Pay-Per-Click Advertising CLIENT EXPECTATIONS GUIDE The most important part to all of this, beyond generating leads and sales, is to understand that PayPer-Click Advertising is a process. Following setup and once the momentum is established, it will take time for us to optimize your campaign so that it can reach its full potential. This is largely due to the fact that it simply takes time to test each Ad, each Ad Group, and each Keyword that we are running in your campaign. We strive to simplify this process for you by bringing your company the leads it needs in order to be successful.

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CAMPAIGN SETUP CAMPAIGN LIVE DASHBOARD TRAINING ONGOING CAMPAIGN OPTIMIZATION & REPORTING

| 6421 Rigsby Road Richmond,VA 23226 | 804-228-4400 | netsearchdigitalmarketing.com

PHASE 1 CAMPAIGN SETUP Campaign setup typically takes 2-3 days before launching a campaign. Once setup, the campaign will launch and take 3-5 business days for search engine approval and ad release to all the engines. From day 1 of setup to seeing your campaign’s ads in regular rotation will take 5-8 business days.

1 | Keyword Review

• Inclusions of keywords regarding company’s products & services. • Negative keyword list – any products or services to avoid, keywords that drive the wrong audience (example, someone looking for free or cheap).

2 | Geography Targeting • •

Selecting and setting target area based on your service areas and population. Exclude any specified areas to avoid. This can be areas near your service area , but not a part of your territory.

3 | Device Targeting

• All campaigns will target desktop, mobile, and tablet. Some industries will require a higher % of their budget targeting mobile and tablet vs. desktop. • Selecting Publishers. • All campaigns are set to target Google, Yahoo!, and Bing directly. The campaign can be customized for additional publisher ad serving.

4 | Ad Creation

• Organizing keywords and details into ad groups based on your products and services that you want to concentrate on promoting. • We will be able to test different parts of the products/ services you are advertising to see which campaigns produce the best ROI.

5 | Landing Page Design & Development (If Applicable)

• Our team will be creating a landing page for your PPC campaign traffic. If purchased, your landing page will hold ongoing A/B testing for conversion based optimization.

6| Tracking • • •

There are 3 types of possible conversion tracking for your campaign that will be setup: Phone Calls, Emails, & Form Submissions. All 3 are setup using unique indicators via code on the backend of your website. Once codes are in place tracking is setup. We then test to ensure all tracking is in place and working properly.

| 6421 Rigsby Road Richmond, VA 23226 | 804-228-4400 | netsearchdigitalmarketing.com

PHASE 2 CAMPAIGN LIVE It will likely be up to a week before ALL keywords are live on ALL search engines.

1 | Campaign Jump Start

• Once the campaign is activated, your Client Services Coordinator will search for one of your cheapest keywords to ensure your ads are populating. • Once an ad is found, we will click on the ad once to be able to make sure the landing page and/ or website is functioning properly. • This process actually starts your campaign off on a strong keyword to kicks tart optimization through our software and PPC Specialist.

2 | Tracking Review • • •

Click through to all pages to review that no pages are breaking (breaking content, titles, images, etc.). Check that the call tracking number is swapping properly. Review and submit a form submission as a test. In the email follow up we like you to approve that the form was received.

3 | Welcome Call

• In order to complete the tracking review, your Client Services Coordinator will call through the call tracking number to let you know the campaign is now live and active. • An explanation of next steps will be discussed along. If the test call goes unanswered or to a call center there will be an additional email follow up.

4 | Email Follow Up

• An explanation of next steps will be sent to you.

* | Helpful Tips

• If you would like to search for your campaign, please use the Google Ad Targeting Preview Tool as to not hurt your campaign’s quality score of impressions-to-click ratios. • We highly recommend not making changes to the campaign within the first two weeks or even up to a month as the campaign needs this time to ramp up and optimize on its own around best keywords. • Do not click on your ads or call your call tracking number as this will charge your campaign.

| 6421 Rigsby Road Richmond, VA 23226 | 804-228-4400 | netsearchdigitalmarketing.com

PHASE 3 DASHBOARD TRAINING 1 | 2-3 Weeks of Results

• After the campaign has received 2-3 weeks of optimization and results, your Client Services Coordinator will reach out to schedule Training.

2 | Training Meeting • • •

Step by step view inside of your results dashboard. All metrics will be defined. Your industry standards for the metrics will also be reviewed, so that you know what is considered successful.

3 | Post- Training

• You will receive an email with your login information along with the dashboard login link. • You will have access to your results 24/7. • Any questions about the dashboard can be answered by your Client Services Coordinator.

| 6421 Rigsby Road Richmond, VA 23226 | 804-228-4400 | netsearchdigitalmarketing.com

PHASE 4 ONGOING OPTIMIZATION & REPORTING 1 | Ongoing Optimization

• Proven process for each campaign to build results. • Continuously updating and editing keywords, ad content, and bidding strategies based on conversion optimization.

2 | Reporting

• Automated monthly reports on the 1st of every month. • Reporting Dashboard access 24/7 to review campaign results. • Dedicated Client Services Coordinator to help address any questions, comments, concerns on the campaign. • *Mid-month check-in/ update of performance from your Client Services Coordinator. • *Quarterly report & review meeting to detail summary of efforts, current performance, performance comparisons, action plan for future quarters. • Based on budget & package size purchase.

* | Key Details:

• Budget increases and decreases or any significant campaign modification will take place on a cycle by cycle basis. This can hinder performance based on the change requested. • Please alert your Client Services Coordinator of any website changes prior to making them.

| 6421 Rigsby Road Richmond, VA 23226 | 804-228-4400 | netsearchdigitalmarketing.com