Enterprise PPC

Management and
Strategy

Prepared For:

Ro Bhatia
Delivered on:

May 23, 2018

Submitted by:

Isaac Rudansky
 Dear Ro,

Welcome Thank you for inviting our team to submit a proposal for a digital marketing partnership
with LimeLight CRM. We work with multiple, publicly traded companies and small retail
boutiques on Main St. alike. With each of our clients, we bring the same level of creative
energy and attention to detail.

We believe our team will be of real value to you and your team at LimeLight CRM, and we
look forward to developing a long and positive relationship.

As you know, we don't do long term contracts of any sort. We intend to earn your renewed
business month over month by way of campaign performance, transparent
communication and continuing collaboration.

The following proposal was developed based on the conversation you and I had yesterday
and our assessment of your current campaigns / accounts. If anything contained here is
unclear, or you'd like to discuss the proposal in more detail, please don't hesitate to reach
out to me at isaac@adventureppc.com, or by phone at (516) 362-2385.

Thanks again, Ro, and I look very much forward to working with you.

Best,
Isaac Rudansky
AdVenture Media Group

1

About Us
These are the values that we
believe in, and these are the
principles we bring to every client
relationship.
We consider ourselves your digital marketing partner, with an actual interest in the growth of
your business. While we're a boutique agency, we deliver big results. On a consistent basis,
we outperform other agencies (based on historic data), developing our campaigns slowly and
methodically.
Creativity
Our team consists of artists, Industrial / Organizational Psychologists, advertising professionals
and inbound marketers. Advertising, at its core, is a personal medium, and we're bringing the
human factor back to an industry which often forgets it.
Transparency
Part of what we love about digital marketing is its transparency. You get all the information we
get, including regular reporting, administrative access and scheduled strategy calls. We're going
to make mistakes (at least we're honest), but discussing the issues and developing a plan to
avoid them in the future is what ultimately results in the most effective ad campaigns.
Collaboration
We bring experience and technical skill to the table, but nobody knows your business as well as
you do. We want your feedback, we encourage your input and we do whatever we can to build a
collaborative relationship. You + Us = Increased ROI.
2
 Intelligence
About Us Not to brag or anything, but we're a very smart group of marketers. We leverage sophisticated
software to help automate parts of your campaign strategy, and we plan your campaigns with
detail and foresight.

Respect For Our Clients

Managing someone else's money is an enormous responsibility. Whether the client is a small
mom and pop e-commerce boutique or a publicly traded enterprise, the performance of the
campaigns we run for our clients effect others' livelihood. We manage your advertising dollars
as if they were our own, because after all, businesses don't pay taxes and businesses don't pay
employee salaries … people do.

Respect For Each Other

Our in-house team is a diverse group from different ethnic and religious backgrounds. We all think
about things differently, and our life views vary across the full spectrum of beliefs and principles.
But in our culture of open-mindedness and respect for our individuality, those difference actually
serve to foster closeness and camaraderie. A healthy work environment begins with respect, and
our culture is a testament to everyone sharing that perspective.

3

Scope of
Services
The following services are
covered in this proposal.
We feel that these services
combined will help us work
together on a long-term basis to
consistently improve the
performance of your marketing
dollars.
AdWords Search Management
Comprehensive performance management of all your AdWords search campaigns, including
mobile campaigns (click to call), search network campaigns and retargeting in search campaigns.
AdWords management includes, but is not limited to, keyword management, negative keyword
lists, traffic sculpting, creative ad copy and A/B testing, historical account analysis, competitive
analysis, bid and budget management, custom scripts and plugins, Google Analytics integration,
conversion tracking setup and more.
AdWords Display campaign management
Custom designed image / flash / gallery ads in all major sizes (one new ad set per month).
Display network advertising could be a very effective way to bring in traffic at scale and to
increase awareness cheaper than the other campaign types. Our recommendation would be to
hold off on display ads until after we're running highly profitable campaigns across all search and
remarketing channels.
Dynamic Remarketing
Remarketing ads tailored to the specific pages your visitors spent time engaging with. While these
types of ads don't always perform better than traditional remarketing ads, it's always something
worth testing. Dynamic remarketing works especially well with ecommerce websites, but they can
be a great strategy for traditional lead-gen campaigns as well. For example, ads can be tailored to
visitors who spent time researching specific services or service categories. Dynamic remarketing
ads will be designed using the Google display ad gallery, unless otherwise agreed upon.
4
 Remarketing Audience Management
Scope of Creating sophisticated remarketing audiences based on data from Analytics. Custom audiences
account for the inherent differences in the visitors coming through our advertising channels.
Services Custom audiences include segmenting by traffic source, campaign, ad clicked, keyword and
behavioral patterns such as which pages they viewed, how long they spent on our site, which links
they clicked and more.

Bing Ads Campaign Management

Same strategies and management as Google AdWords, but taking advantage of additional, high-
intent traffic from the second most popular search advertising network.

Google Analytics Integration

We'll make sure Google Analytics is properly installed on your website and landing pages, and link
the account to AdWords (if it hasn't been done already). We'll also be setting up custom Analytics
dashboards to more easily analyze AdWords traffic inside Google Analytics.

Google Tag Manager Implementation

We'll send you your Google Tag Manager container code for your developer to install, or we can
install it ourselves after being granted backend access to your website. We'll also use Google Tag
Manager to install additional tags, like the Facebook pixel, remarketing tags, conversion tags etc.

5
 User Behavioral Analysis
Scope of We will be using tools like Optimizely and CrazyEgg to get a deeper insight into how our visitors
are interacting with our pages. Depending on our volume and other tools we're using, this may not
Services be necessary, but we like to have the click-maps and heat-maps to be able to cross-reference our
landing page tests with.

6

Timeframe
The table on the right will give you
a sense of what our on-boarding
process looks like.
We make a great point to provide
each account the level of attention
and dedication it needs to
maximize efficiency and
profitability. This a brief outline of
our internal structure, intended to
provide a broader overview of how
we work.
Phase When?
Discovery Call 1-2 days after
signup and
45 min - 1hr phone call with your company and your account management
team here. Business / Industry Analysis, Competitor Review, Understanding payment.
Costs and Target Cost Per Conversion or Acquisition (CPA).
Industry Research and Competitive Analysis 2-4 days after
We'll use a number of different tools and strategies to learn as much as signup
possible about your industry and present you with a thorough analysis
tracking the advertising footprint of your biggest competitors.
Campaign and Strategy Development 4-8 days after
Working collaboratively designing a long term campaign strategy while signup
building out new campaigns, restructuring current campaigns, and making
sure all setting are configured properly.
Conversion Testing and Analytics Integration 7-9 days after
Testing conversions to ensure they are tracking properly. Integrating signup
Google Analytics if applicable.
Launch Call and Campaign Launch 10-14 days after
45min - 1hr call with your account management team to review all our work signup
and get an approval from your end to push new campaigns live.
Ongoing Optimizations and Regular Strategy Calls Monthly ongoing
Everything we do to increase campaign performance. Scheduling of your
monthly strategy calls
7

Custom
Reporting
In order to enhance our
transparency and make things
as easy for you as possible, we
provide flexible, customized
reporting solutions that include
the metrics most important to
you delivered on your ideal
schedule.
All data is pulled directly from your AdWords and Bing accounts, but it's presented in a much more
structured and organized way than the actual AdWords dashboard itself.
Weekly, monthly and quarterly, you'll receive (right in your inbox), a weekly report that reviews
all the combined data from the past week. The weekly report will also include a performance
comparison sections that compares the performance of the past week with the entire week
before last. Monthly reports are the same thing, but the data is pulled over the course of the
entire month and compared with the data from the month before last. The reports are highly
customizable and can include/ exclude virtually any metric or key performance indicators in your
account.
Some of the standard elements of the reports are:
• Click Through Rate
• Cost Per Click
• Conversion Rate
• Converted Clicks
• Quality Score
• Top Performing Text Ads
• Top Image Ads
• Top Keywords / Ad Groups / Campaigns
• Geographical Reports
• Hour Of The Day Chart
• Performance By Device (mobile/tablet/desktop)
8

The Tech
We Use
We're focused on human-centric
campaign management, with a
healthy helping of sophisticated
automation and organization
utilizing best in class software,
research platforms and agency
tools.
Optmyzr was founded by Frederick Vallaeys, on of the original engineers
on the AdWords team at Google. While an expensive platform to use,
Optmyzr provides statistical A/B testing tools for ads, keyword analysis,
a proprietary scripts library, flexible and robust reporting, quality score
tracking, bidding analysis and more. We have a close relationship with
Frederick and the Optmyzr team, and we're regular contributors to their
blog.
The Google Developers API allows us to create and implement AdWords
scripts that help us analyze data and maintain campaigns at scale. We
use scripts to consistently bid to desired positions and to build historical
competitive charts that track how your campaigns stack up against your
top competitors in the AdWords auction.
Google Analytics is a massive piece of software that gives us additional
insights into your PPC traffic, social campaigns, direct and organic traffic
sources. We use Analytics to dive deeper into your data, looking for and
analyzing statistical trends and behavioral patterns. We link your Analytics
and AdWords accounts together and make sure the integration is
functioning as it should be.
9
 Google Tag Manager is a powerful tag management tool that lets us

The Tech manage and optimize all the tags being deployed on your site. Tag
Manager lets your site load faster, without interference, and it allows us to
customize triggers in order to fire certain tags on certain pages. We also

We Use use custom containers that allow us to track user engagement, video
plays, outbound link clicks and more. All for the sake of generating better
data to better optimize your campaigns.

For enterprise call tracking implementation, CallRail provides an excellent

solution at an affordable price. From tracking calls down to the keyword
in your AdWords account, to tracking calls from print ads, organic search
and direct traffic, CallRail is a powerful tool that gives more insight into
our ROI driven approach to account optimization.

We've meddled with most of the project management tools out there, but
Asana is far and away our favorite. We use Asana to keep our client
optimizations on track, record strategies that we're developing and
communicate internally to keep all client account managers working
efficiently and collaboratively.

We manage our enterprise content and inbound marketing campaigns for

our clients. We're a certified Hubspot partner, leveraging their platform for
landing page creation, email marketing campaigns, smart forms, ebook
and whitepaper development, on-site chat and much, much more.

1
 We use Optmizely for A/B testing elements on our clients' websites and

The Tech landing pages. Optmizely allows us to test forms, color schemes, content
and more. Using statistical confidence, our team is able to consistently
improve landing page performance by refining the design over time.

We Use
We use Unbounce to create custom landing pages for our clients.
Whether for traffic coming in through specific PPC campaigns, social
media campaigns or just to promote a specific product or service,
Unbounce allows us to create challenger variants of each page, integrate
leads with your email marketing tool and optimize conversion rates each
month through A/B testing.

OptinMonster is our tool of choice for exit intent popovers, slide-in forms,
floating optin bars and more. We use OptinMonster to offer free, gated
content to your visitors as they're about to exit your site. We link
OptinMonster up with Google Analytics and your email marketing tools
like Mailchimp, Hubspot, Constant Contact and more.

Clicktale is a more robust tool for tracking the behavioral patterns and
click activity of users on landing pages and websites, and their software
offers an impressive and robust range of features for higher volume client
sites and landing pages.

1

Your
Investment
Here is the proposed management
fees and setup fee associated with
the outlined scope of work.
Our quotes are based on brackets of
ad spend, which allow both the client
and agency to know exactly what the
fees will be on any given month.
The following pages detail how our
ad spend brackets work.
Description Price
Recurring Monthly PPC Management Fee*
The monthly management fee covers all the ongoing optimizations we do in
$2,250
your account to increase its profitability and performance over time. In your
case, it means all the included search and display campaign management,
remarketing campaign management and ongoing suggestions for website
improvements.
One Time Account Setup Fee* $799
It takes time to develop your campaigns, research your industry and
understand the advertising footprint of your competitors. The one time set up
fee helps compensate for this time-intensive process.
Subtotal $3,049
LIMELIGHT 10% -$304.90
Total $2,744.10
* First month management fee and setup fee paid at inception. Monthly management billed on a 30 day
recurring cycle thereafter.
Ad Spend Bracket
The above proposal is quoted for an ad spend of up to $18,500 per month, which is a combined
spend between all ad platforms under our management. Additional information about Ad Spend
Brackets on following page.
1
 How Ad Spend Brackets Work
Your Our billing is based on a combined ad spend bracket across all campaigns under our
management.

Investment For example, if we're managing Google Shopping, Search, Remarketing and Display campaigns
for you, the total combined spend between all campaigns will be counted toward your total
monthly spend.

We bill based on brackets for three main reasons.

1. It's simpler and more convenient for both the agency and the client to know exactly what
the monthly fee will be at any given time.

2. If we were charging a flat percentage of ad spend, some clients may feel that a suggestion
to increase budget in a particular campaign is being suggested with the ulterior motive of
being able to bill the client more at the end of the month. With brackets, there is always
room to spend more without any increase in fees.

3. It's simplifies the billing process to charge for a combined spend across all active
campaigns instead of charging for each campaign type (Shopping, Search, Remarketing,
Display) separately. Additionally, since we manage PPC accounts with a high level strategy,
monthly budget it very often shifted to different campaigns based on where performance
gains will be most likely realized.

The following page outlines our management fees for the next four ad spend brackets.

1
 Additional Ad Spend Brackets
Your The more money being spent in an account means their is more data being accrued in the
account. The more data our team needs to analyze, the more time and manpower we're putting
Investment into our optimizations on a monthly basis.

We're not looking to move you into your next bracket the moment your spend goes the bracket
quoted above. We're reasonable people, and we're looking for sustained growth in the
campaigns. If your campaigns are in stride and scaling profitably in a consistent way, then we'll
reassess the management fee accordingly.

Monthly
Ad Spend Bracket
Fee

$18,000 - $30,000 $2,800

$30,000 - $75,000 $4,600

$75,000 - $120,000 $7,200

$120,000 - $160,000 $11,800

Graduating into a new management fee bracket does NOT incure any
additional setup fees.

1
 Boring (but necessary) Legalities
Terms and Effective [date] ("Effective Date"), AdVenture Media Group ("Consultant") and LimeLight CRM
("Company"), a [state/province] corporation, agree (this "Agreement") as follows:

Conditions SERVICES AND PAYMENT

Consultant agrees to undertake and complete the Services in accordance with and on the
schedule specified in the above. As the only consideration due Consultant regarding the subject
matter of this Agreement, Company will pay Consultant in accordance with Fee Structure.

ERRORS
We can't guarantee that our work will be error-free (we're human!) so we can't be liable to you or
any third-party for damages, including lost profits, lost savings or other incidental, consequential
or special damages, even if you've advised us of them.

WARRANTY
Consultant warrants that: (i) the Services will be performed in a professional and workmanlike
manner and that none of such Services or any part of this Agreement is or will be inconsistent
with any obligation Consultant may have to others; (ii) all work under this Agreement shall be
Consultant's original work and none of the Services or Inventions or any development, use,
production, distribution or exploitation thereof will infringe, misappropriate or violate any
intellectual property or other right of any person or entity (including, without limitation,
Consultant); (iii) Consultant has the full right to provide the Company with the assignments and
rights provided for herein; (iv) Consultant shall comply with all applicable laws and Company
safety rules in the course of performing the Services and (v) if Consultant's work requires a
license, Consultant has obtained that license and the license is in full force and effect.

1
 TERMINATION

Terms And If either party materially breaches a material provision of this Agreement, the other party may
terminate this Agreement upon seven (7) days written notice unless the breach is cured within the
notice period.

Conditions Company also may terminate this Agreement at any time, with or without cause, upon seven (7)
days' notice, but, if (and only if) without cause, Company shall upon termination pay Consultant
all unpaid and undisputed amounts due for Services completed prior to notice of termination.

SERVICES
Consultant will perform the services outlined above to the best of their ability in a transparent and
professional manner.

TERM
The term will begin on date initial payment is received.

ENTIRE AGREEMENT
This Agreement constitutes the sole and entire Agreement and understanding between the
parties hereto as to the subject matter hereof, and supersedes all prior discussions, agreements
and understandings of every kind and nature between them as to such subject matter.

FEES
First payment of $2,744.10 to be paid at inception. Ongoing monthly management fee of $2,025
on a 30 day billing cycle thereafter. If budget exceeds $40,000 / mo in advertising spend, monthly
management fee will be reassessed. No fees are subject to a refund of any kind.

1
 1. Please make sure you've read and understood the proposal. It's really important to us that

Let's Get everything is transparent and understood from the beginning so that we lay a solid
foundation for a great working relationship.
2. If you have any questions at all, please let us know. We're happy to clarify any points and

Going! there may be some items that we can sort out together. We're committed to finding the
best way to work together.
3. Once you feel confident about everything and are ready to move forward, please click the
'sign here' button below.
4. Sign in the box that pops up to make the acceptance official.
5. Once we receive notification of your acceptance, we'll contact you shortly to sort out
billing, next steps and get the project rolling.
6. We'll email you a separate copy of the signed contract for your records.
7. If you need to get in touch with me for any reason, you can reach me by email
at isaac@adventureppc.com or by phone at (516) 362-2385.

SIGN HERE
Ro Bhatia

Isaac Rudansky Ro Bhatia

President LimeLight CRM
AdVenture Media Group

1
Thanks, Ro!
We're really looking
forward to working with
you!

Prepared by:
Isaac Rudansky
AdVenture Media Group