Adwords set up and management

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  • Proposals: 21
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  • #671565
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Caleb S.Agnieszka B.Tahseen R.Roy H.Zahid Z. + 16 others have already sent a proposal.
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Experience Level: Expert
Prior to the digital career I was for a long time in fine dining and restaurants. So when my brother in-law discuss his Sushi place I'm always keen to assist his growth.

Recently, he and I were talking about how he could get more visibility for their evening deliveries (focused on Islington) and a new pop up restaurant in his space for events.

I've latched onto the idea that by managing an outsourced partner who does the actual execution there could be a win here for 3 parties. This also will let me develop a case study to see if I want to go after other restaurants and chefs with the same biddable/paid media model.

I was hoping to find the right person who could take on the PPC strategy, build and execution. As part of that I would need guarantees that the following, along with fortnightly top level reporting, would be part of the service

Bid Management Tests: Assess different avg. positions during the year to capture traffic in peak seasons.
Keyword Tests: Testing new keyword opportunities e.g. New destinations or Alternative keyword groups.
Adcopy Testing: Regular reviews of Standard Adcopy to ensure growth of CTR%.
Ad Scheduling Test: Test day parting and modify bids based on best time of the day or day of the week
Search to social retargeting: Marketers should create Facebook Custom Audiences based on search query data from your digital marketing platform. Then target the same audiences on Facebook with tailored messages based on their search queries. Using this strategy, a marketer can reach previous website visitors on Facebook who have intentions to “buy running shoes” as expressed in their search queries.
Create Google Remarketing Lists based on visitors from social marketing ads. Then use Remarketing Lists for Search Ads (RLSA) to retarget your social audiences when they search for your keywords on Google. Using this strategy, it is possible to automatically bid higher on Google for searchers who fit audience profiles and have previously engaged with Facebook ads.
Landing page Tests: Test different landing pages on the site for better Conversion Rate%. Home page vs. Menu vs. Other sections (if available/relevant).

Realistically, there is small chance of a large budget to be managed here, but I am going to suggest they try at a minimum £25 per day (as they are closed on weekends). In conjunction with the PPC we are also looking into Geo-fencing SMS messages (the idea they are most interested in learning about due to the high foot traffic near them), Facebook advertising and potentially Twitter lead gen cards. I share this with you so you can see that the potential PPC budget is a substantial % of the overall £1,000 - 1,200 per month that I hope they are going to budget for a 2 month test period. Within that time I'm certain that we will see results which would mean they continue with the channels that produce results.

From this brief could you let me know what you may be able to take on - is it only PPC - and what would be the approximate costs for your fees? This will let me come back to the restaurant with a breakdown of what their overall budget gets in media spend, agency fees, and any tracking fees that may be needed even with this small budget.

I realise that this is likely to be a lower amount than what you would want to work with but hope you do see the bigger picture of where this could go. I'm keen to develop the case study to pursue other companies and have strong contacts to help make a successful story gain traction. Appreciate you considering this and look forward to your feedback,

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