PPC management agencies offer many different pricing models. Most agencies charge between 10-25% of your ad spend, and the industry standard rate is 15% of ad spend. Some offer fixed price packages, those package prices are usually based on an ad spend limit that works out to be about the same as industry rates. It's generally a good idea to go with an agency that charges close to industry standard rates, if they are lower they will need to cut corners to stay within the fee budget which tends to affecting the quality of your service, and if they charge too high it eats the majority of your profits. In my opinion, it is also better to go with an agency that offers variable rates rather than fixed, else they have a built-in incentive to limit the growth of your business to keep their own expenses within the fixed fee. In the interest of full disclosure, I operate an advertising agency so I will recuse myself from recommending a specific agency. Advertising your business is essential and is not something to take lightly. Not all people or even agencies have the same knowledge levels. It's all about results. It may be worth to spend 20% instead of 10% if the more expensive one produces much better results.

1. Are your performance evaluation standard templates? Even though we do assess your Google AdWords campaigns based on certain factors, most evaluations touch on different topics every time. Furthermore, each evaluation is performed live, so you’re free to ask any questions you have in mind and the Digital Media Advisor will always contribute with something new. We therefore do not have standard templates where we build our Google AdWords evaluations. 2. Are there any hidden fees associated with the evaluation? No. The Google AdWords evaluation is 100% free of charge. Furthermore, in Jason Team we have stripped all unnecessary administrative steps, which means we charge clients upfront on a monthly basis. This has the added benefit that we will never come after-the-fact and ask you for more money. 3. How do you get access to our Google AdWords account? As a digital marketing agency we use Google’s Multi Client Centers (MCC) to gain access to advertisers’ Google AdWords accounts. This works by you sending us your 10 digit Customer ID. With this ID we can send you an invitation to join our MCC and gain access to your Google AdWords account. The benefits of using this type of access is that you can always remove our access. Furthermore, with this type of access no login information passes hands and we don’t have access to your billing information. 4. Will you make any changes to my Google AdWords campaigns? We always guarantee that we will not make any changes to your Google AdWords campaigns during the evaluation. First of all, we do not work for free and it would be against common sense to make changes to your Google AdWords campaigns without being paid for it and against your will. Secondly, you can always revise and revert any change in your Google AdWords account using the Change History tool.

Bidding features on the Display Network

When you advertise on the Display Network, you can set your bids in different ways in your campaign. 

●Default bids: If you don’t have a custom bid for when your ad appears in a placement that matches your targeting, AdWords will use your ad group default bid.

●Custom bids: If you've enabled custom bids for a single targeting method, for example, topics, AdWords will use that bid when your ads show on websites related to that topic.

●Bid adjustments: To gain more control over when and where your ad is shown, you can set bid adjustments at the campaign and ad group level.

Learn more about setting campaign-level bid adjustments»

Custom URLs

If you're using automated bidding, you can specify unique landing page 

URLs for a targeting method in your ad group. You can set custom URLs on only one targeting method within each ad group.

How bidding options interactWhen your ad is eligible to show on the Display Network, AdWords will first check for a custom bid. 

If you’ve a relevant custom bid set for a targeting method, this’ll be used in the ad auction. If you don’t have a relevant custom bid set, AdWords looks for the default bid. The ad group bid is used as the default bid.

Bid adjustments are applied after the initial bid is set.

 Learn more about bidding features on the Display Network»

Using the AdWords Ad gallery

The Ad gallery, formerly known as the display ad builder, is an ad-creation tool that offers various display ad formats in different categories, such as image ads, dynamic ads, engagement ads and video ads, in any of your campaigns on the Google Display Network.

Here are some benefits of using the Ad gallery:

1.Differentiated products and services: Use images of your products, colors that match your brand, and your logo to encourage people who see your display ads to click on them

. 

2.More effective campaigns: Use display ads to drive higher click-through rates and overall conversion volume on the Google Display Network. 

3.No-cost ad templates: Test various messages, color schemes and images, at no cost. 

4.Customizable ad styles: Create a custom ad in as many sizes and variations as you like, and you'll only pay for ad clicks or impressions on sites across Google's Display Network.

5.Industry-standard ad templates: Create ads with a clear call-to-action button and 2 to 4 lines of prominently displayed text

Learn more about using the AdWords Ad gallery»

Structuring your AdWords account

Good account organization helps you to make changes quickly, target your ads effectively and, ultimately, reach more of your advertising goals. 

Top three tips for structuring your account

1.Organize your campaign to mirror your website 

2.Create separate campaigns for multi-region advertising 

3.Use AdWords Editor to manage your campaigns

Learn more about structuring your AdWords account»

Before you create your ad campaign, take a few moments to get familiar with these essential AdWords terms and concepts:

●Campaign
●Ad group
●Keywords
●Budget
●Bidding

How to choose your campaign settings. Watch this video»

Understanding your campaign settings

The campaign settings you select will apply to all ads within the same campaign.
The type of campaign you choose determines which settings are available to you.

The settings cover three basic areas related to your ad:

●How much you’ll pay by setting your budget and bid (you can always adjust them later)
●What, besides text and a link, to include in your ad using ad extensions
●Where you want your ads to appear using settings for geographic locations, languages and placement on the web (called Networks)

About ad groups
An ad group is made up of a set of keywords, ads and bids.
 Each ad campaign consists of one or more ad groups.
Ad groups allow you to group your keywords with the most relevant ads.
This helps to ensure that you show the most relevant ad when someone searches for a particular word or phrase.

Understand how your  AdWords account is structured

AdWords is organized into three layers: account, campaigns and ad groups
.
1.Your account is associated with a unique email address, password and billing information
2.Your ad campaign has its own budget and settings that determine where your ads appear
3.Your ad group contains a set of similar ads and the words and phrases, known as keywords, that you want to trigger your ads to display
Learn more about how to create an AdWords campaign to reach the right customers»

Create an effective mobile site

When designing your site, keep in mind mobile best practices, like simple navigation and highlighting local options of your business. If you'd like to reach customers with WAP phones, you'll also need to use mobile-friendly code to create your site.

Reaching mobile customers using a HTML website

Regardless of whether you’ve a mobile website, AdWords will let you show text ads to customers using Google Search on a high-end mobile device such as an iPhone or Android phone. These "smartphones" have a full Internet browser (like a desktop computer), so a customer who clicks your text ad from the search results page can visit your standard website.

Best practices for designing a mobile site

When creating a mobile website, you'll want to keep in mind a few strategies that best take advantage of the small size of mobile screens and the behavior of mobile users. 

Keep it quick

1.Reduce large blocks of text and use bullet points 

2.Compress images for faster site loading

Make it easy to buy something or contact you

1.Reduce steps needed to complete a transaction

2.Keep forms short and make data entry easy 

3.Use click-to-call functionality for all phone numbers

Simplify navigation

1.Minimize scrolling and keep it vertical

2.Use a clear hierarchy in menus and avoid rollovers

3.Use clear back and home buttons

4.Use seven links or less per page of navigation

Help people find and get to your local sites

1.Have your address or store locator on the landing page

2.Include maps and directions. Use GPS when possible

3.Allow customers to check stock at nearby stores

4.Make sure your mobile website is being indexed for web searchLearn more about creating an effective mobile site