PPC Setup/Management Proposal

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Introduction
We have been asked to provide a proposal to create and manage an AdWords account for
https://craigshelly.com/. Our AdWords campaigns are intended to drive relevant traffic to your
website and ultimately convert that traffic into leads.

Based on our research, your industry has many competitors. Highly competitive industries lead to
fluctuating CPCs. To be successful in this market, we will need to create competitive and attractive
ads that include promotions and your value propositions.

Performance Estimate
We have been provided your initial budget of USD 10,000 per month. Below is a table outlining the
expected performance based on your monthly budget, industry average CPCs and average lead
generation conversion rate. These forecasts are our best estimate using data provided by you,
Google, and other third party tools.

Monthly Budget US$ 10,000

Estimated Cost Per Click US$ 2
Site Visitors 5,000

Account strategy
Keywords
We will focus on creating a detailed keyword list to bring relevant traffic to your website. Typically,
keyword lists range from 50 – 1000’s of keywords, based on budget. The number of keywords is
based on budget and the range and complexity of services or products. Our team spends a great
amount of time using information provided by you and your website, to generate a detailed keyword
list tailored to your business when you come on board. Below some keywords we can target:

Avg. Monthly Competitio Suggested

Keyword
Searches n bid
luxury watches for men 22,200 High US$2.76
best luxury watches for men 2,900 High US$3.54
luxury watches for women 9,900 High US$9.25
ladies designer watches sale 480 High US$9.25
jewellery for men 90,500 High US$3.12
Gold ring for men 60,500 High US$2.20
bracelet for men 165,000 High US$2.43
jewellery for women 27,100 High US$0.92
necklaces for women 74,000 High US$2.94
gold ring for women 33,100 High US$0.56
women rings 74,000 High US$2.69

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Budgeting
Your initial monthly budget of US$ 10,000 will limit campaigns by budget. We will develop a keyword
strategy to effectively use your initial budget. Once we begin to see results, we can expand our reach
and increase budget.

Ad copy
Ad copy is continually tested by running two ads for any given keyword and relevant to the keyword
being searched. We test ad copy for a number of the areas including those listed below:

1. Offers
2. Call to action
3. Headline
4. Emotional content vs factual

Should this proposal be approved, we will create more granular ad copy after we learn additional
details about your services and value propositions. Below is a Sample ad:

Mobile strategy
Mobile devices form an essential and increasingly significant part of any paid search campaign. In
your market today, approximately 35% of the search traffic is mobile.

We will utilize mobile bid adjustments to fully optimize mobile traffic. Mobile ads with “click to call”
ability enabled are an essential part of the campaign strategy.

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Remarketing
Maximizing value from your AdWords campaign is essential. To help achieve this we will implement
remarketing in your account. Remarketing enables you to show ads to users who have visited your
site for up to 18 months in the future. This often has the effect of increasing calls and sales at very
little cost.

Google Shopping: This can Help a Lot

Google Shopping Campaigns provide a smart way for anyone selling a product to receive a higher
amount of targeted visibility. In other words, when people come searching (remember Google
receives nearly 6 billion searches/day), then Google provides an easy way for those looking for
products, like the ones you sell, to show up on the first page of Google with all of the most pertinent
information to a consumer:
https://craigshelly.com/.

– A picture of your product

– A short, yet detailed description
– A link to your website
– The price of your product
– Any promotion information that is relevant to the potential sale

In short, Google Shopping Campaigns makes retail-consumer exchanges simply by helping you
organize the products you have listed in your Google Merchant Center within the AdWords
interface, so that you can create customized shopping ad campaigns. These ads are then displayed
on Google and on relevant Google partner websites.

Here are some additional benefits of Google Shopping Campaigns:

– Intuitive and retail-centered campaign creation
– Powerful and insightful reporting tools
– New competitive metrics including Benchmark Max CPC, Impression Share, and Benchmark CTR
– Competitive data and advanced optimization options
– Campaign priority settings (priority level, not bids, determine eligibility for impressions)
– Historical performance data preservation (even if you shuffle product groups around)
– Targets are automatically created for you at each product group
– Ability to browse your products in the AdWords system

Monitoring and tracking

Conversion tracking
Measuring the number of sales received (conversions) is a key metric. It is essential that conversion
tracking is installed and properly configured on your site. Should this not be the case, we can
provide the code you need to implement on your site in order to do this along with instructions.

Reporting
We will provide a [weekly/monthly] summary campaign report for you to monitor progress. In
addition we will have regular progress calls on a [weekly/two-weekly/monthly] basis.

Hours It Takes:
- Set up would take around 8-10 Hours for Everything
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 - Management would take around 6 Hours/week for the first few weeks and then when the
campaigns gains enough pace, we can reduce the hours for management

Other channels
It may be beneficial, once your AdWords campaign is effective to consider using other paid traffic
channels. Those that we consider to be particularly suitable for your business include:

1. Bing
2. Facebook

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