DOCSLIB.ORG

Pay-Per-Click (PPC) Digital Marketing

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Pay-Per-Click (PPC) Digital Marketing Pay-Per-Click (PPC) Digital Marketing Ads Scope of Pay-Per-Click Ads (PPC) Services PAY-PER-CLICK STRATEGY We will provide you with a comprehensive PPC / SEM / AdWords strategy outlining our recommended techniques for reaching your audience and rolling out a campaign that delivers on your digital objectives and goals. SEARCH ADS Keywords We use the most sophisticated tools available to uncover which keywords will perform the best for your campaign and determine exactly which terms and phrases your customers are searching for. Ad Groups Your campaign will be divided into specific ad groups, allowing for the best possible optimization between different industries, categories, or geographies targeted by the campaign. Text Ad Development Next, we take those keywords and build you the best search ads possible. We write the best copy to catch your customer's eye, and use industry best practices and features including sitelinks, call extensions, callouts, and more. Landing Pages Scope of Optimizing landing pages is a key part of a successful digital campaign that is too often overlooked. We provide valuable feedback on the structure and content of your landing pages to make the best use out of every dollar we spend sending potential donors to them. Services Bid Optimization We use the bidding strategy best aligned with the identified KPIs of the campaign, whether that be Cost per Click (CPC), Cost per Thousand Impressions (CPM), or Cost per Acquisition (CPA). DISPLAY ADS Outside of search, Google partners with thousands of sites to learn more about your consumer. Through sophisticated online targeting tactics, we can deliver your brand message to the right consumer at the right time. We will use a combination of the tactics below to best target your consumer. • Contextual Targeting -We show your ads exactly when the audience is consuming content contextually relevant to your product • Interest Categories -We reach your target audience, showing them relevant messages across the web • Remarketing -We bring your customers back! These customers have shown interest in your product, but did not convert. This is a great way to re-engage those users. VIDEO ADS (YOUTUBE) YouTube is the second largest search engine in the world, second only to Google itself. We will put your impactful video brand message in front of your ideal audience. Using YouTube's TruView ad format, you will only pay when a user views your video for 30 seconds, or to completion, whichever comes first. Scope of Campaign Services Management Managing these campaigns takes a lot of time, something most business owners and marketers don't have. We're here to help. On a monthly, weekly, or daily basis, our optimization experts will manage and optimize your campaign, including but not limited to removing underperforming ads/keywords, testing new ads/keywords, adding negative keywords, and landing page optimization recommendations to improve quality score. Reporting How do you know if all of this is working? Don't worry - we provide monthly reports including valuable campaign metrics and results, as well as a summary of all the awesome optimizations and insights we gained from the previous month. We'll let you know which pieces of content, social channels, and paid media tactics are performing the best, how many conversions you are getting, and what we are doing to deliver those conversions as effectively as possible. Scope of Optional: Digital Assets Services VIDEO PRODUCTION Videos are a valuable, powerful way to tell your brand's story, to showcase your product or service, and to engage with your target audience. We're not talking infomercials here, we're talking about compelling, interesting, and emotionally engaging storytelling that can make your business come to life online. We take care of producing your brand videos that fit oury budget. GRAPHIC DESIGN Graphic Design and infographics are important digital assets and are often utilized for PPC ads and social media. We work with your budget to outsource the best graphic designers that will capture your brand, vision, look, and feel. PHOTOGRAPHY Photographs are utilized in website redesigns, PPC ads, social media, and email marketing. If you are low on photography for your business, we will hire the best photographers within your budget. WEBSITE REDESIGN Your website is critical for your digital marketing efforts. All digital ad roads lead consumers/ donors to your website. We work with you to build websites that align with your overall business goals. The cost to build a website varies based on need, complexity, and unique pages. Starting at $2,500, we work with you to ensure you are getting the best website for your budget. Phase Week Timeframe Discover/Kickoff Meeting 1 Analytics Implementation, Audit, 1 - 2 Content and Keyword Research To complete the work outlined in the project scope, we'll need approximately Digital Strategy Development 2 - 3 eight weeks to the going live date, depending on feedback at each Present Strategy 4 milestone. Upon signing the proposal, we are prepared to start work Content Development 4 - 8 immediately. Campaign Set Up 8 Go Live 8 Conversion Rate Optimization Ongoing Content Distribution Social Media Monitoring Reporting Your Description Price Qty Subtotal PPC Strategy $1,500 1 $1,500 We will provide you with a Investment comprehensive PPC / SEM / AdWords strategy outlining our recommended techniques for reaching your audience. PPC Campaign Set Up & Execution $1,500 1 $1,500 Includes content creation, copy editing, and campaign set up for search, display, and video ads. Management & Reporting $750 12 $9,000 Includes ongoing search engine optimization, optimization of keywords, ad copy, targeting, bidding, and optimization of social ads. Monthly reporting of campaign metrics, results, optimizations, and insights. Option 1: Monthly Ad Spend $2,000 12 $24,000 Option 2: Monthly Ad Spend $5,000 12 $60,000 Your Description Price Qty Subtotal Videography $5,000 1 $5,000 Videography pricing starts at $5,000 Investment depending on need and scope. Photography $850 1 $850 Photography pricing starts at $850 and varies depending on need and scope. Graphic Design $500 1 $500 Pricing for graphic design work starts at $500 depending on need and scope. Website Redesign $2,500 $2,500 Website redesign pricing starts at $2,500 depending on need and scope. Total $12,000 Team Kelly O'Donnell Chief Executive Officer Kelly is a lively, passionate, results-driven digital marketer. She hold a BS in Accountancy from Bentley University, an MBA in Social Impact from Boston University, and a Digital Marketing Certificate from Cornell University. She has 9 years of experience developing creative and strategic ways to drive growth for social good causes..
Load more

Recommended publications
  • Digital Marketing Services
    DIGITAL Digital Marketing Services Digital Marketing Services Leverage our extensive data network and our full suite of digital marketing solutions to engage with customers and prospects on their home and mobile devices. 800-732-3440 [email protected] www.AccuData.com We Take Data Personally DIGITAL Digital Marketing Services Location-Based Targeting & Digital Advertising Location-Based Targeting & Digital Advertising Addressable GeoFence Digital Display Advertising Target your direct mail audience online via their IP address for a digital touchpoint and increased rate of conversion. Utilizes a proprietary matching logic to serve your digital ads to consumer devices that are connected to the IP address of the home you are targeting. Client loyalty files or prospect target lists may be used. Typical match rate is 90%. How it Works: An algorithm matches the physical (postal) address to plat line data to collect the exact size and shape of the matched address. The postal address is then matched to the IP router. When a device is connected to the router, that device is identified. Plat line accuracy limits the amount of impressions served to the wrong household, mitigating wasted budget. Mobile GeoFence Digital Display Advertising Reach customers and prospects present at a specified location, in real time. Consumers browsing the internet or initiating an app session where mobile ad placements are supported will receive your highly relevant display ads on their mobile devices. This solution is ideal for marketers wishing to target prospects who are present at arenas, conventions, hotels, or the locations of their competitors. Mobile GeoFollow Digital Display Advertising Take Mobile GeoFence one step further! Target consumers who are present at a specified location in real time, then continue to advertise to them once they leave.
    [Show full text]
  • Understanding Pay-Per-Click (PPC) Advertising
    Understanding Pay-Per-Click Advertising 5 Ways to Ensure a Successful Campaign WSI White Paper Prepared by: WSI Corporate Understanding Pay-Per-Click Advertising 5 Ways to Ensure a Successful Campaign Introduction Back in the 1870s, US department store pioneer, John Wanamaker, lamented, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half!” In today’s increasingly global market, this is no longer a problem. Every successful marketing agent knows that leveraging pay-per-click (PPC) advertising is the key to controlling costs. This unique form of marketing makes it easy to budget advertising dollars and track return on investment (ROI), while attracting traffic to your Web site and qualified leads and sales to your business. Compared with other traditional forms of advertising, paid search marketing, or PPC, is far and away the most cost effective. This report examines the role of PPC as a central component of a successful marketing strategy. It begins with an overview of PPC’s place in the digital market place and the reasons for its continuing worldwide popularity among business owners and entrepreneurs. It also provides tips to ensure your business is getting the most from its PPC campaign. i FIGURE 1. PPC PROCESS 1. Attract Visitors 2. Convert 4. Measure Visitors to and Optimize Customers 3. Retain and Grow Customers Source: Optimum Web Marketing Whitepaper: Understanding Pay-Per-Click Advertising Copyright ©2010 RAM. Each WSI franchise office is an independently owned and operated business. Page 2 of 19 Understanding Pay-Per-Click Advertising 5 Ways to Ensure a Successful Campaign 1.
    [Show full text]
  • NS17 FRI 330 Atz.Pdf
    Online Marketing Tips From to Email Understanding techniques to help you market your business online using content, email marketing and metrics Cut Through the Noise ● Video ● Geotargeting ● Email Marketing ● Retargeting ● Online Advertising Video Video Video Video Video Takeaways ● You don’t need a big crew/big investment ● Post content regularly ● YT is great, consider FB Video/ FB Live ● Measure your success (views, subscribers & comments) Email Marketing Marketing campaigns via email can see 50-100x the CTR of a post on or Email Marketing ‘s email newsletters average 19.9% CTR compared to an industry average of 2.9% Email Marketing Email Marketing The Mobile Issue ● 67.2% of consumers use a smartphone to check email ● 75% of Gmail users access accounts on mobile devices ● By 2017, 2.282 million people will access email via mobile Email Marketing Takeaways ● Cultivate and maintain a good email list ● Great content + great images ● Don’t forget mobile ● Measure your success (opens, clicks) Online Advertising What types of direct online advertising do you do for your business? Online Advertising What metrics do you gather & How do use them? Online Advertising Takeaways ● Running ads doesn’t have to be complicated or time-consuming ● Numerous business exist today to make the service pain-free and hands-off ● Tailored to limited or giant budgets, fully customizable ● Measure your success (clicks, actions, Google Analytics) Geotargeting Geotargeting Geotargeting Geotargeting Geotargeting Geotargeting Takeaways ● Don’t waste $$ on attention
    [Show full text]
  • Oracle Eloqua Landing Pages User Guide
    Oracle Eloqua Landing Pages User Guide ©2018 Oracle Corporation. All rights reserved 07-Nov-2018 Contents 1 Landing pages overview 4 2 Landing page examples 7 3 Creating landing pages using the Design Editor 17 3.1 Working with landing page content blocks and layouts 20 3.1.1 Copying content blocks or layouts 24 3.2 Landing page styling 27 3.2.1 Background 29 3.2.2 Text Defaults 29 3.2.3 Hyperlink Defaults 29 3.2.4 Advanced Styles 29 3.3 Adding an image carousel 30 3.4 Adding a form 32 3.5 Changing the visibility of landing pages 33 3.6 Previewing landing pages 35 3.7 Creating folders for landing pages 38 3.8 Saving landing pages as templates 40 3.9 Editing landing pages 43 3.10 Making copies of landing pages 44 3.11 Deleting landing pages 47 4 Creating landing pages using the Source Editor 49 4.1 Code requirements for uploading HTML landing pages 53 4.2 Editing HTML landing pages using the Source Editor 55 4.3 Creating new landing pages and templates using the HTML upload wizard 57 5 Creating landing pages using the Classic Design Editor 63 5.1 Adding text boxes to landing pages 68 ©2018 Oracle Corporation. All rights reserved 2 of 102 5.2 Customizing landing page text boxes and images 70 5.3 Locking and unlocking objects in landing pages 83 5.4 Copying landing page objects 87 5.5 Grouping objects in landing pages 89 5.6 Using landing page recovery checkpoints 91 6 Landing page template manager 95 6.1 Granting template manager permission 95 6.2 Creating new landing page templates from the template manager 96 6.3 Editing landing page templates 98 6.4 Adding protections in landing page templates 99 6.4.1 Protected HTML landing page reference 102 ©2018 Oracle Corporation.
    [Show full text]
  • How 12 Big Brands Chose Their Marketing Agency
    How 12 Big Brands Chose Their Marketing Agency Lessons from Hilton, Patrón, Office Depot, and 9 More No two brands look for the same things in an agency. These stories show how 12 brands chose agencies based on their goals, their product types, their company size, and the maturity of their marketing operations. Two common factors stood out—brands love agencies that can execute on marketing, and brands often chose agencies where they felt relationship chemistry. 1 Hilton Worldwide Got Their Conditions Straight Before they began the creative search process, Hilton Worldwide underwent a formal preparation period. The hospitality company defined what they needed in terms of confidentiality, fees, idea ownership, and non- compete clauses before they were ready to negotiate. Getting their legal issues clarified was their top priority. But they were also transparent about how their organization operated. They took the approach that their agency should act like an extension of their company, so trust levels needed to be high. “The way [brands] should think about this is that they're “Thepicking way a [brands] strategic should partner think that aboutwill be this an isextension that they're of their pickingteam for a thestrategic next several partner years.” that will be an extension of their teamNancy Deck, for VPthe of Multi-Brandnext several and Loyalty years.” Marketing at Hilton Worldwide* Nancy Deck, VP of Multi-Brand and Loyalty Marketing at Hilton Worldwide* *From http://www.inc.com/guides/201108/how-to-choose-an-advertising-agency. 2 Patrón Split Activities Across Multiple Agencies Patrón chose their lead agency from two top finalists.
    [Show full text]
  • What Are Facebook Messenger Ads?
    1 TABLE OF CONTENTS INTRODUCTION CHAPTER 1: What is Facebook Messenger? CHAPTER 2: What are Facebook Messenger Ads? CHAPTER 3: What are the Features That Facebook Messenger Ads Offer CHAPTER 4: Three Ways to Get Facebook Messenger Ads to Bolster Revenue Growth CHAPTER 5: What is Chatbot Marketing? CONCLUSION 2 The Guide to Facebook Messenger Ads INTRODUCTION We all agree that instant messaging is simpler, more real-time and prompt. It is these attributes that lie at the bottom of the phenomenal success of apps like WhatsApp, Snap Chat, Instagram Messaging – all of which are now being increasingly used by businesses to promote their products and services. Facebook Messenger ads for eCommerce is one such channel which is being used by online businesses to interact with their prospective and current customers. With this eBook, you’ll learn how Facebook Messenger Ads are able to power your sales strategy, how you can get started with Facebook Messenger Ads and see great examples of popular brands using Facebook Messenger Ads. We will talk about Chatbot Marketing too. 3 CHAPTER 1: WHAT IS FACEBOOK MESSENGER? The Facebook Messenger is an instant messaging service by Facebook. Launched in 2011, this app can be used alongside your Facebook account on your computers, tabs or phones. While on the computer, you will see the Messenger integrated with your Facebook page. The same functionality is used through a separate app on your hand-held devices, which brings me to the next interesting fact; and that is, you don’t need a Facebook account to use its Messenger app.
    [Show full text]
  • Partner in Business
    PENTELEDATA’S CUSTOMER NEWSLETTER CONTENTS PARTNER IN BUSINESS OUR PARTNER IN BUSINESS - FIRST First Commonwealth Federal COMMONWEALTH FEDERAL CREDIT UNION Credit Union PenTeleData is proud of our partner- ship with First Commonwealth. First Commonwealth is the largest credit union in the Lehigh Valley, with over $550 million in LETTER FROM OUR GM assets, nearly 50,000 members and six branches. They offer the same financial services UPCOMING EVENTS found at a traditional bank, but with better FLASHBACK JUST 25 YEARS AGO...IT’S rates and lower fees. That's because they’re ALL BECAUSE OF OUR FIBER! structured differently. They are member- TECH TIP: owned and not-for-profit. Instead of earning What to do if your Cable Modem money for stockholders, they return profits to or DSL Stops Working? their member-owners (account holders) in the form of higher dividends on savings, lower DO YOU HEAR THE SONIC BOOM? rates on loans and lower fees. First Common- DOCSIS 3.0 packages for Business wealth was originally chartered in 1959 to begin this summer. An upgrade to their data processing sys- CUSTOMER CONTEST serve the employees of Western Electric in Al- tem will allow them to better serve their customers, with fully lentown. Today, they serve nearly 700 employer integrated accounts and streamlined processes. The more APRIL 2013 CUSTOMER CONTEST groups – ranging from large corporations to advanced technology will help to serve their members WINNER very small businesses. Their full-service menu quickly and efficiently with options such as mobile banking, includes everything from checking accounts OUR NEW RESIDENTIAL WEBSITE redesigned statements, account alerts via text messaging, and debit cards to mortgages, online banking FEATURES SOME VERY FRIENDLY FACES! and a customized landing page for account log-in.
    [Show full text]
  • Impactful Marketing Tactics for Manufacturers Chris Ciunci | Managing Partner | Tribalvision Brand Manufacturers Are Increasingly Going Digital
    Impactful Marketing Tactics for Manufacturers Chris Ciunci | Managing Partner | TribalVision Brand manufacturers are increasingly going digital Marketers are increasingly prioritizing mobile and social over traditional ad channels. There is also increased focus on owned and earned media over paid. Booz Allen Hamilton Strategy, “Reimagining shopper marketing.” Here’s a taste of the most effective B2B and B2C channels In a recent survey of both B2B and B2C professionals, website, email and social media were listed as top revenue generators. https://neilpatel.com/blog/marketing-channels/ The manufacturing industry still has so much opportunity to take advantage off when it comes to digital marketing 30% 58% 59% Only 30% of manufacturing Of manufacturers use website Of manufacturing marketers say that marketers feel that they are using analysis to learn about target fresh web design and mobile web and social content effectively audiences optimization have drastically improved their businesses 84% 3% 1% Of people searching for services in The best manufacturing sites only Of manufacturers assed their the manufacturing industry say see conversion rates of 3% vs. 10% content marketing as they use the internet as their average across most industries “sophisticated” starting point https://www.ironpaper.com/webintel/articles/manufacturing-marketing-trends-and-statistics/, https://www.protocol80.com/blog/manufacturing-marketing-statistics Manufacturers are not investing as much in marketing as other industries (just 8% of their budgets) https://www.onlinemarketinginstitute.org/blog/2018/07/infographic-digital-marketing-manufacturing-industry/
    [Show full text]
  • Digital Marketing Strategies – from Brand Awareness to Engagement
    Digital Marketing Strategies – From Brand Awareness to Engagement Diana Isabel Leite de Almeida Internship Report Master’s Degree in Marketing Digital Porto – 2014 INSTITUTO SUPERIOR DE CONTABILIDADE E ADMINISTRAÇÃO DO PORTO INSTITUTO POLITÉCNICO DO PORTO Digital Marketing Strategies – From Brand Awareness to Engagement Diana Isabel Leite de Almeida Internship Report presented to Instituto de Contabilidade e Administração do Porto for the Master’s degree in Marketing Digital under the guidance of Dr. José Magalhães Author Note This internship was carried out under the Erasmus Program for college students and under the agreement between the sending institution, Instituto Superior de Contabilidade e Administração do Porto and the host company, eRise, located in Budapest, Hungary, under the guidance of Vilmos Schwarz. Porto – 2014 INSTITUTO SUPERIOR DE CONTABILIDADE E ADMINISTRAÇÃO DO PORTO INSTITUTO POLITÉCNICO DO PORTO Acknowledgements To my parents, those mainly responsible for this step in my life, supporting me along the years and always pushing me to be better. Without them and all their work none of this would be possible, so to them I leave my biggest thank you. To my brother, my sister-in-law and my nephews, for being the best family anyone could ask for and for never letting me forget the child within myself, bringing up the best in me even on the cloudiest days. To my boyfriend, for always believing in me even when I doubted myself, for always knowing how to make everything easier and for being with me every step of the way, thank you. To my dearest and oldest friends, the ones that know all the parts of me and that for better and worst keep on being one of the most important parts of my life, for never needing words.
    [Show full text]
  • Conversion Rate Prediction in Search Engine Marketing
    Conversion Rate Prediction in Search Engine Marketing A thesis submitted to the Graduate School of Natural and Applied Sciences by Razieh Nabi-Abdolyousefi in partial fulfillment for the degree of Master of Science in Electrical and Computer Engineering Conversion Rate Prediction in Search Engine Marketing Razieh Nabi-Abdolyousefi Abstract Search engines hold online auctions among search advertisers who are bidding for the advertisement slots in the search engine results pages. Search engines employ a pay- per-click model in which advertisers are charged whenever their ads are clicked by users. If a user clicks on an ad and then takes a particular action, which the corresponding advertiser has defined as valuable to her business, such as an online purchase, or signing up for a newsletter, or a phone call, then the user's action is counted as a conversion. A naive estimate of the conversion rate (CR) of an ad is the average number of conversions per click. The average number of clicks and the average position of the ad also affect its conversion rate. However, all such ad statistics are heuristics at best. The challenge here is that there is no performance statistics accrued for the newly created ads. In order to get any kind of performance data, new ads have to be advertised first and precious marketing dollars have to be spent. If CR estimates are precise, then advertisers can manage their campaigns more effectively and can have a better return on their invest- ments. Alternatively, one can use the available data for the existing ads and engineer a set of features that best characterize conversions for an advertisement campaign in general.
    [Show full text]
  • No. 19-1061, Viewed 07/29/2020
    MicrosoftUSCA4 Advertising Appeal:| Search Engine Marketing19-1061 (SEM) & more Doc: 51 Filed: 08/13/2020 Pg: 1 of 5 Benefits Advertising Cost Testimonials FAQ Sign up now Sign In Millions are searching. Already use Microsoft Advertising? Make sure they find you. Enter your user name or email address to Reach customers looking for your business. Use the Microsoft Search Network to sign in: connect with an audience that searches 5.9 billion times a month.1 Sign up now Have a question? Please call us at 877-635-3561. 1. comScore qSearch, Explicit Core Search (custom), September 2019. Microsoft Search Network includes Microsoft Forgot your user name? sites, Yahoo sites (searches powered by Bing) and AOL sites in the United States. Data represents desktop traffic only. Powerful network. Powerful07/29/2020 benefits. viewed 19-1061, No. © 2020 Microsoft Legal Privacy & Cookies Advertise Developers Support Blog Feedback REACH ACROSS DEVICES GO GLOBAL OR LOCAL EASY TO IMPORT Connect with customers who are Reach millions of unique searchers on If you're already using another product looking for your products and services the Microsoft Search Network — by like Google Ads, it's easy to pull that at home, at work or on the go. country, city or within a specific campaign into Microsoft Advertising. distance. Keep costs in check https://ads.microsoft.com/[7/29/2020 4:09:35 PM] MicrosoftUSCA4 Advertising Appeal:| Search Engine Marketing19-1061 (SEM) & more Doc: 51 Filed: 08/13/2020 Pg: 2 of 5 Use our tools to help manage your campaigns and meet your advertising goals.
    [Show full text]
  • How to Promote Your How to Promote Your Business Blog Using Business
    How to Promote Your Business Blog Using HubSpot Prashant Kaw Ellie Mirman Inbound Marketing Manager Inbound Marketing Manager Twitter: @prashantkaw Twitter: @ellieeille Promoting Your Business Blog Build thought leadership Optimize content for search Share your remarkable content Interact with your community Create business opportunities Q&A Who is HubSpot? • Founded: 2006 1,800+ Customers • Team: 120 (20 MIT) • A: $5m General Catalyst • B: $12m Matrix Partners • C: $16m Scale Ventures • Outside Director: GilGail GdGoodman, CEO Constant Contact (CTCT) Outbound Marketing Outbound Marketing is Broken 800-555-1234 Annoying Salesperson Marketing Has Changed 1950 - 2000 2000 - 2050 The Good News Build Thought LdLeaders hip Content > Coverage > Traffic/Leads What to Publish • Blog • Podcast • Videos • Phooostos • Presentations • eBooks • News Releases Create Content for SEO Organic Search is Better Pay Per Click – 25% of Clicks Organic Results 75% of Clicks Source: Marketing Sherpa and Enquiro Research Build a Long Lasting Asset Flickr photo: Thomas Hawk Pick Your Keyword Battles Optimize Every Blog Post Share Your CttContent Social Media = Cocktail Party Flickr: TECHcocktail Publish Content to Social Media Publish Content to Social Media Encourage Sharing of Content Interact with CitCommunity Host Conversations Answer Questions Comment On Blogs Move Beyond Your Blog Monitor & Engage in Conversations Create Business OtitiOpportunities Convert Conversations Targeted calls to action at every step Convert Conversations Capture leads with ldilanding
    [Show full text]