This presentation is a proposal to build an audience for the new RMS branch location-based in North Carolina.

1. A D W O R D S
P R O P O S A L
PREPARED BY / GABRIELA MEDINA
MARKETING SPECIALIST

2. O U R O B J E C T I V E
AWARENESS
-Build audience for the new RMS location based in
North Carolina.

3. O U R S T R A T E G Y
1. Create Unique offers and calls-to-action
Display Network Campaign

4. O U R S T R A T E G Y
Create Unique offers and calls-to-action
Display Network Campaign

5. O U R S T R A T E G Y
2. Leverage Demographic Targeting
• Charlotte
• Raleigh
• Jacksonville

6. O U R S T R A T E G Y
3. Use available call features:
 Schedule ads
 Conversion tracking
 Location targeting
 Target call Keywords

7. O U R S T R A T E G Y
4. Financial Keywords
 Keyword Difficulty
 Volume Score
 Organic CTR score

8. O U R S T R A T E G Y
4. Financial Keywords
 Keyword Difficulty
The higher the number the keyword score means it will be
more difficult to compete.
Score: 20-35 quite low
36-65 middle
51-65 pretty tough
66-80 very difficult

9. O U R S T R A T E G Y
4. Financial Keywords
 Monthly Volume:
Good volume score range of 201-500.
 Organic CTR:
Click through Rate to the web results.
Search Volume
Traffic

10. O U R S T R A T E G Y
4. Financial Keyword for test ad
1. Mortgage in Raleigh
• Difficulty: 29
• Volume: no data
2. VA loan benefits
• Difficulty: 68
• Volume: 500 - 1k
3. VA loan
• Difficulty: 75
• Volume: 10k-50k
4. Mortgage in Jacksonville
• Difficulty: 36
• Volume: no data
•

11. O U R S T R A T E G Y
Financial Keyword for test ad
5. Mortgage in Cornelius
• Difficulty: 20
• Volume: no data
6. Home Financing
• Difficulty: 74
• Volume: 1k - 5k

12. O U R S T R A T E G Y
5. Re engage past visitors
• Consumers visit websites 6 times in the purchases
process.
• Dynamic re marketing

13. A C T I O N P L A N F O R T E S T A D
CAMPAIGN BUILDING AND
MANAGEMENT
1. Set up ad groups with selected keywords.
2. Evaluate effectiveness of the keywords to maximize
results.
3. Stay on top of search results patterns.
4. Optimize campaign.
5. Analyze keywords that weren't effective.
6. Write recommendations.

14. O U R C H A L L E N G E S
We have bigger competitors. It will be
challenging to stand out.
We are a medium company so budget
is conservative.

15. MEASURE AWARENESS CAMPAIGN
• Impressions
• Customer Engagement
• Reach and Frequency

16. Budget
Keyword Avg. CPC
VA loan $1.40
VA loan benefits $2.05
Home Financing $2.07
Mortgage in Cornelius --
Mortgage in Jacksonville $2.55
Mortgage in Raleigh $2.59
Avg Cost Per Click: $2.13

17. Budget
• Scenario 1: Based on cost-per-click $2.13 and around 20 clicks per day.
We might budget $43 per day. Total per month $1,204
• Scenario 2: Based on cost-per-click $2.13 and around 30 clicks per day.
We might budget $64 per day. Total per month  $1,792
• Scenario 3: Based on cost-per-click $2.13 and around 40 clicks per day.
We might budget $85 per day. Total per month  $2,380

18. Competitors analysis

19. Competitors analysis

20. T I M E L I N E
J U LY
 S e t u p D i s p l a y N e t w o r k C a m p a i g n
 6 k e y w o r d s
 C a m p a i g n O p t i m i z a t i o n
 A n a l y z e k e y w o r d t h a t w e r e n ’ t e f f e c t i v e
S E P T E M B E R
 M e a s u r e c o n v e r s i o n
 W r i t e R e c o m m e n d a t i o n s
A U G U S T