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How would you use up the budget with 120k on Google ads, what timeframe would you suggest and how much per location?

How would you use up the budget with 120k on Google ads, what timeframe would you suggest and how much per location?

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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How would you use up the budget with 120k on Google ads, what timeframe would you suggest and how much per location?

A leading national optician company has approached us and asked us to build a paid search campaign to help boost online appointment bookings. Budget: £120,000 per annum media spend Site: https://www.leightons.co.uk/ Primary KPI: Appointment bookings CPA Target: £30 Channels: Paid Search Senior Paid Media Executive - Brief We would like you to build a paid search account that is focused toward driving appointment bookings online. The yearly budget is fixed but we can be flexible throughout the year and whilst the focus is on paid search, any additional thoughts beyond this are welcome. Additional information, which you may find useful in the answer to brief can be found below: When a branch has appointments fully booked for the following two weeks, we would need to turn off paid support for this branch. The client would like to move the budget quickly to support branches which are in a higher demand of bookings. They have no previous Google Ads data to share so we will have to rely on keyword planning tools and forecasts to help build this account. We would like you to focus on five key locations: Southampton O O Swindon O Reading O Putney Epsom You can find the full list of branches here: https://www.leightons.co.uk/branches The services we would like you to focus on are: O O Eye Examination Appointments Ear Wax Removal Appointments O Please build the structure in an Ads Editor format, so we can review the structure and your approach. Feel free to include a couple of slides on the logic / methodology you have taken.
Transcribed Image Text:A leading national optician company has approached us and asked us to build a paid search campaign to help boost online appointment bookings. Budget: £120,000 per annum media spend Site: https://www.leightons.co.uk/ Primary KPI: Appointment bookings CPA Target: £30 Channels: Paid Search Senior Paid Media Executive - Brief We would like you to build a paid search account that is focused toward driving appointment bookings online. The yearly budget is fixed but we can be flexible throughout the year and whilst the focus is on paid search, any additional thoughts beyond this are welcome. Additional information, which you may find useful in the answer to brief can be found below: When a branch has appointments fully booked for the following two weeks, we would need to turn off paid support for this branch. The client would like to move the budget quickly to support branches which are in a higher demand of bookings. They have no previous Google Ads data to share so we will have to rely on keyword planning tools and forecasts to help build this account. We would like you to focus on five key locations: Southampton O O Swindon O Reading O Putney Epsom You can find the full list of branches here: https://www.leightons.co.uk/branches The services we would like you to focus on are: O O Eye Examination Appointments Ear Wax Removal Appointments O Please build the structure in an Ads Editor format, so we can review the structure and your approach. Feel free to include a couple of slides on the logic / methodology you have taken.
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