2. Pulse Campaign Strategy
Goal: Brand Pulse Automation and drive consumers to website for: 1) Home Security
and/or 2)Smart Home Automation
Target: Upscale Homeowners in need of home Security Systems and Automation
Geography: Dane County for TV, and Radius around Sun Prairie, WI for Search (see
attached maps)
Targeting Strategy:
• Cable TV – shared with Coulee to maximize reach with modest budget. We do this by using
:15 spots that are “bookended” around commercial breaks. Cuts cost in half.
• Search – focused on either field: Security, Smart Home, Audio, and Cable services
3. Proposed Campaign Strategy
SOLUTION Time Frame GEOGRAPHY TARGET
MONTHLY
INVESTMENT
TOTAL
INVESTMENT
CABLE TV
Mar-June
4 months
Madison East & West
DANE COUNTY
Affluent homeowners $1,228 $4,912
SEARCH
Mar-Aug
6 months
25 mi radius of
Sun Prairie
(removing downtown Madison
zips)
Consumers searching for general
home security, security cameras,
home network, smart home
installation, audio, cable/wire
installations
$1,200 $7,450
$12,362 Total
Pulse Automation – March – Aug:
*Cable TV is half of shared bookend schedule with Coulee Countryside Landscape
** Search: 6 months minimum; includes $250 one time set-up fee
*Search estimate may be revised by adding/deleting Adwords and geography.
See details of Search estimate for full list of adwords/search terms.
Search has 6 month minimum, will extend beyond Spring TV flight.
4. TELEVISION
Cable content is the king of quality
• Direct television network partnerships mean exclusive inventory and guaranteed
placement on first-run cable programming
• Live and on-demand 100% full-episodic
programming
• Only source for local Spectrum News & Regional
Sports Networks
Consumers spend over
5 hours per day
watching video across Live TV,
Connected TVs, PC and
Mobile Devices.
Source: Nielsen; Total Audience Report – Q1 2019
Align your brand with the best content that TV has to offer.
5. TELEVISION
AudienceApp - Your Audience at Your Fingertips
Our exclusive data-driven TV planning tool creates the most effective campaigns
AudienceApp uses the power of Spectrum Reach’s unmatched household viewing data to help you build
smarter TV schedules.
3.7x
MORE
commercial spots
60%
MORE
impressions
2x
network
counts
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6. Media Buy Recommendation
Search
Drive interested customers right to your website
From TV to Purchase
Enhance multi-screen campaigns
TV motivates consumers to search for your business online
and drives quality traffic to your website
Be seen on all major search engines
Be found on the top 3 search engines to increase brand
awareness when consumers are actively searching
Experienced media partner with hourly bid optimizations
Our Google Ad certified team and campaign automation ensure
we’re delivering the right consumer to your site at the most
efficient price
Campaign Pacing
Optimization helps campaigns run consistently throughout the
entire month
7. Search Solution:
No Guessing Game
Your Search ads appear
on the top 3 search
engines, where 99% of
searches occur monthly
Monthly Share of Online Searches in the US, by Search Engine, with over 242
million¹ search users in the US (74% of the population)
Source: comScore Inc. as cited in press release, April, 2018
Google
64%
Bing
24%
Yahoo
11%
Ask, 1%
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8. Our Search Solutions Offers
Unmatched Services
BID & BUDGET MANAGEMENT
• Hourly bid optimization helps ensure maximum
results
SEARCH EXPERTISE
• Our team is Google Ads, Google Analytics, Bing,
Yahoo certified
KEYWORD & AD COPY LIBRARY
• Deliver the right kind of customers to your site
with proven copy and keyword
recommendations
CAMPAIGN PACING
• Optimization helps campaigns run consistently
throughout the entire month
CALL TRACKING
• With increased campaign measurability available
We do all the work so you can focus on growing your business
8
9. Search Solution that Works
TRACK KEY PERFORMANCE RESULTS
• Calls
• Impressions
• Clicks
• Keyword performance
• Goal completions
• Segment (category) summary
• Ad spend
REPORTING DASHBOARD HIGHLIGHTS
• Easy to navigate and understand
• Campaign performance results update daily
• Reporting metrics are easily exportable (.pdf, .csv)
• Google Analytics integration
Higher Click-Through Rate*
2.3x 15%
Lower Cost Per Click*
$
* Versus the U.S. average
On average, our Solutions exceed industry standards, meaning
more efficiency for our clients
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10. SEARCH
GOAL:
Ensure that Pulse Automation shows up during relevant searches for security systems,
smart home automation, cable installation, and professional audio needs.
IMPLEMENTATION:
Utilize site specific keywords to generate effective placement during search inquiries
that direct qualified leads to your site.
11. SEARCH 2021 – GENERAL FOCUS
Target Geography
25 mi radius of Sun Prairie
(Removing downtown Madison zips)
Search Keyphrases
Audio Systems
Computer Cabling & Wiring
Systems
Residential Security Systems
Security Cameras
Estimated Maximum Click Inventory: 140-430 approx. $9,531 per month.
* This is an estimate, not a guarantee of performance. Actual number of clicks delivered may be
substantially lower or higher than the estimate provided. Many factors determine the actual number of
clicks delivered, including factors not under the campaign's control. These include but are not limited
to: available ad inventory, competition for ad inventory, changes in search engine criteria for displaying
ads, seasonality, media trends, current events, and marketing campaigns by major brands.
This estimate is good for 30 days.
Dominant Standard Basic
$7,624
per month
120-350
estimated click range
$4,765
per month
70-220
estimated click range
$1,200
per month
30-80
estimated click range
80% SOV 50% SOV ~15% SOV
Website: https://www.pulse-automation.com/
Security Systems – General
Smart Homes – General
Smart Homes Installation
Video Surveillance Cameras
*see appendix for full list
15. SEARCH CATEGORIES + KEYWORDS
Security Cameras
+buy +security +cameras +new +security +cameras +reliable +security +cameras
+security +cameras +security +cameras +for +sale
Custom Keyphrases
smart home security outdoor audio install outdoor audio professional
outdoor audio system
Keyphrase list continued
16. REPORTING
Reporting
Measure TV and Digital media performance across all devices through our fully-transparent
platform – 24/7, 365 days a year
The Power of Knowing
Multi-screen insights platform
Ensure your campaign is effectively reaching your target
audience with a customized, all-encompassing dashboard
Full transparency
Monitor your campaign performance wherever and whenever,
organized by product for easy navigation
Clear insights
Measure the success of your strategy and your goals based on
key performance indicators
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17. REPORTING
Measure performance
We monitor your media campaigns so you can track your success in near real-time.
• Television & Streaming
• Networks and Programs
• Number of impressions
• Geography
• Online Display, Video, Retargeting
• Brand Lift
• Total Impressions
• Total Engagements
• Top Creative Performance
• Geographic Performance
• Device Level Performance
• Video Completion Rates
• Site placement Transparency
• Paid Search
• Top performing keywords
• Click-through-rate (CTR)
• Optimization history
The Power of Knowing
17
18. Where Does the Data Come From?
We partner with the best data companies and uphold the highest supply and brand
safety standards to scrub the data and ensure you’re reaching the right person
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