're spending thousands of dollars a month on SEO,
you may be wasting your marketing budget on the wrong side of search.
You could spend millions of dollars on SEO, but that doesn't mean it will
generate a single click to your website. That's because, ultimately, Google
controls its search results – and the search giant is constantly changing its
rulebook on how websites are ranked organically.
Remember: SEM lets you generate targeted clicks immediately. No waiting.
64% of people click on the paid ads first, not
the organic search results
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6) ROI is easily trackable and achievable.
With Adwords, there's no guesswork about your return on investment. Adwords makes it easy to track
every click, as well as conversions – such as a leads generated, purchases or phone calls to your
business.
You can even quantify the value of those conversions, so you
know exactly how much you're spending vs. how much your
revenue your ads are generating – in real time.
The analytics capabilities are truly robust. And with the help
of a good Adwords management partner, you can easily make
sense of the most important numbers impacting your
business.
7) Remarketing lets you follow your visitors.
Advertising with Google Adwords gives you the ability to "follow" your prospects onto other sites after
initially visiting your website. Display ads (banners) for your business can be set to appear on certain
types of sites that are relevant to your business.
That's the power of Remarketing and it's great for businesses that have a
longer sales cycles, which is typical with big-ticket items (for example: a
swimming pool installation).
Remarketing begins with search, but follows your buyers online to keep your
brand on their mind.
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8) You control the costs.
Advertising on Google is essentially a bidding process. You bid on keyword terms that are relevant to
your business (i.e. "plumber"). If competitors are bidding on the same terms, then higher bids will
usually appear more prominently on search results pages.
While you don't have control over your competitors' bids, you do
have total control over how much you bid for each keyword, as well
as your overall budget.
You can set maximums for how much you're willing to spend on each
click. And by also setting a maximum for your daily spend, you can
have your ads "turn off" when you hit that max.
9) More people are now searching from mobile devices.
More than half of all Google searches now happen on mobile devices. With
Google Adwords, you don't have to worry that you're missing buyers who are
searching from different devices. Google will automatically display your ads to
both mobile and desktop users and will optimize your campaign based on the
results.
You also have the ability to adjust your bidding based on mobile devices. And, you
can designate certain keywords or ads to be used for mobile only.
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What is SEM?
SEM is short for Search Engine Marketing. It's a term used to describe Google Adwords: the process of
placing ads in the search results of people who have searched for keywords related to your business.
When you search in Google, you'll notice some results are labeled as an "Ad." These ads can appear in
several places on a search results page, depending on what device you're using.
SEM is sometimes also referred to as: Paid search marketing
Pay-per-click advertising
Search marketing
Sponsored search
Google Adwords
As an advertiser, you set the ads to appear when
people are searching for the products or services
you offer.
Here's how it works …
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How Adwords Works
Google Adwords lets you create an ad campaign that will drive traffic to a page or product on your
website. You only pay when someone clicks your ad.
Define your keywords.
(i.e. "Lancaster furniture")
Your ad appears when someone
searches for your keywords.
The customer clicks the ad
and visits your website.
SEM vs. SEO: What's the difference? Many people confuse SEM with SEO, but the two are very different traffic models.
SEO is short for Search Engine Optimization. That's the process of optimizing your website with the hope
of ranking higher in Google's organic, non-paid listings. Basic SEO is recommended for every website,
but ultimately no results are guaranteed. With SEM, you pay to appear in
search results instantly, thus generating targeted clicks to your website
right away.
Adwords is like an auction. The visibility of your ad is determined in part by how much you "bid" on
your keywords. If another advertiser places a higher bid than you, their ad
will get priority over yours. For the most part, bidding within Adwords is automated and happens in real-
time. However, you have total control over these bids and can set a maximum that you're willing to pay
per click for each keyword.
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of people click on a business that is
on page 1 of Google.
100% return on investment (avg) Adwords generates $2 in revenue
for every $1 spent, on average.
businesses use Adwords to drive
traffic and sales
72% of Adwords advertisers planned to
increase their budgets from 2014 to 2015
based on the previous year's performance.
SEM stats you need to know
7
of consumers search online to find a
local business
86%
98% 70% of mobile searches call a business directly
from Google Search
of Google clicks go to paid ads when the search
is commercial in nature
2/3 1.2million ADWORDS WORKS
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Why Adwords Management is Crucial
SEM can deliver a phenomenal ROI, but only when the campaign is actively
monitored and managed by an experienced Adwords professional.
Adwords is a sophisticated ad platform. There are numerous components
designed to help you enhance your targeting and lower costs. If you aren't
utilizing every feature available to you – or if you're using these features
incorrectly – then you could be wasting hundreds or thousands of dollars on
worthless clicks every month.
Too many businesses make the mistake of managing Adwords themselves
without knowing how to use it properly.
Here are 6 sure-fire ways to dump your ad budget down the drain:
1) Bad keywords The most common reason for wasted clicks is
bidding on keywords that aren't relevant to
your business. If you're targeting the keyword
"painter" – you could get clicks from 2 totally
different types of searches 1) people who are
searching for painting services, or 2) someone
searching for "famous painters and artists." If
the wrong audience is clicking your ads, you're
losing hundreds of dollars every month.
When it's not managed properly, Adwords blows money like a slot machine.
Always use a professional.
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2) Missing or wrong match types To prevent the mistake above, Google lets you set "match types" for your keywords to make your
targeted search terms more precise. But most inexperienced Adwords users do not use this feature
correctly, if they take advantage at all. Defining match types lets you identify words or synonyms that
must be in the search query in order for the ad to appear.
3) No negative keywords Let's say you're a swimming pool supplier, and you're targeting
"pool" keywords. Without any further fine-tuning, your ad could
appear for searches for "pool halls," "billiard pool games" and
other irrelevant terms. Negative keywords must be used to weed
out the searches that have nothing to do with your business.
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4) Bad bidding strategies Google will easily let you put your bidding on auto-pilot – but that's the quickest way to throw money
out the window. To minimize costs, you must customize your bidding settings based on the goal of the
campaign and make routine adjustments.
5) Wrong ad networks Inexperienced advertisers often make
the mistake of choosing the default
"Search + Display Network" option
when launching a campaign. Depending
on your goals, you don't want your ads
appearing unless someone is actively
searching for your keywords. By
choosing the Display Network right off
the bat, you'll spend more on clicks
from people who are just browsing the
Internet, rather than those who are
actually ready to buy.
5) Bad Quality Score
Google's Quality Score rates the quality of your keywords and ads. It's based on several factors, such as
the relevance of your ads (ad copy + keywords), the relevance of your landing page, click-through rates
and many others. A high score significantly lowers your click costs. So if you're not setting up your
campaign properly, then you're paying more than you should be on every click.
Yes, Adwords is easy to get started, but…
While it's simple to start running a campaign, it's not easy to minimize costs unless you know what
you're doing. This is why most businesses have their Adwords accounts managed by experienced
professionals who know how maximize ROI.
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Why Choose MarlinSEM?
Experienced Adwords Management Professionals
MarlinSEM is a professional PPC management company, based outside Harrisburg, PA. Led by founder
Mike Marlin, we are experienced Adwords specialists who manage campaigns for businesses across the
United States.
Experience: 10+ years' experience managing Adwords accounts
Nerds, not bots: Your account is managed by real, living
humans—not automated systems, which are notorious for
making costly mistakes.
Skill: We geek out about Adwords! We specialize in Search
campaigns, cost reduction and boosting account performance.
Adwords wizardry. We keep track of the latest features and
changes in Adwords, so you don't have to.
ROI specialists: We've helped reduced click costs by up 200%
for some clients, while also maximizing click-through rates.
Constant campaign edits: Good Adwords campaigns require constant management. We work in
your account all month long to improve performance.
Customer retention: 85% of our clients stay with us for 2+ years.
Monthly email reports: Clients receive a monthly breakdown of account performance and
campaign changes performed.
Amazing customer service: We love our clients! We're always available by email and phone
whenever you have questions.
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What Our Clients Say
Delilah Rettagliata
Qside Federal Credit Union
MarlinSEM's strategies lowered our click costs by over 40% and also
doubled the click-through rates of our ads. Best of all, the clicks are
converting! We're now generating a higher rate of new-member
applications than we've ever experienced from Adwords before.
Chris Flohr
Pulse Direct / PostcardPower/ Innovative Technologies in Print
We have partnered with Mike and his team for nearly 10 years. They
have managed our digital marketing efforts, both for our own
businesses and our clients'. MarlinSEM remains a key resource for us
and Mike continues to play a significant role in developing content and
online strategies for our own company websites, social media outlets
and Google PPC campaigns, which over the years have helped us
generate hundreds of leads and secure dozens of new clients.
Greg Shank
Re/Max Associates of Lancaster
Working with Mike at MarlinSEM has been a great experience. Mike is
very knowledgeable on Adwords and knows what it takes to get results,
while minimizing click costs. Each month we would receive a report of last
month's activity, and Mike would recommend changes based upon what
we saw was working best. Mike has been a trusted source of mine for
years.
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Ad spend $500-$1,999
Ad spend $2,000-$4,999
Ad spend $5,000+
Ad spend up to $499
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Pricing Based on Your Budget
Our Adwords management pricing is simple, straightforward and directly proportional to your
advertising budget. Each package is designed with features and services to get the most from your ad
spend. Regardless of which package you choose, our job is prove the value of Adwords and deliver a
greater return on investment as your budget grows.
ECONO
Economical for
businesses with limited
ad budgets. Take
Adwords for a test drive.
BASIC
Results-driven
management for small
businesses. Custom
monthly reporting.
PREMIUM
The best of Adwords
plus Facebook, Bing,
remarketing and
a lot more.
ELITE
High-ROI performance
for consistent
advertisers. Get the
most from Adwords.
What's included?
See the next page for a breakdown of each package.
$195/mo + $400 setup
$265/mo + $400 setup
$375/mo + $875 setup
10% + $1,375 setup
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Straightforward Packages
OPTIONS
ECONO
BASIC
PREMIUM
ELITE Free Adwords credit up to $100
Ad copy versions Up to 20 Up to 100 Up to 150 Unlimited
Keyword groups Up to 5 Up to 10 Up to 20 Up to 100
Keyword research
Ongoing ROI optimization
Conversion tracking
Your own account rep
Ongoing ad copy optimization
Ad extensions
Optional conference call Quarterly Monthly Monthly
Custom monthly reports
Landing page 1 free 1 free 1 free
Display banner design Add-on Add-on Up to 25 free Up to 40 free
Remarketing campaign Add-on Add-on
Bing/Yahoo Ad testing Add-on Add-on Free setup Free setup
Facebook Ad testing Add-on Add-on Free setup Free setup
Google analytics integration
Competitor analysis
Custom bids & rule management
Dynamic keyword insertion
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Mike Marlin Jr.
Search Marketing Director
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Let's Get Started
Discover what Google Adwords can do for your business. Contact us today open your Adwords account and start generating traffic within 24 hours.
Email me personally to get started and receive a
$100 free Adwords credit when you spend your first $25!