When looking for an agency to manage your PPC advertising, there are lots of different factors you need to take into account – one of which is how you will be charged. Should you opt for fixed fee or percentage of spend? In this article, we explain the difference between the two and why we choose the former.
At face value, the percentage of spend model is pretty simple. Agencies using it will charge a markup on your ad spend, meaning the more you pay the more they make. So, if you spend £10,000 on PPC ads per month, and your agency charges a ten per cent markup, you pay a monthly total of £11,000.
There are many reasons why we don’t take the percentage of spend approach when it comes to charging clients. First of all, this model often creates a false economy. Let’s say you’re spending £5,000 on AdWords and paying a £5,500 total to your agency. That sounds like a pretty good deal: only £500 per month for Google Ads management.
Unfortunately, when your average PPC Exec earns £100+ per day, you’re not getting a lot of account management for your money – and that’s before other expenses. This ultimately means you’re not getting the best return on your ad spend.
We’re not saying percentage of spend is a pricing model that never works. We just feel some key priorities are in the wrong place. Your goal in PPC should be to maximise ROI whilst maximising volume of leads or sales. The problem with this is that the agency is rewarded when you spend more. That’s a conflict of interest we’re not too comfortable with.
Fixed fee PPC is the most straightforward model. You and your agency discuss your objectives and complexity of campaigns to determine a relevant fixed level of management. The fee you pay every month won’t change unless any new opportunities arise and you choose to spend more to make the most of them.
Once again, there are a number of reasons we take the fixed fee approach over percentage of spend. Most importantly, it allows the level of management to directly reflect the complexity of your campaigns. It shifts the focus onto optimisation, campaign progression and refinement, rather than how much you’re paying the agency. Your PPC goals are different to every other client and this determines how much time will be needed to hit those targets. Fixed fee means you’re paying to achieve those goals and nothing else.
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It also gives us more long-term flexibility because PPC strategies are designed to get better with time. This means we can increase your ad spend as needed, without charging you the premium. The end result is a set of PPC accounts optimised to get the best performance, based on your goals and the budget available.
As we said earlier, the key difference for us is fixed fee PPC puts all the priorities in the right place. By focusing on performance, this pricing model aligns our goals with yours. It also puts the fun back into PPC, giving us the right motivation to create more efficient campaigns and find new ways to improve results. When you consider Google makes hundreds of changes to AdWords every year, flexibility is very important.
PPC is a highly effective marketing channel, not only for capturing people in buying mode but also for generating awareness and nurturing potential customers. In this guide, we’ll show you how the various channels work together to drive people through your entire sales funnel, including:
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Henry is a PPC and data science specialist at Vertical Leap and has worked in digital marketing since 2007. He specialises in data and analytics, enterprise PPC and design. In his spare time he likes golf, Photoshop battles, 3D printing, stencil graffiti, drone photography and brewing his own alcohol.
Categories: PPC, SEO
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