PPC Management Brief

Business Information

Name*

Company Name*

Website*

Company Address*

Please enter your full address.

Will the person listed above be receiving invoices for our management services?*

Yes
No

Name (for Invoices)*

Email (for invoices)*

Phone Number (for invoices)*

Account Settings

What Is Your Monthly Budget Across All Search Engines?*

We will break this down into daily budget goals and will be within 10% of your budget at months end.

What geo-targeting will be used?*

Entire United States

For call tracking, what phone number should we forward calls to?*

Will we be tracking more than one phone number or anticipate using more than 200 minutes?*

Yes
No

Phone tracking for one number and 200 minutes per month is included in the price of your service. There may be cases when more than one number is required or you will be using more than 200 minutes. We will give you a custom price in those cases.

Existing Adwords Account

Do you have an existing Adwords Account?*

Yes
No

Check no if you have multiple business for which you do not have an Adwords account.

What Is the Adwords Account Number?

This will be found in the upper right hand corner of your account in the format 123-456-7890. We will connect to your account using our My Client Center.

Do you have a Google My Business Account?*

Yes
No

What is the login information for your Google My Business Account?*

Enter login and password.

Do you have a Google Merchant Center Account?*

Yes
No

What is the login information for your Google Merchant Center Account?*

Enter login and password.

Business and Competitive Intel

What are your Main KPIs/Targets that we'll be Tracking for PPC?*

We will use these KPIs as a way to measure the effectiveness of our efforts/Strategy. An example of a few KPIs; Cost per Acquisition (CPA), Conversion Rate (CR), Total Sales, and Revenue...etc

Describe Your Service*

In your own words how would you describe your service?

What Keywords Do People Usually Search to Find You?*

Please include anything but branded keywords. This will help jump start the keyword research for us. 15-30 keywords is a great start.

Who are your Main Competitors?*

Please list names or websites.

Who is your Target Audience?*

The more information the better here. Things like gender, income, age, family status, hobbies, likes or dislikes, etc.

What Are Your Unique Selling Propositions?*

What differentiates you from your competitors? What are your unique selling propositions? i.e. 20% off everything, free shipping, 500 years in business, BBB C+ rating, etc.

What Time of Day and Days of the Week Do You Want to Run?*

Some companies like to only run their account while in the office so they can follow up quickly and immediately; such as M-F 8 am-5 pm. The con to this is that they miss out on leads from other times that could be legitimate.

What Is The Goal of Your PPC Campaign?*

Lead Generation
Direct Sales (e-commerce)
Branding

What is the Approximate Value of a Lead?

We will use this as a benchmark goal for our PPC efforts.

If known, how many leads does it take before you close a sale?

We will use this as a benchmark goal for our PPC efforts.

What is your margin on products?

We will use this to best understand the percent of revenue that can be advertising expense so we can optimize towards that.

What is the lifetime value of a customer, if different from sale value?

We will use this as a benchmark goal for our PPC efforts.

Do you have a person who can implement conversion tracking code and pass subtotal values to the thank you page?

Yes
No

FTP or CMS Login Info

This requires custom programing with the conversion code. What is the FTP info or CMS info?

Do you have a Google Merchant center account?

Yes
No

Google Merchant Center is required to connect the data feed to the Product Listing Account. If you do not have it created already, we will use your email address to setup an account up.

What is your Google Merchant Center login?

Name and password please!

Do you have a company managing the data feed?

Yes
No

What is the contact information of your data feed management company?

Name and email or phone number will work. This company will be the ones editing the feed (title, description, price, image, etc).

Will you be able to make adjustments on the Data Feed Product titles, descriptions, and images?

Yes
No

One important part of effective PLAs is updating and testing the Data Feed. We will make suggestions to you, but we rely on you or your data feed company to make those changes.

We highly recommend using a data feed management company to generate and update your data feed.

Are you ok with advertising on brand terms?

Yes
No

Advertising on your Brand name is often very beneficial. It allows us to choose where we direct the visitor, rather than just using the home page. We are also able to use several strong calls to action through site links. The cost associated with branded keywords is usually very minimal, and it allows us to dominate the search page. It is particularly important to advertise on your own brand if one of your competitors is already doing so with your brand name; we don't want them sneaking the traffic away customers who are searching for your company.

Are you ok with advertising on competitors names?

Yes
No

Advertising on your competitor's name is a great way to capture traffic at a low cost per click. It can build awareness of your brand, by utilizing the following that your competitors have created. Google doesn't have any problems with advertising on your competition's name; we make it clear that we are not the competitor but rather a better alternative.

Any Other Information You Think We Should Know

Did we miss anything?

Facebook Campaign

Will we be running a Facebook campaign for you?

Yes
No

Do you have an existing FB Business Manager Account or do you need to set one up?

I have an existing FB Business Manager account
I do not have an existing FB Business Manager account.
I don't know.

What is the Facebook Page Name or URL?

We'll request access to your page through our Business Manager account.

What is the Facebook Ad Account ID?

The ad account ID can be found in the top left hand corner of your Business Manager account. We'll request access to your ad account through our Business Manager account.

What is your monthly budget for all Facebook?*

What is the goal of your Facebook Campaigns?

Select as many as you would like.

Will you be providing images for your ads?*

Yes
No

Do you have existing email lists, phone numbers (custom Audiences) that you would like to target on Facebook?

Drop files here or

Max. file size: 300 MB.

Please include any files, if needed.

What age range are you wanting to target (13-65+)?

What gender?*

Men
Women
All

Are you wanting to target additional Demographics? Please list them.

For example, Marital Status, Education, Work, Financial...etc.

What is your target audience’s interests? Please list them.

For example, you may want to target people interested in sports, movies, and (or) cars...etc. Interest targeting is a huge part to Facebook . You can read more about interest targeting here https://www.facebook.com/business/help/433385333434831.

What type of device targeting?

Desktop
Mobile
Both/Either

Landing Page Information

Will we be creating a landing page for you?*

Yes
No

Please fill out the landing page questionnaire here. Thanks!

Business Information

Account Settings

Existing Adwords Account

Business and Competitive Intel

Facebook Campaign

Landing Page Information

Utah HQ:

San Francisco

PPC Management Brief

Business Information

Account Settings

Existing Adwords Account

Business and Competitive Intel

Facebook Campaign

Landing Page Information

Utah HQ:

San Francisco

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