Moto Machines Pay Per Click proposal

PPrreeppaarreedd ffoorr:: Mr. Berkay Moto Machines703-372-7241berkay@motomachines.commotomachines.com

PPrreeppaarreedd bbyy:: Romans MinaltoScandiweb07767963292romanminalto@gmail.com Scandiweb.com

I n t r o d u c t i o n P P C i s t h e o p t i o nW h y P P C ?M e d i a C h a n n e l sG o o g l e A d s E x a m p l e

Introduction

Thank you for taking the time to consider my Pay Per Click proposal. I have familiarized myself with Moto Machines from a customer perspective and looked through the products the company sells. The problem I have noticed that the store does not appear on Google Search, Bing Search or any other platforms, while yours competitors does. I tried many search variations and keywords such as “motorcycle accessories”, “motorbike protection US”, “motorbike clothing” and etc. but unfortunately none of them led to your website. The majority of related to your store keywords does not desplay Moto Machines on Google Search leading to losing a high number of potential customers.

Pay-Per-Click (PPC) is the option

PPC is pretty straightforward, and maybe you’re already familiar with the basics, but let me give you an easy to digest example of what it is.

Your company sells Ermax Rider Universal Screen for Harley Davidson Motorcycle, and you have countless competitors in this field. PPC can help your ad to pop up in the top position in search results, or perhaps a few positions from the top but still highly visible. The point is, people could find your company without even initially searching for it.

Why PPC?

• Cost effective - you only pay when a user actually reaches your website, it can be goodvalue for money. You can choose to spend as much or as little as you like.

• Targeted - you can choose your audience according to demographics like location,language and device

• Measurable - PPC campaigns can be set up to carefully measure effectiveness. You candetermine exactly how much your return on investment is.

• Customisable - as you run your campaigns, you can make many small adjustments toimprove based on what works best.

• Fast - you will see the impact of your PPC efforts almost immediately.

Media ChannelsThere are different advertising platforms for PPC campaigns, and we want you to know where your business will appear in search results.

In addition to Google Ads, the undisputed king of PPC, there are other big-name platforms and many smaller ones. Some of the other that would be worth to try in the near future are Bing Ads and Facebook.

Those 3 giants will help us to increase your profit margin. As you have already been running a Facebook page for Moto Machines company, running an advert around the Facebook website would be a benefit as it is the top social network on the planet, 2 billion people use Facebook every month. User targeting can get very granular with demographics, interests, and behaviors. Here is an example of how it might look like:

However, to begin with, I would certainly recommend Google Ads for the first campaign as it is the most popular ad network due to the volume of searches done in the Google search engine. More than 3.5 billion searches happen every day on Google

Google Ads Example for Moto Machines

Google Ads allows us to set certain goals for your company. In this case we want to get more potential customers to bump into your website, so Website Traffic option is to be chosen here. As it is a first ad campaing I would tick to include Google search partners in order to "test the water". However, I would skip Google Display Network. Yet, we won't reach some people, this might only increase the campaign budget, while not guaranteeing a positive result, as it is less targeted. This option might be tested after gathering more analytical data.

In Google Ads we are able to choose when and where we want our ad to be displayed as well as searching language. According to your information on the website you operate within US only, so we can choose English language and United States as our only location where we want your ad to be shown. This way it targets Moto Machines to certain people and saves money.

On average small and mid-range businesses spend 9000$-10000$ per month. As Moto Machines is an experience company in business, I would suggest to spend approx. 296$ per day (9000$p/m) with 1,5$ per click.

In order to attract clicks, Google Ads needs us to write down relevant keywords, and when someone types them in, our Ad will appear (in accordance with other factors). The platforms allows us some space here, so we can be matched to exact keyword or broad phrase. Due to it is first campaign we would use only broad variations. In addition to that, we can modify them to even broader searches, for instance, "+motorbike +parts", this will allow our Ad to be displayed if those two keywords are standing next to other words.

To liquidate the possibility of unwanted matches that we might pay for, I have added negative words which will exclude non-potential custumers. Moto Machines doesn't sell on Amazon, so we want exclude those people searching for amazon as well as we want exclude people who search for "free" or "discounted" stuff and they are less likely ready to pay for anything.

The final advert creation stage is writing headlines and descriptions for them. There are two type of ads a classic text ad and responsive search ad which adapts to show more text. For Moto Machines Campaign I chose responsive ad which is an artificial intelligence shuffling the combinations so that users always see the version of your ad that is most closely aligned with their needs and interests. Researching the Internet, there is no a 100% guarantee which one of them will work better, but tendency is that responsive ads work 10-15% better as they: save us time, so we can test out a lot more ideas in a short space of time; have continuous optimization due to the nature of machine learning gets smarter over time as it collects more data; attract more people because they show up in more searches, and also because they are more relevant to viewers.

There are many options to test on Google Ads. For example, after getting some information we can see which device have higher conversion rate, so we can choose to disable the the ones which are less profitable or not profitable at all. Because it will be our first campaign, its purpose is going to be gathering analytical data, such as click-through rate, matchable keywords, conversion rate, according to which we will be able to modify our ads and targeting system in order to increase AdRank and optimize the budget as well as to reveal what works for Moto Machines and what doesn't.