The Cambridge Web Marketing Co

Transcription

1 Service Guide

2 Contents Pay Per Click Campaign Managment (AdWords)...3 Content Creation... 4 On-site Optimisation...5 Link Building... 6 Conversion Rate Optimisation...7 Newsletters

3 Pay Per Click Campaign Management (PPC) Pay per click (PPC) is one of the best marketing platforms ever invented. It levels the playing field between small and large businesses like nothing else. But it s also a minefield! Diving in without really knowing what you are doing can waste a lot of money. Simply put, although PPC is a great platform, getting great results from it is hard! In the case of AdWords, for example, Google make it incredibly easy to set up an account and start spending money. However, almost every default setting is wrong; it s designed to maximise Google s revenue, not yours. Almost everyone who tries AdWords for themselves stops before long, frustrated by the poor performance. When we take over an existing campaign being run by a client (or even another agency), we expect to double the return on investment (ROI) immediately. This continues to improve over time, of course, and our results can be 10 to 20 times better than what people can achieve by themselves. We do this through almost 10 years of experience, custom written tools and daily work on all our clients accounts. This covers the set up and ongoing maintenance and optimisation of a campaign on Google s AdWords platform. We can work with click budgets of any level, but usually recommend starting with a budget of at least 200 per calendar month. When we take over an existing campaign being run by a client (or even another agency), we expect to double the return on investment (ROI) immediately. Pricing: 70 set-up fee 125 per calendar month for budgets of less than 1,250 per month 10% of budget for budgets of more than 1,250 per month Extra languages can be targeted (at extra cost) More geographic regions can be targeted (at no extra cost) Recommended duration: ongoing Notice period: 30 days Enhanced PPC Packages are available, bespoke to your needs. We also have a special service for exporters, providing translated ads in international locations around the world. We can provide a completely bespoke PPC campaign for you based on your exact needs

4 Content Creation High quality, well written and unique content is at the very core of any digital marketing strategy. Our content creation package is designed to generate the highest quality content for your site, be it for blog posts, articles, product descriptions or any other site content. We have years of experience writing great content for our clients across many different industry sectors and subjects. We provide the following content creation services: Blog posts: writing and publishing your blog posts. We can help identify topics and help you optimise your blog. We can also advise on the optimal content structure with categories and tags. Articles: we can write and publish articles for you. Articles are a great way to establish authority in your area of expertise. Content idea generation: We can help brainstorm topics and content ideas based around your business and your clients. Press Releases: we can write and publish press releases for you. This is a great way of getting your message out to a wider audience. Our content creation package is designed to generate the highest quality content for your site, be it for blog posts, articles, product descriptions or any other site content. We recommend adding new content to your site at least once per week. The content we create can be based on notes that you provide, or can be written from scratch (although at least working together on content ideas always helps). We always edit and proofread any content we create, plus finding suitable media, such as images and links, to include. We can publish content supplied by you or other parties (such as guest writers), or those written by ourselves. If you do not have a blog on your site, our advice would be to install and use one as your main content publishing platform. A blog serves as a very easy, convenient way of adding new content in a structured way. Please note that we cannot perform the blog s initial set-up, but we can recommend suppliers. Pricing: 45 set-up fee 255 per calendar month, based on supplying one piece per week Custom prices are also available Recommended duration: ongoing Notice period: one calendar month * These prices can differ if your newsletter has a very specific or unusual format; for example if it is particularly long or short. We will always agree these prices with you in advance

5 On-site Optimisation This is our main search engine optimisation (SEO) service offering and works especially well alongside our content creation package. These two services act as the cornerstones of any SEO campaign. The service begins with five one-off processes; however, we also review these aspects regularly (usually every six months): Technical audit and recommendations, including Google Analytics set-up Basic usability audit Content audit Google My Business set-up Keyword research On-site Optimisation is our main search engine optimisation (SEO) service offering and works especially well alongside our content creation package. Ongoing work includes: Monthly data-driven work on the site s on-page ranking factors, such as meta titles and descriptions Monthly data-driven work on the site s internal linking structure, aimed at improving overall search traffic Monthly reporting Pricing: 150 set-up fee Price per calendar month varies depending on the size of your site: Up to 50 pages: 95 Up to 200 pages: 165 Up to 500 pages: 275 Up to 1,000 pages: 350 Over 1,000 pages: POA Note that most sites will grow over time we will always give you as much notice as possible if your service needs to move up a tier. For pricing purposes, we consider a page to be any unique URL that you would wish to be indexed by search engines (so, for example, pages behind a login would not be counted). This includes core content, blog posts, product pages, etc

6 Link Building Link building is a core activity for any SEO campaign. Although Google takes signals from many additional sources these days, incoming links are still the cornerstone of SEO. Working on the site itself (e.g. content and on-page optimisation) are important, but they are not enough by themselves. To put it simply: if you re not building links, you re not doing SEO. Of course, not all links are created equal, and it is extremely important to work within Google s guidelines when building links. To that end, our link building strategy looks something like this: Gaining links from a variety of sources, such as blogs, small business sites, local trade organisations, etc. Having a range of anchor text in incoming links (so not over-optimising for one particular keyword). Building links evenly over time. Only using manual link building techniques no automation or spam! The bulk of our link building work involves blogger outreach and guest posting. We work to engage with individual bloggers instead of blanket targeting large numbers, and write useful, informative articles to serve as guest posts. This, of course, as an additional PR impact for your business. Social media also plays a role, as does viral content such as infographics. Pricing is bespoke. Please talk to us to discuss your requirements. POA Although Google takes signals from many additional sources these days, incoming links are still the cornerstone of SEO

7 Conversion Rate Optimisation If you run an e-commerce site we can help you understand more about your conversion rate. The conversion rate is the number of times a purchase is made (the conversion) in relation to the overall number of visits to your site. We can optimise this process using data-driven tools and help you identify issues with your sales funnel, checkout and other processes, and help you improve them. Pricing is bespoke. Please talk to us to discuss your requirements. POA The conversion rate is the number of times a purchase is made (the conversion) in relation to the overall number of visits to your site

8 Newsletters We can run all aspects of your newsletter campaign for you. We can also guide you as to the best way to make use of an existing database or how to grow a new one. This package includes: Overall strategy Setting up your newsletter service (although we can work with an existing service) Creating a design for the newsletter Working with autoresponders Working with different segments within your list; e.g. alternative messaging for previous customers and prospects Running continual optimisation for the sign-up rate, open rate and other vital metrics Writing, preparing and sending the newsletters themselves Reporting results We recommend sending at least one newsletter to your list per month, if not more, and always sending on a regular schedule. Newsletters can be written based on notes that you provide, or from scratch by our own copy writers. Preparing and sending a newsletter involves editing and proofreading the copy, adding links and other media (such as images) and doing the technical set-up required for the send. We can also work with newsletters that have been completely prepared by your own copy writer. These can just be proof read, have media added and be set up to send. We recommend sending at least one newsletter to your list per month, if not more, and always sending on a regular schedule.. Note that you will also have to pay for a professional newsletter delivery platform (we recommend AWeber, although there are other good choices). This typically costs per month, but can be more if you have a large list. Pricing: 70 set-up fee 125 per calendar month + 40* per newsletter written + 60* per newsletter prepared and sent (in addition to writing) Recommended duration: ongoing Notice period: one calendar month * These prices can differ if your newsletter has a very specific or unusual format; for example if it is particularly long or short. We will always agree these prices with you in advance

9