Ppc service outline presented to isdDocument Transcript
MyAdwordsExpert Summary of Service, Deliverables and Fees presented to Ice Sculpture Designs outlined by PHANTOM POWER PRODUCTIONSIce Sculpture Designs Needs DefinedFor the search terms…Ice Sculpture DesignsIce SculptureIce SculpturesIce Sculptures New YorkIce Sculptures Long IslandIce CarvingsIce Carvings New YorkIce Carvings Long Island…WANT THAT #1 SPOT!For ~$250/month MyAdwordsExpert can keep you at or about #1 for thatfinite list of keywords.For the remaining search terms deemed by MyAdwordsExpert expertise atPPC we still want exposure, but that is priority #2.
Why PPC is ImportantHow can you make pay per click marketing pay off… Simple get hundreds if notthousands of relative search terms in your account, not just the high volume searchterms because your ad budget will be eaten up in days.There are many people who do not have the EXPERTISE that MyAdwordsExpert haswho bid unnecessarily high on terms that dont convert into sales.This happens for many reasons: √ Some do not have a web analytics program to track sales and leads, so they end up guessing at what is working and what isnt… YOU! √ Others just get caught up in the ego of being number 1 instead of making smart business decisions.The Key to PPC Success: √ Get multiple relevant search terms accepted and bid on each one separately instead of broad matching a search term that has a high click through cost. You end up paying far more money for the broad matched terms than they are worth. Dont get me wrong this is an excellent method of increasing your traffic and getting targeted search terms but the pricing is not in your favor. Thats why MyAdwordsExpert knowledge will return greater ROI.What Really MattersWhat really matters over the long-term is the cost per inquiry and the # of inquiresper month.MyAdwordsExpert has worked with Pinnacle to implement tracking mechanisms oneach page of the website as well as a register for when leads coming through thesesponsored links use your contact form.They provide monthly reports, but can update more frequently with automatedreports emailed from Google if we want and we can reach out to us by email /phone.
What You’re PayingSet-up Fee ($1,500) plus 20% of all PPC and advertising costs each month.AdWords, Yahoo & MSN accounts opened using your personal or businesscredit.*The initial AdWords & Yahoo budget is $500/month. This amount can be adjusted bythe Client at any time.This contract will begin with a 90-Day Trial period. The Client may cancel thecontract anytime within the first 90 Days.* MyAdwordsExpert fee does not include the PPC charges from Google, Yahoo and MSN.What You Are Paying ForMyAdwordsExpert will work with your webmaster to integrate MyAdwordsExpertcampaign tracking code and processes into the www.IceSculptureDesigns.com website to capture PPC campaign data and associate a given keyword with a particularconversion (registration).ServicesMyAdwordsExpert will render Services consisting of assignment of a dedicatedMyAdwordsExpert professional who will, among other tasks, develop and manage theClient’s Pay-Per-Click (PPC) campaigns.Campaign DevelopmentMyAdwordsExpert professional will design and implement your Pay-Per-Clickcampaigns from start to finish.Beginning with Google AdWords and Yahoo Overture campaigns. Other Pay-Per-Clicksearch engines and affiliate programs can be added after ROI is determined based onreports.Development Services: • An analysis of your organizations goals (online vs. offline sales, fundraising, visitor growth, or brand development) • Economic Analysis (budget, profit margin, competitive analysis, traffic estimates, and most importantly - What can we afford to pay-per-click?) • Establishment of AdWords and Overture professionally managed accounts • Keyword Analysis and Development (hundreds, possibly thousands of keywords, NOT just a handful)
• Creation of Advertising Copy (many versions will be created, by keyword category, and continuously improved through active testing on all campaigns) • Tracking Mechanisms and Campaign Performance Databases will be installed on your websiteCampaign ManagementMyAdwordsExpert professional will be assigned to monitor and manage your Pay-Per-Click campaign. This individual will work with you to make sure all your needs andconcerns are met and that the campaigns themselves continue to perform well, bothin terms of absolute traffic & conversion rates and the overall cost of the program.This is where the real work begins. Roughly speaking, there are threephases to the life-cycle of a MyAdwordsExpert campaign: • Phase I (1st 90 Days) - Data Collection, Creation of the Knowledge Base, and Optimization of the Initial AdWords/Overture Campaigns • Phase II (Next 90 Days) - Expansion Beyond the Initial AdWords/Overture Campaigns • Phase III (Thereafter) - General Maintenance, Continued Testing, and Market Surveillance
About Phase I • Data Collection - Detailed campaign information is being captured by AdWords/Overture and by MyAdwordsExpert code weve worked with you to place on your website. • Creation of the Knowledge Base - Over time, the data collected becomes knowledge. Sophisticated tools built by MyAdwordsExpert will tell us which keywords are converting and if particular advertisements or landing pages are more effective than others. Do certain keywords convert, but then generate a high rate of refund requests or charge backs? Should we bid more for a given keyword and less for others? Your MyAdwordsExpert professional will be able to modify your campaigns accordingly. • Campaign Optimization - Techniques include: - Additions and/or Deletions to the keyword list - Increases or Decreases in the Maximum Cost-Per-Click (CPC) by keyword - Split-Testing of Ad Copy to increase the Click-Through-Rate (CTR) - Split-Testing of Landing Pages, Prices, and Content to increase the Conversion Rate - MyAdwordsExpert strategies to capitalize on "relevance" for AdWordsAbout Phase IIPhase II (Next 90 Days) – AdWords in particular is wonderful "sandbox" in which toperfect any online marketing campaign. Once the AdWords campaigns are workingwell, assuming your business model can handle more business, its time to expandyour campaigns to other channels/partners, such as: • ePilot • FindWhat.com • Enhance • Kanoodle • Espotting.com • LookSmart LookListings • Search123 • Lycos InSite
Affiliate Marketing Sites • ClickBank • ClickExchangeAbout Phase IIIPhase III (Thereafter) - On a weekly basis well perform routine maintenance on allof your active campaigns running with all vendors. Key tasks include: • Continued Ad Copy and Landing Page Split-Testing • Market Surveillance (analysis of the competition for your keywords) • Adjustments to Maximum CPC settings for each keyword • Keyword optimization, additions, and deletions • Continued "relevance" optimization for AdWordsReportingAll MyAdwordsExpert clients receive monthly Campaign Management reports. Thesereports include: • Overall Account Performance • Detailed Account Performance by PPC Vendor • Historical Performance (month-by-month) • Keyword Report (Complete List, Recent Additions, & Deletions) • Optimization Report (What weve done throughout the month to improve your results and control costs) • Competitive Analysis (What your competitors are doing online and how much they are paying for important keywords) • Overall Financial Performance (if we have access to your detailed sales data)
About MyAdwordsExpertMy AdWords Expert, LLC creates and manages highly profitable Pay-Per-Click (PPC) search marketingcampaigns.Advertising using Google AdWords, Yahoo Search Marketing and Microsoft adCenter has revolutionizedboth eCommerce and Lead Generation. It doesnt matter if youre a Fortune 500 company or a small start-up; the playing field is completely level.Professional Campaign DevelopmentAnyone can create basic Google AdWords & Yahoo Search Marketing PPC campaigns, but it takes a greatdeal of time and skill to develop and maintain campaigns that are both smart and cost-effective. MyAdWords Expert campaigns have: • Thousands, maybe hundreds of thousands of keywords running simultaneously. Focusing on just 10 to 15 expensive keywords is a mistake. We take the time to expertly research and develop likely multi-word phrases for use as "keywords". This enables us to catch all possible $.05 and $.10 clicks, before beginning to compete on expensive and obvious keywords. • Professionally written Ad Copy. Hundreds of versions split-tested and refined over time. • Tracking mechanisms built into your website will track conversions by Source, Campaign and Keyword so that we can effectively optimize your campaigns. In some cases My AdWords Expert databases will be installed on your website to collect campaign clicks, sources, and keyword conversion results. This is extremely important. Without the collection of performance data you cant tell what is working or why and what should be done to improve the campaigns.Professional Campaign ManagementYour dedicated My AdWords Expert professional will monitor and manage all of your Pay-Per-Clickcampaigns. Primary services include: • Data Collection and Analysis • Campaign Optimization - Keyword optimization, additions, and deletions - Adjustments to keyword bids - Continuous split-testing of ad copy - Continuous split-testing of landing pages - "Quality Score" optimization for Google AdWords and Yahoo Search Marketing - Expansion of your campaigns to additional search engines and traffic sources beyond the "Big 3" - Market Surveillance (keeping an eye on the competition)They Will Always be Watching For… • What keywords are the most profitable? • Are there new keywords we should add? Delete? • How much should we pay for a given keyword? • What Ad Copy converts the best? • What Landing Pages convert the best? • Should we adjust your pricing model?The Tools and Technology NeededGoogle AdWords, Yahoo Search Marketing and Microsoft adCenter are all very different in terms oftechnology, client interface, and their approach to search. The technology each has developed to createand manage PPC campaigns is not even remotely similar. To create and track thousands of keywordcampaigns My AdWords Expert has developed proprietary tools and expertise for each PPC vendor. We canhave smart and cost-effective PPC campaigns up and running with multiple vendors in just a matter ofdays.