The document discusses pay-per-click (PPC) advertising. It notes that PPC is both simple in concept but complex in practice, and can be an effective advertising method. PPC allows advertisers to display ads in search engines when users search for related terms. Advertisers bid against each other to determine ad placement, with higher bids resulting in higher ad placement. PPC provides trackable results and leads to qualified potential customers.

1.  “(PPC) is at once starkly simple, bafflingly complex, and highly
effective.”
-- Rick Bruner, Director of Research, DoubleClick.com
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Internet Marketing Proposal
Prepared For: ________________________________
Website URL: ________________________________
Prepared By: _________________________________
Title: _______________________________________
Phone: ______________________________________
Email: _______________________________________
523 W. 6th St, Suite 524
Los Angeles, CA 90014
888.523.2926
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2. “As a growing number of businesses shift offline advertising expenditures to online
marketing efforts, search competition has become more fierce, and average click prices
have correspondingly increased. The rising competition has made it increasingly
difficult for businesses to develop and manage a profitable search marketing initiative.
LAD Solutions uses a variety of advanced search analytical tactics and strategies to beat
your competition and help keep the advertising spend under control, while offering a
paid search marketing management package that systematically focuses on growing
online market share and maximizing ROI.”
Summary:
 PPC (Pay-per-Click) lets you place your ad in search engines such as Google, Yahoo, &
MSN.
 Your PPC ads are displayed when a user searches for your service. This means your ads
are shown only to people who are interested in your product or service.
 Your ad's placement is based on how much you bid against your competitors: the more
you bid, the higher your ad will appear.
 Of all advertising (telemarketing, magazine advertising, newspapers, radio, TV, banner
ads, email marketing, etc.), PPC brings the highest conversion rates and the most
qualified leads.
 In contrast to nearly every other form of advertising, PPC is fully trackable: you know
what works, what doesn't, and you can concentrate your budget on what works.
Paid Search Marketing Strategy:
1) Increase sales/leads while reducing the cost-per-acquisition (CPA), and increasing the
return on investment (ROI) / return on advertising spend (ROAS) of each search
marketing initiative.
2) To widely promote your website, LAD Solutions will generate an expansive database of
terms that will allow us to maximize the exposure and acquisitions your website can
achieve through search engine marketing.
3) In addition to bidding and creative strategies, LAD Solutions’ advanced long-tail
approach to keyword generation promotes the generation of highly-targeted, low-
competition keywords, thus minimizing CPA and maximizing ROAS.
4) LAD Solutions’ proprietary embedded matching techniques will be implemented
throughout your PPC account to accurately target which keywords or phrases are
profitable and which need to be paused.
5) LAD Solutions tests multiple variations of our advertising copy, finding the right mix of
appeals to maximize response rate and improve conversion rates.
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3. LAD Solutions’ Initial and ongoing Pay Per Click management services
comprises of following features:
 Fact Finding Consultation: We will consult with you in person or over the phone to
determine your objectives and understand the products and services you are promoting.
 Detailed Campaign Structure: We will optimize your campaign structure to help with
ease of management, increase Click Through Rate & Quality Score, and to easily identify
non-performing keyword groups.
 Keyword research: We will research the keywords in your market to determine the
popular ones and also to uncover the lower cost niche search terms. We will also use
long tail keywords to drive qualified traffic at lower CPC's.
 Ad copy creation: An effective ad copy is required to entice your visitors to click on
your ad. We create an attractive, call to action ad copy, which increases the probability
of a click from the search engine traffic. Quite often you might see a decent product,
backed by a poor ad copy, which often turns the traffic, and more importantly, the
possible sale away. Attractive ad copies can increase the click through rate, which in turn
increases the probability of high number of sales.
 Website landing page optimization: We will ensure that the pages on your site
where PPC traffic is being sent are optimized to give you the best conversion rates by
assigning keywords to the most relevant landing pages on your site. We will also make
suggestions and recommendations to your landing page that will help turn visitors into
customers.
 Ad split testing: We will create and test multiple ads to run against each other. This way
you can be sure you are always using the best converting ad copy.
 Optimized bid strategy: Through thorough reporting and keyword level data, we will
adjust the bidding to determine the best and most profitable position for each of your
keywords.
 Negative Keywords: We will run reports to identify irrelevant keywords and block them
to ensure that your ads only show for relevant keyword searches.
 Customized Targeting: (If Applicable) We will create campaigns and geo-locate ads to
specific countries, states, regions, cities, and even down to specific neighborhoods. We
can also target ads to specific languages.
 Monitoring and reporting: We will monitor the results of your PPC campaign and
track conversions to see which ads are successful and more importantly which clicks are
generating sales for you. From this we can modify your campaign accordingly to make it
successful. We will provide monthly reports with detailed charts for quick identifications
of trends.
 Great Service and Support: Any questions regarding the campaign can be discussed
personally with your PPC expert.
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4. LAD Solutions’ Ongoing Daily Analysis:
The aforementioned search-engine marketing strategies promote continual, evolving
optimization. With the fundamental search marketing practices in place, advanced search
analytics will be utilized in order to maximize ROI on a daily, weekly and monthly basis.
Ongoing keyword generation based on targeted customer searching patterns will act to
further grow the expansive nature of each unique campaign. Professional interpretation
of historical search analytical information will be used to determine the future strategic
direction and growth opportunities of each unique campaign.
Beginning the LAD Solutions PPC Process…
Congratulations! You have decided to add LAD Solutions as your secret
weapon for your Marketing Campaign. NOW WHAT?
1. Kick Off call w/in 48 hours of signed contract
2. Introduction to your dedicated LAD Solutions PPC Account Manager
4. Identify target CPA/CPL goal, volume goal, etc.
3. Account optimization begins starting w/:
- Reports Pulled / Historical Data analyzed
4. Based on the above, any number of the below may occur over the next 7 days+:
- Bids/Positioning Updated (as needed)
- Account restructuring (as needed)
- New ad copy creation/testing (as needed)
- Updated match types (as needed)
- Landing page destination URL testing (as needed)
- Landing page recommendations (as needed)
- Keyword exploration to identify new opportunities (as needed)
- Look to expand reach (Google Content, Yahoo, Bing, etc)
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5. After this, you decide how often you would like to speak with your account manager. In the
beginning, we recommend that you set up a weekly or bi-monthly call to review performance
and new ideas. This may turn into monthly calls once most of the heavy lifting has been done
and most of the major changes have been implemented. Email communication will happen quite
often as that is the most efficient way to exchange our ideas for new ad copy, landing page
recommendations, new keywords, etc. We run all recommendations by your first to get your
opinion and approval. At some point in the future you can elect to give us creative freedom
without prior approval but until then we want to establish trust by being transparent.
PAY-PER-CLICK ACCOUNT MANAGEMENT:
LAD Solutions charges a nominal monthly management fee based on the combined amount of
the actual monthly spend related to your Pay Per Click accounts. The fee is separate than any
fees associated with any other service provided by LAD Solutions.
LAD Solutions Pay Per Click (Sponsored Placement) Account Management. (Cancelable at any
time with 30 days advanced written notice)
Our Pay Per Click fee schedule is as follows:
One-Time Setup Fee: $500
 This fee is the exact same whether you only have a few hundred keywords in one
campaign or you have 100,000 keywords in different campaigns.
 Waived if Monthly Spend over $3000
Monthly Fee:
 $1000 or less Monthly Spend  $250 monthly management fee
 $1001 - $3000 Monthly Spend  $500 monthly management fee
 $3001 - $6000 Monthly Spend  $1000 monthly management fee
 $6001 - $50000 Monthly Spend  17.5% of the ACTUAL Amount Spent
 $50001 - $100000 Monthly Spend  13.5% of the ACTUAL Amount Spent
 $100001 and up Monthly Spend  11% of the ACTUAL Amount Spent
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