Brooke Hewlett

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Ads Management

If you are interested in my services for Ads Management here are a few estmiates based on project size. Services are available hourly or per project. Please contact for a quote.

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Plan Your Project

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Initial Performace Review - New Account

I will provide a detailed report of improvements to be made, items to fix, and recommend next steps.

  • Review Account Settings
  • KPIs, Analytics, CRM data
  • Keywords
  • Creatives
  • Landing Pages
  • Double check conversions (Exampel: tracking pixel data vs. actual leads received)
  • Review conversions from every touch point (impressions, clicks, creatives, heatmaps, CPL, CPA, upsells, email delivery, email clicks, etc.)

Minimum Estimate: 1 hour to get onboarded and familiar with your environment (access to landing pages, analytics, CRM, etc)  + 1 hour review for each campaign

$ per hour

Examples:

  • 1 Account with 1 campaign = 2 hours = $240
  • 1 Account with 2 campaigns = 3 hours = $360
  • 1 Account with 5 campaigns = 6 hours = $720
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Follow Up Reviews & Maintenance

If I am already familiar with your campaigns and environment, and you want to maintain existing campaigns by having me keep an eye on them.

You will receive my detailed feedback, advice, and I will implement any minor clean ups that likely do not need approvals such as improving optimization scores, adding negative keywords, etc.

Minimum Estimate: 30 min per campaign

$ per hour

Examples:

  • 2 campaigns = 1 hour = $120
  • Weekly review x 2 campaigns = $480 per month
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Growth Plans

My best suggestion is a combination of both ongoing maintinence and ongoing continued growth.

I recommend dedicating 1 day per week to implement new growth strategies and split tests.

I recommend 80/20 on ad spend: 80% towards proven campaigns with a positive ROI , 20% towards spend on split testing new strategies.

To budget time here are some estimates:

  • Competitor kerword esearch for a new strategy (1 hr)
  • a set of display ad creatives designed for one campaign (1 hr)
  • a new audience test (retargeting an audience, competitor targeting, state specific campaign etc) (1 hr)
  • one new Google experiment to test a newly released feature (1 hr)
  • changing the copy or minor designs on a landing page (1 hr)
  • new landing page (4+ hr)
  • more upsells added to thank you page or email sequences (1+ hr)
  • onboard to a new advertising network to expand reach (4 hrs)
  • special limited time offer launched with new landing page, new creatives, new email sequences, etc. (4-20 hrs)
  • Each week reviewing the results of previous split tests, and implementing changes based on results (30 min each)

 

$ per hour

Examples:

  • 2 hours of growth focused activies per week = 4 new ad creatives + review of previous weeks split tests to implement = $240 per week / $960 per month
  • 4 hours of growth focused activies per week = 4 new ad creatives + competitor research + new audience tested + review of previous weeks split tests to implement = $480 per week / $1920 per month
  • 8 hours of growth focused activies per week = 4 new ad creatives + competitor research + new audience tested + onboard to a new ad network (or more existing campaigns added to another network) + review of previous weeks split tests to implement = $960 per week / $3840 per month
  • Also factor in time coordiating with the client for their feedback and approvals. Launching a brand new offer will usually need at least a 1 hr meeting to review and receive feedback from clients, and another hour to coordinate with the team.
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Advice Calls & Meetings

  • Providing advice or Q&A on campaigns
  • Brainstorming new stategies
  • Coordinating with team members to implement changes
  • Meetings to receive feedback on changes to implement

$ per hour

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Web Development Only

If you already have an existing ads account manager, team to implement, brand style guidelines, copy provided, and outline of the campaign.

Does not include my input on strategies, competitive research, ads account review, conversion tracking issues, setting up CRM workflows, etc.

  • Landing page design (PSD, HTML + CSS, or inside your CMS)
  • Email newsletter design (HTML+CSS or inside your ESP/CRM, my email design includes extra formatting to improve spam scores and preview better when images are blocked)
  • Display ad creative bundles (for all popular image sizes and specs)

$ per hour

Examples:

  • 1 Landing Page with 5 content sections, with versions for destop/mobile/tablet = 8 hrs = $640
  • 1 simple thank you page with an upsell = 2 hrs = $240
  • 1 newsletter template designed and set up inside your ESP or CRM = 1 hr = $120
  • Adding additional email campaigns to your templates = 30 min each = $60
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New Project Review

Can I help? Let's talk.

Additional Terms

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Payment Terms

Large projects require a 50% up front deposit before work begins.
Invoice payment terms are net 15 after completion.
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Client Delays and Late Fees

A 15% late fee applies after net 15.
If payment is not made in full within 3 months of completion, projects may be unpublished or paused until payment is received in full.
If the completion of a project is delayed for over 3 months past the estimated timeline due to the client neglect*, the deposit will be forfeited, non-refundable, and the remainder of the project will be canceled.
* Examples: not granting access to hosting, not sending digital assets, not replying to emails, not attending meetings, or overall preventing completion of a project.
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My Guarantee

If I cannot provide the full services outlined in our project agreements and agreed upon timeline (not due to client delays), you receive a partial refund for any hours or portion of project not completed.

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Business Hours

Monday - Friday

9am to 6pm Pacific Time

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After Hours and Urgent Requests

Crashed website? Company crisis? Need an immediate update to your website or campaign?
Urgent requests that are not within the scope of a proposal, or outside of my normal business hours, are $150 / hr with a 1-hour minimum.

How I Manage Ads

The primary way I manage ads is kind of "old school" or in "manual" mode.
Coming from a background of selling leads and affiliate commission, I had to get a low CPL or CPA to survive.
I primarily focus on low CPC bidding, and then improve all of the conversion touch points with a lot of split testing for an overall higher ROI.
I do split test automatic optimization features, but they rarely perform better than my CPC methods. Why? I think the ad networks are often improving their own bottom line by promoting their own tools. Using their automatic tools may save you time, and be idiot-proof, but you may be missing higher ROI opportunities with less control.
I was recently reading how Meta was not equally split testing ad creatives, which did not give accurate results on individual performace, so once again we have to go back in time, and possibly set up individual campaigns just to test different creatives.
For best results, I recommend one day a week dedicated to setting up new split tests, and implementing results from the previous ones. I recommend adding about 4 new ad creatives or testing other variables per week.
I recommend 80/20 on ad spend, such as 80% towards proven campaigns with a positive ROI, and. 20% towards spend on split testing new strategies. At a minimum, define your ad budget into what amount can be used for testing purposes.
I often hear horror stories about how freelancers set up campaigns and spend their clients' money with minimal testing and continue with a negative ROI. Just because someone can set up your ads does not mean they can make you profitable from them. Once, I cleaned up an account where the freelancers never double-checked the company's internal data to validate the numbers in their KPI dashboard and reports. They had more sales showing  in their KPI dashboard than the entire volume of online orders received internally, which is impossible.
I always start with a limited testing budget, if the results have a positive ROI, they receive more budget; if not, then we learn something new and move on to the next test. I do not continue to run campaigns that are not profitable.
Once a campaign has a positive ROI, I ask for more budget. Then the sky is the limit, or at least, how much low-priced traffic or audience reach is available.
I focus primarily on collecting leads before directing visitors to the shopping cart (unless you can collect partials, of course). This way, you are collecting valuable data from visitors who might not have completed checkout, for additional telemarketing, email marketing, and so on.
When working with a sales team, I expect detailed and timely reporting inside their CRM on results. When optimizing campaigns receiving bad lead reports with feedback, helps me improve campaign targets and copy, so the sales team gets better and better quality leads over time. This is an ongoing process.
I never claim to know everything or guarantee results. Even though with my experience, good results often come quickly, I  rely heavily on split testing to let the audience decide.
Beautiful designs do not equal conversions. One of the secrets to my email marketing success was reading a book on formatting newspaper ads. Applying some of the newspaper designs to email, the conversions improved immediately. Why? People run on autopilot. Designs can communicate because they are recognizable; most people skim the content and don't read it entirely. While my designs will be clean, they may not be the most exciting, and this is fully intentional. I do not want to distract their focus from the goal of crossing the finish line.