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Calver Branding Google ads PPC Proposal

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Calver Branding Google ads PPC Proposal

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Calver Branding Google ads PPC Proposal

  1. 1. Push PPC Proposal.
  2. 2. WelcomeYour presentation will begin shortly
  3. 3. Our Agenda ▪ Landing Page Review ▪ Our Strategy Development Process ▪ Our Prices & Packages ▪ Quick Overview of Push ▪ Your PPC Audit ▪ New Opportunities
  4. 4. Pure Focus On Digital Advertising Since 2007 50+ specialists in London, Manchester, Bucharest, Athens and Copenhagen
  5. 5. Our Values
  6. 6. 35,000Google Agency Partners
  7. 7. 1,000Premier Partners
  8. 8. 10Contracted UK Channel Partners
  9. 9. So what? Access to beta tests before your competition
  10. 10. So what?We run seminars every month at Google’s Head Offices
  11. 11. So what?Support to help customers expand internationally.
  12. 12. Global expansion Lots of our customers operate globally and have expanded into new territories working with us. Customer Areas we run campaigns in Mountain Store Hair Transplant Clinic Golf Holiday Company Diabetes Management company UK, SPAIN, FRANCE, GERMANY, USA, SWEDEN, AUSTRIA, AUSTRALIA, CANADA, SWITZERLAND, DENMARK, NORWAY, FINLAND, JAPAN BRAZIL, MIAMI, SCOTLAND, SYDNEY, GERMANY, AMSTERDAM, PERTH, ITALY, SAN DIEGO, LEBANON, SAUDI ARABIA, DENMARK, UK, NIGERIA SWEDEN, DENMARK, UK, USA UK, DENMARK, POLAND, CZECH REPUBLIC, FINLAND, NORWAY, GERMANY, HOLLAND, AUSTRIA, SPAIN, GREECE, ITALY, SWITZERLAND, FRANCE
  13. 13. Winner Best Customer Satisfaction Award - Google Premier Partner EMEA Awards 2016 Winner Mobile Innovation Award - Google Premier Partner EMEA Awards 2017 The only agency to win a Google Premier Partner Award 3 years in a row Winner Mobile Innovation Award - Google Premier Partner Global Awards 2017 Winner Growing Business Online Award - Google Premier Partner EMEA Awards 2018 The most highly nominated European agency
  14. 14. Over 300 customers
  15. 15. In multiple industries
  16. 16. See what our clients have to say
  17. 17. Push Analyser The push analyser puts together reports that would take us 3-4 hours to put together manually. It saves time analysing and leaves us with more time to actually do work on your account.
  18. 18. We’re a process driven PPC agency
  19. 19. How we’re always ahead
  20. 20. How we keep you ahead
  21. 21. We Can Help Your Business Grow Through Multiple Channels
  22. 22. Our Agenda ▪ Landing Page Review ▪ Our Strategy Development Process ▪ Our Prices & Packages ▪ Quick Overview of Push ▪ Your PPC Proposal ▪ Other Opportunities
  23. 23. The Market Demand
  24. 24. Google Shopping Google shopping ads can appear on the right hand side or at the top of the results page.
  25. 25. You will need a product feed Push do not manage feeds but can recommend partners who do
  26. 26. Increase Your Sales ▪ Shopping ads have a strong click through rate. ▪ Usually lower cost per click. ▪ A higher conversion rate.
  27. 27. Shopping Ads Vs Search Ads ▪ Shopping ads are more popular to potential customers.
  28. 28. Break Campaigns Down Into Groups ▪ To give us more control over what we show for. ▪ Help to allocate budget effectively. All Products Product Group 1 Brand 1 Brand 2 Brand 3 Product Group 2 Brand 4 Brand 5 Brand 6
  29. 29. Bid on each item to maximise performance
  30. 30. We use high/low bid strategies to drive down your CPA All Products (Bid A) Campaign 1 (Bid B) Campaign 2 (Bid B) Campaign 3 (Bid B) Campaign 4 (Bid B)
  31. 31. Query Sculpting gives you back control over keywords you appear for
  32. 32. Dominate the page by combining Shopping & Search
  33. 33. Dynamic Remarketing Combine Google Shopping & Remarketing
  34. 34. Trueview For Shopping ■ Drives conversion from video on YouTube
  35. 35. Exit Overlays E-Commerce ■ We employ exit overlays on pages to persuade customers to engage with you before leaving the website
  36. 36. Bing Shopping Ads B2B ■ Bing makes up 10-20% of search engine traffic in the UK.
  37. 37. Search Trends ▪ We are able to see search trends for keywords in any country at any time to plan your budget for the year.
  38. 38. There are hundreds of keyword variations by Trends
  39. 39. We can see locations people search from
  40. 40. We can see the devices they use
  41. 41. Promotional Products/Items/Gifts
  42. 42. Corporate Merchandise/Gifts/ Promotional Products
  43. 43. Custom Pens/Cheap promotional Pens/ Marketing Gifts
  44. 44. Personalized/Personalised /Promotional Pens
  45. 45. Promotional Clothing/Merchandise/Giveaways /Print Promotional Items
  46. 46. Engraved Pens/Printed Pens/ Custom Engraved Pens
  47. 47. Logo Pens/Business Gifts/Promo Gifts
  48. 48. Promotional Cups/Bags/Mugs
  49. 49. Products Advertisement/ Custom Mugs/Promotional Clothing
  50. 50. Competitive Analysis
  51. 51. Competitor Data
  52. 52. Competitor Data
  53. 53. Competitor Data
  54. 54. Our scripts identify competitors keywords not in your account
  55. 55. We use Google alerts to keep up to date with industry news
  56. 56. Benchmark CPA’s We have our own benchmarks out of our 300 clients to estimate conversion rates in your industry. Category Clicks Impressions CTR Avg. CPC Conversions Cost / conv. Conv. rate Cost Advertising & Marketing 5994 454256 1.32% £2.70 155 £104.51 2.59% £16,199.13 Transportation & Logistics > Self Storage 2529 454891 0.56% £1.14 11 £262.81 0.43% £2,890.94 Transportation & Logistics 8962 584547 1.53% £2.25 685 £29.45 7.64% £20,173.45 Business Services > Office Services 18602 634707 2.93% £1.65 987 £31.14 5.31% £30,734.95 Business Services 18616 636262 2.93% £1.65 987 £31.14 5.30% £30,739.23 Business Operations > Management > Strategic Planning 1071 27760 3.86% £2.82 16 £188.54 1.49% £3,016.58 Business Operations > Management 1071 27760 3.86% £2.82 16 £188.54 1.49% £3,016.58 Gifts & Special Event Items > Gifts 50672 4670724 1.08% 0.23 2340 4.94 4.62% 11563.65 Gifts & Special Event Items 609587 44282028 1.38% 0.27 32775 5 5.38% 163825.66
  57. 57. How we develop your strategy
  58. 58. We separate Out the keyword variations into campaigns and ad groups
  59. 59. Targeting your audience
  60. 60. Geographic Targeting We can target any location and bid more or less based on performance.
  61. 61. Demographic Targeting Demographic targeting allow us to tailor our ad copy and target specific people based on age, gender and income.
  62. 62. Device Targeting Device targeting allow us tailor our ad copy based on the devices that people are searching.
  63. 63. In-Market Audiences In-market audiences identify lists of people based on their behaviour.
  64. 64. Optimising results = Push Analyser
  65. 65. Keyword analysis The Push Analyser allows us to look at the match type performance and help us make decisions based on data.
  66. 66. Impression Share analysis The Push Analyser allows us to look at which campaigns have impression share under 80% and fix them.
  67. 67. Ad copy analysis Push Analyser can be used to show us when there is a difference between the click through rates of ads.
  68. 68. Wastage analysis The Push Analyser can show us all searches that have not led to a conversion in the last 30 days.
  69. 69. Non Converting Keywords
  70. 70. Conversion analysis The Push Analyser shows the phrases that lead to conversions, so we can add them as keywords in the account.
  71. 71. Scripts Save More Than Just Time Benefits Other Than Time ■ Minimise human errors ■ Analyse more data ■ Deliver better results ■ Create competitive advantage ■ Time to focus on strategy
  72. 72. We Use Building Scripts Build Millions of Combinations Minimise Problem ■ Millions of people searching in millions of ways. Solution ■ Input keyword themes and Script builds every possible combination.
  73. 73. We Also Use Bidding Scripts Bid Dynamically in Auctions Minimise Problem ■ Millions of auctions in a very dynamic game. Solution ■ Scripts are monitor market bids and optimise.
  74. 74. Our Quality Assurance Scripts... … Ensure Things Run Smoothly Minimise Problem ■ Too many things can go wrong on your website or your adwords account. Solution ■ Scripts scan the account flagging abnormalities.
  75. 75. Optimisation Scripts Adding/Excluding Keywords Minimise Problem ■ Wider audiences and keywords means discovering opportunities but also accepting wastage. Solution ■ Scripts include keywords generating value - excluding keywords creating wastage.
  76. 76. Optimisation Scripts Optimise Bids per hour per day
  77. 77. Other Examples ■ Airline company: fewer spots available, higher profit ■ Forex platform: your favourable couple gets fluctuation ■ Recruitment company: job vacancies getting filled ■ Food company: increased demand in champions league days ■ Hotels company: hotel around airport, flight delays, put your bids up
  78. 78. We place the call tracking code on the website. The code recognises when a person visits the website via a PPC advert and the number dynamically changes. If a visitor calls the number we can then track which keyword led to the call. 1 2 3 We use call tracking to improve marketing effectiveness
  79. 79. Bing
  80. 80. Bing offers lower CPC’s
  81. 81. Display Advertising
  82. 82. Google Display Network Place ads on a variety of news sites, blogs and other websites that are relevant to what you’re selling.
  83. 83. Why Display Advertising? ▪ 71% of time spent your potential customers are: ▪Reading Articles ▪Emails ▪Watching Video ▪Browsing.
  84. 84. CPA costs reduce whilst volumes rise Spend Display CPA Search CPA % Difference Model Account £151,000 £5.3 £6.2 16.40% Baby Products £77,000 £1.8 £2.8 59.40% Immigration Lawyers £222,450 £15.5 £26.9 73.70% Property Investment £109,600 £42.6 £65.6 54.00% Education Client £40,500 £5.3 £7.4 41.00% Life Insurance Client £326,400 £44.7 £59 32.10%
  85. 85. How can we target?
  86. 86. Targeting By Keywords
  87. 87. Targeting By Topics
  88. 88. Targeting By Placements
  89. 89. Sites You Appear On
  90. 90. Sites You Appear On
  91. 91. Video
  92. 92. Video is an important part of strategy
  93. 93. Who You Can Target Get in front of your target audience with Youtube Video targeting & Youtube remarketing
  94. 94. Youtube Bumper Ads 6 second video ads which can generate a great deal of awareness at a low cost.
  95. 95. Keeping you ahead with Google Betas
  96. 96. Smart display ▪ Smart display is a fully automated display campaign which uses Google’s artificial intelligence to control bids, targeting and ad testing. ▪ Google internally report 20% increases in conversions with the same CPA and we have seen it halve the CPA for some of our customers.
  97. 97. Responsive ads ▪ Responsive search ads are very powerful as they tailor the ad copy based on the profile of each user.
  98. 98. Dynamic Prospecting ▪ Show adverts to qualified, in market prospects.
  99. 99. Enhanced CPC for Conversion Value ■ Now Google have introduced enhanced CPC for conversion values on the beta program. ■ The objective is to give you more value for the same ROAS. A lot of businesses however have no value attributed to their conversions.
  100. 100. Build relationships with your audience via Remarketing
  101. 101. Remarketing
  102. 102. Remarketing Helps
  103. 103. Remarketing
  104. 104. Video Remarketing
  105. 105. Video Remarketing The number of views How long people watch the video for The number of clicks from the video to the website We can measure: Video remarketing has very cheap costs per click.
  106. 106. Making the most of your traffic with landing page optimisation
  107. 107. 50% of Your Traffic Will leave if your mobile site takes over 3 seconds to load.
  108. 108. Mobile Speed
  109. 109. Mobile Speed
  110. 110. Mobile Speed
  111. 111. What is your Target CPA? CPC and Conversion Rates
  112. 112. Variables that can affect your CPC & Conversion Rate Websites structure Website content Products /pricing Product feed Bids set on the account using intelligent solutions Quality score from Google through optimisation Click through rates of your ads through ad testing Impact of ad extensions on your adverts through testing Economic changes Competitors adjusting their bids /ad copy / pricing / offers Google’s algorithms Inflation of CPC’s on the Google AdWords platform Internal changes to the Google platform and policies New Beta’s/features Changes to the Google.com search page Seasonality Weather Your audience behavior World events – World cup etc. Things you can impact Things we can impact Out of our control
  113. 113. Select oven cleaning Case Study 1
  114. 114. Select oven cleaning Case Study 1
  115. 115. Vacuum Save Case Study 2
  116. 116. Vacuum Save Case Study 2
  117. 117. Google AdWords industry benchmarks Average conversion rates The average conversion rate in AdWords across all industries is 3.75% on the search network and 0.77% on the display network
  118. 118. Conversion Rate% Lead Generation for Search Campaigns
  119. 119. Exit Overlays We employ exit overlays on pages to persuade customers to engage with you before leaving the website. E-commerce
  120. 120. Exit Overlays We employ exit overlays on pages to persuade customers to engage with you before leaving the website. B2C
  121. 121. Exit Overlays We employ exit overlays on pages to persuade customers to engage with you before leaving the website. B2B
  122. 122. Budget recommendations Search: We recommend a budget of £2000 per location: Display: We recommend a budget of £1000 per location Remarketing: We recommend a budget of £500 per location
  123. 123. Summary
  124. 124. Our strategy development team will arrange an initial call to discuss the next steps and ensure they fully understand your business objectives. What happens next
  125. 125. What happens next An account plan is created and approved before we built or optimise the account.
  126. 126. What happens next Intelligent scripts are set up to improve account management efficiency (there are over 50)
  127. 127. What happens next We work with you to get tracking, reporting and the Push analyser set up
  128. 128. What happens next Based on your plan we build new AdWords campaigns and/or optimise your existing campaigns.
  129. 129. What happens next Before you go live you will have a call with your Strategy Development Manager and your new account manager. There will be a screen share and they will take you through the all the work that’s been done to check you are happy.
  130. 130. New accounts need lots of love and our teams work together to ensure we find the winning formula to grow your business. Your account manager, salesperson and strategy development manager will meet monthly for the first three months to review your account together and update you on progress. What happens next
  131. 131. Our commitment ■ Comprehensive weekly and monthly reports written in a style to suit you. ■ Performance reviewed and improved on a daily basis. ■ Dedicated certified account manager. ■ Agree clear goals with you each month. ■ We take responsibility for the final result (not just the traffic!)... Sales, tel calls etc
  132. 132. Your commitment ■ Understand that campaign improvements can take time. We need a minimum 3 month commitment. ■ Provide us with feedback on sales uplifts, lead quality and any other measure that is relevant. ■ Treat us as part of the team. We’re here to help.
  133. 133. Prices ■ Optional Landing Page Support ■ One off set up cost ■ Monthly price plans
  134. 134. £997 ■ Unique Push PPC strategy overseen by a team with over 20 years PPC experience (worth £750) ■ Account build/ optimisation by Google Certified Professional with up to 50 steps completed ■ Check/ Implement conversion tracking including call tracking (worth £100+) ■ Boost conversions with our exit overlay (worth £291) ■ Free Google Ads voucher for new accounts (worth £75+) Reduce your cost per acquisition through our Push analyser software Conversion Booster Wastage Reduction Ad Performance Testing New Keyword Discovery Quality Score Optimsation PPC Set Up Push PPC set up includes Push Push Analyser Includes set up on One off cost + Vat
  135. 135. £2997 ■ Google Ads campaign management (includes Google Shopping) ■ Bing ad campaign management (includes Bing Shopping) ■ Display network targeting ■ Native advertising ■ Video advertising ■ Remarketing, search remarketing, video remarketing, dynamic remarketing ■ Face to Face quarterly business reviews ■ Bespoke Report Dashboards ■ Bespoke Script Dashboards All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Premier Push PPC Premier offers all Google Ads features including: Push Push Technology Ad spends up to £30,000 + Vat
  136. 136. £1997 ■ Google Ads campaign management (includes Google Shopping) ■ Bing ad campaign management (includes Bing Shopping) ■ Display network targeting ■ Remarketing ■ Search Remarketing ■ Video Remarketing ■ Dynamic Remarketing ■ Segmented customer audience list creation All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Plus Push PPC Plus offers all Google & Bing Ads features including: Push Push Technology Ad spends up to £20,000 + Vat
  137. 137. £1497 ■ Google Ads search & shopping campaign management ■ Bing Ads search & shopping campaign management ■ Remarketing (with Google Banner Advertisements) ■ Segmented customer audience list creation ■ Performance reviewed on a daily basis ■ Dedicated certified PPC account manager ■ Comprehensive reports written in a style that suits you All Push customers have access to our unique technology (worth £597) Push analyser Call Tracking Push Scripts Exit overlays Monster Form PPC Push PPC offers all Google & Bing Ads features including: Push Push Technology Ad spends up to £15,000 + Vat
  138. 138. Push PPC Google & Bing search & shopping campaigns Remarketing Does not include Display Advertising Does not include Native Advertising £1497 Monthly Report Push PPC Plus Google & Bing search & shopping campaigns Remarketing Display Advertising Does not include Native Advertising £1997 Monthly Report Push PPC Premier Google & Bing search & shopping campaigns Remarketing Display Advertising £2997 Monthly Report Native Advertising
  139. 139. £997 ■ Account build/ optimisation by Facebook specialist with over 50 steps completed ■ Unique Push social strategy overseen by a Facebook specialist ■ Check/ Implement conversion tracking including call tracking ■ Integration with ROI hunter to maximise catalogue sales Reduce your cost per Acquisition through our ROI Hunter software Conversion Booster Wastage Reduction Ad Performance Testing New Persona Discovery Improved Ad Relevancy Facebook Set Up Push Facebook set up includes Push ROI Hunter Includes set up on One off cost + Vat
  140. 140. £9997 ■ Google Ads campaign management including all features and Betas ■ Facebook campaign management ■ Bing campaign management ■ SEO ■ Content marketing ■ Digital PR ■ Email automation sequences ■ Monthly face to face meetings All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Premier Gold Push PPC Premier Gold offers: Push Push Technology Ad spends up to £100,000 + Vat
  141. 141. £4997 ■ Google Ads campaign management including all features and Betas ■ Facebook campaign management ■ Bing campaign management ■ SEO ■ Monthly face to face meetings All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Premier + Push PPC Premier + offers: Push Push Technology Ad spends up to £50,000 + Vat
  142. 142. £2497 ■ Google Ads campaign management ■ Display network targeting ■ Native advertising ■ Video advertising ■ Bing campaign management ■ Remarketing, search remarketing, video remarketing, dynamic remarketing ■ Face to Face quarterly business reviews ■ Bespoke Report Dashboards ■ Bespoke Script Dashboards All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Premier Push PPC Premier offers all Google Ads features including: Push Push Technology Ad spends up to £25,000 + Vat
  143. 143. £1497 ■ Google Ads campaign management ■ Display network targeting ■ Native advertising ■ Remarketing ■ Search Remarketing ■ Video Remarketing ■ Dynamic Remarketing ■ Segmented customer audience list creation All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Plus Push PPC Plus offers all Google Ads features including: Push Push Technology Ad spends up to £15,000 + Vat
  144. 144. £997 ■ Google Ads campaign management (includes Google Shopping) ■ Remarketing (with Google Banner Advertisements ■ Performance reviewed and improved on a daily basis ■ Dedicated certified PPC account manager ■ Comprehensive reports written in a style that suits you All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Push PPC offers all Google Ads features including: Push Push Technology Ad spends up to £10,000 + Vat

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