Lawrence Dean Proposal Nov 2018

1. Push PPC Proposal.

2. WelcomeYour presentation will begin shortly

3. Our Agenda
▪ Our Strategy Development Process
▪ Our Prices & Packages
▪ Quick Overview of Push
▪ Your PPC Audit
▪ New Opportunities

4. Pure Focus On
Digital Advertising Since 2007
50+ specialists in London, Manchester, Bucharest, Athens and Copenhagen

5. Our Values

6. 35,000Google Agency Partners

7. 1,000Premier Partners

8. 10Contracted UK Channel Partners

9. So what?
Access to beta
tests before
your competition

10. So what?We run seminars every month at Google’s Head Offices

11. So what?Support to help customers expand internationally.

12. Global expansion
Lots of our customers operate globally and have expanded into new territories working with us.
Customer Areas we run campaigns in
Mountain Store
Hair Transplant Clinic
Golf Holiday Company
Diabetes Management
company
UK, SPAIN, FRANCE, GERMANY, USA, SWEDEN, AUSTRIA, AUSTRALIA, CANADA,
SWITZERLAND, DENMARK, NORWAY, FINLAND, JAPAN
BRAZIL, MIAMI, SCOTLAND, SYDNEY, GERMANY, AMSTERDAM, PERTH, ITALY, SAN
DIEGO,
LEBANON, SAUDI ARABIA, DENMARK, UK, NIGERIA
SWEDEN, DENMARK, UK, USA
UK, DENMARK, POLAND, CZECH REPUBLIC, FINLAND, NORWAY, GERMANY, HOLLAND,
AUSTRIA, SPAIN, GREECE, ITALY, SWITZERLAND, FRANCE

13. Winner
Best Customer Satisfaction
Award - Google Premier
Partner EMEA Awards
2016
Winner
Mobile Innovation Award -
Google Premier Partner
EMEA Awards 2017
The only agency to win a Google
Premier Partner Award 3 years in a row
Winner
Mobile Innovation Award -
Google Premier Partner
Global Awards 2017
Winner
Growing Business Online
Award - Google Premier
Partner EMEA Awards
2018
The most highly nominated European agency

14. Over 300 customers

15. In multiple industries

17. See what our clients have to say

18. Push Analyser
The push analyser puts together reports that would take us 3-4 hours to put together manually. It
saves time analysing and leaves us with more time to actually do work on your account.

19. We’re a
process driven
PPC agency

20. How we’re always ahead

21. How we keep you ahead

22. We Can Help Your Business Grow
Through Multiple Channels

23. Our Agenda
▪ Our Strategy Development Process
▪ Our Prices & Packages
▪ Quick Overview of Push
▪ Your PPC Audit
▪ New Opportunities

24. The Market Demand

25. Search Trends
▪ We are able to see search trends for keywords in any country at any time to plan your budget for the year.

26. There are hundreds of
keyword variations by Trends

27. We can see locations people
search from

28. We can see the devices
they use

29. Competitive Analysis

30. Competitor Data

31. Our scripts identify competitors
keywords not in your account

32. We use Google alerts to keep
up to date with industry news

33. Benchmark CPA’s
We have our own benchmarks out of our 300 clients to estimate conversion rates in your industry.
Category Clicks Impressions CTR Avg. CPC Conversions Cost / conv. Conv. rate Cost
Health Conditions > Cancer 4.557 62.855 7.25% 0.66 355 8.53 7.79% 3027,9
Health Conditions 4.557 62.855 7.25% 0.66 355 8.53 7.79% 3027,9
Nursing 3.098 68.764 4.51% 5.14 185 86.07 5.97% 15922,48
Medical Facilities & Services 13.467 380.839 3.54% 1.65 963 23.11 7.15% 22.255,1
Oral & Dental Care 5.307 114.998 4.61% 1.07 199 28.5 3.75% 5.670,78

34. How we develop your strategy

36. Account would perform better with a national / regional structure
Strategy & Structure

37. We structure our accounts to ensure each area has its own set of campaigns, ad groups and dedicated adverts.
Strategy & Structure

38. This allows us to control the budgets, the bids and messaging to create a strong user journey.
Strategy & Structure

39. From keyword to ad to the landing page we want to see locality reflected.
Strategy & Structure

40. We can create dynamic landing pages which reflect the area visitors are from.
Strategy & Structure

41. We have lists of every location in the country to help implement campaigns like this.
Strategy & Structure

42. Targeting your audience

43. Geographic Targeting
We can target any location and bid more or less based on performance.

44. Demographic Targeting
Demographic targeting allow us to tailor our ad copy and target specific people based on age, gender and income.

45. Device Targeting
Device targeting allow us tailor our ad copy based on the devices that people are searching.

46. In-Market Audiences
In-market audiences identify lists of people based on their behaviour.

47. Affinity Audiences
Affinity audiences are now available for search. They identify lists of people based on their demographics.

48. Optimising results = Push Analyser

49. Keyword analysis
The Push Analyser allows us to look at the match type performance and help us make decisions based on data.

50. Impression Share analysis
The Push Analyser allows us to look at which campaigns have impression share under 80% and fix them.

51. Ad copy analysis
Push Analyser can be used to show us when there is a difference between the click through rates of ads.

52. Wastage analysis
The Push Analyser can show us all searches that have not led to a conversion in the last 30 days.

53. Non Converting Keywords

54. Conversion analysis
The Push Analyser shows the phrases that lead to conversions, so we can add them as keywords in the account.

55. Scripts
Save More Than Just Time
Benefits Other Than Time
■ Minimise human errors
■ Analyse more data
■ Deliver better results
■ Create competitive advantage
■ Time to focus on strategy

56. We Use Building Scripts
Build Millions of Combinations
Minimise Problem
■ Millions of people searching in millions of
ways.
Solution
■ Input keyword themes and Script builds every
possible combination.

57. We Also Use Bidding Scripts
Bid Dynamically in Auctions
Minimise Problem
■ Millions of auctions in a very dynamic game.
Solution
■ Scripts are monitor market bids and optimise.

58. Our Quality Assurance Scripts...
… Ensure Things Run Smoothly
Minimise Problem
■ Too many things can go wrong on your website or your adwords account.
Solution
■ Scripts scan the account flagging abnormalities.

59. Optimisation Scripts
Adding/Excluding Keywords
Minimise Problem
■ Wider audiences and keywords
means discovering opportunities but
also accepting wastage.
Solution
■ Scripts include keywords generating
value - excluding keywords creating
wastage.

60. Optimisation Scripts
Optimise Bids per hour per day

61. August 2018
In the UK

62. Missed Opportunity?

63. Weather Script
Increase Sales on Rainy Days

64. Other Examples
■ Airline company: fewer spots
available, higher profit
■ Forex platform: your favourable
couple gets fluctuation
■ Recruitment company: job vacancies
getting filled
■ Food company: increased demand in
champions league days
■ Hotels company: hotel around
airport, flight delays, put your bids up

65. Exploring other channels

66. Bing

67. Bing offers lower CPC’s

68. Display Advertising

70. Google Display Network
Place ads on a variety of news sites, blogs and other websites that are relevant to what you’re selling.

71. Why Display Advertising?
▪ 71% of time spent your potential
customers are:
▪Reading Articles
▪Emails
▪Watching Video
▪Browsing.

72. CPA costs reduce whilst
volumes rise
Spend Display CPA Search CPA % Difference
Model Account £151,000 £5.3 £6.2 16.40%
Baby Products £77,000 £1.8 £2.8 59.40%
Immigration Lawyers £222,450 £15.5 £26.9 73.70%
Property Investment £109,600 £42.6 £65.6 54.00%
Education Client £40,500 £5.3 £7.4 41.00%
Life Insurance Client £326,400 £44.7 £59 32.10%

73. How can we target?

74. Target The Top Organic
Results

75. Video

76. Video is an important part of
strategy

77. Who You Can Target
Get in front of your target audience with Youtube Video targeting & Youtube remarketing

78. Youtube Bumper Ads
6 second video ads which can generate a great deal of awareness at a low cost.

79. Keeping you ahead with
Google Betas

80. Smart display
▪ Smart display is a fully automated display campaign which uses Google’s artificial intelligence to control
bids, targeting and ad testing.
▪ Google internally report 20% increases in conversions with the same CPA and we have seen it halve the
CPA for some of our customers.

81. Responsive ads
▪ Responsive search ads are very powerful as they tailor the ad copy based on the profile of each user.

82. Enhanced CPC for
Conversion Value
■ Now Google have introduced enhanced CPC for conversion values on the beta program.
■ The objective is to give you more value for the same ROAS. A lot of businesses however have no value
attributed to their conversions.

83. Build relationships with your
audience via Remarketing

84. Remarketing

85. Remarketing Helps

86. Remarketing

87. Video Remarketing

89. Making the most of your traffic
with landing page optimisation

91. Mobile Speed

92. Mobile Speed

93. Mobile Speed

94. Mobile Speed

95. What is your Target CPA?
CPC and Conversion Rates

98. Google AdWords industry benchmarks
Average conversion rates
The average conversion rate in AdWords across all industries is 2.70% on the search network and 0.89% on the display network

102. Summary

103. Our strategy development team will
arrange an initial call to discuss the
next steps and ensure they fully
understand your business objectives.
What
happens next

104. What happens next
An account plan is created and approved before we built or optimise the account.

105. What happens next
Intelligen scripts are set up to improve account management efficiency (there are over 50)

106. What happens next
We work with you to get tracking, reporting and the Push analyser set up

107. What
happens next
Based on your plan we build new
AdWords campaigns and/or optimise
your existing campaigns.

108. Summary

109. New accounts need lots of love and our teams work together
to ensure we find the winning formula to grow your business.
Your account manager, salesperson and strategy
development manager will meet monthly for the first three
months to review your account together and update you on
progress.
What
happens next

110. Our commitment

111. Your commitment

112. Prices

113. £997
■ Unique Push PPC strategy overseen by a team with over
20 years PPC experience (worth £750)
■ Account build/ optimisation by Google Certified Professional with
up to 50 steps completed
■ Check/ Implement conversion tracking including call tracking (worth £100+)
■ Boost conversions with our exit overlay (worth £291)
■ Free Google Ads voucher for new accounts (worth £75+)
Reduce your cost per acquisition
through our Push analyser
software
Conversion Booster
Wastage Reduction
Ad Performance Testing
New Keyword Discovery
Quality Score Optimsation
PPC Set Up
Push PPC set up includes
Push Push Analyser
Includes set up on
One off cost
+ Vat

114. £997
■ Account build/ optimisation by Facebook specialist with
over 50 steps completed
■ Unique Push social strategy overseen by a Facebook specialist
■ Check/ Implement conversion tracking including call tracking
■ Integration with ROI hunter to maximise catalogue sales
Reduce your cost per
Acquisition through our
ROI Hunter software
Conversion Booster Wastage
Reduction Ad Performance Testing
New Persona Discovery
Improved Ad Relevancy
Facebook Set Up
Push Facebook set up includes
Push ROI Hunter
Includes set up on
One off cost
+ Vat

115. £9997
■ Google Ads campaign management including all features and Betas
■ Facebook campaign management
■ Bing campaign management
■ SEO
■ Content marketing
■ Digital PR
■ Email automation sequences
■ Monthly face to face meetings
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
PPC Premier Gold
Push PPC Premier Gold offers:
Push Push Technology
Ad spends up to £100,000
+ Vat

116. £4997
■ Google Ads campaign management including all features and Betas
■ Facebook campaign management
■ Bing campaign management
■ SEO
■ Monthly face to face meetings
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
PPC Premier +
Push PPC Premier + offers:
Push Push Technology
Ad spends up to £50,000
+ Vat

117. £2497
■ Google Ads campaign management
■ Display network targeting
■ Native advertising
■ Video advertising
■ Bing campaign management
■ Remarketing, search remarketing, video remarketing, dynamic remarketing
■ Face to Face quarterly business reviews
■ Bespoke Report Dashboards
■ Bespoke Script Dashboards
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
PPC Premier
Push PPC Premier offers all Google Ads
features including:
Push Push Technology
Ad spends up to £25,000
+ Vat

118. £1497
■ Google Ads campaign management
■ Display network targeting
■ Native advertising
■ Remarketing
■ Search Remarketing
■ Video Remarketing
■ Dynamic Remarketing
■ Segmented customer audience list creation
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
PPC Plus
Push PPC Plus offers all Google Ads
features including:
Push Push Technology
Ad spends up to £15,000
+ Vat

119. £997
■ Google Ads campaign management (includes Google Shopping)
■ Remarketing (with Google Banner Advertisements
■ Performance reviewed and improved on a daily basis
■ Dedicated certified PPC account manager
■ Comprehensive reports written in a style that suits you
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
PPC
Push PPC offers all Google Ads features
including:
Push Push Technology
Ad spends up to £10,000
+ Vat