What if your PPC (pay-per-click advertising) needs aren’t significant enough to hire an employee? Or, what if you’re testing a new product and hiring a PPC employee wouldn’t make sense until the product was a confirmed success?
Those — or any other reasons you may not desire a new employee — place you in the market to hire a freelancer or PPC agency. Heck, even if you have a full-time employee to manage your PPC advertising, it’s not a bad idea to also hire some independent eyes now and then to see if you can get a bump in performance.
PPC Freelancer vs PPC Agency
In brief, freelancers are usually less expensive than an agency. As well, often you could expect a larger commitment from a freelancer than an agency. On the other hand, you can anticipate more diversified experience from an agency, relative to a freelancer. However, such is not always the case with freelancers or agencies. Like anything else in life, buyer beware.
PPC Freelancers Based on Price
The rates that a PPC freelancer charges are not the only factors to consider when hiring. But generally speaking, a more expensive freelancer has more experience. And if their personality and communication style matches your own, that can be the basis for a trial. It’s also a good idea to check references. But anticipating hiring different freelancers over time will provide more varied insights into your marketing and sales funnel than expecting to hire only one.
Here are some approaches to consider when evaluating pay rates.
a) Hiring an inexpensive and inexperienced PPC freelancer is the most unpredictable. It would be more acceptable if you are very experienced with PPC yourself and can closely scrutinize the details of their work.
b) Hiring a PPC freelancer with mid-pricing is less risky than hiring the least expensive resource. You should expect they’ll be able to follow your instructions. Although you’ll still need to scrutinize their work to confirm the job is being done per your requirements. But it’s a good bet that any required modifications will be done swiftly and competently as your needs come more info focus from their perspective. Hiring a mid-tier PPC freelance can be most workable if you are trying to save money compared to more expensive resources. Nevertheless, later on, you may still want to try a more expensive PPC freelancer to see if your PPC performance can be further improved.
c) In an ideal world, hiring the most experienced PPC freelancer at the top of the price range will generate the best results — at least in terms of seeing how effective the PPC advertising will be. But an ineffective marketing and sales funnel will not be made profitable by PPC alone (more on that below). Also, hiring the most experienced/expensive freelancer is a particularly good idea if you are not sufficiently experienced with PPC advertising and can benefit from more informed guidance. In other words, the less you know, the more expertness and experience you should hire.
Having said all that, the focus of this article is not on whether you should hire a freelancer versus an agency, or what approach to use when making hiring decisions; this is about how to make the overall experience more valuable and profitable after you’ve made the hire.
PPC Platform vs Strategy
In this article, when referring to “strategy,” I mean the full-funnel evolution of raising awareness in the minds of potential buyers that your product or service exists, to then becoming a candidate in their decision process, all the way to getting the sale.
PPC Sales Funnel Advertising
PPC advertising is only one part of an overall strategy, even though different PPC campaigns can target different parts of the funnel. For example:
- “Top of the Funnel” campaigns are about introducing potential buyers to your products or services. Although display PPC or search PPC can be used here, if there’s not enough search ad volume, you can find more robust volume via display ads. And “what” is being advertised might be content that is relevant to the type of prospects who would buy your product. For example, if you sell financial services, you might promote financial “How to” guides to get in front of potential prospects.
- “Middle of the Funnel” campaigns are intended to insinuate your offering into the potential buyers’ decision process. Depending upon the product or service and market, these types of ads might be directed to more detailed descriptions of your product or service. To continue the above example, if you are promoting financial services, you might direct retargeted ads to those who got your “How to” guides to direct those prospects to detailed information about your financial services.
- “Bottom of the Funnel” campaigns (often remarketing and retargeting) are intended to generate sales. These have a call to action and often some type of special “Buy Now” offer. And just like ads for the other parts of the funnel, you’ll want to test many variations to find better-performing messages.
Many business owners want to focus on bottom-of-the-funnel advertising. If that works for your product or service, by all means do it. On the other hand, the more expensive or complex a product or service is, the longer the runway and the more times a prospect will need to see your brand before they’ll buy from you. Hence, the whole idea of providing different PPC ads to different types of prospects is to make your PPC advertising more effective and provide more value for the same expenditures.
PPC vs Sales Funnel
For some businesses, PPC may be the primary means of generating traffic and sales. Nevertheless, it’s still only a part of the entire sales funnel.
PPC freelancers are generally not hired to inform overall strategy. They focus on the platforms themselves, whether that be Google Ads, Facebook Ads, YouTube Ads, Amazon Ads, LinkedIn Ads, etc. There’s nothing wrong with that. In fact, that’s the industry norm.
To underscore the obvious, a PPC freelancer or agency is only one part of a solution towards making your sales funnel more effective. What this boils down to is if you are hiring someone to administer your PPC, ideally you would also be savvy enough with PPC and marketing yourself to maximize the value of the partnership.
If your marketing and sales funnel is already well-optimized, then the PPC advertising will amplify your sales, as long as the cost-per-conversion is profitable. But if you don’t have an efficient funnel and offer, then the PPC will result in more traffic but the conversion costs will run in the red. (Even so, the PPC may still be desirable in a number of businesses, since the financial loss on the initial conversion may be surpassed by the percentage of buyers who make further purchases after they become a customer).
PPC Opportunity – Use the Data!
It’s a wasted opportunity if a business owner or marketing manager is not using the PPC platform data to inform improvements in the overall marketing strategy and sales funnel (not just the PPC strategy). Yet, in most cases, it’s not the freelancer’s role to consult the business owner about overall strategy or the business sales funnel, even if/when the freelancer or agency is aware of such.
As a simple example in another field, if you were hiring a company to execute your direct mail campaign, in most cases, you wouldn’t expect them to also inform your strategy or even your copywriting. Their job is to print the letters, stuff and stamp the envelopes and get the mail to the post office. In many cases, they aren’t even qualified to discuss strategy or copywriting — that’s simply not their job.
As a comparison, any PPC freelancer or agency should be technically qualified to interact with the details of their respective platforms, but that does not suggest their expertise extends outside the platform itself. For example, a common suggestion PPC freelancers or agencies may make when asked about increasing ad performance is to “spend more money.” Although that may generate more traffic and sales, it may also be contrary to the best interests of your business if it’s not going to increase ROAS (return on ad spend).
A more meaningful suggestion would be “Look, we’re spending 30% of your PPC budget on a product that is only generating about an 8% response. If we move that budget to the higher converting products, we’ll see a better ROAS.”
As a business owner you may say, “Thanks. Let’s do that right away.” Or, “Yes, I see that, but it’s our highest-profit product.” In the latter case, dedicating 30% of the budget to a lower PPC performing product may be a perfectly valid business decision. In certain cases, it might even be worth increasing that part of the budget, regardless of the lower response.
Additionally, significant data is available from the PPC advertising that can inform your overall marketing: such as demographics, geographic locations and keywords used by those who engage with the ads. For example, what if you’re selling motorcycle jackets and you find that 20% of your buyers are women but all your messaging is targeted to men? Or what if you are marketing consulting services to divorced parents and the PPC data reveals a significant percentage of respondents are also using legal keywords as a basis of their search and you barely mention this part of your service on your landing page? These represent important opportunities to change your marketing strategy and sales funnel. In the former, you would be wise to set up special landing pages for women with photos of women wearing the jackets. In the latter, you would be wise to expand the messaging of your legal-related services and test specific ad campaigns and landing pages targeted to those visitors.
Greatest PPC ROAS
The greatest ROAS re PPC expenditures can be derived from adjusting the overall strategy and sales funnel, not merely optimizing the logistics and details of the ad platform. (Although, of course, optimizing the on-platform PPC performance is mandatory).
The strategy and sales funnel (as well as PPC) may be best viewed as a living, dynamic entity that needs continual maintenance, evaluation and optimization, as opposed to something that is left on automatic.
For example, the best PPC technicians are worth their weight in gold because they may be able to generate a few percentage points better ROAS than someone who is competently experienced but not in the highest echelon of PPC performance.
Companies spending enough advertising money recognize it almost doesn’t matter what the high-level freelancer charges because the improved performance surpasses the money the advertiser would save on someone less experienced.
Regardless, the biggest gains are on the over-arching advertising/marketing strategy and funnel, not the PPC logistics.
The strategy includes the product/service offer (price, guarantee, return terms, etc.), as well as the landing page, copywriting, photos, videos, emails and the rest of the funnel.
Hence, you can hire the best PPC expert in the world and lose money if the PPC expert is only focused on maximizing the platform value of driving traffic to the funnel rather than leveraging the data to optimize the funnel. (Again the former is typically all they are expected to do. It’s YOUR responsibility to leverage the data).
In other words, the existing strategy may simply not have enough opportunity. Furthermore, the PPC expert is typically not getting paid to consult the business owner on sales funnel points, even when the PPC freelancer is aware of them.
You can derive much greater value and ROAS when hiring a PPC expert if you personally are:
1) Experienced enough to provide optimal instructions and know when the instructions are being followed or not.
2) And most importantly, evaluate the ongoing PPC data yourself.
Unfortunately, that’s not practical or real for many business owners and it’s an understood fact by the freelancers. As a result, certain freelancers and agencies will take your money, knowing that your instructions and strategy reflect inexperienced thinking and they may provide lower-value service because they recognize you’re not going to be around long and aren’t a good prospect for a long-term partnership.
You need a well-conceived marketing and sales funnel and it needs continual optimization. And the PPC metrics are a source of important data that can inform the sales funnel and strategy, not just the advertising on the specific platform.
Whether the PPC advertising is successful or not is relative to how much it costs to keep a stream of traffic flowing through your funnel profitably, while continuing to revise and optimize the ads and funnel before consumer response begins to lag while going through natural longer-term performance cycles.
A PPC freelancer or agency represents a partnership between the PPC platform and your own website and strategy. But the PPC platform can provide more value than just the PPC itself if you harness the data that it’s aggregating each and every day while you’re paying for advertising.
For Google Ads, this means you should have access to the online Google account controlling your ads so you can regularly analyze the data. For Facebook advertising, the Facebook Ad Manager is where you will gain the available info. For every other PPC platform, there is a respective interface to monitor analytics. Log into them. Look at them. Ask questions. Get answers.
If you use the metrics, your marketing and business will benefit from more than just the PPC advertising itself. It’s part of what you are paying for on a PPC platform, so take advantage of it. Furthermore, it will provide more value in your relationship with whoever is managing your PPC.
Need a Pay-for-Performance (P4P) advertising partner to accelerate your business growth?
We’re looking for win-win partnerships.
Synopsis: Pay-for-Performance (P4P) Partnership Process
- P4P Risks/Rewards
- What We Don’t Do
- What We Do
- Data Science & AI
- The Catch
- P4P Trial Selection Process
- Qualification Examples
- 2-Week P4P Trial
- 90-Day P4P Trial
- P4P Remuneration
The basic appeal of a Pay-for-Performance partnership is that instead of paying for marketing and advertising services that may or may not generate enough leads and sales to justify the cost, you pay for marketing and advertising performance: usually leads or sales.
As ideal as a Pay-for-Performance business partnership can be — when you can find such an arrangement that provides significant leads and sales — there are two operative words: “business” and “partnership.”
In other words, the risk/reward needs to make business sense for each partner.
What We Don’t Do
Because there are a number of different Pay-for-Performance opportunities in the world, one way to describe what we do at Skyworks Marketing is by first highlighting what we are not:
- We’re not providing names and addresses from an existing database so that you can cold call them.
- We’re not an affiliate agency.
- We’re not advertising a generic service and sending the leads to multiple lead buyers.
Those services are fine for a number of businesses. But it’s not what we offer.
What We Do
We create custom sales funnels and provide the ongoing advertising to generate real-time leads and/or sales exclusively for your business and no one else (and later, we may use content marketing).
Visit the following link to view how we drive optimal results: Marketing Strategy.
Stated in more detail, we provide full-service, customized sales funnels, developed specifically for your business, while simultaneously testing, optimizing and managing all the advertising to keep the funnel full, and at the same time seeking new ways to get more prospects into the funnel.
This means not only taking advantage of online advertising media, such as:
- and more
We also use offline media as well, such as:
- Direct mail
- Print ads
Furthermore, we generate ongoing content, including:
- Ongoing advertisements
- TV commercials (when pertinent)
- Creating/managing auto email sequences
All this to drive and nurture leads and sales for your business.
Data Science and Artificial Intelligence
Through data science and artificial intelligence, we provide metrics and expertise to help tune your product or service to generate even more impactful results.
With this data, in time we provide insights into potential upsells, cross-sells and new products that can help your business grow faster and more effectively.
Primarily, we use data science and artificial intelligence to lower ad costs and increase ad performance.
The longer we run the ads through the sales funnel, the more data we generate, and the more effective the advertising becomes.
This type of marketing and advertising requires labor, experience and expertise.
Whether we establish a partial or 100% pay-for-performance partnership, we want to be confident that the business we are promoting has a high closing ratio to turn leads into sales and provides good products and services.
A 2-week trial is our primary test to determine a good fit for our potential Pay-for-Performance partners.
However, this trial isn’t automated, nor is it a system where the labor is executed on your end. There is real human effort executed on our end to launch and manage a trial.
Hence, here’s the catch: We can’t offer a P4P partnership, or even a trial, to everyone who desires such. We need to determine the potential for a longer-term opportunity first. That means you’ll need to fill out our (free) P4P application to provide some preliminary information. Your part is easy.
On our end, your application will be manually reviewed and often research will be conducted to assess the opportunity.
P4P Trial Selection Process and Qualifications
There are two general categories of information we assess when evaluating whether we will offer a trial to a potential partner.
- THE BUSINESS ITSELF (including competition)
- THE KEY TEAM BEHIND IT
Our ideal partner represents a highly experienced team (or leader), is well-capitalized and has a truly unique and outstanding business.
But that’s not so common: especially the “unique” part.
As a result, we also seek partners that may not meet our ideal requirements but show enough promise that we’ll invest resources into a 2-week trial.
- Your product/service needs enough margin relative to advertising costs
- There needs to be an opportunity for adequate sales volume
- You need a higher-than-average quality product or service
- You need a good reputation
- You need a good sales team
- You need effective operations
- Ideally, you have existing upsell and cross-sell products/services
On the other hand, if you have a very strong model and margin (along with a high-quality product or service), that combination, by itself, can sometimes be the basis for a win-win partnership.
It all boils down to mutual opportunity.
A business that represents a strong opportunity for a win-win partnership will qualify for a 2-week P4P trial. A business with low opportunity for a win-win partnership will not qualify.
Following are some examples.
- An average business model or idea without experienced leadership will probably not qualify for a trial.
- However, a truly outstanding and unique business without an experienced team ‘may’ qualify.
- An inexperienced leader with little money and a brand-new business will not qualify (unless the idea or model is truly exceptional).
- A mature and experienced team with a good (average) business model may qualify.
- A mature and experienced team with a low-opportunity business model will not qualify.
- A great team and a great business opportunity will qualify.
- And to make things interesting, we may sometimes provide a trial for an opportunity that doesn’t look as promising, because we would like to see the trial metrics. So, anything can happen. The only way to find out for sure is if you submit a (free) application.
Again, it primarily boils down to mutual opportunity. The 2-week trial is where we gain some fundamental data.
2-Week P4P Trial
As part of the above qualifications and selection process, we’ll ask what you want to pay for a P4P lead or sale.
That number will be re-evaluated based upon real-world performance data after the 2-week trial.
Although we try to filter out trials that we don’t believe will show promise after a 2-week trial, the reality is such does occur.
So, after a 2-week trial, the performance data will inform three options:
- No go. We cut our losses and part ways as friends.
- The numbers show that the opportunity is so good that we can provide a 100% P4P Partnership, which means you pay only for completed leads or sales.
- The numbers are promising enough to continue a Partial P4P Partnership. A partial P4P partnership means you will pay at least media costs in addition to performance incentives.
By the way, it’s worth noting that a trial that yields unfavorable results is not an indication of the success potential of your business. This trial merely provides preliminary data regarding the speed of a longer-term P4P opportunity.
90-Day P4P Trial
A successful 2-Week P4P Trial means we can move on to a 90-Day P4P Trial.
A 90-Day P4P Trial provides more meaningful sales metrics. A 2-week trial can produce the minimum data necessary to evaluate the potential for a P4P partnership. But a 90-day trial gives us firmer ground to build a more robust sales funnel since we only implement a fraction of the sales funnel and advertising resources in the shorter trial.
Message optimization, landing page optimization, conversion optimization and other factors can begin to impact the metrics in the 90-day trial, which all serve to increase performance and lower cost.
P4P remuneration will be re-evaluated based upon the real-world performance data after the 90-day trial.
We’re seeking win-win partnerships. As such, the P4P remuneration needs to work well for both sides of the partnership.
The most basic metrics we evaluate include how many sales (and profit) are generated in a given time period. You may be pleased with the leads and sales, but what if the volume does not support our continued effort?
Once again, we’re looking for win-win P4P partnerships.
If this sounds like something you’d like to explore, the next step is to request and instantly receive your free P4P Application.
We can’t guarantee that you’ll qualify, but no matter what, you will receive a professional, timely and courteous response.
START YOUR FREE P4P APPLICATION
Click to request and instantly receive your P4P application form.
There are a number of online lead generation models, and they all center around the concept of providing relevant,
In addition to continuing your own lead generation strategies – online or otherwise – an additional option is to outsource this activity. In exchange for payments on a per-lead basis, you can follow up with fresh leads as they come in.
Internet Lead Generation Agencies
There are outsourced agencies that provide online leads that can be used for a variety of purposes such as list building for e-newsletters or direct sales. The idea would be to call the leads immediately (for a telephone sales organization), or to plug the leads into an appropriate sales funnel.
Internet lead generation agencies may develop their own websites to capture leads and/or partner with other lead generation sources who have their own websites.
Various models of online lead generation exist, but typically, a consumer who encounters a lead-generation website enters their contact details in exchange for a free offer of some sort.
♦ In some cases, the info seeker would enter his/her information directly within a banner advertisement and the lead could be sent directly to the advertiser.
♦ A full-page lead generation advertisement may promote some free offer to encourage visitors to enter as much personal information as required to process the lead and for the individual to receive their free item. This type of online lead generation can result in lots of leads, some of which can be low-quality, including leads with purposefully inaccurate information, since the information was entered for the purpose of receiving something free and not as a result of a sincere desire to be contacted.
♦ Another common Internet lead generation model is through co-registration advertising (Co-Reg). Through this process, an individual is offered the opportunity to receive additional free information while registering for some other service. For example, while subscribing to a magazine or ordering printing services, a consumer might request additional information that is being offered. In other words, the demographic info provided by the consumer, as well as the service they were signing up for would indicate the category of lead. Following the same examples, someone who was signing up for a health magazine subscription and also requested info for a nutritional product might be categorized as a “Health and Fitness” lead or “Weight Loss” lead, depending upon the specifics of the nutritional product. A consumer who is purchasing online business cards from a printing service, and who also registers for information about working at home, could be categorized as a “Business Opportunity” lead.
♦ Pay-for-Performance (P4P) leads and sales represent another category of lead generation or sales programs. Some of the above examples might be conducted on a P4P basis, or not. Meaning, on the one hand, you pay for the leads regardless of their quality. And on the other hand, some P4P models might base remuneration on actual sales. Such will typically cost more, but of course, you’re not paying unless you get results.
These are not the only ways lead-generation agencies generate their inventory, but they are some of the ways that lead agencies can provide current, targeted leads to your phone or email inbox.
Like everything else in the marketing world, you would be wise to start small and test the effectiveness of a given online lead generation service (or several such services) and scale up your efforts for a lead source that shows promise.
Of course what is understood is that you have a lead processing activity already in place, to effectively utilize these paid leads, whether that might be calling the leads immediately, or including the purchased emails into your existing sales funnel.
Is there anything better for your business than Pay-for-Performance leads and sales?
Pay-for-Performance means you’re getting the highest return on your marketing and advertising dollars.
We’ve helped one business grow from nothing to over 100 million dollars in three years through online marketing, direct mail and national TV advertising.
How far can your business expand?
We are an exceptional and uncommon marketing agency that develops customized sales funnels for businesses and then fills those funnels with prospects via marketing and advertising campaigns to drive you more leads and sales.
If you’re a cost-conscious, savvy business leader looking to take your revenue to the next level, then you should visit SkyworksMarketing.com
We offer brief advertising trials for qualifying businesses to assess the potential for a future win-win partnership.
You get real-time prospects and/or sales that are exclusively for your business and no one else.
You get a partner that is simultaneously testing, optimizing and managing all the advertising to keep your funnel full, while constantly seeking new ways to get more prospects into the funnel.
You get an award-winning video production team to get your message out to the world, whether online, on TV, or both.
You get advertising on Google, Facebook, Amazon, YouTube, LinkedIn and other platforms, depending upon what’s best for your products or services.
Furthermore, as the partnership matures and proves itself, you’ll benefit from our offline marketing as well, such as direct mail, print ads, radio and TV. You’ll even receive ongoing content development, including graphics, articles, videos, TV commercials, along with auto email sequences and website development.
You’ll also benefit from artificial intelligence and data science expertise to help tune your product or service offerings, and to inform new upsells, cross-sells and future product suggestions. In other words, we use artificial intelligence to help your business grow much faster and more effectively.
And of course starting from Day 1, you’ll get continuous development of new ads to drive new leads and new sales.
Visit SkyworksMarketing.com for more information.