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 searchcampaign to help boost online appointment bookings.Budget: £120,000 per annum media spendSite: https://www.leightons.co.uk/Primary KPI: Appointment bookingsCPA Target: £30Channels: Paid SearchSenior Paid Media Executive - BriefWe would like you to build a paid search account that is focused toward driving appointmentbookings online. The yearly budget is fixed but we can be flexible throughout the year and whilstthe focus is on paid search, any additional thoughts beyond this are welcome. Additionalinformation, 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 wouldneed to turn off paid support for this branch.The client would like to move the budget quickly to support branches which are in ahigher demand of bookings.They have no previous Google Ads data to share so we will have to rely on keywordplanning tools and forecasts to help build this account.We would like you to focus on five key locations:SouthamptonOO SwindonO ReadingO PutneyEpsomYou can find the full list of branches here: https://www.leightons.co.uk/branchesThe services we would like you to focus on are:OO Eye Examination AppointmentsEar Wax Removal AppointmentsOPlease build the structure in an Ads Editor format, so we can review the structure and yourapproach. Feel free to include a couple of slides on the logic / methodology you have taken.

The task at hand is to create a focused paid search campaign for a leading national optician company…

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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?

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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Concept explainers

Lean Production

The word lean refers to the “slim “that is used in manufacturing for the systematic designing that focuses on minimizing the waste in the manufacturing or production with the constant productivity of the operation. Lean manufacturing was rooted from Toyota Production system a Japanese manufacturing company that works on the approach of minimizing the non-value-added activities and making the production lean.

Question

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.

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