1 00:00:00,940 --> 00:00:06,250 In this section, I will walk you through an example of a high ticket freelance client that I have landed. 2 00:00:07,380 --> 00:00:12,900 This is a client I landed from Upwork, which I've earned over $24,000 from and counting. 3 00:00:12,900 --> 00:00:19,440 And the point of this is to show you the entire process from a real world perspective and a real example. 4 00:00:20,420 --> 00:00:25,550 It all started when I was conducting the freelance sales process that I teach in this course and I was 5 00:00:25,550 --> 00:00:27,900 searching for relevant jobs to apply to. 6 00:00:27,920 --> 00:00:33,350 I came across one that was looking for a Google ads professional to fix their conversion tracking and 7 00:00:33,350 --> 00:00:35,690 audit their existing Google ads account. 8 00:00:36,930 --> 00:00:42,810 So what I did was I put together a proposal, starting with the attention snagging opener, which I 9 00:00:42,810 --> 00:00:45,210 teach in the winning proposal formula. 10 00:00:45,420 --> 00:00:51,030 I made sure to focus exactly on what the client's problem is, which is that they're probably wasting 11 00:00:51,030 --> 00:00:51,530 money. 12 00:00:51,540 --> 00:00:53,340 So I said, stop wasting money. 13 00:00:53,340 --> 00:00:57,680 Conversions are the lifeline of any successful Google ad strategy. 14 00:00:57,690 --> 00:01:03,210 Without them properly set up, there is definitely money being left on the table which you can capitalize 15 00:01:03,210 --> 00:01:03,570 on. 16 00:01:03,570 --> 00:01:09,480 So this is not just some generic copy and paste opener that they probably received a bunch of proposals 17 00:01:09,480 --> 00:01:09,870 with. 18 00:01:09,870 --> 00:01:14,790 But what I did was I opened up exactly with the problem that they're having. 19 00:01:14,790 --> 00:01:20,130 I got straight to the point and I explained why having the conversion set up properly is important, 20 00:01:20,130 --> 00:01:25,320 because without that they're just throwing money and they don't know what is really leading to results. 21 00:01:25,920 --> 00:01:31,920 Then I went into the most important part of the proposal, which is to show that you are the right fit 22 00:01:31,920 --> 00:01:37,860 for the job because you're starting to deliver the work and explain how you were going to go about solving 23 00:01:37,860 --> 00:01:38,490 the problem. 24 00:01:38,490 --> 00:01:43,620 So I went ahead and I described that I'd be happy to help solve their conversion tracking issue, as 25 00:01:43,620 --> 00:01:50,220 well as set up the implementation of a proper conversion tracking strategy so they can quantify all 26 00:01:50,220 --> 00:01:55,680 the actions that actually add value to the business and establish a true return on ad spend. 27 00:01:56,100 --> 00:02:02,550 That's exactly what any client who is looking to hire a freelancer is focused on is the return on the 28 00:02:02,550 --> 00:02:04,320 ad spend that they actually get back. 29 00:02:04,320 --> 00:02:09,480 So not only am I talking about the problem they're having, but I'm also using different keywords in 30 00:02:09,480 --> 00:02:12,000 terms that the client wants to focus on. 31 00:02:12,000 --> 00:02:17,940 And then I said, In addition, I can provide a detailed account audit of your existing PPC campaigns, 32 00:02:17,940 --> 00:02:19,410 which stands for Pay Per Click. 33 00:02:19,410 --> 00:02:25,170 And since I said you were selling directly on your website, I recommend implementing a target return 34 00:02:25,170 --> 00:02:28,710 on ad spend smart bidding strategy in the account. 35 00:02:28,710 --> 00:02:34,230 And then I elaborated on that point and said, this is only effective when conversion value tracking 36 00:02:34,230 --> 00:02:39,960 is enabled, although so that does require some tweaks to the code which I can assist you in. 37 00:02:40,380 --> 00:02:46,500 So as you can see, starting to deliver the work can look different based on whatever the job description 38 00:02:46,500 --> 00:02:47,040 is. 39 00:02:47,040 --> 00:02:53,340 In this case, the way I started to deliver the work was I went into exactly how I am going to go about 40 00:02:53,340 --> 00:02:56,910 the project, which is setting up value tracking conversion. 41 00:02:56,910 --> 00:02:59,790 And then from there I told them I didn't keep it a secret. 42 00:02:59,790 --> 00:03:04,680 I said, this is the type of bidding strategy I would recommend using in your account. 43 00:03:05,350 --> 00:03:08,340 So now I'm not just saying, hey, I'm the best fit for your job. 44 00:03:08,350 --> 00:03:14,380 I've done X, Y and Z in the past, but I'm talking about their specific job post, their specific needs, 45 00:03:14,380 --> 00:03:17,110 their problems, and how I am going to solve them. 46 00:03:17,980 --> 00:03:24,820 Next, I went into including my relevant work experience and testimonials, so I spoke about how I specialized 47 00:03:24,820 --> 00:03:31,360 in building and optimizing PPC campaigns, focusing on conversions and not just useless clicks and impressions. 48 00:03:31,360 --> 00:03:36,520 And that I have a proven record working with businesses just like theirs to help them reach their bigger 49 00:03:36,520 --> 00:03:39,820 marketing goals using targeted pay per click advertising. 50 00:03:39,820 --> 00:03:44,590 Because I always look at the bigger picture and I analyze data to make informed decisions. 51 00:03:44,620 --> 00:03:50,740 I then went into some more of my experience and my credentials, saying that as a Google certified professional, 52 00:03:50,740 --> 00:03:56,320 I know what it takes to accurately analyze data, and I always strive to get a better return on ad spend 53 00:03:56,350 --> 00:03:58,300 on every campaign that I touch. 54 00:03:58,480 --> 00:04:03,850 I finished up with saying that I've worked with ecommerce websites just like theirs in the past to help 55 00:04:03,850 --> 00:04:08,410 generate new leads and ultimately increase their revenue through targeted ads. 56 00:04:08,440 --> 00:04:14,290 I then went ahead and then said Attached is a screenshot of when I took over a recent E Commerce client's 57 00:04:14,290 --> 00:04:19,900 Google ads campaign management, and that shows how I helped increase the return on ad spend within 58 00:04:19,900 --> 00:04:22,840 the first couple of months that I was working with this other client. 59 00:04:23,970 --> 00:04:29,820 Then I summarize my overall approach to the project, because once again, in the winning job proposal 60 00:04:29,820 --> 00:04:33,630 formula, I spoke about how this overview builds credibility. 61 00:04:33,630 --> 00:04:39,570 So I spoke about how first I will work on fixing your existing conversion tracking as well as then implement 62 00:04:39,570 --> 00:04:42,080 that value tracking for the purchase action. 63 00:04:42,090 --> 00:04:48,390 Then I will conduct a market and competitor research session to ensure that the PPC strategy encompasses 64 00:04:48,390 --> 00:04:51,060 the full scope of what we can achieve with Google ads. 65 00:04:51,060 --> 00:04:56,460 And then I will audit their account in more detail looking at their existing campaigns as well as the 66 00:04:56,460 --> 00:04:58,740 historic campaigns that they have run in the past. 67 00:04:58,740 --> 00:05:04,110 And then I ended with saying, lastly, I can help implement the strategy that I outlined in the audit 68 00:05:04,110 --> 00:05:09,180 and then manage the campaigns while providing weekly recap reports and phone calls. 69 00:05:10,470 --> 00:05:12,000 And then to cap it all off. 70 00:05:12,000 --> 00:05:17,220 Of course, I ended with a clear call to action to build urgency, and I said I'd love to learn a bit 71 00:05:17,220 --> 00:05:22,110 more about the specific type of conversion issue you're having in your account, as well as learn when 72 00:05:22,110 --> 00:05:25,290 you were looking to bring a freelancer on board for this project. 73 00:05:25,320 --> 00:05:31,290 I'm available to touch base as soon as possible on a call or Upwork Zoom call to discuss in more detail. 74 00:05:31,320 --> 00:05:32,700 I look forward to hearing back. 75 00:05:32,700 --> 00:05:33,480 Thanks. 76 00:05:34,320 --> 00:05:35,010 From there. 77 00:05:35,010 --> 00:05:40,560 After sending the proposal out, I heard back after a few hours and I got this message from the client 78 00:05:40,560 --> 00:05:43,290 that said, I'm interested in the Google ads account audit. 79 00:05:43,290 --> 00:05:45,300 What info would you need to give me a quote? 80 00:05:45,300 --> 00:05:47,060 We work with the PPC firm now. 81 00:05:47,070 --> 00:05:49,410 However, the results have been just okay. 82 00:05:49,440 --> 00:05:52,260 Hope you can help us figure out if they are doing a good job. 83 00:05:52,260 --> 00:05:57,750 And then she also provided the website that they have and then I was able to then go from there and 84 00:05:57,750 --> 00:05:58,680 then respond. 85 00:05:59,430 --> 00:06:01,830 Even though it was outside of my normal working hours. 86 00:06:01,830 --> 00:06:04,500 As soon as I finished my dinner, I looked at my phone. 87 00:06:04,500 --> 00:06:10,500 I had an email from Upwork that said that the client responded to me, so I found out that I have a 88 00:06:10,500 --> 00:06:12,030 potential opportunity here. 89 00:06:12,030 --> 00:06:17,640 So I reached back out at 9:54 p.m. and I said, Hey, thanks for reaching out about the Google Ads account 90 00:06:17,640 --> 00:06:18,060 audit. 91 00:06:18,060 --> 00:06:21,450 To give you a proper quote, I suggest we get on a quick discovery call. 92 00:06:21,450 --> 00:06:25,380 From there, I can provide a quote based on how long I estimate the project to take. 93 00:06:25,380 --> 00:06:29,850 And during the call, I would like to learn a bit more about your goals, what the current firm is doing 94 00:06:29,850 --> 00:06:31,230 right now inside the account. 95 00:06:31,230 --> 00:06:33,570 And then I went ahead and proposed some time. 96 00:06:33,570 --> 00:06:36,870 So I said, I'm available tomorrow afternoon or Monday afternoon. 97 00:06:36,870 --> 00:06:39,090 Whatever one works for you, please let me know. 98 00:06:39,090 --> 00:06:43,260 Now, if this was earlier in the day, I would say I'm available right away, but since it was about 99 00:06:43,260 --> 00:06:46,860 100 10:00 at night, I said, Let's do it tomorrow or on Monday. 101 00:06:47,960 --> 00:06:50,150 The client was able to speak the very next day. 102 00:06:50,150 --> 00:06:53,410 So I got them on a video call just like I teach throughout the course. 103 00:06:53,420 --> 00:06:58,880 I received all the information I needed to provide a quote for an account audit over the call, and 104 00:06:58,880 --> 00:07:01,010 then I got the approval to move forward. 105 00:07:01,580 --> 00:07:07,340 The client then put in the budget, which I stated was $400 for this initial audit. 106 00:07:07,340 --> 00:07:14,060 And then later that same night, I got the client to actually put the money in escrow, 50% down and 107 00:07:14,060 --> 00:07:16,580 then 50% once the audit was complete. 108 00:07:16,580 --> 00:07:19,340 And now it was time for me to get to work. 109 00:07:19,490 --> 00:07:24,920 I reviewed the account as soon as I got access and I began compiling a detailed account audit. 110 00:07:24,950 --> 00:07:30,470 I first dug into the conversion issue that they mentioned, and then I went into a typical SWOT analysis 111 00:07:30,470 --> 00:07:35,930 to look at their strengths, weaknesses, opportunities and threats of their current and their historic 112 00:07:35,930 --> 00:07:36,800 campaigns. 113 00:07:36,830 --> 00:07:43,250 I also conducted a market and competitor research session to gain a better general understanding of 114 00:07:43,250 --> 00:07:47,900 their industry, as well as what specific competitive advantages they have. 115 00:07:48,530 --> 00:07:51,590 Specifically, I broke down my audit into these sections. 116 00:07:51,620 --> 00:07:59,150 A project overview and goals conversion tracking resolution areas of optimization, next steps recommended 117 00:07:59,240 --> 00:08:01,160 and then my compensation. 118 00:08:01,490 --> 00:08:07,670 As always, I ended with a call to action at the end of that proposal and I offered to implement my 119 00:08:07,670 --> 00:08:11,420 recommendations as well as manage the optimizations ongoing. 120 00:08:11,420 --> 00:08:17,480 So not only did I get paid that 400 to do that initial PPC audit and recommend my optimizations, but 121 00:08:17,480 --> 00:08:23,660 then I also have a call to action at the end with my price to manage the campaigns on a monthly basis. 122 00:08:23,660 --> 00:08:31,040 And I pitched $1,500 a month management plus a $500 one time fee for all of the research and campaign 123 00:08:31,040 --> 00:08:33,530 setup that would be required to get started. 124 00:08:34,550 --> 00:08:40,580 I then sent off the formal document, the audit, the offer, everything in writing to my client so 125 00:08:40,580 --> 00:08:43,190 they can prepare to review it for our next call. 126 00:08:43,190 --> 00:08:46,600 And then the whole goal is to discuss the audit in detail. 127 00:08:46,610 --> 00:08:50,930 I can answer any questions they have and then at the end of the call, if they're interested in the 128 00:08:50,930 --> 00:08:55,880 level of detail and the audit that I prepared for them, and they think that I can do better than the 129 00:08:55,880 --> 00:08:57,850 current PPC firm that they had. 130 00:08:57,860 --> 00:09:03,050 Hopefully the goal is that they will hire me and they were also interested if I could provide a final 131 00:09:03,050 --> 00:09:06,320 proposal agreement to provide the work outlined at the rate. 132 00:09:06,320 --> 00:09:11,990 So I gave them that 2000 for the first month and that was great news because guess what they said they 133 00:09:11,990 --> 00:09:12,980 are open to that. 134 00:09:12,980 --> 00:09:15,650 They love the audit and they wanted to move forward. 135 00:09:16,610 --> 00:09:19,420 So I took all of the updated information I received. 136 00:09:19,430 --> 00:09:24,890 I put it into my proposal, into official agreement, and then I sent them that document for the client 137 00:09:24,890 --> 00:09:25,640 to review. 138 00:09:25,670 --> 00:09:28,110 First, I recap the account audit. 139 00:09:28,130 --> 00:09:32,270 Then I dove into the scope of work and deliverables included in the project. 140 00:09:32,810 --> 00:09:37,010 After that, I provided an estimated timeline of the project implementation. 141 00:09:37,370 --> 00:09:42,800 Then I outline the terms of the agreement and how the payment is to be paid via Upwork Milestone upon 142 00:09:42,800 --> 00:09:48,950 the first day of the service period, and I finish with a compensation breakdown of the $500 one time 143 00:09:48,950 --> 00:09:54,020 billed update fee, as well as the $5,500 a month monthly management fee. 144 00:09:54,020 --> 00:09:57,340 And that is based on a monthly spend of under ten K. 145 00:09:57,350 --> 00:10:02,660 So once they go above that, that gives me a future opportunity to charge more for my services. 146 00:10:02,660 --> 00:10:05,810 Because of all the good work I delivered, they're increasing their budget. 147 00:10:05,810 --> 00:10:08,570 I want to be able to increase the fee that I'm charging. 148 00:10:09,320 --> 00:10:12,050 After sending the finalized agreement and proposal. 149 00:10:12,080 --> 00:10:16,760 I got the notification that my offer was accepted and the milestones were funded. 150 00:10:16,850 --> 00:10:23,000 So they put the 50% down in the escrow and they put the other 50% down for the end of the project in 151 00:10:23,000 --> 00:10:23,660 the escrow. 152 00:10:23,690 --> 00:10:27,140 They had the PPC agreement signed and I was good to go. 153 00:10:27,990 --> 00:10:33,000 This is a great example of how freelancing can be a sustainable and a profitable business for you, 154 00:10:33,000 --> 00:10:35,790 as long as you focus on the value that you're delivering. 155 00:10:35,790 --> 00:10:41,940 So you can have recurring revenue and of course continue to deliver excellent value to keep those clients 156 00:10:41,940 --> 00:10:47,100 around, to get good reviews and to get those amazing word of mouth referrals. 157 00:10:47,900 --> 00:10:53,870 Fast forward to today and I'm still providing my monthly PPC management services to the client and I've 158 00:10:53,870 --> 00:10:59,870 managed to double their return on ad spend with all of the optimizations I set up, as well as the increased 159 00:10:59,870 --> 00:11:00,940 level of tracking. 160 00:11:00,950 --> 00:11:06,890 We have a weekly call to discuss recent performance and I outline any updates that I want to make to 161 00:11:06,890 --> 00:11:11,330 the campaigns, and they let me know if there's any new ads or things that we want to try out or any 162 00:11:11,330 --> 00:11:13,160 new services that they are offering. 163 00:11:13,520 --> 00:11:19,010 In addition to that, I recently just got back from visiting this client and I flew to San Francisco. 164 00:11:19,010 --> 00:11:23,240 I met them face to face and I was able to make a real connection with them. 165 00:11:23,240 --> 00:11:28,550 And I went on a few of their guided tours, which is what they provide as a company. 166 00:11:28,550 --> 00:11:34,070 And it was an amazing experience being able to not only work with someone from a digital standpoint 167 00:11:34,070 --> 00:11:40,310 online for a while, but then being able to actually go meet them and understand what makes their company 168 00:11:40,310 --> 00:11:42,320 work and what makes them so special. 169 00:11:42,320 --> 00:11:44,420 And I went on a beautiful tour. 170 00:11:44,450 --> 00:11:47,390 I got to see the Coastal Redwood Forest, Muir Woods. 171 00:11:47,390 --> 00:11:52,940 We went and did the Sonoma Valley, Napa Valley Wine Tours, where we viewed boutique wineries. 172 00:11:52,940 --> 00:11:58,070 And then I also did a walking food tour, got to see the Golden Gate Bridge and much more. 173 00:11:58,070 --> 00:12:02,660 And this would never have been possible if, number one, I wasn't a freelancer. 174 00:12:02,660 --> 00:12:08,450 In number two, I didn't focus on actually building connections with high ticket clients. 175 00:12:08,450 --> 00:12:10,010 And that is what it's all about. 176 00:12:10,010 --> 00:12:12,440 It's not about jumping from one job to the next. 177 00:12:12,440 --> 00:12:18,380 It's about building a true, sustainable freelancing business with clients and projects that you enjoy 178 00:12:18,380 --> 00:12:19,220 working on. 179 00:12:19,340 --> 00:12:25,280 And this is another great example of how freelancing can open the door to new connections with other 180 00:12:25,280 --> 00:12:28,580 entrepreneurs and other people who work in exciting businesses. 181 00:12:28,580 --> 00:12:33,860 And I can tell you this has been one of the best experiences I had with an upward client, so I wanted 182 00:12:33,860 --> 00:12:39,110 to share that with you so you can see the process, a hands on view of how it actually works. 183 00:12:39,110 --> 00:12:42,560 So you can see it is possible for you to do the same thing. 184 00:12:42,800 --> 00:12:45,590 I hope that was helpful and I'll see you in the next lesson.