Lejjer
Website & Search Marketing Proposal
Prepared by Green Dot Advertising — July 27th 2016
Objectives & Marketing Strategy
Design a new custom website for Lejjer that features the company’s bookkeeping services and helps support lead generation alongside search marketing efforts.
Marketing Strategy:
Developing a mobile responsive website that is optimized to convert incoming traffic from search marketing efforts is critical to the success of the proposed strategy. Green Dot will create a landing page within the site, based on a popular key words involving bookkeeping, to help drive traffic to the site.
Green Dot will help drive qualified traffic to the Lejjer website via search engine marketing. We recommend utilizing Google AdWords to filter out qualified leads and direct them to your site and/or landing page. Site visitors will also be retargeted with banner ads for a period of 2 weeks when they browse other websites anywhere that support display advertising.
Green Dot will carefully track and analyze the results of each campaign, whether inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize your campaigns to achieve the lowest cost per lead possible.
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom website and landing page to showcase the company’s bookkeeping service and support the marketing campaigns.
This website and landing page are quoted to be built on the WordPress platform, which includes a content management system (CMS) to allow the client to add and edit content such as photography and page copy without html coding.
The website will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Website Content Outline
- HomeIntro
Bookkeeping Service teaser - link
Resources teaser - link
Contact & Location - Bookkeeping Services - landing pageIntro
Description of Service
Process
Benefits
Pricing
Contact & Location - ResourcesIRS Refund Status
Amended Return Status - About UsCompany Description
Our Mission
Our Experience
Our Success - ContactContact and Location Information
Includes the Following:
- Account service
- Copywriting
- Visual concept development for website and landing page designs
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
Google® Adwords
Google® Adwords
Google AdWords allows your website or landing pages to be listed prominently on Google when people search for relevant keywords. A Google AdWords certified marketer can help you write targeted ads that cost less than your competitors are paying by optimizing each part of your campaign.
Includes the Following:
- Keyword research and competitive analysis
- Ad copywriting
- Campaign setup including targeting and restrictions
- A/B testing of ads
- Campaign management and optimization
- Conversion tracking and reporting (incl. phone call tracking)
Retargeting Display Ads
Retargeting Display Ads
Digital display ads are used to retarget all prospects who visited your website but did not complete the desired action. These display ads can be shown to visitors from all traffic sources. The retargeting ads run on a wide network of websites that support display advertising and “follow” your prospects from site to site as the browse the net, giving you a second and third opportunity to close the deal.
Includes the Following:
- Account service
- Copywriting and concept development
- Design of banner ad creative
- Campaign management and optimization
- Tracking and monthly reporting
Analytics & Reporting
Analytics & Reporting
Green Dot ensures you know how your campaigns are performing at all times. Clients have direct access to the marketers working on their campaigns as well as to reporting platforms like Google Analytics (website performance), RavenTools (campaign performance) and Call Tracking Metrics (phone call lead tracking).
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- Call Tracking Metrics – phone call tracking
- RavenTools for campaign KPI reporting
- Monthly account review
Media Spend & Management Fees
Media Spend & Management Fees
How much you spend on media every month is totally up to you. The more you spend, the greater your reach and frequency. Green Dot provides recommendations and guidance based on campaign performance and objectives, while allowing clients to adjust their budgets as needed.
Green Dot does not bill clients for media insertion, or require a minimum budget. Instead, we only invoice for media planning and campaign management. We manage and execute the media buys, create all ads, a/b test the ads, optimize your monthly spend (we may suggest increasing / decreasing the budget allocation depending on a channel’s performance) and report on the results.
All media expenditures are the responsibility of the client and are billed directly to the client by the media vendor or advertising platform. This approach creates pricing transparency and trust, while allowing media budgets to be adjusted as needed.
Green Dot includes these media management services at no additional charge with your marketing retainer up to the specified monthly threshold. Scaling the media buy beyond this baseline triggers a media management fee of 12% applied only to the net new spend above the included monthly threshold.
Services Summary & Pricing
Services Summary & Pricing
Website Design & Development
The project includes the following services:
- Account service
- Copywriting
- Visual concept development for website and landing page designs
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
$5,500
Campaign Setup
One-time campaign setup fee includes:
- Keyphrase research and new Adwords creative
- Google Analytics set up
- Call tracking setup
- Retargeting banner ad design
$2,000
Digital Marketing Services
Your marketing services package includes the following:
- SEM using Google Adwords
- Inbound Call tracking
- Retargeting ad management & creative
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.
$1,750 p/m
Suggested Monthly Media Spend
You set the budget
Search: $2,000 – $3,000 p/m
Retargeting: $250 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Design & Development | $5,500 | |||||
| Campaign Setup | $2,000 | |||||
| Monthly Marketing Services | $1,750 | $1,750 | $1,750 | $1,750 | ||
| Monthly Totals | $5,500 | $2,000 | $1,750 | $1,750 | $1,750 | $1,750 |