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					Document: Online Marketing Proposal
Search Engine Marketing is a combination of natural and paid search engine listings to ensure your website reaches
your exact target audience.

For Natural Listings in combination with a lot of other factors the important base is that your site is built to Developers
and Search Engines Web Standards. (World Wide Web Consortium (W3C) - www.w3.org)

Pay Per Click (PPC) simply means paying to get your website listed at a top position for relevant keywords on specific
search engines. For each visitor that clicks on your ad you are charged a specific rate depending on the keyword. The
benefit of PPC is that you only pay for the result.

Benefits of PPC is a low cost, easy to measure solution that delivers a strong ROI by setting exact relevant keywords,
language and location and daily budgets.

Google AdWords Professional is a service especially developed for professional agencies who administer multiple
customer accounts.

Optimising your Website: once user click on your ad you website needs to provide the right information (e.g.: call to
action) to convert the clicks into sales.

Most Common Search Engines: Google, Yahoo, MSN
Pay Per Click (PPC) vs Search engine optimisation (SEO)


Pay Per Click (PPC)                                                Search engine optimisation (SEO)

Results are instant as search engines display your ad              For maximum results your website templates need to be
immediately. Which makes it perfect for short term                 designed an programmed state of the art with search engine
campaigns as well as for ongoing marketing.                        friendly code.
You know immediately if it is working.                             Faster loading pages.
Fees are transparent. You only pay when someone clicks on          Important for long term positioning.
your ad and lands on your website
                                                                   It can take up to a couple of weeks till your efforts show
Trackability: It is easy to set and adjust your daily budget and   results.
unlike with other media you can calculate your ROI precisely.
                                                                   Can't be used for short term campaigns.
Budget, Keywords and ad copy can be changed any time.
                                                                   Note: Search engines change their algorithm on a regular
Can choose an unlimited number of keywords and ads.                basis. So your page one spot can be page three the next
                                                                   day.
You can easily choose your geo target location.
                                                                   Most SEO campaigns only concentrate on 1-3 keywords.
Brand awareness: Even if people do not click on your ads
they see it on top or rhs.                                         There are so many different factors that need to be
                                                                   accounted for to be successful.
Precision Targeting: By choosing keyword, ad copy and              (domain name, template code, age of website, size of
landing page on your website you can match exactly what            website, names of images, folder even down to server setup,
the user is looking for with your offer.                           etc, etc)
For maximum results it is best for you business to run a healthy mix of PPC and SEO.

Honest content is the key for great SEO results. Just update your website on a regular bases. Add news Stories,
Blogs, testimonials using your key terms in the copy.


But for short term and constantly changing campaigns the only option is to setup and run PPC campaigns.


Another factor to consider is that PPC campaigns can easily be managed in-house.
                                                PPC Ad Listings
                                                Right hand side:

PPC Campaign for EventOffice.com.au an online
registration and ticketing service company.


Keyword: “online registration”


PPC Ad comes up on top of the listing.




                           Natural Listings:
We will keep you up to date with the performance of your campaign and also will take care of any necessary copy and
keyword optimisation.
ColouredLIME
ColouredLIME is an online drop ship store.
A PPC Google AdWord campaign is in place to advertise brands and sales with a positive ROI.

Gunters fine food
Online sales of Christmas puddings gunters.com.au. For Gunters it is important to optimise sales during October, November
and December each year. With the Google AdWord Campaign we increased the visits for these months by 250%.


ULO health fitness
bodycompositionassessment.com shifted their advertising budgets away from magazine advertising and decided to start
their PPC campaign in February to increase number of visits on their website.

Urban Tool Australia
Urban Tool's mayor distribution channel is the online shopping cart facility at urbantool.com.au.
A PPC Google AdWord campaign helped to push und maintain sales with a positive ROI.
Setup:
Setup campaign, Ad copy writing, research keywords                                                  starting at AUD 360.00

Monthly Fees:
Monthly reports, keyword and ad copy optimising, budget changes                                     AUD 180.00

Monthly budget for PPC ads:
Budget for PPC depending on what your company wants to spend on the campaign.
Budget can be changed and adjusted at any time.

Standard hourly rate:                                                                               AUD 120.00 per hour

Payment terms:
a) in advance direct deposit into our bank account
b) via credit card end of each month: ppc + 5% transaction fees


Project starts after payment has been received and all the required information, documents and artwork have been delivered to us.

All listed prices are net prices and do not include 10% GST.

Prices are subject to change without notice though every effort will be made for notification within a reasonable time period.
CMS: A Content Management System is a way of capturing and storing content. It can then find, retrieve and deliver
specific content digitally to a website page.

Newsletter Tool: A Newsletter tool sends campaigns via email to your clients. Measure success via open and click
through rates.

Shopping Cart Software: A Shopping Cart Software gives you the tools to create your online shop with unrivalled e-
commerce functionality. Store your clients details, automatic payment transaction, set discounts for specific clients or
client groups, handle shipping cost, …

Google AdWords: Pay Per Click Online Advertising Campaigns. Reach clients actively looking for information about
your products and services online.

W3C: World Wide Web Consortium (www.w3c.org) Is the main governing body of online standards.

CSS: Stands for Cascading Style Sheets. This is a file which is attached to a page and defines how a page is presented.
It defines such elements as fonts, colours, background images, borders and more.

SEO: Search Engine Optimisation. This means building the site in a certain way that will improve the listing potential of
the site in search engines.

CRM: Customer relationship management. Helps track and coordinate contacts and tasks with your existing or
prospective clients.
Status: A keyword can trigger ads if it's marked Eligible. Keywords marked as Paused or Deleted are not active and cannot run.
Keywords marked as Disapproved have not met our advertising policies and won't be eligible to trigger ads. Limited eligibility
statuses like "Low share of voice" and "Low search volume" can also indicate areas where you may be able to improve your
keyword performance.

Max. CPC Your maximum cost-per-click (CPC) is the highest amount that you are willing to pay for a click on your ad. You can
set a maximum CPC at the keyword-level or Ad Group-level. The AdWords Discounter automatically reduces this amount so that
the actual CPC you are charged is just one penny more than the minimum necessary to keep your position on the page.

Clicks The amount of clicks your add receives on a given search term over a given period.

Impr. Impressions (Impr.) or the amount of times your ad has been shown. For example someone has seen your ad with your link
on it by searching under the related keywords.

CTR Click-through rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown
(impressions). Your ad and keyword each have their own CTRs, unique to your own campaign performance. Keyword CTR is a
strong indicator of the relevance of your keyword to the user and the overall success of the keyword. CTR is also used to determine
your keyword's Quality Score. A low CTR may point to poor keyword performance, indicating a need for ad or keyword optimisation.

Avg. CPC The average amount you pay each time someone clicks your ad. Average CPC is determined by totalling the cost of all
clicks and dividing it by the number of clicks. Here's an example: if your ad receives two clicks, one costing $0.20 and one
costing$0.40, your average CPC for those clicks is $0.30.

Cost Is the total cost of all the click on a given search term over a given period. Please note it will be restricted by your daily and
CPCbudget.

Avg. Pos. Average Positions (Avg. Pos.) Is the average position you ad has been placed in the sponsored ads area on a Google
search page over a given period. For example 1. is first and 3 is third, 2.5 is half way between second and third.
Active Utilities, ALC Australia, AT&T, Australian Childhood Foundation, ASHS, blue door
technologies, Blue Ribbon Foundation Victoria, Cabria Design, catattack hockey,
Cometogether Events, Crofts Direct, Disney, Down Under Pub Vienna, EQT,
EventOFFICE, fallscreek, Field Appartment, flux creative, France Telecom, freakwave,
Glen Iris Psychology, Goldwell, Grandhotel Vienna, Green Hills Biotechnology, Gunters'
fine foods, Haymes Paint, IAAS Australia, IT Medic, Jims Mowing Bentleigh, Loreal, M
Physio, Mabelline, make a wish foundation, Mani Matong, McMillan Shakespeare,
Medhurst Wines, Midnight Oil Computing, Monica Plastic, Naot Australia, NIMIKfinance,
Novum, OSA Architects, pcbs, physicalmind pilates, primegolf, Quicksolution
Advertising, RM Hall, RMIT, seatedmassage, SSBC, Stahmann farms, Stateautomation,
Steve Gander Commedian, Stewart Haig Insurance, Stewart Insurance Group,
theWEBSQUAD, thinking.com.au, ULO, Urban Tool, Virgin Megastores Austria,
worksafe




Please find links to recent projects at http://www.rathmayr.com

Website and online marketing at http://www.rathmayr.com.au
rathmayr newmedia

27 Small Street
Hampton
VIC - 3188

Tel: 03 9598 0619

Email: contact@rathmayr.com
Creative: www.rathmayr.com
Web: www.rathmayr.com

abn 27 523 963 755

				
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