AdWords and Landing Page Management

This project is open only to companies or groups of people; it is not open to individuals. INTRODUCTION For the following work, I will hire two providers. For 60 days, the two providers will each manage separate text and display Adwords campaigns for my landing page (not yet published). After the 60 days, I will pick one of the two providers. I will work with no one other than that one provider on my AdWords campaigns for my landing page for the next six months. Attached is an image of roughly what the landing page will look like. It will be at secondmeeting.com. RESPONSIBILITIES - ADWORDS You will create a fresh AdWords account. Select HRK as the currency. The target geography is the United States only. You will be provided with a list of industries and with a list of job functions. These lists will contain at least 30 items each. You must create a keyword list containing at least 60,000 keywords, divided roughly evenly among these industries and job functions. You will create AdWords video ads (landing page will have a video), image ads, mobile site ads, and text ads. You will enable remarketing on the Google Display Network. By taking screenshots, you will show me how you have done all of the above. RESPONSIBILITIES - LANDING PAGE MANAGEMENT You will manage landing page variations with unbounce.com. For each and every industry or job function, the landing page to which visitors are sent will have the name of that industry or job function (e.g. "For Accountants"). Using my account at [login to view URL], you will need to make this modification for each industry and job function. (THE PROJECT REQUIREMENTS CONTINUE UNDER "DETAILED REQUIREMENTS." PLEASE READ THAT SECTION.) ## Deliverables RESPONSIBILITIES - LANDING PAGE MANAGEMENT (CONTINUED FROM BRIEF SUMMARY) For each and every industry or job function, you will send traffic to 2 separate landing pages: (1) The first will give the visitor the option of registering using LinkedIn or by entering an email address and password. (2) The second will force the visitor to register using LinkedIn. Initially, you should send 50% to each of these variations, but you can change that. Both of these landing page variations will be made available for you. You must ensure that Google Analytics is active for each landing page version that you create. By taking screenshots, you will show me how you have done all of the above. TOOLS Analytics from Google Analytics, Wistia (for the video), and Unbounce (for the landing page) will be made available to you. I will provide you information on which keyword, which ad, and which landing page resulted in each registrant. ABOUT SECOND MEETING Attached is the voiceover for the video that will be on the landing page. HOW I WILL JUDGE YOUR WORK I will use a formula to judge your work and the work of the other company I hire. The formula has five purposes: (1) it values more highly leads for which I have more information. (2) It values more highly leads that I would expect to have higher-paying positions. (3) It values more highly leads that belong to industries in which I have many leads. (4) It values more highly leads that have job functions for which I have many leads in the same job function. (5) It values efficiency in your spending. Here is the formula I will use to judge your work: Summation for each of your leads of [A * (ln(X) + ln (Y))] divided by the total amount I have spent on your campaign (including payments to you). A, X, Y, and ln() are defined below: - A is equal to 1 for a lead if I am UNABLE to identify the company and title of the lead using the information contained in their email address and/or LinkedIn. For all of the leads you generate, I will tell you as soon as possible the value of A. - A is equal to 10 for a lead if I am ABLE to identify the company and title of the lead using information contained in the email address and/or LinkedIn AND if the lead DOES NOT appear to be at the Manager, Director, VP, CXO, President, or similar level. For all of the leads you generate, I will tell you as soon as possible the value of A. - A is equal to 20 for a lead if I am ABLE to identify the company and title of the lead using information contained in the email address and/or LinkedIn AND if the lead DOES appear to be at the Manager, Director, VP, CXO, President, or similar level. For all of the leads you generate, I will tell you as soon as possible the value of A. - X for a lead is equal to the number of other leads I have that belong to the same industry as the lead and have a value for A of 10 or 20. I will count leads you generate and leads that the other company I hire generates. I will keep you updated on this number for all leads. Note that if you stop producing leads, the value of the formula may increase as the value of X increases due to the work of the other company I hire. - Y for a lead is equal to the number of other leads I have that belong to the same job function as the lead have a value for A of 10 or 20. I will count leads you generate and leads that the other company I hire generates. I will keep you updated on this number for all leads. - ln() is a mathematical function that can be calculated in Excel by entering, for example, =ln(1). For example ln(1)=0, ln(5)=1.61, ln(25)=3.22. Let's say that for example you generated two leads: the first is an Accountant in the Financial Services industry and the second is a President in the Barbershop industry. Let's say that currently I have 12 leads that are Accountants, 132 leads that are Presidents, 15 leads that are in the Financial Services Industry, and 9 leads that are in the Barbershop industry. Let's also say that so far I have spent 42 on your campaign. The value of the formula would be [(10 * (ln(12) + ln(15))) + (20 * (ln(132) + ln(9)))] / 42. That equals [(10 * (2.5 + 2.7)) + (20 * (4.9 + 2.2))] / 42, which equals [(51.9) + (141.6)] / 42, which equals 193.5 / 42, which equals 4.6. Implicit in this formula is the valuation of the President in the Barbershop industry of 141.6 and the valuation of the Accountant in the Financial Services industry of 51.9. BUDGET My budget for the first 60 days will be flexible based on the results we achieve. I expect to spend between $250 and $2,500. I expect to spend toward the lower end if our results are poor and toward the higher end if our results are good. I have not yet set my budget for the 6 months after the first 60 days.