We don’t want to beat around the bush. The first headline for this page was “We’re not a Cheap PPC Agency, and Here’s Why”, but in all honesty we’re not even close to being the cheapest or even in the category of cheap.
Actually, we’re priced among the top of the PPC agencies out there. I’ll try to go more in depth with our thoughts and insights on pricing.
Our pricing is usually between $2,500 and $8,000 per month. The exact fee depends on the value that we provide. At the end of the day, our services are always regarded as a positive return on investment. If we don’t believe we can make up our fees by improve performance, then we’ll be upfront about before we start working together.
We offer three different options to define your pricing, which you’ll be able to choose based on your risk profile, current status and ad spend.
The Hidden Opportunity Costs When Choosing Mediocre Over Excellent
Choosing a premium agency ultimately comes down to whether you’re willing to pay extra to mitigate some risk.
One thing many expert PPC agencies don’t want to admit is that Junior or mediocre PPC managers can achieve decent, even good, results with the right clients. If an ecommerce store is set up correctly, is conversion optimized and has a strong email marketing program – you need to be outright bad at PPC to not get decent results.
The difference between the experienced, best-in-class PPC managers and the regular Joes is in how much further accounts can be taken than what meets the eye. Where an average PPC manager can be meeting the targets that’s been set out, then that’s not always the performance level possible to achieve. You might be able to achieve a much higher level of performance if you have the right person on the job.
Missed Opportunities Often Go Unnoticed
“Small” mistakes can make big dents in accounts that go seemingly unnoticed.
Let me give you a couple of examples:
1) Shopping: The overall account was running great with all the bells and whistles that you’d expect. However, due to a lack of optimizing the data feed behind the Shopping campaign, we estimate that the client had lost ~$45,000 in monthly revenue for at least a year.
2) Christmas: During the previous Christmas season before we took over management of the client, the client had done very well. They had actually grown more than 20% in pure PPC revenue than from the year before. However, when analyzing the results in our Paid Search Analysis, we noticed two things:
- Through their Christmas season, they used a negative 75% bid adjustment on all mobile traffic
- They failed to activate more generic keywords that had historically performed well during the Christmas season
These two rather small oversights, we estimate had caused the client ~$30,000 in missed revenue over 30 days alone.
There are many more examples of small oversights, mistakes, blunders – whatever you want to call them – that can cause you to miss opportunities that you never knew existed.
Charging Premiums Allow Us To Reinvest In Ourselves
We have an ongoing cycle that allows us to reinvest not only money, but also time into these three areas:
- Continued learning
- Continued sharing of experiences
- Continued practice of “empty space”
I don’t have to tell you about the value of learning or sharing of experiences, but this might be the first time you’ve seen the phrase “empty space”. The first time I learned about this was in the book “The Art of Learning by Josh Waitzkin (listen to a podcast with him or read an article for more info, highly recommended).
In short, trying to work “efficiently” 100% of the time is a recipe to lose your ability to think creatively. Some of the best ideas and insights I’ve had have come from just browsing around an account with no real purpose for 30-60 minutes.
Charging a premium, also allows us to distance ourselves from our competitors and become even better at what we do – to your advantage.
We’re Paid to Think For You
One of the frequent complaints I’ve heard from clients with other agencies is in relation to being proactive:
“I loved my old agency the first year, but then we started noticing these new things in the marketplace that they weren’t doing. Eventually it felt like we were telling the experts we’d hired how to do their job and that’s when we started looking elsewhere”.
Granted the PPC manager is good at what they do, then this scenario is the direct result of not having enough time with an account. If you’re on the clock every day, then you don’t have time to try out something new.
Whenever you compare a new task with a task you’ve already built habits around, then the new task will always take longer – no matter if it’s truly more efficient.
Pricing our services at a premium means that we don’t have to nickel-and-dime you. We can give you the attention you deserve, even when it might be something slightly out of what you hired us hired to do.
If you have questions to what SEO vendor to choose or if you’re doing a redesign, we want to be able to support you with these questions. These are important areas that’ll ultimately benefit your PPC advertising, so let’s for everything in the world share our industry know-how.
Why Not Hourly Rates?
We get asked this from time to time, but I’ll keep it short because much has been written about it. Hourly rates aren’t fair for anyone. Period.
A consultant can spend a monumental amount of meaningless work that you get charged a lot of money for.
A consultant couldn’t care less about whether they spend less time on your project and get started with another client or if they just prolong your project.
Another common challenge is whether you should pay a consultant less when they increase their efficiency 3x because they’ve started using a new piece of software? The same goes for other efficiency improvements (more experience, new techniques, etc.)
All this means that consultants will end up with charging you a “fake” hourly rate anyways. They’ll have to count in the efficiency gains, time spent learning, time spent developing tools, time spent on all these other things.
Get Peace of Mind
Ultimately, the definition of a premium is an amount paid in excess of the usual price or in the sense of an insurance company, a premium is something you pay to defend against risk.
With everything I’ve outlined on this page – and then some – I hope you understand why you’re getting so much more for choosing a premium agency.
There’s enough to worry about when running an ecommerce store. Let us give you peace of mind when it comes to your paid revenue-driving channels.