Resort Brokers. Pay Per Click Solution. Prepared by: Dena Dillon

Transcription

1 Resort Brokers Pay Per Click Solution Prepared by: Dena Dillon

2 Executive Summary Purpose of Proposal At your request we have prepared this proposal with the details of an effective pay per click campaign using google adwords. Detailed information regarding our unique approach to pay per click campaigns will show you why our PPC campaigns get better results then the normal search engine marketing firm. Expertise Piper Digital Marketing has extensive experience in developing and implementing effective digital marketing strategies and systems for our client organisations. We are one of the few marketing companies that specialise in technology driven based solutions. Besides our marketing expertise we have a major business core of web development. However we position ourselves apart from other web developers because although we are capable of high design we develop everything with a marketing objective. Our marketing team is lead by Dena Dillon, who has over 10 years experience in the new field of digital marketing and traditional marketing. She holds a bachelors degree in Business with a double marketing major. Piper s solutions engine owes its success to its team of very talented designers and web developers, with our IT director, Mike Barker at the helm in our Asia office, in Cebu City. He has over 20 years experience in digital media. Our Understanding of Your Needs Based on our involvement and discussions with you it is our understanding that your core objectives can be summarized as follows: 1. An impactful Pay Per Click campaign that will drive quality sales leads and allow for the most potent keywords at the best rate. Outcomes Speed to Market The proposed solution will accelerate speed to market and market penetration. Competitive Differentiation Unique marketing and operational technology will position as innovative and a market leader. Brand Awareness The proposed solution will significantly enhance and create brand awareness Return on Investment The proposed solution maximizes ROI. 2

3 Pay Per Click Campaign Setup & Management Our Adwords Campaign Proposal This is an intensive campaign set up and management, resulting in a Google Adwords campaign that will continually produce a steady flow of good leads at a reasonable cost. The campaign includes:!" Product and Market research: Client Interview with our search engine specialist to get a good understanding of the product or service they wish to sell and the people most likely to take on those goods or services. #" Keyword Research: We use various online keyword research tools to find the best suggested keywords for the product or service to be advertised. We then refine these further depending on the results from the Adwords campaign and the conversion rate of these leads. $" Landing Page Setup and Domain registration. Looking at the campaign, we register a domain which either contains keywords or helps define the geographical location of the business or market or both. We then create a sales letter type landing page for each separate keyword group which then tells us where conversions are and helps create a high quality score for the keywords, reducing the bid price and cost of the campaign. Different versions of the landing page are created and 'split tested' to find the version which produces the most conversions on Adwords leads. %" Marketing account setup. We set up an account on an marketing system and drive your inquiries to a database that can then be marketed to. These inquiries are also ed to the client and are available at any time as a csv file to be uploaded to a different marketing system. Alternatively, we can create an account for the client (setup and monthly cost not included) to use for the campaign. 5. Adwords account setup. We set up the Google Adwords account, ensure junk traffic is filtered out (people looking for jobs in that area or free services) and monitor it, eliminating non-productive traffic and slowly bringing up the quality score of the relevant keywords, reducing the bid price until the campaign is running at an acceptable level. The campaign will then run as long as you want it to and produce a steady stream of leads at a reasonable cost. A variety of ads are created and split-tested to find the most productive calls to action for the keywords. Different bid prices are also tested to find the best position for the ads. 3

4 Why do our Adword Campaigns Work Better? Why is important to do a campaign this way? Most people who run Adwords campaigns simply get as many relevant keywords as they can, run one ad on them and point the ads straight to their home page. The problem with doing this is: 1. They pay a premium price for clicks as the advertisement and home page cannot be relevant for 10, 20 or 100 keywords. 1. They get a lot of junk traffic and pay for clicks that are not relevant, giving them an extremely low conversion rate (if they convert any leads at all) 2. People clicking on the ads are taken to the home page where they are confused by a multitude of options not relevant to their keyword search and they usually leave without taking any action. What is a landing page? A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. Think of a golf course a landing page is the putting green that you drive the ball (prospect) to. Once on the green, the goal is to get the ball into the hole. Likewise, the goal of the copy and design of a landing page is to get the prospect to take your desired action. What makes a good landing page? There is a real art and science to creating a good landing page. They have clicked on your ad. It s a split second, what-the-heck, decision. Your landing page has to convince the to stick around for at least a minute or two and the take action. A home page is not set up to do this. A good landing page will be simple, well written and be relevant to only the keywords the person has typed in. Different people take different paths and use different keywords to find the same product or service. It is important to speak their language. For instance somebody searching for: After Hours Plumber will respond better to a page which talks about an After Hours Plumber than a page which is focused on Plumbing Services even though they both relate to the same service. The page must be designed with human behavior in mind flowing left to right, top to bottom, with a very clear call-to-action which allows the lead to be placed on a database for follow ups. There should be no unnecessary images or elements to distract the visitor from taking the path and action you want them to take. Why a Pay Per Click campaign should be a MUST in your SEO Program Unless you are targeting a set of keywords that nobody dominates (which probably means there are very few searches for those keywords), the process of getting organic (free) traffic to your website is a long one and a lot of homework is necessary to ensure you get it right and don't go down the wrong road, optimising keywords that bring your website very little traffic, or a lot of the wrong kind of traffic. 4

5 You can shortcut the process of getting traffic and at the same time get very good intelligence on the best keywords to target with PPC (pay per click) advertising. Running a PPC campaign at the start of your SEO campaign will cost a little more, but you will start to get inquiries immediately and more importantly, you will know the keywords which are going to be most productive for your business. Those of us running PPC campaigns are usually quite mystified at the difference between keyword traffic estimated by Google's own suggestion tool and the reality once a campaign starts. Equally as inconclusive are the results given by different keyword research tools like Wordtracker they are often completely opposed and all are apparently using the same logs - those of the search engines themselves. While we're not trying to dismiss keyword research tools altogether, they are still an important part of the process, they only provide a best guess Pay per click campaigns provide hard facts. The Benefits of a Properly Run Adwords Campaign 1. It will bring you leads in a very short time frame. 2. It will tell you which keywords are actually getting the most searches no guesswork. 3. More importantly, it will tell you which keywords are bringing inquiries (valuable leads as opposed to tyre kickers) 4. It will tell you the kind of message the market responds best to (so you can develop your other advertising and even your website around that) 5. It will give you a database of interested people that you can market back to. By basing your longer term SEO campaign on the hard facts you get from a Pay Per Click campaign and not on best guesses you get from research tools, you will give yourself the best possible chance of dominating the most valuable keywords for your business ensuring your online success. ### Please note cost includes domain name registration, landing page hosting and use of our marketing account. It does not include the cost of the clicks for the campaign. Clients must use a credit card to pay for this and must be prepared to spend up to $2,000 in clicks to get the campaign working properly. 5

6 Investment Description Pay Per Click Campaign Setup & Management, Duration 3 months!" Product and Market research Cost $3,180 #" Keyword Research $" Landing Page builds and Domain registration. %" Marketing account setup and resulting compiled database list (CSV) 5. Adwords account setup. Please note cost includes domain name registration, landing page hosting and use of our marketing account. It does not include the cost of the clicks for the campaign. Clients must use a credit card to pay for this and must be prepared to spend up to $2,000 in clicks to get the campaign working properly. Estimated Timeline We will commence work within 24hours (business days) after all the following is received: 50% deposit A production brief that has been signed off and approved 6

7 Contact Information T: F: skype: piperdm Head Office Suite 2 21 Nicklin Way Buddina Qld 4575 Australia Production Office Level 17 i3 Building Cebu City Technology Park Cebu City Philippines 7