Example of a PPC Strategy Document

It’s been over a year that I posted a basic proposal for an SEO Consultant. So, I’ve been thinking it’s about time for a post that outlines the basic criteria within a PPC Strategy document.

This post is meant to describe what elements go into creating a PPC Search Strategy document that can be woven into the overarching digital marketing plan. This document should provide further detail to the buys, as well as the strategic, creative, and optimization recommendations.

Background:
This paid search program is geared to support the overarching marketing efforts surrounding *your client*.

Objectives:
Primary:
- State what the business objectives are here. The measurement for success will be stated below.
Secondary
- Reaching and connecting with the targeted demographic audience to generate buzz & awareness.

Destinations:

http://www.clientsite.com

Recommended Search Engine(s):
Google – Paid Keywords across Google.com, Google Content Network, and Google’s syndicated network which includes: AOL, Ask, HotBot, Iwon, Lycos, and Netscape)
Yahoo - and their search distribution network: (AltaVista, and AllTheWeb)
MSN

Timing & Budgets:
$24,000 budget.
- Pre-Launch:
Brief and pre-plan: Complete (1 week).
Approval, copy development and placement: Complete (1 week ).
QA and live: (1 week)
- Flight Dates (tentative):
October 22, 2007 – February 22, 2008

Keyword Strategy:
- Determine which keywords will pull in qualified traffic, how many searches do these terms/phrases receive, how should keywords & copy be used in combination to attract search traffic.
- Determine which keywords and campaigns are most popular and effective within their market segment.
- Keyword Bucketing – Terms separated into 4 (or as many as you feel is relevant) audience segment buckets:
1. Bucket Name #1
2. Bucket Name #2
3. Bucket Name #3
4. Bucket Name #4

- Bidding on Similar brand terms to capture the genre audience.
- Perform a thorough keyword analysis to identify under-priced keywords and keyword combinations.
- Utilize various keyword matching options; broad, exact, phrase, and negative.

- Keyword List: Initial keyword list will be adjusted (+/-) as performance data is accumulated

Creative Strategy:
- Tone of ad creative customized with keywords to appeal to the targeted audience demographic.
- Combination of Broad terms/Specific creative, and Exact terms/Specific creative.
- Deliver ads to a broad audience, and appeal to specific demographic.
- Bi-Weekly Ad copy optimization.

Copy:
- Two sets of copy for each of the keyword buckets will be utilized initially for this campaign.
- Test multiple versions (A/B Splits) of Ad copy per search engine.
- Optimize ads on a bi-weekly basis.

Targeting:
- Nationally targeting.

Demographic:
- Gender: Men/Women
- Age Groups: 18-55
- Geography: USA
- Ethnicity: Caucasion

Bid optimization:
- By tracking & optimizing keyword level performance metrics, we will be able to execute a high level of campaign efficiency in relation to campaign objectives.

Forecast:
- Initial Media Plan – (Option #1)
- Based on the approved initial digital media plan, we estimate 51,151 available clicks across 3 engines for the remainder of the year. The CPC for these terms varies which is reflective of more competition for these terms by other etailers. The terms would average $6,000/month and would drive over 12k monthly brand engagements.

- Expanded Opportunity – (Option #2)
- Expanded Opportunity: If *Client* can find additional funding, there is room to expand the brand/products “findability”. Using the same search engines and the same keywords, the opportunity is over 1,030,877 available clicks from Sept thru Dec. And, over 257K monthly brand engagements. Average CPC is lowered due to the overwhelming opportunity on Google.

Budget Recommendation: As seen from the options above, the opportunity exceeds the initial budget. In order to increase efficiencies, drive a more effective CPC, & generate a higher SOV, we recommend a minimum monthly spend of $10,000. ($40,000 Total Spend)

Success Metrics:
– perhaps create Primary & Secondary Success Metrics? –
– Ideally, only identify 1 or 2 success metrics. Below are some examples.–
1. Rank (1 – 3rd position sought for prominence and syndication benefit)
2. Efficient volume of qualified visitors to site (Manage to a Avg CPC Performance Metric ($0.45-$0.47 Avg CPC)
3. *Describe a specific ROAS objective, or a Conversion Rate*.
4. *Another metric for success*

Dependencies:
- Measurement requirements: Install tracking code on appropriate webpage(s) associated with paid search.

Next Steps:
- *Client* to authorize approval to begin Search Campaign.
- Install Tracking Code on appropriate webpages.
- Launch 11/1/07

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