META ADS

Scope of Services:

1. Meta Ads Account Setup & Configuration:
   • Set up and configure Meta Ads Manager, ensuring the proper linking of Facebook/Instagram business profiles, payment settings, and necessary integrations.
   • Define clear business goals within the Ads Manager to align campaigns with business objectives (e.g., sales, lead generation, website traffic, etc.).
2. Audience Research & Targeting Strategy:
   • Conduct in-depth audience research using Meta’s targeting options, including demographics, interests, behaviors, and location.
   • Utilize custom audiences (e.g., website visitors, email lists) and lookalike audiences to create highly-targeted campaigns.
   • Set up retargeting strategies to reach users who have previously interacted with the brand but have not yet converted.
3. Campaign Strategy Development:
   • Develop tailored campaign strategies based on your specific objectives (e.g., traffic, conversions, brand awareness, engagement).
   • Choose the right campaign objectives (e.g., Awareness, Consideration, or Conversion) to align with the sales funnel and KPIs.
   • Set up campaign structures to optimize ad delivery and maximize ROI.
4. Ad Creative & Copywriting:
   • Create engaging and high-converting ad creatives tailored to your target audience, including carousel ads, video ads, single-image ads, and collection ads.
   • Write compelling ad copy with clear CTAs to drive engagement and conversions, ensuring the messaging resonates with the audience.
   • Design visually appealing creatives optimized for different Meta platforms (Facebook, Instagram) and placements (Feed, Stories, Marketplace, etc.).
5. Landing Page & Conversion Optimization:
   • Work with the client to ensure that the landing pages are aligned with the ad messaging and designed for conversions.
   • Implement A/B testing on landing pages to optimize user experience and increase the conversion rate.
   • Track performance data using Meta Pixel and Google Analytics to monitor and optimize the customer journey from ad interaction to conversion.
6. Campaign Monitoring & Optimization:
   • Monitor campaign performance regularly and analyze key metrics such as CTR (Click-through Rate), CPC (Cost Per Click), CPA (Cost Per Acquisition), and ROAS (Return on Ad Spend).
   • Optimize underperforming ads by adjusting targeting, bidding strategies, and creative content.
   • Test multiple ad sets, creative variations, and bidding strategies to identify the best-performing combination.
7. Ad Budget Management:
   • Develop and manage ad budgets to maximize campaign efficiency, ensuring the best ROI within the allocated spend.
   • Set daily or lifetime budgets depending on campaign objectives and continuously optimize budget allocation based on campaign performance.
8. Meta Pixel Integration & Tracking:
   • Implement Meta Pixel on the website to track actions such as purchases, form submissions, and other key conversions.
   • Set up custom events to track specific actions and ensure that the data is used for precise targeting and optimization.
   • Use the data gathered from the Pixel to create lookalike audiences, optimize ads, and retarget website visitors.
9. Advanced Features & Strategies:
   • Leverage advanced ad features like Dynamic Ads, Facebook Shops, and Instagram Shopping for a personalized experience.
   • Set up Facebook’s Conversion API for more accurate tracking and data syncing between the website and Meta Ads platform.
   • Implement multi-platform strategies, targeting users across Facebook, Instagram, Messenger, and Audience Network.
10. Reporting & Analytics:
    • Provide regular performance reports that detail key metrics (e.g., impressions, clicks, CTR, CPA, and ROAS) and insights into the effectiveness of campaigns.
    • Track sales, leads, or other defined goals to measure ROI accurately.
    • Provide actionable recommendations to improve campaign performance based on the data.
11. Ad Compliance & Brand Safety:
    • Ensure that all ads comply with Meta’s advertising policies to avoid penalties or disapproval.
    • Set up appropriate ad account protections to avoid issues with account security or performance.
    • Implement brand safety measures to ensure the ad content reaches the appropriate audience and doesn’t appear alongside inappropriate content.
12. Scaling & Growth Strategies:
    • Scale campaigns effectively by gradually increasing budgets on well-performing ad sets or expanding targeting to reach broader audiences.
    • Use the data from successful campaigns to identify opportunities for growth and expand to new geographic locations or customer segments.

Reporting:

• Provide weekly and monthly performance reports that include key metrics, insights, and recommendations for optimization.
• Include data on ad performance, audience engagement, conversion rates, and cost-effectiveness.

Expected Outcomes:

• Increased brand visibility, traffic, and engagement across Meta platforms.
• Improved ROI through targeted ads and optimized ad spend.
• Enhanced conversions and lead generation through effective ad strategies.
• Continuous improvement in ad performance through ongoing testing, tracking, and optimization.

Let me know if you need any more details or specific adjustments for your Meta Ads services!

2) GOOGLE ADS

Here’s a Google Ads Service Brief for your reference:

Google Ads Service Brief

Objective: The goal of Google Ads services is to help businesses increase online visibility, drive targeted traffic, and boost conversions through strategic, data-driven, and optimized pay-per-click (PPC) campaigns. This includes setting up, managing, and optimizing Google Ads campaigns on search, display, shopping, and video platforms to achieve specific business objectives such as sales, lead generation, or brand awareness.

Scope of Services:

1. Google Ads Account Setup & Configuration:
   • Set up and configure Google Ads account, including linking to Google Analytics, Google Merchant Center (for shopping ads), and Google Tag Manager.
   • Define clear business goals and set up conversion tracking to measure KPIs like sales, leads, or website actions.
   • Ensure proper campaign structure, including account organization (campaigns, ad groups, ads), for efficient management and scalability.
2. Keyword Research & Targeting Strategy:
   • Conduct comprehensive keyword research using tools like Google Keyword Planner, SEMrush, or Ahrefs to identify high-intent keywords relevant to your business.
   • Organize keywords into tightly themed ad groups to improve relevance and quality scores.
   • Use keyword match types (Broad, Phrase, Exact) and negative keywords to ensure ads are shown to the most qualified audience and avoid wasted spend.
3. Campaign Strategy Development:
   • Develop tailored campaigns for specific goals such as search ads (text ads on Google search results), display ads (banners on websites), video ads (YouTube), or shopping ads (for e-commerce stores).
   • Choose the appropriate bidding strategies (e.g., Manual CPC, Target CPA, Target ROAS, or Maximize Conversions) based on the business goals.
   • Set up location, language, device, and scheduling targeting to reach the right audience at the right time.
4. Ad Copy & Creative Development:
   • Write compelling, high-converting ad copy tailored to your target audience and aligned with your brand messaging.
   • For search ads, focus on creating attention-grabbing headlines and relevant ad extensions (sitelinks, callouts, structured snippets) to improve ad visibility and click-through rate (CTR).
   • Design visually appealing display ads (static or animated) for display campaigns that attract user attention and drive engagement.
5. Landing Page Optimization:
   • Collaborate with the client to ensure that the landing pages are optimized for conversions and aligned with the ad messaging.
   • Implement best practices in landing page design, including clear CTAs (Calls to Action), fast load times, and a seamless user experience.
   • Conduct A/B testing of landing pages to continuously improve performance and user engagement.
6. Ad Extensions Setup:
   • Implement various ad extensions (sitelinks, call extensions, location extensions, structured snippets, etc.) to provide additional information and encourage higher CTR.
   • Optimize ad extensions to align with the campaign goals and improve ad visibility in search results.
7. Google Shopping Ads (if applicable):
   • Set up and optimize Google Shopping campaigns for e-commerce businesses, ensuring the correct product feed setup in Google Merchant Center.
   • Create shopping ads that show relevant products in Google search results, increasing visibility and improving the chances of conversion.
   • Optimize product titles, descriptions, and images to match customer search queries and enhance product visibility.
8. Bid Management & Budget Optimization:
   • Develop and manage the campaign budget, ensuring it is allocated effectively across campaigns to maximize ROI.
   • Regularly optimize bids and budgets based on performance to ensure cost-efficiency and achieve campaign goals.
   • Implement automated bidding strategies like Target CPA or Maximize Conversions to optimize bids based on historical data and campaign goals.
9. Remarketing & Retargeting Campaigns:
   • Set up and manage remarketing campaigns to re-engage website visitors who have shown interest but have not converted (e.g., abandoned carts, product page visits).
   • Use remarketing lists for search ads (RLSA) to target users who previously interacted with the brand and increase the likelihood of conversion.
   • Implement dynamic remarketing ads to show personalized ads based on the products users viewed on the website.
10. Performance Monitoring & Reporting:
    • Continuously monitor campaign performance and adjust strategies based on key metrics, including CTR, CPC, CPA, ROAS, and conversion rates.
    • Provide detailed performance reports, including insights into keyword performance, ad performance, audience engagement, and cost-efficiency.
    • Regularly analyze search queries, click-through rates, and competitor strategies to make data-driven decisions that improve campaign outcomes.
11. A/B Testing & Continuous Optimization:
    • Run A/B tests on ad copy, headlines, keywords, bidding strategies, and landing pages to identify what drives the best performance.
    • Optimize underperforming ads and keywords by adjusting targeting, improving ad copy, and refining bidding strategies.
    • Use Google Ads’ automated tools (Smart Bidding, Target CPA, etc.) for ongoing campaign optimization and to take advantage of machine learning.
12. Audience Targeting & Segmentation:
    • Utilize advanced audience targeting options like in-market audiences, affinity audiences, and custom intent audiences to reach the most relevant prospects.
    • Use demographic targeting to reach specific age groups, gender, income levels, and devices, tailoring campaigns for maximum impact.
    • Implement customer match targeting by uploading email lists to directly target existing customers or lookalike audiences.
13. Google Display Network & YouTube Ads:
    • Create display ad campaigns to increase brand visibility across millions of websites, videos, and apps within the Google Display Network.
    • Develop YouTube video ads (TrueView ads, bumper ads, etc.) to reach a wider audience and engage users with video content.
    • Use advanced targeting options, such as contextual targeting, placement targeting, and audience targeting, to optimize these campaigns.
14. Google Analytics & Conversion Tracking:
    • Set up and configure Google Analytics for tracking and analyzing user behavior on the website.
    • Implement conversion tracking to measure the success of campaigns (e.g., form submissions, purchases, sign-ups).
    • Use Google Tag Manager for easier and more flexible management of tags and tracking codes on the website.
15. Compliance & Ad Policy Management:
    • Ensure that all ads comply with Google’s advertising policies to avoid disapprovals or penalties.
    • Monitor and manage any issues related to policy violations and take corrective actions as needed.
    • Provide recommendations to adhere to Google’s best practices and improve campaign approval rates.

Reporting:

• Provide weekly or monthly performance reports detailing metrics like impressions, clicks, conversions, and ROI.
• Include insights and recommendations for future optimization based on campaign performance and data analysis.

Expected Outcomes:

• Increased website traffic and visibility through highly-targeted Google Ads campaigns.
• Improved ROI with optimized ad spend and conversion rates.
• Enhanced brand awareness, leads, or sales depending on campaign objectives.
• Continuous performance improvements through testing, optimization, and reporting.

Let me know if you need any more specific details or adjustments for your Google Ads service offerings!