Welcome to Whitehat PPC Proposal: Cap-MLGPK8 Created: 10th May 2013

An Introduction To Whitehat Whitehat: Specialists in Analytics Based Marketing Over 30 years experience in technology and marketing in London & New York Core expertise: financial services Comprehensive set of services in Consultancy, PPC, Organic SEO, Reputation Marketing, Video and Social Media promotion Campaign focus: strong ROI

Our Understanding of the Brief “We offer loans quickly and easily, you can apply for a loan of up to $100- $1,000 from the privacy of your home. We would like to drive more traffic to our website. We would like to target certain cities in the US” 1.To drive more traffic to the website PPC is the fastest way to drive traffic to a site, but the majority of PPC campaigns are not setup or managed well. This results in poor ROI Effective PPC work needs very carful analysis, configuration, testing and monitoring to work well 2.Target specific cities within the USA GEO Targeting – Easy to do quickly, difficult to do well. Features & Testing – There are a multitude of different options and configurations for targeting locations. It is important to configure all of them correctly. However location targeting is imperfect, and so is Google, so it is vital keep a close eye on your campaigns, monitor performance at multiple levels, and make use of geographic dimensions reports to identify areas for improvement, because the reality is the ability to serve someone a specific ad in a specific location at the exact moment they're searching for is a hugely powerful advertising opportunity.

Why Choose Us Choosing us will liberate you from learning the highly technical skills required to run a PPC campaign successfully. You can focus on building and running your business while we do the job of increasing your leads and customers through PPC. We understand your business category and niche and we know or can quickly determine what PPC strategy will work for you based on our extensive experience. In addition, we undertake an in-depth consultation with you to understand your business on a deeper level to effectively execute your PPC campaign..

In Depth Consultation We take the time to understand your business, your objectives, your product or service, your target market and their online behaviour for us to deliver PPC advertising of the highest performance.

Summary Of What We Do Account Setup We setup your PPC account with Google Adwords, Bing and/or with Bing and Yahoo! Network. Market and Keywords Research We perform market and keyword research to determine the most viable keywords that your target market is typing into the search engines to find you. We target keywords that will generate the right amount of traffic with the right intent at the right cost. Campaign and Ad groups Setup We setup your campaign or campaigns with the appropriate ad groups based on tightly-knit themed keywords with keyword matching options. PPC Budget Management PPC Budget Management We setup your desired budget and make sure that we make the best out of it and that you do not go over budget spend for the month. Targeting Options We setup targeting options based on search and/or display advertising, language, geo-location, device, scheduling. Conversion Tracking Conversion Tracking We setup conversion tracking with Google Analytics. AlB Testing AlB Testing We perform AlB testing of ad copies to improve CTR and keyword quality scores to bring the cost per click down; as well as A/B testing of other elements when applicable. Measurement, Analysis and Optimization Cost per click, CTR, ad positions, and quality scores are measured and analyzed. Based on the results of this analysis, the PPC technicians will modify the campaign accordingly to improve performance.

Pay Per Click Services – Month 1 Ad Spend Bracket Monthly AdWords Budget Range: $ $2000 Account Setup and Research Website and/or Landing Page Analysis Competitive Analysis Account Setup AdWords Tracking Code Setup Campaign Management Keyword Research: 750 keywords Number of keywords per Ad-group: 40 Search Network: Yes Display Network: Yes Ad groups creation: 15 ad-groups Ad-copy creation: 4 ads per ad-group A/B Ad copy split-testing Geo-targeting Ad scheduling Adwords Campaign Experiments (ACE Test) Keyword Matching Options Budget Management Keyword Bid Management Negative Keyword Research

Pay Per Click Services – Month 1 (Cont.) Campaign Monitoring and Analysis Enterprise Level PPC Management Platform Conversion Tracking Traffic Statistics Analysis Search Query Report Analysis Click Fraud Analysis & Support ROI Management Google Analytics Account Setup Google Analytics Tracking Code Setup Analysis & MonitoringReporting Enterprise Level Weekly or Monthly Reports ROI Analysis

Pay Per Click Services – Month 2 Campaign Management A/B Ad copy split-testing Geo-targeting Ad scheduling Adwords Campaign Experiments (ACE Test) Keyword Matching Options Budget Management Keyword Bid Management Negative Keyword Research Campaign Monitoring and Analysis Enterprise Level PPC Management Platform Conversion Tracking Traffic Statistics Analysis Search Query Report Analysis Click Fraud Analysis & Support ROI Management Analytics MonitoringReporting Enterprise Level Weekly or Monthly Reports ROI Analysis

Costs Campaign Name: PPC 2000 Month 1 management fee: $2000 Month 2 & ongoing management fee:$1250 per month Total for 3 months: $4500 Note: Our campaign costs are linked to media spend, in this case a monthly AdWords budget in the range of $ $2000 per month. A larger media spend needs a more keywords and therefore a more complex structure to manage, analyse and maintain. We can quote for larger or smaller AdWords budget ranges, if needed.

Whitehat 2013 Analytically driven, professional PPC projects, working with our clients to deliver a strong ROI