Welcome to Whitehat

PPC Proposal: Cap-MLGPK8

Created: 10th May 2013

An Introduction To Whitehat

Whitehat: Specialists in Analytics Based

Marketing

• Over 30 years experience in technology

and marketing in London & New York

• Core expertise: financial services

• Comprehensive set of services in

Consultancy, PPC, Organic SEO, Reputation

Marketing, Video and Social Media

promotion

• Campaign focus: strong ROI

Our Understanding of the Brief

“We offer loans quickly and easily, you can apply for a loan of up to $100- $1,000 from

the privacy of your home. We would like to drive more traffic to our website. We would

like to target certain cities in the US”

1. To drive more traffic to the website

PPC is the fastest way to drive traffic to a site, but the majority of PPC campaigns are

not setup or managed well. This results in poor ROI

Effective PPC work needs very carful analysis, configuration, testing and monitoring to

work well

2. Target specific cities within the USA

• GEO Targeting – Easy to do quickly, difficult to do well.

• Features & Testing – There are a multitude of different options and configurations for

targeting locations. It is important to configure all of them correctly. However location

targeting is imperfect, and so is Google, so it is vital keep a close eye on your

campaigns, monitor performance at multiple levels, and make use of geographic

dimensions reports to identify areas for improvement, because the reality is the ability to

serve someone a specific ad in a specific location at the exact moment they're searching

for is a hugely powerful advertising opportunity.

Why Choose Us

• Choosing us will liberate you from learning the highly

technical skills required to run a PPC campaign

successfully. You can focus on building and running

your business while we do the job of increasing your

leads and customers through PPC. 

• We understand your business category and niche and

we know or can quickly determine what PPC strategy

will work for you based on our extensive experience.

• In addition, we undertake an in-depth consultation

with you to understand your business on a deeper

level to effectively execute your PPC campaign.

 

 

.

In Depth Consultation

We take the time to understand your

business, your objectives, your product

or service, your target market and

their online behaviour for us to deliver

PPC advertising of the highest

performance.

Summary Of What We Do

Account Setup

We setup your PPC account with Google Adwords, Bing

and/or with Bing and Yahoo! Network.

Market and Keywords Research

We perform market and keyword research to determine

the most viable keywords that your target market is

typing into the search engines to find you. We target

keywords that will generate the right amount of traffic

with the right intent at the right cost.

Campaign and Ad groups Setup

We setup your campaign or campaigns with the

appropriate ad groups based on tightly-knit themed

keywords with keyword matching options.

 PPC Budget Management

We setup your desired budget and make sure that we

make the best out of it and that you do not go over

budget spend for the month.

Targeting Options

We setup targeting options based on search and/or

display advertising, language, geo-location, device,

scheduling.

 Conversion Tracking

We setup conversion tracking with Google Analytics.

 AlB Testing

We perform AlB testing of ad copies to improve CTR

and keyword quality scores to bring the cost per click

down; as well as A/B testing of other elements when

applicable. 

Measurement, Analysis and Optimization

Cost per click, CTR, ad positions, and quality scores are

measured and analyzed. Based on the results of this

analysis, the PPC technicians will modify the campaign

accordingly to improve performance.

Pay Per Click Services – Month 1

Ad Spend Bracket

Monthly AdWords Budget Range: $1000 -

$2000

Account Setup and Research

• Website and/or Landing Page Analysis

• Competitive Analysis

• Account Setup

• AdWords Tracking Code Setup

Campaign Management

• Keyword Research: 750 keywords

• Number of keywords per Ad-group: 40

• Search Network: Yes

• Display Network: Yes

• Ad groups creation: 15 ad-groups

• Ad-copy creation: 4 ads per ad-group

• A/B Ad copy split-testing

• Geo-targeting

• Ad scheduling

• Adwords Campaign Experiments (ACE Test)

• Keyword Matching Options

• Budget Management

• Keyword Bid Management

• Negative Keyword Research

Pay Per Click Services – Month 1 (Cont.)

Campaign Monitoring and Analysis

• Enterprise Level PPC Management Platform

• Conversion Tracking

• Traffic Statistics Analysis

• Search Query Report Analysis

• Click Fraud Analysis & Support

• ROI Management

Google Analytics

• Account Setup

• Google Analytics Tracking Code Setup

• Analysis & Monitoring

Reporting

• Enterprise Level Weekly or Monthly Reports

• ROI Analysis

Pay Per Click Services – Month 2

Campaign Management

• A/B Ad copy split-testing

• Geo-targeting

• Ad scheduling

• Adwords Campaign Experiments (ACE

Test)

• Keyword Matching Options

• Budget Management

• Keyword Bid Management

• Negative Keyword Research

Campaign Monitoring and Analysis

• Enterprise Level PPC Management Platform

• Conversion Tracking

• Traffic Statistics Analysis

• Search Query Report Analysis

• Click Fraud Analysis & Support

• ROI Management

• Analytics Monitoring

Reporting

• Enterprise Level Weekly or Monthly Reports

• ROI Analysis

Costs

Campaign Name: PPC 2000

Month 1 management fee: $2000

Month 2 & ongoing management fee: $1250 per month

Total for 3 months: $4500

Note: Our campaign costs are linked to media spend, in this case a monthly AdWords

budget in the range of $1000 - $2000 per month. A larger media spend needs a more

keywords and therefore a more complex structure to manage, analyse and maintain. We

can quote for larger or smaller AdWords budget ranges, if needed.

Whitehat 2013Analytically driven, professional PPC

projects, working with our clients to

deliver a strong ROI