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4designservices
Digital Campaign Strategy

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‘Dynamic’ DIGITAL CHANNELS
Social Media: 7%
Organic Search: 36%
Today, we currently see a high overlap
between the common channels of
Organic Search, Referral Traffic, Social
Media and Paid Search
Each channel has a role. However, if
Organic Search currently drives 30% of
the website engagements without a
significant investment shows that there
is a huge opportunity for this to be a
primary channel for our optimization
programs
Referral: 16%
Paid Search: 41%

3. ‘NEW’ DIGITAL CHANNEL OVERLAP
Earned
(SEO/Social)
Owned
(Email)
Paid
CONTENT
(PPC, Display)

4. Our Rules of Success
Attract Connect Engage Convert

5. Our Methodology
Attract Connect Engage Convert
• Keywords
• Blog
• Social
Media
• PPC
• Mobile
• Local
• Keywords
• Pages
• Blog
• Social
Media
• Keywords
• Pages
• Blog
• Social
Media
• Smart call-to-
action
• Images
• Usability
• Offers

6. As an Agency, you GET
More Results. More Value.
More Profits.
Because We deliver RESULTS
Faster, Cheaper, Better

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Identifying the Right DigiMix
Metrics & Goals:
 Website engagement
 Engagements / Time / Pages
 Conversions / Sales
 Community engagement
 Email subscribers (preferences)
 Social community (fans/actions)
Strategy & Execution:
 Integrate channels to work together
 Search (Paid / Organic)
 Social (Owned / Earned)
 Display (Off-site / On-site)
 Develop audience base / segmentation
 Define creative best practices
 Optimize channel mix

8. Channel
SEO
(SEARCH ENGINE OPTIMIZATION)

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New Age SEO/Social SEO
The Famous Writing on the Wall…
We’ve spent the last 15 years building an
industry around keywords, tags, and links,
but Google has made clear the old
kingdom is coming to an end, and a new
regime is here.

10. The New Face of Search
Agency WhatI Experience
OLD tw’s NEW
e do
How
We
Do it!
 Target Specific Kwds
 Design Separate from SEO
 Write Content for SE’s
 Kwd Density
 Text Content Focus
 Spin Content
 Aggressive exact match
Anchor Text
 Directory Submissions
 Link Building through
soliciting webmasters
 Target Wider Range of Kwds
 User Experience #1 Priority
 Think Responsive Design
 Page Load Time
 Compelling Content
 Content is Diverse
 Generate High Quality
Shareable Content
 Link Diversity & Brand Links
 Quality Resources
 Social Traction: Natural Link
Building
VS

11. Search Engine Optimization Process
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• Project Plan
• Content Creation
• IT Revisions
• Reporting
• Recommendations
•Optimizations
• Site Architecture
• Site Coding
• Content
• Keywords
• External Links
• Business
• Competitive
•Website
• Keywords
Analysis Planning
Optimization Execution

12. Local Optimization for Local Businesses
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LOCAL SEO IS DIFFERENT!

13. Local Optimization for Local Businesses
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How is Local SEO different from Global SEO?
While, the ranking factors do remain the same,
more or less, local SEO does come with its own
few unique elements. For example, getting a
local listing on Google+, leveraging citations
and reviews; lots of reviews. Quantity and
quality of reviews left for your business on
your Google Places page is one of the most
important local ranking factors.

14. Mobile Ready Site for Local Businesses
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A recent Survey by Google Suggests

15. Channel
PPC
(Pay-Per-Click)

16. Paid Search(Pay-Per-Click or PPC)
Paying per click basis for your inbound search engine traffic, that’s Paid
Search.
• Advertisers can also place PPC ads on search engines. PPC ads are also popularly known as sponsored
listing.
• PPC ads appear at the top, right or bottom of SERPs of search engines that display organic rankings also.
If you have taken up SEO of late, but you can’t wait for traffic for that long, or you have a short term campaign
or do a quick experiment on Landing page, then PPC is the way to go
PPC ads appear when you want
Advertisers have control over who the PPC ads are visible to
Advertisers decide how much they want to spend on PPC ads
Measure the effectiveness of your campaign
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17. PPC Campaign
Generate Sales
Drive quality traffic onto the website
Establish Website as a prominent conversion tool
Create brand awareness
Complement SEO
Instant Results

18. Why PPC?
It is cost effective
The advertiser only pays when a customer clicks on their link
It is measurable, flexible and fast
A campaign can achieve results quickly and
it can be managed and optimised in real time
It is targeted
The advertiser is reaching the consumer at the point
of active interest

19. How PPC works
TG Visits Search
Engine
Search for
Keywords
Finds Clients ad on
Displayed page
Redirected to Clicks the ad
Landing page
User fills
Enquiry Form
clients Ad will be displayed
in Sponsored links

20. Pay per click Optimization Process
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Analysis
Objective Setting
& Business Model
study
Competitive
analysis
Landing Page
Study
PPC Strategy,
Structuring &
Research
Analyzing existing
Adwords account
(if any)
Campaign
Strategy &
Structuring
Keywords & Ads
research
Implementing
Tracking Codes
Remarketing
Code
Remarketing Lists
creation w/
customized rules
& combinations
Conversion Code
Campaign
Execution &
Optimization
Bids Optimization
Adding
positive/negative
keywords
PPC ads / Landing
Page A/B Tests
Removing non
performing
keywords &
placements
Campaign
Reporting
Reporting
Recommendation
s & Next Steps

22. Traffic & visibility of FB page-
Maximising ROI

23. Paid Search: Facebook
4designservices can help identify and
scale an audience utilizing precise
interests that consumers have self-identified
through social engagement.
Facebook Connect with quickly capture
these prospects
 Target Facebook non-fans with based on:
 Interests/activities/pages/groups
 Facebook comments (to/from)
 Broad topics using #topic
 Ad types include:
 Standard PPC ads to “non-fans”
 Sponsored Stories to “friends of fans”

25. Paid Search: Retargeting
We will reach consumers with the highest
propensity to convert:
 Lost Prospect: Visitors that see our page and/or content but do not connect
will get a message to come back to sign up.
 Cart Abandonment: Visitors that started registering but did not convert will
get a message to come back and finish the order.
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1) User visits your website 2) Then visits another but sees your text/banner ad
Your
Website
Your Website

26. Channel
Display

27. Audiences are targeted with Display Ads based on location, persona
(behavioral data), predictive modeling, and owned asset retargeting. Creative
will be dynamically tailored to specific audience segment and where they are
in the conversion funnel based on collected data.
 Search Intent / Social Targeting
 Predictive / Persona Targeting
 Segment / Content Targeting
Budgets for each tactic will be dynamically set and allocated in real-time
based on the predicted value of the impression. Assets will be tested in order
to incrementally improve conversion rates over time.
 Dynamic Budget Allocation
 Asset Optimization
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Display Media

28. Commercial PPC
Duration Services Amount
1 Month PPC Budget+Mobile Ad Budget to be decided
(Search + Display Ads + Remarketing + FB)
4designservices Management Charge Depend on Budget
Service tax not applicable on Ad Budgets ,only applicable on Services.