“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.”
Managed Web Search Lead Program
Plan 27’s dedicated Google CerJfied team delivers a fully managed search strategy that delivers inbound leads, diagnosJc monitoring, and reporJng.
We define, build, implement and manage web search and
remarkeJng lead generaJon programs as a ‘Managed Service.’
Marke&ng
Your Plan27 team manages your campaign daily, op&mizing
performance, by iden&fying ‘trends’ in ad groups and applying A/B tes&ng to all digital assets and maximizing conversion rates. A report documen&ng all ac&vi&es vs benchmarks are reviewed and provided on a monthly basis.
Impressions Engaged
Ac&on Inbound Leads
Managed Search Engine MarkeJng
(SEM) Lead GeneraJon Program
Our crea&ve team handles all design and produc&on of mul&ple landing pages and remarke&ng banner ads, including a new dedicated 800 or local phone number. Plan 27’s Google cer&fied opera&ons team creates and documents your en&re SEM strategy iden&fying targeted keywords, ad-‐groups, bid strategy and compe&&ve differen&a&on.
Implemen&ng your Plan 27 SEM program includes the seamless integra&on of all leads into your PSA and CRM systems. We conduct both cross browser and search engine tests of all materials to ensure content op&miza&on. All benchmarking, repor&ng and tracking tools are then deployed and your program is launched.
Plan 27’s exclusive Market Assessment and Campaign SLA Calculator defines your market opportunity, what you compe&&on is doing, what your current web assets produce, and how they compare. All of these data points along with the needs and objec&ves of your business, produce your Campaign Calculator which defines and benchmarks your results.
The Market Assessment & Campaign SLA Calculator answers these quesJons with a detailed report on how SEM can impact your sales.
What are my compe&tors doing, and what are their results?
2) Compe&&ve Landscape
The market report iden&fies and shows actual results and ac&vi&es from compe&tors in your market. This insight enables the discovery of
opportuni&es to effec&vely compete from the onset, and the ability to stay ahead of the market through ongoing analysis and comparison.
How does my current web traffic compare to my compe&tors?
3) Your Web Ac&vity/Traffic
To effec&vely generate inbound sales leads we also monitor and report on your current web ac&vity, volume, content, search terms and user
behavior. The report then iden&fies and documents the remarke&ng opportunity and poten&al results.
How many leads, sales can I generate at what cost with what ROI?
4) Campaign Calculator
Our exclusive Campaign Calculator includes volume benchmarks, sales data that specifically defines the objec&ves, benchmarks, costs and ROI of your campaign.
How many searches are made for my services in my market?
1) Market Analysis
The Market Analysis monitors and reports on the volume of searches made for your products and services in your market. This provides the gross numbers, and iden&fies key word search values specific to your business.
Dan Wensley President [email protected] 416-‐894-‐5566 Jeff Dryall Director Jeff@plan27.ca 416-‐464-‐4404
“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.”
Market Assessment & Campaign SLA Calculator
• Defines your Goals
• Analyzes the Compe&&on
• Assesses the Market
• Iden&fies Prospects
• Establishes Opportunity
Documents the specific key words used to generate what volume of impressions and the click thorough rates in your market for the products and services you provide.
This market data is further broken down to idenJfy the specific ad group that deliver the desired and targeted prospect traffic.
“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.”
Market Analysis
We idenJfy who your specific compeJtors are and document their online acJvity volume of impressions, traffic and lead results.
“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.”
CompeJJve
Analysis
This informaJon not only provides the producJon volume of your compeJtors but also serves to establish benchmark result
expectaJons.
We define and document which keywords are being used by each compeJtor and idenJfy where they compete and differenJate.
“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.” By idenJfying compeJJve core keywords, we can define
what is working best for them and how we can and should compete. The shared keywords indicate the overlap in the market, allowing for strategic placement decisions to be made that drive results.
CompeJJve
Analysis
Keywords and Ad Groups
RemarkeJng to prospects who have become acJve by visiJng a website or landing page ensures follow up communicaJon and can virtually double the impression volume and dramaJcally increase lead volumes.
“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.” We also idenJfy and document which compeJtors are
“remarkeJng” and the impact that has on their total impressions. RemarkeJng
CompeJJve
Analysis
This informaJon help you to plan and budget as well as establishes benchmarks for results and ROI.
“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.” The last piece of the CompeJJve Analysis documents what your
compeJtors are invesJng in SEM markeJng and what their cost per lead is.
CompeJJve
Analysis
We audit and review and document all your current web traffic, acJviJes, results as well as user behaviour.
“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.” Aher understanding your compeJJon and the traffic behaviour on your site we idenJfy similariJes and differenJators.
AcJvity
Analysis
Reviewing current non-‐branded search traffic on your site
idenJfies the key transacJonal drivers visitors are looking for.
“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.” This data is used to idenJfy key ad word groups and is used
to cross reference against compeJJve acJviJes and results will define your PPC bid strategies.
AcJvity
Analysis
Your non-‐branded Traffic
We analysis and report on the top 10 URL’s that are currently driving traffic including conversion staJsJcs.
“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.” Knowing the landing pages that are driving current traffic
and lead conversions we idenJfy and crah the best suited content to drive acJon from prospects with SEM.
AcJvity Analysis
“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.” Our exclusive Campaign Calculator includes volume benchmarks, sales data that specifically defines the objecJves, benchmarks, costs and ROI of your campaign.
Complete ROI and Annualized Summary
Campaign SLA
Calculator
Plan 27 Marketing Event Result and
Budget Scenario Analysis
SAMPLE KPI DATA
Copper State
December 5 2013
Leads and KPI Drivers Scenario 1 Scenario 2 Scenario 3
Dials - Base number of calls
per month 6000 6000 6000 Conversation - % 15% 15% 19% Conversation - # 900 900 1140 Lead Conversion - % 10% 15% 15% Qualified Lead - # 90 135 171
Sales Results Scenario 1 Scenario 2 Scenario 3
Close percentage 10% 12% 15%
Average Sale Price (ASP) $8,600 $8,600 $8,600
Monthly Closed Sales 9 16.2 25.65
Monthly Gross Sales $77,400 $139,320 $220,590
Annual Closed Sales 108 194.4 307.8
Annual Sales Generated $928,800
$1,671,84 0
$2,647,08 0
Cost and ROI Scenario 1 Scenario 2 Scenario 3 Plan 27 Event and marketing
cost $18,000 $18,000 $18,000
Cost per lead (COGS) $200 $133 $105
Net revenue per lead $860 $1,032 $1,290
Monthly Net Sales $59,400 $121,320 $202,590
Annual Net Sales Generated $712,800
$1,455,84 0
$2,431,08 0
• Search Volume by Keyword
• Impressions by Ad Group
• Average ranking by Ad Group
• Clicks by Ad and Keyword
“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.”
• Ad Group Click thru rates
• Bounce rates
• Conversion rates
• A/B tes&ng results
Daily
Plan 27 Marketing Event Result and
Budget Scenario Analysis
SAMPLE KPI DATA
Copper State
December 5 2013
Leads and KPI Drivers Scenario 1 Scenario 2 Scenario 3
Dials - Base number of calls
per month 6000 6000 6000 Conversation - % 15% 15% 19% Conversation - # 900 900 1140 Lead Conversion - % 10% 15% 15% Qualified Lead - # 90 135 171
Sales Results Scenario 1 Scenario 2 Scenario 3
Close percentage 10% 12% 15%
Average Sale Price (ASP) $8,600 $8,600 $8,600
Monthly Closed Sales 9 16.2 25.65
Monthly Gross Sales $77,400 $139,320 $220,590
Annual Closed Sales 108 194.4 307.8
Annual Sales Generated $928,800
$1,671,84 0
$2,647,08 0
Cost and ROI Scenario 1 Scenario 2 Scenario 3 Plan 27 Event and marketing
cost $18,000 $18,000 $18,000
Cost per lead (COGS) $200 $133 $105
Net revenue per lead $860 $1,032 $1,290
Monthly Net Sales $59,400 $121,320 $202,590
Annual Net Sales Generated $712,800
$1,455,84 0
$2,431,08 0
“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.”
“WE OPEN THE DOOR, SO YOU CAN CLOSE IT.”
If you wish to learn more or get started with your
own Market Assessment & Campaign SLA Calculator
Jeff Dryall jeff@plan27.ca 416-‐464-‐4404 Dan Wensley [email protected] 416-‐894-‐5566
