1. PPC CAMPAIGN PITCH: KITHY NYC 1
Running Head: PPC CAMPAIGN PITCH: KITHY NYC
PPC Campaign Pitch: Kith NYC
Timothy Goss
Full Sail

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Abstract
The purpose of this pay-per-click (PPC) campaign pitch is to provide the decision makers
at Kith NYC (Kith) with a clear understanding of what the company is currently doing to attract
visitors to its website and generates revenue through this process, how these efforts can be
quantitatively tracked to optimize future resource usage, what performance-statistics or key
performance indicators (KPIs) best reflect these efforts, what a PPC campaign is and how it
would help Kith attain future sales goals, how accurately such a program can be tracked and how
transparent the numbers are, how much it would cost to run such a campaign, how accurately we
can track our return on investment (ROI) in the program, and most importantly, how directly this
would impact Kith NYC’s bottom line and future growth.

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Introduction
Company Background
Kith NYC, a limited-release shoe and contemporary fashion boutique, was founded in
2011 by footwear icon/ fashion designer Ronnie Fieg, who is well known in the sneaker
community for his frequent collaborations with manufacturers like Asics, New Balance, Sebago
and countless others (Fieg, 2015). Kith NYC operates two brick and mortar stores located in
Manhattan and Brooklyn, as well as an online storefront dedicated to generating online sales
while further developing awareness of the brand to a much lesser extent.
Proposal
A website such as Kith.com’s main function is to garner web sales. It does so by
attracting users to its site or a specific page within the site, referred to as a landing page, with the
end goal of persuading these individuals to purchase a product directly from the website (Moran
& Hunt, 2014). Nuances aside, there are primarily two ways in which search engine sites such as
Google.com can be utilized by online retailers like Kith to help themselves in this endeavor.
When a person uses Google to search for a specific word, or set of words, known as
“keywords”, they are then redirected to what is typically referred to as the Search Engine Results
Page or “SERP.” A SERP page shows a list of 10 websites that Google believes best match the
user’s search query, known as “organic listings,” as well as a few websites that pay for their
site’s ad to be shown above and alongside the organic results when said keywords are searched
for specifically (Moran & Hunt). The later option of running a campaign that pays to advertise
on these SERPs is what is referred to as a Pay-Per-Click (PPC) Campaign (Johnson, 2015).

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Kith is currently spending zero dollars a month to advertise itself on search sites for the
purpose of attracting people (visitors) to its website (Spyfu.com). Instead, Kith NYC relies upon
organic searches to attract potential customers. Google uses its own secret formula or algorithm
to determine organic rankings, but most experts agree that the number of websites linking to a
specific page that includes the keyword(s) that were searched for, as well as the quality of those
websites has a lot to do with it. Luckily for Kith and Mr. Fieg, the company does seem to be very
skilled at the science of organic search engine optimization, as the figure bellow will show.
Figure 1: Current Search Performance Data for Kithnyc.com (Spyfu, 2015)
Campaign Pitch
As illuminated by Figure 1, Kith’s current organic search program is performing at a
level that Google estimates to be worth $44,000.00 in terms of market value. What is even more
exciting about this figure is that there are close to 100,000 clicks or “visits” to the site per month,
that are mainly arriving based on the quality of content being created and distributed directly on
kithnyc.com (Moran & Hunt, 2014). Perhaps most interestingly, Figure 1 also clearly illuminates
the glaring fact that even though the website is clearly generating a great deal of revenue through

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its organic campaign, Kith has thus far run 0 PPC campaigns to help the website reach its sales
goals. Therein lie a humongous opportunity, and the basis of this essay.
Measuring Performance
Fortunately, running a transparent and successful PPC campaign is actually somewhat of
a science, and can be quantifiably measured. In general, an organization and its website’s unique
goals determine how this performance is evaluated, but e-tailers such as kithnyc.com whose
primary function is to achieve online sales should specifically be counting the number of web
orders taken by the site, as this is literally how they generate revenue (Moran & Hunt, 2014).
To put it simply, a successful PPC campaign for Kith could be described and measured as
follows; Kith would select a list of keywords that when searched for, cause Google to display
Kith’s chosen ad on that specific keyword’s SERP. This ad is created by you or your company,
and consists of a Headline, description, display URL, as well as a picture of your product and its
price when linking to a page that offers it for sale (Moran & Hunt, 2014). When the user “clicks”
on this link and arrives at your ad’s landing page, this is what we call a successful “click-
through”, and we reflect the rate at which this occurs in what is referred to as the “click-through-
rate” (CTR). Furthermore, Google charges a predetermined cost-per-click (CPC) each time that a
click through occurs, and this cost is determined by the number of websites bidding for those
specific Adwords.
Advantages of a PPC Campaign
Now that you are armed with a solid understanding of the fundamental terminology, let
me explain why running a PPC campaign would be so beneficial. According to Internet
marketing guru Jake Johnson, when it comes to SERPs, “what we saw is that increasing our

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ranking from an 8-10 position up to a number 1 position increases our click-through rates by
about 1400%. Even going from a number 8 to a number 3 result on the first page of the keyword
will take us to about triple the traffic (2015).” Moran & Hunt further that “If you rank in the top
three, you might get clicks for somewhere around 8% to 35% of the demand for a particular
keyword. If your page ranks #4 through #10, perhaps you will get a click for 0.5% to 7% of
searches If your page ranks #4 through #10, perhaps you will get a click for 0.5% to 7% of
searches” (2014).
Analysis of kithnyc.com’s performance on compete.com shows that the website had 263,
936 unique visitors in September of this year, and that the number dropped to 226,901 unique
visitors in October, for a decrease of -14.03% (Compete, 2015). The same website will show that
Kith’s largest two organic search competitors, “Sneaker Freaker” and “Kicks on Fire,” grew
from 100,623 unique visitors to 111,942, and from 333, 276 to 419,677 unique visitors over the
same period of time respectively. The fact that Kith’s number of unique visitors dropped while
those of its key competitors rose so significantly over the same period of time provides further
evidence that running a PPC would be very beneficial for the company. Remember, “If a person
can’t find it they can’t buy it… So if we can’t get you into the top results of the search engines,
no one will buy their product or service” (Johnson, 2015).
That said, according to Spyfu, Kith’s site currently has 759 different keywords
ranked somewhere within the top 50 on Google (2015). It is proposed that if Kith could gain the
#1 ranking for all of those keywords, the site would gain more than 23 million more visits per
month, as calculated using the statistics acquired from Spyfu and provided below in Figure 2.
(Campaign Opportunity: 23.4 Million Monthly Searches, with an estimated 28,100 clicks per

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month already being driven from these organic keyword searches).
Figure 2: Current Organic Search Campaign Performance (Spyfu, 2015)
That being said, it would obviously cost a ridiculous amount of money to conduct an
effective PPC campaign for each of these terms. In regards to selecting which keywords to build
your campaign on, Moran and Hunt note, “You also want to focus on the purpose behind each
keyword—the searcher’s intent. Matching your content as closely as possible to the searcher’s
intent drives higher conversions” (2014). –This further heightens my belief that this campaign
will prove to be highly fruitful for Kith, because they are already achieving such tremendous
organic results thanks in large part to the phenomenal content they are constantly releasing. One
final thing to consider when considering keywords, is that while all of the terms in Figure 2 may
appear to be good a good place to start because they all bring heavy traffic, and they all seem like
the sort of keywords that informational and transactional searchers use- which are seemingly
Kith’s qualified buyers according to Moran & Hunt, not all of them would fit within Kith’s long
term goals. For Ex: limited release sneaker sale and discounted sneaker collaborations would not

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work because Kith is a premium brand that only sells the highest quality, limited release
products, the items can get pricey and the company never discounts.
Keywords Chosen
Due to the fact that this will also be Kith’s 1st paid Internet marketing campaign, I would like to
keep it simple and limit the campaign to 4 terms, with an aim towards selecting terms that are
low in competition and relative cost. The Adwords were selected with the intention paying
respect to Kith’s current brand equity as well as the fact that improving our rankings will equally
be diminishing our competitor’s rankings at the same time.
Selected Keywords:
Kith Asics
Kith Sneakers
Kith Shoes
Limited Release Sneakers
Cost & Return on Investment (ROI)
Assuming a $10k monthly ad budget, and an average CPC of $x, resulting in y visitors per
month over a 3-month period, and a 2% conversion rate in month 1, the return on investment
(ROI) is calculated as follows: • Cost Per Click: $10000 Ad budget (per month) / x avg. CPC = y
paid visitors/month • Revenue: y total visitors x 2% conversion x average transaction value of
$200 Revenue: $Z in month 1 + 3% conversion in month 2 = $Z2 + 4% month 3 = $Z4 • Return
on Investment: $Z5 (3 month Revenue) / $A ($30,000 Ad costs + $3,000 Mgmt Fees) = B.004 or
C00% projected ROI on your total spend.

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Conclusion
There is a tremendous opportunity awaiting Kith in the form of a PPC campaign, thanks
to the incredibly successful organic campaign the firm is already running. According to Moran &
Hunt, when a company is position in such a way, “eventual clickthrough rate could be
considerably higher due to the collaborative impact of having the more search results visible on
the results page. When searchers see your brand prominently featured in both organic and paid
search results, sometimes the clicks go up substantially” (2014). Furthermore, with the incredible
amount of input and control that Ronnie and the rest of his decision-makers over at Kith would
be able to contribute to the campaign, they could rest assured that these efforts would only
contribute to furthering the growth of their brand in ways that they see fit. All things considered,
the sooner Kith NYC launches this campaign, the better.

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References
Fieg, R. (2015). About Us. Retrieved Dec, 4, 2015, from http://kithnyc.com/pages/about
Moran, M., & Hunt, B. (2014). Search Engine Marketing, Inc.: Driving Search Traffic to Your
Company’s Website. Retrieved Dec, 4, 2015, from Academic Search Complete, EBSCOhost
Johnson, J. (2015). 7 Common PPC Errors. Retrieved Dec, 4, 2015, from
https://course.fso.fullsail.edu/class_sections/36746/assignments/969978d
Johnson, J. (2015). How to Pitch. Retrieved Dec, 4, 2015, from
https://course.fso.fullsail.edu/class_sections/36746/assignments/969983
Johnson, J. (2015). Top 10 SEO Factors Full Session. Retrieved Dec, 4, 2015, from
https://course.fso.fullsail.edu/class_sections/36746/assignments/969981