Introduction
FOUR J'S GROUP is looking to run a trial PPC campaign for 'COVID Marshall Services'
We’ve jointly identified that ranking highly in Google via PPC is a great way to achieve this.
Pay Per Click (PPC) advertising will get you ranking at the top of Google Search results whenever someone is searching for ..
“COVID Marshalls” and any iterations such as ‘covid marshal’ and ‘covid marshalling services’ etc
Current situation
Right now you’re getting the occasional lead but it’s not easy to be sure where they’re coming from.
We don’t have tracking or goals setup, so we’re unsure of the value the existing website is providing. We do have basic Google Analytics data which is great, because we can build on that.
We don’t know how many people are searching for covid marshall services, and any other valuable keywords. We’re not sure how much traffic we’ll get or what the conversion rate is. We don’t know if this venture will be profitable or not. We’re hoping it will be, but we won’t know for certain until the data starts rolling in.
The way forward
We can solve our problems by setting up ‘goal conversion tracking’ on the website, which will show us how many people come to our site and what percent click on the ‘call buttons’ and ‘contact us’ buttons.
We can also setup and run a Google Ads campaign for a month to see is this venture profitable.
We do this by tracking clicks from the ad, to the website, then from the website, clicks on the contact buttons – where the prospective lead is now in your hands.
From there it’s up to you to convert them into paying clients and record how many prospective leads convert into paying clients, and what a paying client (from this ad campaign) typically brings you in profit.
You can then manually record, how many enquires you get and how many become clients. Plus what the average lifetime value is one of those clients.
We then use these figures to build our return on investment calculation which allows us to figure out is this profitable and if yes, how much profit are we making.
Please read through the rest of the page in this proposal and, if satisfied, you can use our ‘E-Sign’ system right here in your proposal to accept and get started!
Reporting & Return On Investment
The Return On Investment Formula
If we get 100 visitors to your website from clicking on ads, and 25 of them contact you and 5 of them turn into sales and on average they’re worth $1000 dollars each. Then we know we can spend $4999 or less to create a profit. Ideally we can spend $2500 or less to make $5000 in profit giving us a return of $2500 or 100% ROI.
We’ll be able to track this data and provide it to you in a clear and concise spreadsheet so you’ll see exactly what’s happening.
This will allow you to decide, is this profitable and should we continue as we are, or should we spend even more money on more ads to make more profit, or should we change things up drastically, i.e. shutting it down entirely or taking another approach.
Either way, we’ll know for certain, because all the data needed will be there to make it a clear and simple decision.
Reporting
To start with, in the ‘testing the waters’ phase, communication will be happening via email on a weekly touch point basis.
This is so you’ll feel at ease knowing what’s happening at all times. New ventures are exciting and it’s nice to have a finger on the pulse at the very beginning at least, until things become more regular and predictable.
You’ll know when the campaign is setup and running and what that first data looks like, regarding costs and results.
I.e. how many clicks are we getting, what’s it costing us, how many of those clicks are turning into enquiries, what’s the cost per enquiry and what’s our ROI.
During the ‘testing the waters’ phase, the report will be rather simple, spreadsheets based report. We’ll also include a quick 5 minute video break down to explain the spreadsheet report.
We believe in keeping it simple and focusing on what matters most which is, what’s it costing, how much is it making, and how we can make it better. Of course there is much more data available and that can be shared any time on request (you’ll also have full access and ownership of these accounts).
Reporting & Return On Investment
In short, using PPC (Pay Per Click) advertising, typically can help grow a business substantially. Our clients have made anywhere from 200% to over a 1000% increase in revenue.
PPC also increases organic traffic. Meaning you’ll typically observe an even higher boost in sales due to increased organic traffic as well.
Expectations
For some business PPC works fantastically well, and some others it’s not viable.
Our primary goal is discovering is this venture going to be profitable for your business or not.
Once we have this data we can start to form expectations.
At the very least we’ll come away from this project knowing more than we did when we started. Valuable information that will help you form your business decisions in the future.
What you get with PPC
Here is what you’ll typically get as part of a PPC service.
Paid Campaign Creation & Management
- Ongoing daily management of campaign performance within Google Ads / Google Analytics.
- Review and revise existing Google Ad campaigns to improve performance such as click through rate, conversion rates and Quality Score.
- Create Google Ad extensions and run A/B testing to improve performance.
- Customer remarketing within agreed parameters.
Ad Copy Creation
- Create and execute new ad campaigns as required.
- Liaise with dedicated official within FOUR J’S GROUP to ensure integrated marketing communications across traditional and digital marketing channels are reflected in digital ad campaigns
Reporting
- ROI focused reporting.
- Brief video explaining the report
- Optional once a month 30 minute meeting to go over the account.
Landing page
In our return on investment formula, one of the most important metrics is the percentage of visitors to the website page (or ‘landing page’) who click on that ‘phone number button’ or ‘contact us’ button.
This is the percentage of visitors who convert into enquiries. We call this metric simply ‘conversion rate’.
This is the main metric we track. Our ultimate goal is bringing visitors to your site and ‘converting’ them into enquires for your business.
It’s important to understand that metric ‘conversion rate’ is greatly affected by the quality of the ‘landing page’ the visitors arrive on.
Because of this, the quality of your landing page, is directly related to how much money you’ll make from the advertising campaign.
The landing page must immediately and clearly show the visitors that :
- they’re in the correct place to solve their problem
- all their questions are being answered
- they trust the look of the website and page
We can build a suitable landing page for you, and invoice you for that as an extra once off fee, or you can have another design or developer build one for you.
Cost and Timeline
The additional cost of us to build a landing page is $350 AUD. It will take approximately one week from sign off to completion, which will be ready for the launch of the ad campaign. This will boost conversion rate which will lead to higher amount of sales and profit.
We will use the existing site to reduce costs and time. The landing page can be used for all ‘covid marshall’ ad campaigns.
Summary
For many businesses PPC is a powerful tool to increasing revenues and the sooner you get started with it the better.
The primary goal is to get all the data required to figure out, does PPC make sense for your business, and if yes, what ROI can you expect from it. To figure this out costs money but it’s a worthwhile investment to make.
Also the landing pages we’ll send people to make a big difference.
Case Studies
Case Study - Dental Clinic
The Problem
Castlemill Dental is the newest dental clinic in Balbriggan.
They need to get a share of the market, hire another dentist, or two, but don’t have enough patients to do that yet.
They have a great clinic and offer some cutting edge services and techniques that their competitors don’t. But not enough people in the area know about them yet.
The Proposed Solution
Built a trustworthy and inviting website focused on SEO (Search Engine Optimisation) so the new clinic would have a steady stream of new patient enquiries.
We identified a number of ‘easy win’ keywords that we could rank for in Google. This gave us an early increase in enquiries.
Once we have Google’s trust, and have built the site up to a solid level, we will start targeting the more competitive and lucrative keywords such as ‘braces’ and ‘dental implants’ which are worth several thousand euros per patient.
The Result
The clinic’s had 3500 more visitors in a single year. With a high conversion rate, hundreds of those visitors turned into new patients. The average patient life time value is four figures, making the extra revenue generated for the clinic a high 6 figures extra per year.
The clinic was able to hire a second dentist as they wanted. That gave the owner (and previously the only dentist on-site) more time off for holidays with friends and family, and go to more of his favourite activities such as ski trips, music festivals and camping etc…
“After a few months of SEO I started getting more gum rejuvenation enquiries than I could handle. Simon was able to focus instead on dental implants and again I noticed the number of enquiries go up.”
– Dr. Nicholas O’Kane | Clinic Owner
Case Study - Online Chemist
The Problem
The owner of an Online Chemist was referred to us and he hadn’t invested much in the way of online marketing yet.
He also had a number of technical issues with website, such as customer complains about the checkout experience. Also the amount of sales he was getting from mobiles was way lower than it should have been.
He was also spending too much time calling customers to ask them questions regarding which medicines to sell them.
The Proposed Solution
We suggested he start off with a modest spend of around 2-3K per month in both PPC and SEO. Plus spend few thousand fixing his website.
We setup Google Analytics and goal conversion tracking, plus a brand new Shopify theme which was much more SEO friendly and mobile friendly.
We also customised the site to have the specific questionnaires for each product built into the product page to cut down on the amount of time he spent dealing with customers.
The Result
The first few months of the campaign were slow going but then sales started climbing and climbing and haven’t stopped yet.
Conversion rate on mobile us up and problems and issues with the site are way down to his delight.
He was doing 350 thousand per year and now we’re on track to do 1.5 million per year.
His sales are still increasing and we are able to invest more money into marketing per month to make sure sales continue increasing for a while yet.
Case Study - eCommerce Store
Some impressive figures from an eCommerce store client of ours Republic Of Vape. Almost 200% more sessions per month. The blue line being this year and the orange line being the same month in the previous year.
Impressions, which is the number of times the website is being shown in Google search results, has gone from under 500 times per day to 3000 times per day and raising.
But most impressively over 1000% more orders and revenue this month compared to the same month the previous year. That’s 10x growth in just 12 months.
Now we’re not guaranteeing it’s possible to 10x every business or make every business so busy they ask us please stop sending us so many customer enquiries, but from our experience, it’s certainly possible! It does require significant effort, investment, time and patience.
If some of our clients gave up only 3-6 months after starting, they wouldn’t have seen the massive growth that was coming their way a year later.
Your Investment
The Cost
Below details what the solution will cost in terms of money, time and also what we call ‘the real cost’… read on.
| Google Ads management The monthly fee we charge to setup and manage the ads | $690 /month |
| Google Ads Spend The amount of spend estimated and recommended for the ads themselves - this will be paid directly to Google on your Google Ads account via your payment card. | $690 /month |
Payment schedule
Payments are charged upfront at the beginning of the month.
Your time requirement
– 30 minutes | To go over the initial setup of the services.
– 30 minutes | Once per month to review the reports provided.
Development requirements
The quotations for Google Ads management is entirely done on the Google Ads platform. Unless a ‘Landing Page’ is also agreed in the price, no other work will be carried out on the website but if it’s required for any reason that can be quoted for separately or we can send instructions over to your developer.
The Actual Cost
There’s the amount of money changing hands during this transaction, then there’s what we call “The Actual Cost”.
For this particular project it’s hard to estimate the actual cost which is typically the potential loss in earnings from not advertising.
If we were able to get 5 sales at 1K profit each and we’re spending 1.5K on ads then we end up making 3.5K.
In that case the actual cost is the 3.5K we could be missing out on.
The actual cost is what we stand to lose and often the lose in missing sales is far greater than the cost of the advertising itself.
Lets Get Started
Next steps
1. Sign below by typing your name and hitting ‘Sign Proposal‘.
2. We’ll arrange the initial interview where we’ll gather any details.
3. We’ll be in touch with your invoice details and will set up billing.
Have a Question?
Contact: [email protected]
What’s included (Scope of Work)
- Setup Goal Conversion tracking both on the ads landing page and in the Google Analytics account
- Setup of the Google Ads account
- Creation of the campaigns
- Creation of the ad groups and writing of the ad text
- A/B split testing between various ads copy to find the best performing ads
- On-going management and maintenance of the Google Ads account to ensure it’s performing as best as possible
- During the ‘test the waters’ phase, i.e. the first month, a brief weekly touch point to keep you informed
- For on-going campaigns a monthly ROI focused report with short explainer video and optional brief video meeting to go over the account
- Optional landing page creation
Ad copy
For PPC campaigns we’ll write all the ad copy and have you check it to make sure the text is on brand and on message.
Text content / articles / blogs etc
We’re not responsible for inputting text or images into your content management system or creating every page on your website. We do provide professional copy writing and editing services, and can provide a separate estimate for that if it’s not included in the agreed work.
Graphics and photographs
You should supply graphic files in an editable, vector digital format. You should supply photographs in a high resolution digital format. If you choose to buy stock photographs, we can suggest stock libraries. If you’d like us to search for photographs for you, we can provide a separate estimate for that.
Note : For this project we will provide a limited number of paid photographs included in the price. Not an unlimited amount but enough to get the project completed we believe.
Technical support, hosting & website maintenance
We’re not a website hosting company so we don’t offer support for your website hosting, email or other services relating to hosting. You may already have professional hosting and you might even manage that hosting in-house; if you do, great. If you don’t we can quote for that separately.
Work outside of scope
We do not provide extra services or fulfill any requests outside of the package service we offer, or outside the scope of work outlined above.
If you wish additional services outside of the scope of work, we’ll be happy to quote you separately or refer you to someone who provides said services.
Any extra features or work outside of the scope will be quoted for separately once the existing project is completed.
Summary:
We’ll always do our best to fulfill your needs and meet your expectations, but it’s important to have things written down so that we both know what’s what, who should do what and when, and what will happen if something goes wrong. In this contract you won’t find any complicated legal terms or long passages of unreadable text. We’ve no desire to trick you into signing something that you might later regret. What we do want is what’s best for both parties, now and in the future.
So in short;
You ‘{{first_name}} {surname}} of FOUR J’S GROUP, (“You”) are hiring us ‘SiteLift – SEO & PPC Marketing’ (“We or Us”) to:
Carry out marketing related activities in order to bring more traffic to your site either by influencing search engines to rank your website to higher in their search engine results pages, and/or using paid advertising techniques, with the aim of bringing you website more traffic.
We will do this for the monthly recurring retainer price as outlined in the investment section of this proposal.
Of course it’s a little more complicated, but we’ll get to that.
What do both parties agree to?
Us: We have the experience and ability to do everything we’ve agreed with you and we’ll do it all in a professional and timely manner. We’ll endeavour to meet every deadline that’s set and on top of that we’ll maintain the confidentiality of everything you give us.
You: You have the authority to enter into this contract on behalf of yourself, your company or your organisation. You’ll give us the assets and information we tell you we need to complete the project. You’ll do this when we ask and provide it in the formats we ask for. You’ll review our work, provide feedback and approval in a timely manner too. Deadlines work two ways, so you’ll also be bound by dates we set together. You also agree to stick to the payment schedule set out at the end of this contract.
Access & permissions:
In order for us to do our job we will need access to your digital assets and permission to make any changes we see fit to help your business grow, to improve your rankings, visitors, conversions and revenue.
Access we will need includes, but is not limited to, some or all of the below, plus potentially more, if they are in place, or we’ll need to put them into place:
- Google Analytics, Google Search Console, Google Ads, Facebook Business Manager, WordPress administrator access, FTP access, hosting access.
We need this so we can be unhindered in giving you the biggest chance possible to help you reach your goals.
Legal stuff
We’ll carry out our work in accordance with good industry practice and at the standard expected from a suitably qualified person with relevant experience.
That said, we can’t guarantee that our work will be error-free and 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.
Your liability to us will also be limited to the amount of fees payable under this contract and you won’t be liable to us or any third-party for damages, including lost profits, lost savings or other incidental, consequential or special damages, even if we’ve advised you of them.
We can’t guarantee search engine rankings. Google controls it’s search engine rankings and they decide via their closely guarded algorithms who ranks for what. We are able to influence those rankings and our clients are all ranking #1 in Google for certain keywords and typically get a dozen or two words ranking in the top 1-5 positions. However rankings do fluctuate and it’s possible (although highly unlikely) that Google could completely change it’s ranking system or even close it’s search engine tomorrow. We will guarantee we will do are upmost diligent duty in ranking you as highly as possible, especially for the keywords which will help your business most.
We also can’t make any guarantees regarding, and are not liable for, any increase or decrease in leads, conversions or revenue to your business.
Finally, you cannot transfer this contract to anyone else without my permission. This contract stays in place and need not be renewed. If for some reason one part of this contract becomes invalid or unenforceable, the remaining parts of it remain in place.
Phew.
Results
This section can basically be summed up as “we don’t’ control Google or any other 3rd party, so we can’t make any guarantees as to results”.
For example the website or any content on it may be excluded or banned from the Third Party Resources at any time.
Many of the Third Party Resources are competitive in nature, hence we also don’t guarantee the position of any PPC keyword, phrase or search term.
Our previous performance in the provision of service is not indicative of any future results that we may achieve for you. i.e. because we got 1000% or made a million dollars for another client, doesn’t mean we can necessarily do it for you too. Maybe we can, maybe we can’t. Much of it relies on things outside our control.
A Search Engine or PPC Advertising Network may drop a listing for no apparent or predictable reason. If the listing does not reappear in the Search Engine or PPC Advertising Network within a reasonable period of time we will re-submit the resources based on the current policies of the Search Engine or PPC Advertising Network.
Intellectual property rights
Just to be clear, “Intellectual property rights” means all patents, rights to inventions, copyright (including rights in software) and related rights, trademarks, service marks, get up and trade names, internet domain names, rights to goodwill or to sue for passing off, rights in designs, database rights, rights in confidential information (including know-how) and any other intellectual property rights, in each case whether registered or unregistered and including all applications (or rights to apply) for, and renewals or extensions of, such rights and all similar or equivalent rights or forms of protection which subsist or shall subsist now or in the future in any part of the world.
First, you guarantee that all elements of text, images or other artwork you provide are either owned by your good selves, or that you’ve permission to use them. When you provide text, images or other artwork to us, you agree to protect us from any claim by a third party that we’re using their intellectual property.
We guarantee that all elements of the work we deliver to you are either owned by us or we’ve obtained permission to provide them to you. When we provide text, images or other artwork to you, we agree to protect you from any claim by a third party that you’re using their intellectual property. Provided you’ve paid for the work and that this contract hasn’t been terminated, we’ll assign all intellectual property rights to you as follows:
You’ll own any content, design work, any changes made to your website and other digital assets which you own, which we create for you. We’ll give you source files and finished files and you should keep them somewhere safe as we’re not required to keep a copy. You own all intellectual property rights of text, images, site specification and data you provided, unless someone else owns them.
We’ll own any intellectual property rights we’ve developed prior to, or developed separately from this project and not paid for by you. We’ll own the unique combination of these elements that constitutes a complete design and we’ll license its use to you, exclusively and in perpetuity for this project only, unless we agree otherwise.
Displaying our work
We love to show off our work, so we reserve the right to display all aspects of our creative work, plus our marketing work, including sketches, case studies, screenshots of rankings and work-in-progress designs and the completed project on our portfolio, in articles on websites, in magazine articles and in books.
Payment schedule
We’re sure you understand how important it is as a small business that you pay the invoices that we send you promptly. As we’re also sure you’ll want to stay friends, you agree to stick tight to the following payment schedule.
For monthly recurring services, such as SEO, PPC, CRO, etc, we setup a monthly recurring retainer which is outlined in the investment section of this proposal. The payment is to come out at the first of the month and work begins on our end as soon as the payment clears into our bank account.
For ‘one off services’ such as website design, full or part payment will be taken at the beginning of the first milestone. Whatever is laid out in the ‘your investment’ section of this proposal is what the payment schedule is. Those payments need to be made promptly or the project will be held up. If the project goes over the agreed deadline, extra costs will be incurred.
Payment details
Most work carried out will be via automatic monthly payment payed via payment card or direct bank transfer.
For once off works we issue invoices electronically. Our payment terms are 48 working hours from the date of invoice by BACS or the SWIFT international payments system. All proposals are quoted in euro (unless otherwise stated) and payments will be made at the equivalent conversion rate at the date the transfer is made.
You agree to pay all charges associated with international transfers of funds. The appropriate bank account details will be printed on our electronic invoice.
Overdue payments
We reserve the right to charge interest on all overdue debts at the rate of 7-10% percentage per month or part of a month (whatever is in accordance with local governing laws.) We have never had to charge an overdue fee yet, but our head of accounting is strict and less humorous than me.
If delayed payments delay the project and cause us extra time that time will be charged for also. Payments must be cleared as per our 48 hours term.
Project deadlines
One off projects have a deadline, which is the maximum number of weeks outlined in the timescales section. For example if the timescale says 3-5 weeks and the project starts on January 1st – the deadline to have the project completed is 5 weeks from January first. The project starts as soon as the first payment clears into our bank account. If the project goes over 5 weeks we must likely have budged for maximum of 5 weeks. Each week the project goes over the deadline (through no fault of our own) will incur extra fees of 1000 euro per month.
Cancelling the contract
We charge a recurring monthly fee at the beginning of the month. You just need to get in contact with us before the next payment is due to go out and we’ll cancel the recurring payment.
Unlike a product our time can not be returned, so any time we’ve spent working for you can’t be refunded. If a payment has just been received and we’ve not actually done any work yet, then we would be happy to refund that payment. Refunds will be up to our discretion but typically they are not provided because typically the work has already been carried out.
But where’s all the horrible small print?
Just like a parking ticket, neither of us can transfer this contract to anyone else without the other’s permission.
We both agree that we’ll adhere to all relevant laws and regulations in relation to our activities under this contract and not cause the other to breach any relevant laws or regulations.
This contract stays in place and need not be renewed. If for some reason one part of this contract becomes invalid or unenforceable, the remaining parts of it remain in place.
Although the language is simple, the intentions are serious and this contract is a legal document under exclusive jurisdiction of EU and UK courts.