2. Pate
PPCPitch
2
Table of Contents
Executive Summary..............................................................................................................3
Business’ Background...........................................................................................................4
Business Evaluation...............................................................................................................5
Proposed Plan of Action.........................................................................................................6
Projected Benefits...................................................................................................................9
References...............................................................................................................................11
3. Pate
PPCPitch
3
Executive Summary
The proposal is constructed to present a pay-per-click campaign to the founder of Rayne Beau
Couture, for the company needs a stronger web presence to increase site traffic and revenue. I
believe the pay-per-click platforms, the search network and Facebook ads, can be used to satisfy
the company’s needs and objectives. The budget for the campaign is a minimum of $5,500 for
the months, November, December, and January. Keywords like cheap, unique, quality,
fashionable, and five dollars will be used to align the business with the appropriate consumer.
Facebook ads will be presented in a single image and text formation, and women with fashion
interests in the age range of 21-45 in the Atlanta/metro-Atlanta region will be the target for the
ads. Benefits of the pay-per-click campaign include the acquisition of relevant traffic and sales
from the obtainment of new and returning customers. The business can become a staple in the
jewelry industry with the effective execution of the campaign.
4. Pate
PPCPitch
4
Business’ Background
Rayne Beau Couture is a small company that sells paparazzi jewelry. Products include
necklaces, bracelets, rings, and earrings. The business’ mission is to provide affordable yet
fashionable jewelry to their consumer market. Women predominantly make up the market, and
economic status has little impact on consumer targeting, for the products are set at a universal
suitable price. The business utilizes Facebook and Instagram to market their jewelry. In addition,
Facebook’s and Instagram’s live features are used in great quantity to communicate directly to
consumers. The business is progressing to an established community. However, there are some
glaring opportunities that can be capitalized on to expediate and enhance the process.
5. Pate
PPCPitch
5
Business Evaluation
The business has a faint web presence on searches revolved around jewelry without the
inclusion of social media networks. For example, searches like “buy jewelry online,” “cheap
jewelry online,” and “jewelry for women” generated little to no results for Rayne Beau Couture
which means the business’ website has very low SERP (search engine results pages) rankings
which determines the display of the company for consumer searches that relate to the
products/services offered. The business needs a higher ranking because of its significance to web
activity. “SERP is important because the higher a company’s website ranks, the more searchers
will click on the website” (The Creative Monsters, 2019, sect. 1). While an increase in web
presence and traffic is essential, the most important objective for the business is to acquire sales,
for it ultimately determines the success of the company. The increase of the business’ position on
search result pages enhances the likelihood of obtaining sales due to the ability to attract new
consumers with purchase intent. PPC (pay-per-click) advertising will be used to accomplish the
objectives. Key performance indicators to analyze/measure the success rate of establishing web
presence and increasing sales are returning vs. new visitors, monthly sales growth, and traffic
from paid search. The plan of action to implement pay-per-click advertising into the business’
marketing schemes is strategic and reasonable.
6. Pate
PPCPitch
6
Proposed Plan of Action
PPC advertising is cost-effective as a result of the way costs are calculated. “with PPC
marketing, you only pay when a customer clicks on your ad and gets redirected to your website
or landing page” (Hodges, 2018, sect. 4). Incorporation of this type of advertising will enable the
business to only accumulate costs when relevant progressive actions take place. The two forms
of PPC advertising I would use for the business’ marketing campaign are the Google Search
Network and Facebook ads, for they provide access to an abundant number of relevant
consumers. The search network displays ads on search engine result pages to searchers who
sought for a particular product or service. Facebook ads are displayed on the respective social
network’s results pages and their consumers’ newsfeeds.
The budget required to execute the advertising strategies will cost a minimum of $5,500 for a
quarter or three months of a year which I hope to be November, December, and January because
of the increased spending in the holiday period. I believe the budget and time frame will allow
$2,500
$3,000
Budget
Search Network Facebook Ads
7. Pate
PPCPitch
7
enough time to enhance the attractiveness and engaging elements of the business which in return
boosts web traffic and revenue. Search network ads will use keywords like five dollar, unique,
quality, fashionable, and cheap. Body content of the ads will thoroughly detail the benefits of the
business to the consumer. The ad below will give you a good idea on my intended strategy.
The keywords align with the search phrases used by consumers to search for products and
services that relate to the business. In addition, the site links are used to establish credibility, for
viewers would be more likely to perceive the business as reliable and worthy of their service if
they discern posts with great engagement which is certain due to the current use of Facebook
and/or high reviews from authentic consumers. Viewers would be more likely to complete a
desired action as a result of the showcased approval ratings and attractiveness of the company.
Facebook ads will be created in a single image and text format. The images will showcase a
consumer of the company wearing a particular product to progress credibility. In addition, the
text will either present a question, communicate valuable information, or convey entertaining
content. Call-to-actions will send the viewers to the company’s website to purchase a product.
Facebook ads will be targeted to women in the age range of 21 to 45. Economic status will not be
a factor. The targeted locations will be in the Atlanta/metro-Atlanta regions. Interests in fashion
and art will be prioritized, and consumers who make most of their purchases via online services
will be the primary target. The targeting options will enable the business to attract and advertise
to individuals who would be more likely to engage with the business and complete desired
8. Pate
PPCPitch
8
conversions. The tactic will maximize the success rate of the Facebook advertising, and it will
reduce the chance of unnecessary/unproductive spending.
9. Pate
PPCPitch
9
Projected Benefits
The most glaring benefit of using the PPC strategies is the enhance of relevant web traffic.
For explanation, the search network enables the obtainment of traffic from searchers with an
intent to purchase products and services that align with the business’ mission. In addition,
premier result positions are available with the search network which enhances the perception of
the company. “If your website becomes visible on top, that would mean more authenticity and
trust which are obvious elements for more leads and traffic” (Sukhraj, 2017, sect. 2). The
established credibility increases the possibility of converting the viewers to consumers which
leads to profit. On the other hand, Facebook ads provide the same benefits, for they allow the
business to target their exact audience. The ads would be relevant to the viewers which enhances
the likelihood of clicks and latter conversions. In addition, Facebook advertising has the
capability to generate exposure because of the like and share features. “Facebook advertisements
can go viral. If your ads are reaching the right people, they will likely share it with a friend”
SalePotential
Relevant Traffic
Relevant Traffic vs. SalePotential
10. Pate
PPCPitch
10
(Sherman, 2019, sect. 15). The engagement from viewers benefits the business with the likes of
traffic and sales because of the credibility that is formed from personal and genuine
recommendation. In conclusion, the return on investment is great with the use of the PPC
strategies, for the company would be greatly enhancing their exposure to relevant consumers
which in return entices business progression and business sustainability. Progression takes place
because of the exposure to unfamiliar viewers who transition to new customers. Business
sustainability occurs as a result of the acquisition of viewers with a pre-existing interest with the
business’ operation. The interest drastically improves the chances of the individuals transitioning
to returning customers which results in prolonged revenue. Enduring business productivity is
inevitable with the implementation of the search network and Facebook ads.
11. Pate
PPCPitch
11
References
Hodges, M. (2018, August 3). 7 Benefits of PPC Advertising. Retrieved from
https://thrivehive.com/benefits-of-ppc-advertising/
Rayne Beau Couture. (2020). Welcome to My Site! Retrieved from
https://paparazziaccessories.com/99225/
Sherman. (2019, July 29). Top 26 Benefits of Facebook Advertising: How Facebook Ads Help!
Retrieved from https://www.lyfemarketing.com/blog/facebook-advertising-benefits/
Sukhraj, R. (2017, January 12). How Important Is a Top Listing In Google? (And Why?).
Retrieved from https://www.impactplus.com/blog/important-top-listing-google
The Creative Monsters. (2019, November 20). Updated: What Is SERP and Why Is It an
Important Part of Your Overall SEO Strategy? Retrieved from
https://www.omahamediagroup.com/blog/article/what-is-serp-and-why-is-it-an-
important-part-of-your-overall-seo-strategy
