Display Ads for Local & Small Businesses

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1 Display Ads for Local & Small Businesses Please read immediately. Special offer on the second-to-last page expires soon.

2 What It Is Advertise your business online, targeting an area as small as a 1-mile radius around your address (or as large as the entire U.S.) starting at only $100/month. You can generate awareness of your business to new local customers while reminding past or current customers of your products or services. Banner ads can be placed onto millions of possible websites but shown only in the geographic area you define to an audience you define during the hours of the week you define, with each thousand ad impressions costing only $10 (meaning the $100/month minimum would get you 10,000* ad impressions per month). Media costs include the management of the AdWords account that would be opened on your behalf** and paid for directly to Google by Davis PPC Consulting***, meaning Google never gets your credit card information that would otherwise be needed. Take the guessing out of how to best reach your target audience by working with a consultant with 10 years of internet marketing experience. * Actual totals may vary, with fewer possible if the targeting criteria is too strict and more than 10,000 possible as well. ** A $75 set up fee applies to all new accounts. *** Each month of advertising must be pre-paid to Davis PPC Consulting by check or via PayPal.

3 How It Works If you have a website that describes your products or services and explains how a person can purchase them, getting more people in your area to see ads for your website would be a way generate more business and for many businesses is the most efficient way to do so. Provide some information about your business, the URL of the website, the banner ads (or Davis PPC Consulting can create basic text-only banner ads for only $25 per banner), and define when and where the ads are to be shown geographically & demographically. Choose how many times you want your ads shown per month, with a minimum of 10,000 impressions (at $10 per thousand impressions), meaning $100 (or more) is to be pre-paid before the start of each month. A Google AdWords account (not AdWords Express) is created by Davis PPC Consulting for your company (for a $75 set-up fee). After the ads go live, you then receive monthly reports about the performance of your account, forwarded directly from Google, and you may request a free set of adjustments to your account each month (if you want anything changed) such as stricter or broader demographic settings or an increase in budget.

4 How to Get Started Your ads can be running as quickly as you can get through the steps below: Contact Davis PPC Consulting to express interest in running Google Display Ads for Local and Small Businesses. Create the ads to be used (ad specs and size options are on a later page) and provide them to Davis PPC Consulting (or request that some be created). Select the geographic, demographic and other targeting criteria that are to apply to your account (as explained on pages to follow). Pay by check or via PayPal a $75 set-up fee plus $10 for each 1,000 ad impressions you wish to run (with 10,000 the minimum number of impressions). Once payment has been received (check has cleared or payment has been released by PayPal), Davis PPC Consulting will create your account with the ads provided and targeting options chosen. Ads will begin running at the start of the next month or even sooner if desired.

5 Why Use Display Ads? Google s Display Network includes over 2 million websites that reach over 90% of Internet users worldwide. Thousands of those users are likely in your own area. Google s ad networks include the Google Search Network (ads that get shown when people search on google.com or other search partners of Google) and the Google Display Network (ads placed on non-search engine websites that have partnered with Google). Search Network click costs can be an order of magnitude or more greater than those of the Display Network, which essentially prices out small businesses who are competing for ad space with any national or multinational corporations that are targeting your area as well as the rest of the country, or the clicks you do get wipe out your monthly budget within hours. Display ads, by being on non-search engine websites next to content related to your products or services, can get in front of your customers or prospective customers as they navigate across the Internet, including on mobile devices such as smart phones and tablets.

6 Why Use Display Ads? The $10 per 1,000 ad impressions means spending one penny each time someone in your area that matches your demographic criteria can see one of your ads. That s a $0.01 ad investment that may lead to a future purchase each and every time it happens*. Even get your company in front of local customers on local websites: * Google s click and impression fraud detection is the absolute best available, with any detected occurrences deducted from the account and not counted towards any money spent, but an occasional impression triggered by a bot that Google does not detect is possible, however unlikely it may be.

7 Banner Ad Specifications Non-animated image ads uploaded into Google must meet the following technical requirements: File type:.jpeg,.jpg,.png or.gif File size: 150KB or smaller Image size in pixels (all of the following are recommended): 120 x 600 (Skyscraper) 160 x 600 (Wide skyscraper) 200 x 200 (Small square) 250 x 250 (Square) 300 x 250 (Inline rectangle) 320 x 50 (Mobile leaderboard) 336 x 280 (Large rectangle) 468 x 60 (Banner) 728 x 90 (Leaderboard) 970 x 90 (Large leaderboard)

8 Selecting the Targeting Criteria The geographic and demographic targeting options and ad scheduling settings include: Defining your geographic targeting by country, state, county, town, zip code, or even a radius as small as 1 mile around a specific address or set of geographic coordinates: Choosing demographic attributes: Gender (Male, Female, Unknown) Age (18-24, 25-34, 35-44, 45-54, 55-64, 65 or more, Unknown) Parental Status (Parent, Not a parents, Unknown) Choosing the days and hours for your ads to run: Ads can be set to start or stop any day of the week and between any times to the nearest quarter hour.

9 Selecting the Targeting Criteria Choosing from dozens* of topics to target pages about a specific subject (such as Hobbies & Leisure or Shopping ). Choosing from dozens* of affinity or in-market audiences to target people with certain interests: Affinity audiences are people with interests such as Aspiring Chefs or Family- Focused. In-market audiences include people with interests such as Insurance or Home & Garden. * The complete list of topics and audiences will be provided along with recommended initial targeting settings.

10 Selecting Your Budget Marketing budget planning can often have conflicting influences. There s how much is available to put towards marketing, and there s how much could be spent if all prospective customers were targeted as often as possible. Recommended budget planning process for Google Display Ads for Local and Small Businesses: Choose an initial amount that is approximately one-third of the maximum amount you currently have available to put towards internet marketing ($100 being the smallest monthly amount allowed). Once pre-paid, have an account launched with an initial set of geographic, demographic and ad scheduling criteria and set to target generating a certain number of impressions as determined by your initial budget amount. If after the first month you re confident that this is sending you additional customers, increase your budget to the maximum amount available for internet marketing.

11 Selecting Your Budget After a month of advertising at that level, if the added spend has generated even more business, continue to increase your budget each month or every few months until the incremental business has plateaued or until the maximum number of available impressions has been reached, as determined by the targeting criteria chosen. If after a few months you would want to talk over how things are going (which is recommended at least once per quarter), consulting services are available at $125/hour, and that can help you determine if your account is running as well as it should and with the budget that it should. Once a monthly budget for Google advertising grows to $1,500, adding Search Network campaigns is recommended, which means an upgrade in services to PPC Account Management for Small and Local Businesses.

12 Account Creation Process The account creation process is as follows: Provide a description of: Your business Your products/services to promote Your goals for what you want new/current customers to do upon seeing an ad (come to your location, call, fill out a contact form, etc.) Your audience (who they are, where they are, etc.) After an initial evaluation of your business, goals, and targeted audience, Davis PPC Consulting will make recommendations regarding what targeting criteria should be used in your account. After these recommendations are shared with you, you will make the final decision as to what targeting criteria to use, keeping you in control. Provide the display ads* that are to run on the Google Display Network. * All ads must meet Google s editorial policies for what is considered acceptable ad content, as described here:

13 Account Creation Process If banner ads are needed, text-only banners can be created by Davis PPC Consulting at a cost of $25 per ad. Pay a $75 account set-up fee plus the initial monthly ad spend amount that has been determined. If the pre-paid* amount is for ads that are to begin running on the 1 st of the following month, once the account is set up and ready to go, the ads will become active on that date. If the pre-paid amount covers the following month AND an additional amount to get the ads to start running as soon as possible during the current month, the ads will begin as soon as the account is set up and ready to go live. * Pre-paid means a check has cleared or PayPal has released the funds.

14 Account Reporting Auto-generated reports from Google will be compiled into a single report and forwarded to you after the 1 st of every month with the following sections: Impression Total and Lost Impression Share due to Budget (the percentage of the time an impression occurred that you were eligible for but didn t have enough budget for) Demographic Report (see impressions by gender, age range, and parental status) Device Report (see a breakdown of how many ad impressions occurred on mobile devices, tablets, and computers) Hour of Day Report (see a 24-hour breakdown of how many ad impressions occurred each hour of the day, with a monthly total shown for each hour) Topics Report (see how many ad impressions occurred by topic targeted) Audience Report (see how many ad impressions occurred by audience targeted)

15 Account Updates Based on the monthly report data, if any changes are desired from the current geographic or demographic targeting, ad scheduling, or in the number of ad impressions (by increasing your spend), a set of change requests can be submitted each month at no charge*. Scheduling a consultation to discuss your account and what changes would be recommended based on the data that has come in since launching the account is recommended at least every three months. If the account continues to grow in spend (and impressions), once a budget is approaching $1,500 per month, upgrading to a PPC Management for Small and Local Businesses Account is recommended, which would allow your business to be in the search results on google.com (and other search network partners of Google), use ad extensions, remarketing, and other features that aren t available with Google Display Ads for Local and Small Businesses. * Any additional changes requested throughout the month can be accommodated but for a $25 fee for each set of changes requested.

16 Additional Info/FAQs Some questions that may come up about the set-up process and beyond: Can text ads be run in addition to or in place of banner ads? While it s technically possible, it s not available as part of this offer for two reasons: 1) text ads are much more easily unnoticed compared to banner ads, and you want every impression to count, and 2) text ads tend to be the most likely ad format susceptible to click or impression fraud, so it s best to avoid them on the Google Display Network altogether. Can conversion tracking be set up? This is also technically possible, but for most small businesses a conversion is a phone call or visit in person to a brick-and-mortar location, and any impressionbased campaign is really about generating awareness, not website actions that can be tracked. A search network campaign with CPC bidding should absolutely have conversion tracking enabled, but for a GDN campaign of this scale, conversion tracking is not available as part of this offer. One exception would be if you had a separate phone number to display in your ads so you would know how often a call came in because of them.

17 Additional Info/FAQs How much time per month will this take you away from running your business? 5 minutes maybe? The first month may take a few hours overall but after that, however long it takes you to pay an invoice and look at a monthly report could be all the time you need to put into overseeing your internet marketing. What are all of the total possible costs involved? A one-time $75 set-up fee $25 per banner ad created, if requested; there is no charge for using banners provided by your company $100 or more per month (increasing by $10 increments) of ad spend, equating to 10,000 or more impressions per month $0 for requesting one set of changes to your account per month, but $25 for any other change requests within the same month $125 for a one-hour phone consultation about how to improve your account s performance $0 per month account management fee, but a $75 re-activation fee if an account is ever paused due to a lack of pre-paid ad spend

18 Additional Info/FAQs Is there a contract, and if so, for how long must I sign up or how much notice is required to end it? There is no contract. Since each month must be pre-paid, you can end the online display advertising by simply not paying for any upcoming month*. However, on the last page of this document is an approval form for you to sign and fax or scan and back to Davis PPC Consulting, indicating that you agree with all elements, terms and conditions of this offer, as explained in this document, should you wish to proceed. What happens when the number of impressions delivered exceeds the amount paid for? Nothing. They don t count against any future months and are just bonus impressions. The nature of how various settings apply within Google AdWords makes it likely that more impressions will occur than were planned, and these come at no extra cost. * An account paused due to non-payment will be charged a $75 re-activation fee if payment is received late or if a paused account is to be made active again after an intentional pause.

19 Additional Info/FAQs What happens when the number of impressions delivered falls short of the amount paid for? Every new account is monitored extra closely when it first launches to ensure that the targeting criteria and impression goals don t conflict. If they do, corrections are suggested regarding changes to the targeting criteria that should get things on track. However, if those recommendations are not approved, the total number of monthly impressions may end up being less than the number purchased. Refunds or credits towards future invoices are not available. How many months at a time can be pre-paid? You may pay as many months in advance as you want, but there will be no refunds issued for any pre-paid months so please plan accordingly. What is the process for upgrading to a PPC Management for Small and Local Businesses Account? A new AdWords account would need to be created that you would own (and grant access to) with your credit card tied to the account. The new account would be eligible for all AdWords features, network targeting, ad formats, etc. that should be used to deliver the best possible results for accounts that have $1,500 or more per month for an ad budget. Additional account management fees would apply.

20 Get Started Today Contact Davis PPC Consulting to express interest in running Google Display Ads for Local and Small Businesses, start gathering the information needed (the description of your business, your products/services to promote, your goals for what you want new/current customers to do upon seeing an ad, and description of your audience), and sign and fax (to ) or scan and back the next page to indicate that you accept the terms of this offer as explained in this document. Once this information has been received, an introductory call will be scheduled for both parties to have a chance to discuss things over the phone, recommendations for initial account set-up criteria will be made, a first invoice will be issued, and once payment is received the account will be created and you ll be on your way to growing your business! SPECIAL OFFER: Return the completed form on the next page by January 2, 2016 and the $75 set-up fee will be waived if you ever decide to get more local customers with the help of Davis PPC Consulting.

21 Terms & Conditions Agreement I, the undersigned representative of ( Client ) (write in name of company), agree with all elements, terms, and conditions of Google Display Ads for Local and Small Businesses, as offered by Davis PPC Consulting and explained in this document. I also have the authority to provide such agreement on behalf of the Client. Client By (sign): Name (print): Title: Date: