August 21, 2021

Hey Tim, round 2 marketing. We will continue working with SEO, content building, and Google Search (SKAG Strategy). This gameplan will also include social media, email campaigning, SMS, and re-targeting

Start Proposal Review
Goals & objectives

Since we've built some initial traffic through SEO, content, and the new site structure we'd like to make more of an impact through social and display advertising. We also need to focus on automating touchpoints after a lead is submitted.

The General Strategy Layout

Digital Marketing Avenues

  • Google & Bing Advertising  - For search I want to still use a SKAG strategy (Single Keyword Ad Groups). I think we should still use these for bigger (one-time) jobs, and use these one-time jobs as an opening for selling the EOM. (More on this below)
  • Social Media - We are running lead generation campaigns. They are working, but off to a slow start. We can also target people who have visited the website, but we'll have to wait 30-60 days for the Facebook pixel to start gathering data. The FB Pixel has been installed.
  • Re-targeting - This can be done on Google and Social Media, but I'd suggest starting with Google for the reasons listed above. We will target people who have taken action on the site (More Below).
  • SMS/Email - SMS & Email will be used primarily for EOM sales, Review Requests, & Referral Program. SMS & Email will run between Pest Pac (.05/txt) & Skipio ($99/month)
  • Outsource/Develop Content & Web Pages - SEO strategy, and reporting. Continue on video.
Part II - The Solution
The Solution

This section will provide a solution to generating and converting web traffic. We'll cover search, social, and re-targeting.

Search Strategy

I still want to run Pay Per Click campaigns on a narrower scope of keywords. For example, "Ant removal for my backyard".

I'm afraid we will waste money on the search terms such as "Pest Control Las Vegas" for a couple of reasons. First, there's nothing to say this person is looking for EOM. They may have bed bugs, or spiders, or maybe they are looking for EOM. We don't know, which forces the customer to search throughout the site. We will have a higher conversion rate from keywords like "Bed Bug Exterminator" that goes directly to our Bed Bug page. We can take that same customer and work on a SMS campaign that encourages EOM programs. I think it would be more effective to solve their initial problem, and then run a campaign that explains how we can prevent them problems in the future.

Just a refresher - SKAGS are ad groups designed with a one-to-one relationship between the root keyword and the ad. For example, let's say you search "Commercial Pigeon Pest Control" the ad will say exactly that (or using natural language). The idea is to have dynamic keyword insertion for what the visitor is interested in and send them to a specific landing page. We can do this with 100s, sometimes 1000s, of keywords.

Budget: $2,300.00

Pigeons: $900.00

Seasonal 1 (BB, Rodents): $550 each (will be dynamic)

Weed Campaign: $300.00

Social Strategy

We are running Facebook and Insta campaigns for lead generation of new customers. Facebook lead generation ads are designed to deliver a lead directly to our database. Facebook pre-populates the lead form with users information they already have. Because the ad does most of the work of filling in the data, users are more likely to complete the form. We can also use email addresses or phone numbers to pull a list of contacts and upload them directly to Facebook. Facebook takes the emails and numbers and matches them with Facebook profiles. I want to run three campaigns

No Weeds, No Pests, No Worries - A EOM (which includes weeds)

Pest Prevention (Residential)

Future Campaign: Solar Campaign?

Total Budget: $500.00

EOM ($300.00)

Additional Service Offering ($200.00)

Re-targeting Strategy

We can re-target on both Social & Google's Display Network. We will target people who have taken action on the site previously through social, back-links, search engines, or other mediums. I like to breakout display & re-targeting campaigns according to where the visitor is at. We will also break them down by pest so we can optimize the windows of re-targeting for each target.

We will know their need by the URL they visited prior and we'll know their level involvement by their behavior on the site.

Many of times basic user interactions can tell you where they are in the funnel so you can advertise accordingly (here's the example we discussed).

Someone was on a pest specific page

All Convertors of The Site

In Market For Pest Control (Just to Test)

Total Budget: $700

Brining People back to the site: $500

In Market Testing: $200

Investment overview
SEO and Search Advertising (Google & Bing)
Re-targeting/Display Network
Social Media Lead Generation
Tags, Analytics, and Pixel Integrations For Detailed Tracking
Collateral (Iconography, Stock, Video, Etc.)
Total
$1,150.00
1st Billing Date
September 17, 2021
Download Detailed Timeline
time for action

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Thank you again, Tim. I think we have an awesome strategy and I'm excited to start pulling more levers to drive even more traffic.