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Posted: January 20th, 2023

Pay-per-Click (PPC) Plan

In Week 1, you were asked to create an e-Business Plan for a local company. Each week, you added a section to this e-Business Plan and submitted them for grading. The following sections should have been completed:

Enterprise Marketing Management Plan (Week 1 IP)
Key Performance Indicators (KPIs) Process Plan
(Week 2 IP)
Data-Driven Web Analytics Plan (Week 3 IP)
Search Engine Optimization Plan (Week 4 IP)

For Week 5 IP
This week, you will be responsible for creating a Pay-per-Click (PPC) Plan. For this portion of the e-Business Plan, you must include the following:
Create a description of the 3 types of searches that will be used in your PPC plan.
Describe the PPC campaign that you recommend for the case study company.
Define each of the following items listed below specifically for the case study company using goal-based target estimates:
Click-through rate
Cost per click
Average cost per click
Conversion rate
Cost per conversion
Cost per lead
Cost per acquisition
Create 5 ad groups, including their purpose and suggestions for headlines and text.
Describe how you will implement your ads and the type of data you will track from those ads.
Then, complete the e-Business Plan incorporating feedback as needed. All sources should be cited both in the text and in the references using APA format.
In this e-Business Plan, we will be outlining a Pay-per-Click (PPC) Plan for our local case study company. A PPC campaign is an online advertising strategy that allows businesses to pay for their ads to appear on search engine results pages (SERP) and other websites.

The 3 types of searches that will be used in our PPC plan include:

Broad Match: This type of search is the most basic and allows ads to appear for any search query that includes the keywords used in the ad.
Phrase Match: This type of search allows ads to appear only for search queries that include the exact phrase used in the ad.
Exact Match: This type of search allows ads to appear only for search queries that exactly match the keywords used in the ad.
For our case study company, we recommend implementing a PPC campaign that focuses on reaching potential customers who are searching for products and services similar to those offered by our company. To do this, we will use a combination of broad match, phrase match, and exact match searches to ensure that our ads appear for a wide range of relevant search queries.

The goal-based target estimates for our PPC campaign include:

Click-through rate (CTR): We aim to achieve a CTR of at least 2% for our ads.
Cost per click (CPC): We aim to keep our CPC at or below $1.50 per click.
Average cost per click (Avg. CPC): We aim to keep our average CPC at or below $1.50 per click.
Conversion rate: We aim to achieve a conversion rate of at least 5% for our ads.
Cost per conversion: We aim to keep our cost per conversion at or below $50.
Cost per lead: We aim to keep our cost per lead at or below $20.
Cost per acquisition: We aim to keep our cost per acquisition at or below $100.
The ad groups we will create for our PPC campaign include:

Product group: This ad group will focus on promoting our company’s products. The headlines and text for these ads will highlight the benefits and features of our products.
Service group: This ad group will focus on promoting our company’s services. The headlines and text for these ads will highlight the benefits and features of our services.
Promotions group: This ad group will focus on promoting any current promotions or discounts that our company is offering. The headlines and text for these ads will highlight the savings and benefits of these promotions.
Brand group: This ad group will focus on building brand awareness for our company. The headlines and text for these ads will highlight the values and mission of our company.
Location group: This ad group will focus on targeting customers in specific geographic locations. The headlines and text for these ads will highlight the convenience and benefits of our location.
To implement our ads, we will be using Google AdWords and Bing Ads. We will track data from these ads such as the number of clicks, impressions, conversions, and conversion rate. We will also track the cost-per-click and the cost-per-conversion to ensure that we are meeting our goal-based target estimates.

Our PPC Plan is an effective way to reach potential customers who are searching for products and services similar to those offered by our local case study company. By using a combination of broad match, phrase match, and exact match searches and creating ad groups that focus on specific goals, we can increase visibility, drive website traffic, and ultimately increase sales. All sources should be cited both in the

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