Ppc project scope

718 views

Published on

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Ppc project scope

  1. 1. Pay Per Call Content Marketing ProposalMay 2012AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  2. 2. Goals • Create additional content for New Advertisers – Case studies, testimonials, FAQs (how to get and read your reports)(for existing and new customers) – content to be created – Benefits for each of the 3 PPC Products • Create collaborative experience for advertisers and non- advertisers – Add compelling content for prospects at top of the funnel to increase lead gen (phase 3)2 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  3. 3. Log In Screen: PPC Advertisers 1. UNCLEAR LINKS PPC = PRINT + ONLINE Advertising • Add Links for Advertiser Support: FAQs (how it works, what PPC does, value of reporting, how to get your reports, how to interpret them) • Add Update: What’s new in PPC • Content to support: • Why PPC works • Infographic format , case study/whitepaper • 3 articles • Differentiate between all PPC products and provide a cheat sheet on features/value3 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  4. 4. What we need • Additional content for Existing Customers 1. Upsell other Ad Solutions Products on Account Management Page (via images or links) 2. FAQs (for new customers) 3. Case studies, testimonials, product demos, Clicks vs. Calls whitepaper or infographic, info on each PPC product and its features – content to be created 4. PHASE 3: Compelling content for prospects at top of the funnel via hyperlinks to content hub – resources/whitepapers/pay-per-call4 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  5. 5. What we need NEW PPC AUTHENTICATED CONTENT Page Topics Messaging Format Source (Assets, bullet points) Online Account Top features, value Services/Ad What did I buy? prop and benefits Text Performance How am I charged? Text Tab How we filter calls Text Why performance matters Text Section Advertiser How it works FAQ links support/FAQ What you get FAQ How to make changes FAQ Whats new? Updates to reports, products in the past 12 months text Is it How to read your Graphic step working? reports by step, (reporting) screen grabs and text Do other Customer Proof, feel good Case people like satisfaction about purchase studies, it? testimonials 3rd party articles, Calls vs. Clicks stats infographic5 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  6. 6. 3 - phase approachPhase 1: Add new content to Account Services pagePhase 2: Add prominent link or dynamic content box to Homepage to highlight Pay Per Call productCreate Welcome email for new customersPhase 3: Rework current Pay Per Call landing page – Revise messaging – Optimize message hierarchy, copy & verbiage – Add calls to action and links to additional content – Add a log in button for existing customers to access their account – Add graphics which tell our story such as our Ad Network, screen shots of sample listings (print + online) and infographics with stats to entice prospects and capture leads 6 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  7. 7. Current Non-Advertiser Journey (Phase 3) 1. No link from Homepage 2. Hard to find PPC 3. No link to log into account for existing customers 4. One action available: call an advisor 5. Footer links = dead end7 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  8. 8. RoadmapDISCOVER + DEFINE CONTENT May June JulyContent readability and suggestions xDefine content and images for current PPC landing page ×Define + Create CTA button for account log inInventory and audit all content ×Content owners –processesCore messaging architecture (in progress) × xWorkflow design, resource planning, training, hiring × xPage templates and page anatomy for all landing pages xDEVELOP + DEPLOY CONTENTCMS TemplatesCopywritingVideo/audio creation, PDFs, infographics x x xCreate working content matrix, filled in with copy, metadata, roles,legal approval processEstablish messaging hierarchy, features xContent hub items for resources – new customers xNew content creation for existing customers8 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution

×