General Instructions: Follow the italicized instructions for each section below to create your own persuasive PPC proposal. Do your best to limit your proposal to 4-5 pages or less, as this should be all you need to identify the client’s problem, propose your services as the solution to that problem, and help the client understand all the ways your services will benefit the client. The most persuasive PPC proposals will give clients hard numbers – i.e., if you increase conversions from your paid campaigns by X%, you get X more leads and customers and can spend more money on ads to scale even faster. Also mention how targeted these leads will be because you’ll use behavior and demographics to narrow down who sees and clicks on ads.

Advertising Challenges Facing {client_name}

Instructions: Use the first paragraph to identify the problem or frustration that led the prospective client to offer the PPC project in the first place. Then use 3-4 bullet points to break down different services you’ll provide to help the client overcome that problem or frustration. Begin each bullet point with an “action word.” Finally, use the paragraph after the bullet points to talk about the negative consequences that will happen if the client doesn’t fix the problem.

{client_name} only has a limited budget it can dedicate to advertising, and it needs to get the most leads and customers it can out of that budget to say competitive in the crowded market. Quality pay per click advertising services will:

• Appeal to people {client_name} wants to become customers, wherever they are online
• Maximize reach and response rate and minimize advertising expenses
• Make data-driven decisions to make PPC campaigns even more effective over time

If {client_name} doesn’t invest in cost-effective PPC services designed to fit its unique needs, it will waste a huge portion of its limited advertising budget appealing to people unfit to become buyers. Over time, this could cost {client_name} market share and slow its long-term growth.

Overcoming {client_name}’s Challenges

Instructions: Use 3-4 bulleted sections to describe positive results your PPC services will create for the client. Focus on results you think the client will value and will last after you finish providing your services. Spend a few lines after each result you list to 1) describe why the result is helpful to the client’s business; and 2) break down the actions you’ll take to create that result for the client.

{my_company}’s pay per click advertising services will deliver the following results for {client_name}:

• Increased return on investment on paid traffic – Whatever amount of money you’re spending on paid advertising right now, you can stretch your budget to bring in more leads and buyers. We’ll design and execute your PPC strategy to make the most of your resources. Applying our services will increase your return on campaigns no matter the size of your current budget.
• Generated highly-targeted leads to your website – In the paid traffic world, every visitor who clicks on an ad is an investment. When these visitors aren’t suited to becoming your customers, they become poor investments and extra expenses. We combine geographic, demographic, and behavioral factors to serve ads to your ideal customers, making each investment more likely to pay off with leads and buyers.
• Developed a profitable PPC formula you can apply on future campaigns – A lot of PPC agencies will just launch a campaign and move on to another client. We’ll stick around after we launch your PPC campaigns for as long as your budget allows. We spend this time analyzing the progress of each campaign and applying the insights we gain to make them even more profitable. You can leverage this information in future campaigns.

Solution

Instructions: Use this section to talk about the specific combination of services you believe will solve the client’s problem. Under each recommendation, talk about: 1) what actions you will take to execute it; and 2) how those actions will benefit the client. Don’t be afraid to recommend additional services like ongoing management, copywriting, or overhauling the client’s website for more conversions if you believe the services will help the client fix their problem.

To meet {client_name}’s needs, as outlined above, we recommend the following services as part of this project:

Paid Traffic Assessment

{my_company} will assess {client_name}'s current paid traffic efforts. Then, relying on its expertise and analytics data, {my_company} will identify all the potential areas {client_name} could get more leads and customers out of its current budget.

Development and Launch of Pay-Per-Click Plan

{my_company} will meet with {client_name}’s team to better understand its target market and immediate business goals. Then {my_company} will launch the most cost-effective paid traffic campaign possible within {client_name}'s budget. {my_company} will design the campaign, manage bids, create landing pages, and use keywords to target people who match {client_name}’s ideal customer profile, which will generate more and higher-quality leads.

Pay-Per-Click Optimization and Tracking

After putting {client_name}’s paid traffic plan into action, {my_company} will use analytics data to track its performance and identify potential areas for improvement. {my_company} will use these insights to make {client_name}’s paid traffic plan even more effective and deliver a status report to {client_name}’s team every two weeks for the entirety of the optimization period.

Instructions: Estimate the price for your service package and come up with a label for it that describes a clear benefit to the client. Breaking down your service package into 3 or 4 chronological phases (if applicable) will help the client understand what will happen when, as well as make your solution appear valuable. But keep the breakdown at a high level and don’t break down your price; it’s crucial your price is easy to understand.

The {my_company} Advantage

Instructions: Use this section to talk about the special value you can add to the client’s business that no other PPC agency can. In the first paragraph, describe what the client will save or get (profitable ad campaigns, hands-off leads and customers, and more time to focus on other parts of their business are all good options) if they hire you. Break down your company’s most compelling assets into bullet points and emphasize why those assets are important for the client’s business.

{client_name} needs the profitability a well-executed paid traffic strategy provides without the hassle of worrying about the details. That’s why you want a company like {my_company} to help develop a strategy to fit {client_name}’s budget and maximize its results. Our expertise, resources, and deep commitment to our craft make us the ideal choice to meet {client_name}’s advertising needs. We’ll bring the following strengths to our work for {client_name}:

• {my_company} stays on top of all the latest PPC trends – Technology changes at a rapid pace in the paid traffic world. That’s why we devote a substantial amount of time and money staying on top of the latest trends. We leverage cutting-edge tactics to get you more leads and customers and phase out the ones that aren’t as effective anymore.
• {my_company} hires copywriters and data specialists – Our team understands the importance of using data to make paid traffic strategy profitable, but we also recognize the importance of tapping into human psychology. Our copywriters work alongside our data specialists in a balanced approach that treats visitors like people, making the ads and landing pages we create for you incredibly profitable.
• {my_company} is dedicated to refining and optimizing your PPC strategy – We won’t just launch a few paid traffic campaigns for you and move on to a new client. Our services include ongoing campaign optimization and reporting because we understand how important it is to make the most of your limited advertising budget.

Project Timeline

Instructions: Use this chart to break down your PPC services into chronological phases. Describe what each phase entails in the “activities” section and give an estimated completion date for each phase. You might not need to use this section for short, one-off jobs, but most PPC projects run for long enough time to make this section useful.

Should {client_name} choose {my_company} to execute this solution as proposed, our timeline for this project is as follows:

Next Steps

Instructions: This is your “call to action” section. Make a limited offer that expires on a certain date, which motivates the client to act. Use bullet points to specify exactly what the client has to do to accept your offer. Finally, tell the client what will happen immediately after they accept the offer to set expectations.

To take advantage of this proposal and proceed with the project as outlined, {client_name}’s next steps must be to:

• Accept the proposal as-is
• Discuss desired changes with {my_company}
• Finalize and sign the contract
• Submit an initial payment of 50 percent of total project fee

Once completed, {my_company} will contact {client_name} to schedule a project launch meeting to make introductions and gather information before beginning the work.

We’re happy to make changes to project scope on {client_name}’s request at any time, but may be subject to additional billing.

Terms and Conditions

Instructions: This section protects you from potential legal liability. Use it to talk about who owns your work product, whether you’ll be able to use portions of it on your website as examples, and how legal proceedings will go down if something goes wrong. Have an attorney look it over to give you guidance on how to apply it to your specific business.

Once project fee is paid in full to {my_company}, any elements of text, graphics, photos, contents, trademarks, or other artwork furnished to {client_name} for inclusion in website are owned by {client_name}.

{my_company} assumes {client_name} has permission from the rightful owner to use any code, scripts, data, and reports are provided by {client_name} for inclusion in its materials, and will hold harmless, protect, and defend {my_company} from any claim or suit arising from the use of such work.

{my_company} retains the right to display graphics and other web content elements as examples of their work in their portfolio and as content features in other projects.

This agreement becomes effective only when signed by agents of {client_name} and {my_company}. Regardless of the place of signing of this agreement, {client_name} agrees that for purposes of venue, this contract was entered into in [STATE] and any dispute will be litigated or arbitrated in [STATE].

The agreement contained in this contract constitutes the sole agreement between {client_name} and the {my_company} regarding all items included in this agreement.