thesbgroupacademy.com
Google Ads Proposal
11 – August – 2021
1
Website address:
- thesbgroupacademy.com
Marketing objectives
- Increase enquiries / applications
- Fill all 48 places before Sept 2022
- Gain 10 enquiries per month
- Sign up 4 students per month
Audience/s
- Students looking to be coached at the highest level of UK Football (Soccer) whilst also gaining a high level education
- Ages 16-23
- Parents of students
Competition
- Highly competitive
Target Location/s
- US
NOTE:
The estimations in this proposal are not guaranteed, they are mostly based on data taken from the previous 12 months. The pandemic has skewed the data so it is currently much more difficult to accurately estimate things such as search volumes, and costs per clicks. Wherever possible we have based our data on industry benchmarks.
2
Paid ads receive 20%+ of all clicks.
With up to 8 ads per page, they fill the page before scrolling. 55% don’t even recognise them as ads!
Intent
Those searching on Google already have the intent to find your roles or services.
Highly Targeted
We use advanced techniques to ensure your ads are only shown to your ideal audiences. There’s no limit to the number of ads we run.
Direct Relationships
Candidates / Clients are taken directly to your website where they learn about only your roles / services and not your competitor’s (like they do on Job Boards and Social Media).
Instant ROI
Your adverts go live quickly and start delivering results immediately.
Split Tested
Multiple advert variations are split tested, over time the best performing adverts are shown more often and your results increase.
It’s Only The Results That Matter
Conversion tracking, continued improvement and detailed reports are key to a successful campaign, this allows us to increase the applications and enquiries you receive whilst decreasing the cost.
3
Google Search Network
Google searches made each month by Candidates searching for your specific offering.
1,300+
Impressions Per Month
£8.33+/-
Average Cost Per Click
£750 – £1,000
Recommended monthly click budget
The following is a small initial sample of search terms based on the information we have found about your business on your website. Before we build our campaign we will perform search term research that analyses thousands of potential search terms.
international football academy
international soccer academy
uk football academy
football academy in england
soccer academy in england
football academy boarding schools uk
football academy in london
football boarding schools in england
football university london
pro football academy international
soccer boarding schools in england
uk football university
uk soccer academy
+ competitor keywords
4
- Create all types of ads – text, image, interactive and video ads.
- Place those ads on websites that are relevant to what you’re selling.
- Show those ads to the people who are likely to be most interested.
- Manage and track your budget, campaigns and results as you go.
Keyword Targeting
We use keywords to trigger your ads to be shown to people who are visiting or have visited websites with content that’s contextually relevant to those keywords.
Placement Targeting
We create placement campaigns which only serve your adverts to specific predefined websites, web-pages, apps, or individual ad units.
Topic Targeting
We can choose to display our ads alongside the top content topics being consumed across the Display Network. When you associate your brand with the right content, you can connect with the specific audience who consume that content.
£0.46+/-
Average Cost Per Click
£400 – £900
5
Reconnect with the 95%+ of website visitors that leave without contacting you!
Candidates and clients rarely make contact with you during their first visit to your website. Retargeting helps us to reconnect and re-present your offerings to those who have shown a past interest by visiting your website.
Retargeting is a powerful way to stay engaged with your target audience and can dramatically improve your enquiry results.
Advert messaging and design
We design, write and develop creative adverts that compel relevant targets to click through to your site, they feature a full range of benefits, offers and wording.
£100+
Recommended monthly click budget
6
To become more cost effective, Pay Per Click campaigns require constant monitoring and attention. Our objective is to provide a steady improvement in quality, quantity and value.
- Research to identify new advertising opportunities and markets
- Keyword analysis and optimisation
- Click through rate and quality score optimisation
- Cost Per Click monitoring to help you receive the cheapest possible price
- Advert content performance optimisation and split testing
- Advert design developments (if applicable)
- Daily budget management including impression, share and lost budget
- Google Analytics and conversion tracking analysis
- Monthly KPI reports detailing impressions, clicks, click-through rates, costs and conversions.
7
The SB Group’s – Approach and Quick Wins
Below are our suggestions on how to kick-off your campaign to maximise the initial results.
- Full target market and search term research
- Analyse your website and provide conversion improvement recommendations
- Campaign specific landing pages – Advise on the creation
- Define conversion goals, configure in Google Analytics and install tracking code on your website
- Gradual campaign rollout
- Remarketing Adverts – write, design and implement
8
Below we have advised on what a minimum and recommended budget would be for your situation.
Scroll To See Full Table
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| Minimum | Recommended | |
| Total Investment /Month |
£1,650 (£1,250 Click Spend + £400 Management Fee) |
£2,475 (£2,000 Click Spend + £475 Management Fee) |
| Setup Fee One-off | £700 | £800 |
| Exposure Level | Medium | Maximum |
| Clicks /Month | 965 +/- | 2080 +/- |
| Website Enquiries /Month (Est. based on avg. Search Network Conversion rate of 3.4% and avg. Display Network conversion rate of 0.5%) |
7 +/- | 14 +/- |
| Signups /Month (Est. based on avg. enquiry to conversion rate of 40%) |
2.8 +/- | 5.6 +/- |
NOTE:
These are estimations based on the information we have to hand plus industry benchmarks. Your campaign results will be different.
Scroll To See Full Table
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Our fees are based on a percentage of your monthly click budget. As your click budget increases, our fee percentage decreases. You can use the following pricing table to calculate the associated fees we offer based on your chosen click budget.
| Monthly Click Budget (paid directly to the advertising platforms) |
Initial Setup Fee (One off) |
Monthly Management Fee |
| Up to £1,000 | £600 | £300 |
| £1,001 to £1,500 | £700 | £400 |
| £1,501 to £2,000 | £800 | £475 |
| £2,001 to £3,000 | £900 | £600 |
| £3,001 to £4,000 | £1,025 | £750 |
| £4,001 to £5,000 | £1,150 | £900 |
| £5,001 to £6,000 | £1,275 | £1,050 |
| 6,001 to £7,000 | £1,400 | £1,200 |
| £7,001 to £8,000 | £1,525 | £1,350 |
| £8,001 to £9,000 | £1,650 | £1,500 |
| £9,001 to £10,000 | £1,775 | £1,650 |
Average results we achieve in Less Than 3 Months
Average Cost Per Client Enquiry
Average Client Enquiries /Month
%
Increase in Candidate Applications and / or Client Enquiries
%
Increase in Google Visibility and Traffic
%
Increase in Marketing List Signup Rate
Recruitment Traffic is proud to be…
