Search Marketing sample proposal:
|
 |
This is an example of the basic proposal outline we recommend for clients.
We can do all or parts of this schedule. We recommend all parts be followed, but some layers might be very light, while others might be heavy. Many clients want to go straight to implementation, and that is fine if desired, but in order for it to be really effective over the long run, the homework really needs to be done up front.
It will end up costing less all around if done properly. The SEO will be better - with better free rankings for longer; the SEM will be cheaper because Google rewards better optimized landing pages, sites and ads with lower minimum bids, and the ROI will be higher because users who come will be more those the site really speaks to and thus will be much more likely to buy or return.
Analysis
- Analysis of present site traffic and competitors' site traffic and $$ ROI.
- Analysis of industry keywords and keyword phrases used to find core products and analysis of site's ranking on major (free) search results pages for those key words.
- Analysis of competitors' positions on the same keywords.
- Analysis of repeat visitors, the online 'community' around the site and the other relationship marketing techniques the company is using to build community (print letters, print newsletters, email newsletters, frequency campaigns, etc). Also, if applicable, analysis of Customer Service functions of site and their $$ value and cost.
Strategy planning
- Online business plan, including goals, budget, product offerings online and customer service offerings online.
- Online marketing plan, including traffic goals, ROI goals and integration plan for marketing and relationship-building with audience.
- Site / marketing campaign development plan with budget.
- SEO ('free search' site optimization) and SEM (paid search - like Google AdWords) plan - based on keyword work and traffic and ranking analysis.
- Define specific "Campaigns" - first on trial basis and then for permanent basis after SEM testing. Include ad types Google offers, including (possible elements) - text, image ads, video ads, mobile phone ads, newspaper ads, radio ads.
- Define markets to test and then segment, including placement of ads on specific sites, geographic targeting, time-of-day targeting etc.
Implementation
- Implement Google Analytics on all pages and get reporting connected.
- Quick Start - Implement SEM campaign with Google AdWords immediately on studied key words and phrases.
- Optimize landing pages for ads posted to mesh properly with the SEM campaign and get lowest bid costs with highest rankings - also increasing ROI.
- Track and chart the following:
- Keyword traffic and clickthrough for each word/phrase/concept.
- Quality score from Google on each of the above.
- ROI on each campaign on site.
- SEO - free search rankings of site under corewords / phrases - track the rise.
- Adjust the ads, keywords and landing placed to raise the quality scores, lower the minimum bids and increase ROI. Determine negative keywords and implement to cut down wasted clickthroughs.
- Begin applying what is learned about target audience (and growing community) to SEO workover of entire site, tweaking the organic search optimization towards proven keyword and concept areas that are 'magnetic' to desired audience.
- Continue to track and monitor a) Google Analytics, b) AdWords stats and reports c) Third party traffic monitoring such as quantcast and d) free search ranking of site.
- Test and tweak - test and tweak - test and tweak.
- Monitor and track ROI on entire project from all campaigns against cost of consulting, site work and advertising. Stay within targets.
Email us (we'll respond within 4 hours on weekdays).
Or call at 865-382-5836.
|
Request InfoKit or proposal: email us easoncommerce@gmail.com
Click anywhere below to go to our LinkedIN profile for complete profile information on us (with recommendations - when you log into LinkedIn)
|
|
