Digital Capabilities Packet

Transcription

1 Digital Capabilities Packet

2 Position your company on the first page of major search engines when persons are actively searching for products or services you offer! Keys to Success Relevance: Achieve higher positioning for a lower cost with relevant campaign structuring & Ads. Goals: Establish & track meaningful goals to optimize your program based on successful measurements. Major Search Engine PPC Tactics & Strategies Tracking & Performance Measurement: Establish True ROI o Conversion Tracking: Form Fill Leads ecommerce Online Purchase enewsletter Signup View of Key Page Video Play PDF Download o Dynamic Phone Number Insertion: Optimize PPC Advertising Based on Phone Calls A/B Split Testing: Compete Ads for Continued CTR & Conversion Performance Dynamic Keyword Insertion: Exactly what is typed into the search engine appears as content in your Ads making your Ad exactly relevant to how the person is searching. SEM Pay Per Click Investment Summary Setup: $100 per Each 3 Ad Groups Monthly Advertising Budget Keyword Management: Nonperforming Keywords: Continued Performance Management Opportunity Keywords: Identification of New Relevant Keywords Negative Keywords: Block Irrelevant Searches A/B Keyword Testing: Test Keyword Match Types Ad Extensions: Implementation & Management of Ad Enhancement Tools: Site Link Extensions Phone Call Extensions Location Extensions Offer Extensions App Extensions Product Extensions Advanced Technology: Combined Mgmt of Google, Yahoo, Bing & Search Partners Automated Bid Adjusting for Optimum Performance Management & Reporting: Continuous Campaign Optimization Detailed Monthly Performance Reports

3 Display & Video Pre-Roll Ad Network Over 4 Million Websites for Display Over 40,000 Websites for Video Pre-Roll Includes Facebook Retargeting Geographic Target to Zip Code 98% of Internet Traffic Tracked for Behavioral Targeting Recommended Common Banner Sizes: 300x250, 728x90, 160x x90 Devices: Desktop/Laptop Tablet Mobile Remnant Inventory Bidding Targeting Capabilities: Ad Network Investment Summary Setup: $100 per Ad Group Display Typical CPM s: $2-$7 Video Typical CPM s: $4-$15 Facebook: Right Rail: $0.50-$2 CPM s News Feed: $10-$25 CPM s Pre-Roll 300x250 Contextual Relevant Websites Website Keyword Targeting Behavioral Relevant Individuals Retargeting Former Site Visitors Placements Specific Websites

4 Facebook Display Advertising Targeting Capabilities: Retargeting Interest Based: CPC Bidding Model Available Inventory: Right Rail News Feed Investment Summary: $100 Per Ad Group Setup Ad Serve Right Rail Large: $ $3 CPM s Ad Serve News Feed: Retargeting: $15- $20 CPM s Interest Based: CPC Bidding Monthly Advertising Budget: $2-$5 CPC News Feed Right Rail

5 Linkedin Display Advertising Targeting Capabilities: Individuals by: Position Skill Set Companies by: Industry Name Positions CPC Bidding Model Ad Formats: Image Ad w/ Content ($2.40 Min CPC) Video Ad w/ Content ($4.80 Min CPC) Images is 50x50 Pixels Ad Serving: On Linkedin Google Display Network Investment: Setup: $100 per Ad Group Monthly Advertising Budget &

6 Conversion Tracking Best Means to Optimize Advertising Programs Important for Establishing ROI vs. Clicks Conversion Types: Website Engagements: Form Fills Phone Calls ecommerce enewsletters Dynamic Phone # Insertion: Track Advertising Leads by Phone Calls Track Calls: Adwords Integration Across Advertising Mediums PPC Display & by Varying Targeting Methods Video Organic Searches Specific Sites & Online Advertising Programs Offline Tracking Offline Media Tracking Investment Summary: Website Engagements: Included Dynamic Phone Insertion (See One Sheet) Offline Media Tracking (See One Sheet)

7 Dynamic Phone Tracking Dynamic Phone Number Insertion: Dynamic Phone Number insertion allows us to implement a code versus placing a phone number on a website where the phone number dynamically changes based upon which lead source delivered that phone call. For Search Engine PPC, we are able to track down to the Keyword/Ad level & for Display or Video Ad Serving, we can track down to which ads or targeting capability delivered the call. Cost will vary based upon talk time, phone numbers needed, call recording if desired, etc. If interested in this service, we ll need to understand your needs prior to being able to give you estimates. Included in Base Package: 10 Local Tracking Numbers 500 Minutes of Talk Time Dynamic Source Tracking Call Tracking Base Package Investment Summary & Inclusions: $250 Setup Fee ~$30 Monthly Service Additional Costs/Fees: Talk Time Over 500 Minutes Additional Phone Numbers Google PPC Bingads PPC Display Retargeting Contextual Preroll Video

8 Offline Medium Conversion Tracking Overview: No matter whether a client is advertising on the radio, in the newspaper, magazines, flyers, TV, etc., we are now able to track these interactions & report phone calls, form fills, ecommerce purchases or other relevant goals so that an advertiser can arrive at a true ROI based on all of their advertising efforts. Investment Summary: Setup: $100 per Tracked Source Website Engagement: $50 per Tracked Source Phone Call Tracking: $50 per Tracked Source Monthly Fees: $15 per Tracked Source Additional Potential Costs: New URL Purchases (If not utilizing adjustment to existing URL) Additional Dynamic Phone Numbers

9 Website Conversion Optimization Overview: Structure your website so that it is aligned with online demand, avoids bottlenecks & offers the functionality & options your customers are searching for! Service Offerings: Online Demand vs. Product/Service Offerings Competitive Analysis Analytics Analysis Content Recommendations App Recommendations Benefits: Improves SEO based on aligning your website with online demand bell curves. Ensure better site structure & user experience. Identify bottlenecks which are preventing more conversions. Investment: $100 per Hour