Company Name 

Adwords PPC Campaign Proposal Template

 

 

PREPARED FOR:  

DATE: Fri 07 July 2023 

Submitted by: First Name Surname

REFERENCE: 120308 

Overview

Dear {client_contact_first},

 

Thank you for taking the time to discuss {client_name}'s pay-per-click (PPC) advertising requirements, including search engine marketing (SEM) and Google AdWords, with me yesterday. We are confident that we can significantly enhance your website traffic and on-site conversions over the next 12 months, based on our expertise at {company_name}.

 

We have been providing top-notch search, display, and video campaigns to our clients for over a decade. Our AdWords campaigns are created within your master account, granting you complete administrative access, transparency, and control. Our goal is to bring high-quality traffic to your website and ensure that you receive a real return on your investment.

 

We use a variety of tools and strategies to develop a comprehensive plan to meet your digital acquisition objectives. Please feel free to comment or email me at {user_email} if you have any questions or concerns regarding this proposal.

 

Sincerely,

 

First Name Surname

Job Title, Company Name

Scope of Service

Research:

We conducted a preliminary research analysis for you, free of charge. Did you know that your top competitor is currently spending $30,000 per month on paid search ads, and they receive 6,000,000 impressions and 60,000 clicks each month? In addition, we use industry-leading tools to gain insight into your customer's online behaviors, interests, and demographics. We conduct a thorough evaluation of your website and online presence to identify areas of opportunity and discover what is working well. By utilizing our expert keyword insights, we can develop a comprehensive digital strategy that is tailored to your specific needs.

Strategy:

We believe that you require a complete digital customer acquisition strategy that is grounded in the fundamentals of consumer behavior and marketing. Our approach is founded on the insights we gather from our extensive research, and we will provide you with a detailed PPC/SEM/AdWords strategy that outlines our recommended techniques for reaching your target audience. Our ultimate goal is to create a campaign that delivers on your digital objectives and goals.

Measurement and Key Performance Indicators:

We understand that every brand, product, industry, and campaign is unique, and we work closely with you to ensure that we reach your desired goals. We use meaningful key performance indicators (KPIs) to measure the effectiveness of our campaign against those goals.

Our ability to track, report, and optimize your campaign for your specific objectives is unmatched. Whether your conversion is a purchase, a lead generation form, or a PDF download, we can deliver on those goals through our comprehensive tracking and reporting system. Unlike the advertising methods of the past, we can confidently say that we know when advertising works!

In the event that your website doesn't have a hard conversion goal, and your primary objective is to enhance brand awareness among your target audience, we have you covered! We use Google's Brand Lift surveys to analyze the impact of our campaign on your brand's awareness.

Campaign Setup & Execution

Search Ads:

- Ad Groups:

To ensure the highest level of optimization across various industries, product categories, or geographies targeted by the campaign, we divide your campaign into specific ad groups.

Text Ad Development:

Our team creates top-performing search ads using industry best practices and features like sitelinks, call extensions, callouts, and more. We craft persuasive copy that catches your customer's eye to increase your click-through rates and conversions.

- Keywords:

Our approach begins with a thorough consultation meeting to understand your product/service, clients, industry, competition, and more. Agency Co uses the most sophisticated tools available to identify which keywords will deliver the best results for your campaign and determine the specific terms and phrases your customers are searching for.

- Landing Pages:

Landing page optimization is a critical component of a successful digital campaign that is often overlooked. We offer valuable feedback on the structure and content of your landing pages to maximize the effectiveness of every dollar spent on sending customers to them. A well-optimized landing page results in higher quality scores for your ads and more conversions.

- Bid Optimization:

We choose the bidding strategy that best aligns with your campaign's identified key performance indicators (KPIs), whether it is Cost per Click (CPC), Cost per Thousand Impressions (CPM), or Cost per Acquisition (CPA).

Display Ads and Remarketing:

Google partners with thousands of websites to gather information about your target audience beyond search. Using advanced online targeting techniques, we can deliver your brand message to the right consumers at the right time. Our strategy includes a combination of the following tactics to ensure optimal targeting:

Contextual Targeting - We display your ads when the audience is consuming content that is contextually relevant to your product or service.

Interest Categories - We target your desired audience and display relevant messages to them across the internet.

Remarketing - We bring back customers who have shown interest in your product or service but did not convert. This approach is an excellent way to re-engage those users and encourage them to convert.

Video Ads (YouTube):

YouTube is the world's second-largest search engine, just behind Google. We will help you reach your ideal audience by placing your powerful video brand message in front of them. With YouTube's TruView ad format, you only pay when a user views your video for at least 30 seconds or to completion, whichever comes first.

Campaign Management:

Managing these campaigns can be time-consuming, something that most business owners and marketers don't have. Our optimization experts are here to help you. We will manage and optimize your campaign on a monthly, weekly, or daily basis, which includes removing underperforming ads/keywords, testing new ads/keywords, adding negative keywords, and providing landing page optimization recommendations to improve quality scores.

Reporting:

You may be wondering how to measure the effectiveness of your campaign. Don't worry - we provide monthly reports that include valuable campaign metrics and results, as well as a summary of all the optimizations and insights we gained from the previous month. We will inform you which ad groups, ads, and keywords are performing the best and how we're working to deliver the most conversions.

Timeframe:

To complete the work described in the project scope, we estimate that we'll need approximately six weeks from the going-live date, depending on feedback at each milestone. Upon signing the proposal, we are prepared to begin work immediately.

Phase Week
Discover/Kickoff Meeting  1
Research and Audit  1-2
Strategy Development 2-3 
Present Strategy
Campaign Setup  4-5
Go Live  6
Your Investment

Description

Price

Qty

Tax

Total

Research and Strategy Development
5,000.00 1 500.00 5,500.00

Competitive, customer, website, and keyword insights. Scoping, planning and presentation of strategy.

Campaign Setup and Execution
2,500.00 1 250.00 2,750.00

Search, display, and video.

Campaign Management and Reporting
1,500.00 12 1,800.00 19,800.00

Ongoing optimization of keywords, ad copy, targeting, bidding, and overall campaign health. Monthly reporting of campaign metrics, results, optimizations, and insights.

Monthly Ad Spend $2,000
2,000.00 12 2,400.00 26,400.00

Option 1: $2,000 per month for 12 months. Not recommended as effectively segmenting and optimizing the campaign into multiple ad groups will be prohibitive.

Monthly Ad Spend: $5,000
5,000.00 12 6,000.00 66,000.00

Option 2: $5,000 per month for 12 months. Recommended to most effectively leverage ad spend for top positions and effectively segment the campaign.

Total (ex Tax) 109,500.00
Tax 10,950.00
Total 120,450.00
Our Team

Kristy Read, Director of Strategy 

With years of experience in strategic planning, Kristy leads our team in delivering comprehensive marketing solutions to our clients.

Donnie MacIsaac, Media Analyst Donnie

expertise in media analysis ensures that our clients' advertising campaigns are effectively reaching their target audience.

Karl Jordan, Digital Marketing Specialist Karl

knowledge of digital marketing trends and techniques helps our clients stay ahead of the competition and maximize their online presence.

Cindy Day, Manager, Paid Research

Cindy's proficiency in paid research allows us to create effective advertising campaigns that drive results for our clients.

Kelly Lynch, Copywriter Kelly

exceptional writing skills and attention to detail ensure that our clients' messaging is clear, compelling, and on-brand.

Why Us?

At {company_name}, we are dedicated to delivering top-notch marketing solutions to our clients. As certified partners for Google AdWords and Google Analytics, as well as Bing Accredited, we are committed to staying at the forefront of our industry. Our goal is to provide our clients with the highest return on investment possible, and to help them achieve their marketing objectives.

Contract

Date: {date_submitted}

This contract is between {company_name}, referred to as "us," and {client_name}, referred to as "you," for the performance of {proposal_name} for the estimated total price of {total}, as outlined in our previous correspondence.

1.0 Services Rendered

Strategy and Design: We will deliver a branding strategy and design a new logo. After the strategy and design is approved, we will deliver a branding guidelines document. You will have multiple opportunities to review our work and provide feedback. If, at any stage, you're not satisfied with our work, you will pay us in full for everything we've produced up to that point and then cancel this contract.

Errors: We cannot guarantee that our work will be error-free. We will not 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.

2.0 Mutual Cooperation

We agree to use our best efforts to fulfill and exceed your expectations on the deliverables listed above. You agree to aid us in doing so by making available to us any needed information pertaining to your website and cooperating with us in expediting the work.

3.0 Charges for Services Performed

Requests beyond those listed in the budget may be considered out-of-scope, and an amendment to the budget will be recommended. Projects that go dormant for longer than 45 days will incur a fee to resume work at the discretion of {company_name}.

4.0 Terms of Payment

4.1 Billing Schedule: The total budget for this project is {total}. {company_name} will invoice {client_name} for fifty percent (50%) of the initial fees upon the signing of this contract agreement, which will act as the deposit. The remaining 50% will be billed monthly as the service hours are spent or when the project is launched. {client_name} will supply {company_name} with all necessary purchase order numbers and other internal information required for invoice processing before the close of the month of work (if applicable).

4.2 Client Agreement to Pay: You agree to pay our initial (1st) invoice upon receipt, which will act as a deposit for the project. Every invoice after that will have 15-day payment terms. In the event payment is not made within 15 days, {company_name} will charge a late payment fee of 1% per month on any overdue and unpaid balance not in dispute, to cover the manpower, interest, and other costs {company_name} pays for carrying overdue invoices from {client_name}. In addition, {company_name} reserves the right to stop work until payment is received.

4.3 Collection Costs: In the event that we incur legal fees, costs, and disbursements in an effort to collect our invoices, in addition to interest on the unpaid balance, you agree to reimburse us for these expenses.

5.0 Cancellation of Plans

You have the right to modify, reject, cancel, or stop any and all plans or work in process. However, you agree to reimburse us for all costs and expenses we incurred prior to your change in instructions, and which relate to non-cancelable commitments, and to defend, indemnify, and hold us harmless for any liability relating to such action. We agree to use our best efforts to minimize such costs and expenses.

6.0 Responsibilities of {company_name} and {client_name}

6.1 {company_name}'s Responsibility for Releases: We shall obtain releases, licenses, permits, or other authorization to use testimonials, copyrighted materials photographs, artwork, or any other property or rights belonging to third parties obtained by us for use in performing services for you (if applicable).

6.2 {client_name}'s Responsibility for Releases: You guarantee that all elements of text, images, or other artwork you provide are either owned by your good selves or that you have permission to use them. When your final payment has cleared, copyright will be automatically assigned as follows: you'll own the visual elements that we create for this project. 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 elements of text, images, and data you provided, unless someone else owns them. We'll own the unique combination of these elements that constitutes a complete design, and we'll license that to you, exclusively and in perpetuity for this project only, unless we agree otherwise. We can provide a separate estimate for that.

6.3 Client Responsibility for Accuracy: You shall be responsible for the accuracy, completeness, and propriety of information concerning your products and services that you furnish to us verbally or in writing in connection with the performance of this Agreement.

7.0 Confidentiality

{company_name} acknowledges its responsibility, both during and after the term of its appointment, to use all reasonable efforts to preserve the confidentiality of any proprietary or confidential information or data developed by {company_name} on behalf of {client_name} or disclosed by {client_name} to {company_name}.

8.0 Term and Termination

8.1 Period of Agreement and Notice of Termination: This Agreement shall become effective as of {date_submitted} and shall continue until terminated by either party upon not less than 60 days' notice in writing given by either party to the other.

8.2 Termination for Cause: Either party to this Agreement may terminate the Agreement if the other party defaults in the performance of any of its material duties and obligations, and the default is not cured within thirty (30) days of the receipt of notice of said default, or if the default is not reasonably curable within said period of time, unless the defaulting party commences cure within said period of time and diligently proceeds to cure the default. In addition, either party may immediately terminate this Agreement by giving written notice to the other party if the other party is insolvent or has a petition brought by or against it under the insolvency laws of any jurisdiction, if the other party makes an assignment for the benefit of creditors, if a trustee or similar agent is appointed with respect to any property or business of the other party, or in the case of the Client, if the Client materially breaches its obligations to make payment pursuant to this Agreement.

8.3 Payment for Non-Cancelable Materials: Any non-cancelable materials, services, etc., we have properly committed ourselves to purchase for your account (either specifically or as part of a plan such as modules, photography and/or external services) shall be paid for by you, in accordance with the provisions of this Agreement. We agree to use our best efforts to minimize such liabilities immediately upon written notification from you. We will provide written proof, upon request of the {client_name}, that any such materials and services are non-cancelable.

8.4 Materials Unpaid For: If upon termination there exist any materials furnished by us or any services performed by us for which you have not paid us in full, until such time as you have paid us in full, you agree not to use any such materials, in whole or in part, or the product of such services.

8.5 Transfer of Materials: Upon termination of this agreement, provided that there is no outstanding indebtedness then owing by {client_name} to {company_name}, {company_name} shall transfer, assign, and make available to {client_name} all property and materials in its possession or control belonging to {client_name}. {client_name} agrees to pay for all costs associated with the transfer of materials.

9.0 General Provisions

9.1 Governing Law: This Agreement shall be governed and construed in accordance with the laws of the Province/State of STATE/PROVINCE.

9.2 Representations and Warranties: The parties each individually represent and warrant that each has full power and authority to enter into this Agreement and to perform all of their obligations hereunder without violating the legal or equitable rights of any third party.

9.3 Entire Agreement: Except as otherwise set forth or referred to in this Agreement, this Agreement constitutes the sole and entire Agreement and understanding between the parties hereto as to the subject matter hereof and supersedes all prior discussions, agreements, and understandings of every kind and nature between them as to such subject matter.

If any provision of this Agreement is held to be illegal, invalid, or unenforceable under any present or future law, then that provision will be fully severable. In such an instance, this Agreement will be construed and enforced as if the illegal, invalid, or unenforceable provision had never comprised a part of this Agreement, and the remaining provisions of this Agreement will remain in full force and effect.

Signature

Please ensure that you have thoroughly read and understood the terms outlined in the previous page before proceeding. We believe in transparency and want to establish a strong foundation for our working relationship. If you have any questions or concerns, please don't hesitate to reach out to us. We would be more than happy to clarify any points or work through any issues together.

Once you feel confident and ready to move forward, please click the 'sign here' button below to officially accept the contract. You will need to sign in the pop-up box that appears.

Upon receiving your acceptance notification, we will contact you shortly to discuss the next steps and get the project started. If you would prefer to speak with us directly, please feel free to call {user_phone}.

 

Signed By: