Adwords Proposal

[tonynoriega]

im setting up an adwords campaign for our company. i have to type up a proposal for my superiors, who some of them have no idea how it works or what it is.

i need to explain this process from the ground up...

i have managed PPC before, and know the ins and outs.
that was 3 years ago.

and im hoping much hasnt changed.

i have 1 page to do this...

what shoudl i cover?

i have already establised the account, set up adgroups, selected keywords and set a basic bid, just to get the account established.

what would you explain in a one page proposal, or memo lets call it.

[ppc_slave]

you will find those materials in the My Client Center Of adwords but you will have to register as a Google Advertising Professional

[EvilSaint]

I would talk about the character limits for the creative in the proposal as well.

I would also mention it is real time, measurable advertising.

[Green_Grass]

"i have managed PPC before, and know the ins and outs.
that was 3 years ago.

and im hoping much hasnt changed. "

The basics haven't changed. But the tools and options available are multifold nd require a whole book to list and explain to your seniors..

[AdWordsAdvisor]

I am all for setting reasonable expectations up front.

If it were me I'd want to make it clear that AdWords is both powerful and complex, and that it thus calls for ongoing work to understand it, master it, and use it effectively.

I'd also commit to tracking your results (i.e. ROI - Return on Investment) effectively so that you know you are making more than you spend.

AdWords is not a 'Set and Forget' program in my opinion - and if that is their expectation (meaning that you as the account manager will not be given the time you need to stay up-to-speed with the nuances and actively manage the account) then they may well end up being disappointed in the results.

My $0.02 having seen many succeed - and others fail to succeed - based on what they put into it.

AWA