May 24, 2018

A complete guide to writing a successful Google Ads proposal for your clients

12-MINUTE READ | By Mary Walton

Google AdsPerformance Marketing Analytics

[ Updated May 24, 2018 ]

As a freelancer or business owner, a proposal is one of the best and most essential tools in your arsenal. Without an effective proposal, your clients won’t be able to understand what you do, what you can offer them and will, most likely, take their business elsewhere.

However, a poorly written proposal is just as effective as a non-existent one, so you’ll want to make sure that you’re maximizing your opportunities by getting it right the first time. There are rarely second chances.

When it comes to AdWords, however, things can get difficult, simply because there is so much variation in the services that you can be providing. But that doesn’t mean that it’s impossible.

Today, we’re going to talk through everything you need to know in order to create these successful, client-winning proposals, giving your business the means to excel.

How it works

Firstly, you’ll need to understand how an AdWords proposal works in order to create an effective one. A proposal is, in short, the foundations of a relationship with your potential client.

“While you may have spoken in person or over the phone, your proposal is everything your client will need in order to make a decision whether to hire you. Whether you’re managing your company’s marketing projects, or simply just their PPC marketing campaigns, you should always have an AdWords proposal to hand,” shares Lauren Hewitt, a writer for Big Assignments .

With a proposal, you’re providing your clients with the lay of the land and how you do things. You can talk about all the services that you provide, and don’t provide, as well as be able to set boundaries with your pricing.

You can also talk about how professional your business is, the way you approach tasks and make sure everybody is on the same page.

Campaign building & management

Of course, the ‘meat’ of your proposal will be the actual services you supply and how your business can help your clients. Start with the needs of their business so you can make sure you know exactly what you’re aiming for.

Whether your client is looking for more people to come to their website, highlighting their current product or service promotions or providing customer service answers from common phone calls, you need to make this clear and how you’re going to go about it.

The majority of clients will also want to see the effectiveness of their AdWords campaign, so you’ll need to show how you’re keeping reports and how you can see progress and improvement over time.

An analytical data solution

This analytical side of things is so important since your client will want to know just how beneficial the service is that they’re paying for. By offering it within your proposal, you’re instilling confidence in your services and proving that positive results will be made.

One of the most beneficial ways of doing this is using a platform known as Google Data Studio. This is a free (with premium business options available) service where you can important your analytical data from multiple channels, such as Google Adwords, Yahoo Ads, Facebook etc., and compiled it all into one report with the help of the community connectors.

When you’re talking through your clients about their progress, many of them simply won’t understand the collection of charts and graphs from different sources, so bringing them all into one place just helps you to provide a better customer experience.

If you want to take things one step further, consider attaching a sample of this graph to your proposal so your client can see exactly what they are going to be dealing with in the future, giving them a much clearer idea of what kind of service you’re going to be providing.

You’ll then need to move onto how the customer will see the business through the AdWords campaign. This is the section where you really get to stand above your competitors. Talk about how the AdWords campaign will benefit the users and draw people into their website, boosting their own sales and ROI.

When you’re talking about the methods being used, try to avoid using jargon and technical information that could confuse your customers. Keep things simple and understandable.

Target channels

It’s worth noting that Google Adwords is only one platform that can be used when it comes to PPC campaigns and you may want to note other services that you can provide to your client. Some of these you might want to think about including are;

  • Bing Ads
  • Facebook
  • Verizon Media Native Ads
  • eZanga

Pricing & agreement

And then we get to the crunch of the matter; the price which your client is going to pay for your services. However, there are multiple ways in which your client can pay, known as Keyword or Percentage options, but it depends on how your business wants to operate.

Keyword option

The first option is based on the number of keywords that your client wants to buy. This is typically a flat rate based on the platforms that the client wants to use.

For example, if your client wants to use Google AdWords and Facebook, they may want to purchase 75 keywords for each platform at a set price per keyword.

Percentage option

On the other hand, we have the percentage option. This is where the pricing is worked out based on a percentage where your client has a total PPC spending per month, and you will receive a percentage of that total every single month.

For example, if a client is spending $15,000 a month on PPC spending, you might charge 3%, totaling $4,500 per month (plus tax).

“Pricing can dramatically vary from client to client. This is because businesses of different sizes will want to work in different ways so it’s up to you to analysis that business beforehand to see which option is most suitable for you and your client,” explains Marcus House, an Adwords professional for Assignment Writing Service.

If a client is spending $100 per month, you might want to pay per keyword as a flat rate because the business is relatively small. The larger a company is, the easier it will be to manage due to the size and complexity of the campaign.

Writing a comprehensive AdWords proposal

When it comes to the proposal itself, you’ll want to make sure that all your content is as accurate as possible.

This means checking your content over to ensure that it’s free from errors and mistakes, such as poor spelling, bad grammar and properly structured sentences, so everything is easy to read while minimizing the risk of miscommunication.

Here are some online tools that can help you to write the perfect proposal;

#1 Word Counter / Grammar Check

Two free online tools for tracking the word count of your proposal, or for checking the accuracy of the grammar.

#2 Essayroo / Assignment Help

Two leading writing services that provides professional editing and proofreading services to guarantee a high-quality proposal for your future clients.

#3 Cite It In / Via Writing

Two free tools to help you format citations and references in your content, or to improve your overall grammar skills.

#4 Academized / BoomEssays

As recommended by the Huffington Post , these are two professional proofreading services to help you make sure your proposal is free from mistakes.

#5 State of Writing / My Writing Way

These are two blogs full of information and articles on how to improve your general writing skills.

#6 Essay Services / Oxessays

Two expert editing tools to make sure your sentences are structured and make sense, as reviewed by UKservicesreviews .

Over to you

As you can see, there are many considerations you’ll want to think about when it comes to writing an Adwords proposal that generates sales and benefits your business. So, just to recap and for your own preferences, here is a quick list of what you need to remember;

  • The services you offer
  • The campaign services you’re offering
  • The method you’ll take with your client
  • Simple and understandable language
  • The channels you’ll use
  • The pricing system you’ll use
  • A polished and professional proposal

At the core of everything, always put your potential client first to ensure that they are happy, catered for and have the best experience from your business.

To help get you started, here’s an example of an effective AdWords PPC proposal that is sure to help you secure those all-important contracts.

For design inspiration, check out these proposal templates from Venngage.

As you can see, everything is nicely laid out in a clear and easy to understand format that your potential clients can easily digest all the information they need to know. Always remember that the last impression you’re going to give your client will be the last page of your proposal, so it can only improve your chances by adding things like testimonials or company reviews, as well as your company or personal contact information to encourage to choose your company. And if you see that your campaign is not running successfully, take a look at this checklist which will help you better understand what the issue could be and how to solve it.

About Mary Walton


Mary is an editor at PaperFellows  writing service, and blogger at Simple Grad . There she writes about current state of education and reviews edtech processes. Also, she helps with content management at Victoria assignment service.

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