Welcome to Whitehat PPC Proposal: Cap-MLGPK8 Created: 10th May 2013
Dec 28, 2015
Welcome to Whitehat
PPC Proposal: Cap-MLGPK8
Created: 10th May 2013
An Introduction To Whitehat
Whitehat: Specialists in Analytics Based
Marketing
• Over 30 years experience in technology
and marketing in London & New York
• Core expertise: financial services
• Comprehensive set of services in
Consultancy, PPC, Organic SEO, Reputation
Marketing, Video and Social Media
promotion
• Campaign focus: strong ROI
Our Understanding of the Brief
“We offer loans quickly and easily, you can apply for a loan of up to $100- $1,000 from
the privacy of your home. We would like to drive more traffic to our website. We would
like to target certain cities in the US”
1. To drive more traffic to the website
PPC is the fastest way to drive traffic to a site, but the majority of PPC campaigns are
not setup or managed well. This results in poor ROI
Effective PPC work needs very carful analysis, configuration, testing and monitoring to
work well
2. Target specific cities within the USA
• GEO Targeting – Easy to do quickly, difficult to do well.
• Features & Testing – There are a multitude of different options and configurations for
targeting locations. It is important to configure all of them correctly. However location
targeting is imperfect, and so is Google, so it is vital keep a close eye on your
campaigns, monitor performance at multiple levels, and make use of geographic
dimensions reports to identify areas for improvement, because the reality is the ability to
serve someone a specific ad in a specific location at the exact moment they're searching
for is a hugely powerful advertising opportunity.
Why Choose Us
• Choosing us will liberate you from learning the highly
technical skills required to run a PPC campaign
successfully. You can focus on building and running
your business while we do the job of increasing your
leads and customers through PPC.
• We understand your business category and niche and
we know or can quickly determine what PPC strategy
will work for you based on our extensive experience.
• In addition, we undertake an in-depth consultation
with you to understand your business on a deeper
level to effectively execute your PPC campaign.
.
In Depth Consultation
We take the time to understand your
business, your objectives, your product
or service, your target market and
their online behaviour for us to deliver
PPC advertising of the highest
performance.
Summary Of What We Do
Account Setup
We setup your PPC account with Google Adwords, Bing
and/or with Bing and Yahoo! Network.
Market and Keywords Research
We perform market and keyword research to determine
the most viable keywords that your target market is
typing into the search engines to find you. We target
keywords that will generate the right amount of traffic
with the right intent at the right cost.
Campaign and Ad groups Setup
We setup your campaign or campaigns with the
appropriate ad groups based on tightly-knit themed
keywords with keyword matching options.
PPC Budget Management
We setup your desired budget and make sure that we
make the best out of it and that you do not go over
budget spend for the month.
Targeting Options
We setup targeting options based on search and/or
display advertising, language, geo-location, device,
scheduling.
Conversion Tracking
We setup conversion tracking with Google Analytics.
AlB Testing
We perform AlB testing of ad copies to improve CTR
and keyword quality scores to bring the cost per click
down; as well as A/B testing of other elements when
applicable.
Measurement, Analysis and Optimization
Cost per click, CTR, ad positions, and quality scores are
measured and analyzed. Based on the results of this
analysis, the PPC technicians will modify the campaign
accordingly to improve performance.
Pay Per Click Services – Month 1
Ad Spend Bracket
Monthly AdWords Budget Range: $1000 -
$2000
Account Setup and Research
• Website and/or Landing Page Analysis
• Competitive Analysis
• Account Setup
• AdWords Tracking Code Setup
Campaign Management
• Keyword Research: 750 keywords
• Number of keywords per Ad-group: 40
• Search Network: Yes
• Display Network: Yes
• Ad groups creation: 15 ad-groups
• Ad-copy creation: 4 ads per ad-group
• A/B Ad copy split-testing
• Geo-targeting
• Ad scheduling
• Adwords Campaign Experiments (ACE Test)
• Keyword Matching Options
• Budget Management
• Keyword Bid Management
• Negative Keyword Research
Pay Per Click Services – Month 1 (Cont.)
Campaign Monitoring and Analysis
• Enterprise Level PPC Management Platform
• Conversion Tracking
• Traffic Statistics Analysis
• Search Query Report Analysis
• Click Fraud Analysis & Support
• ROI Management
Google Analytics
• Account Setup
• Google Analytics Tracking Code Setup
• Analysis & Monitoring
Reporting
• Enterprise Level Weekly or Monthly Reports
• ROI Analysis
Pay Per Click Services – Month 2
Campaign Management
• A/B Ad copy split-testing
• Geo-targeting
• Ad scheduling
• Adwords Campaign Experiments (ACE
Test)
• Keyword Matching Options
• Budget Management
• Keyword Bid Management
• Negative Keyword Research
Campaign Monitoring and Analysis
• Enterprise Level PPC Management Platform
• Conversion Tracking
• Traffic Statistics Analysis
• Search Query Report Analysis
• Click Fraud Analysis & Support
• ROI Management
• Analytics Monitoring
Reporting
• Enterprise Level Weekly or Monthly Reports
• ROI Analysis
Costs
Campaign Name: PPC 2000
Month 1 management fee: $2000
Month 2 & ongoing management fee: $1250 per month
Total for 3 months: $4500
Note: Our campaign costs are linked to media spend, in this case a monthly AdWords
budget in the range of $1000 - $2000 per month. A larger media spend needs a more
keywords and therefore a more complex structure to manage, analyse and maintain. We
can quote for larger or smaller AdWords budget ranges, if needed.
Whitehat 2013Analytically driven, professional PPC
projects, working with our clients to
deliver a strong ROI