Digital marketing
passivsystems / b-snug
proposal
To handle the online advertising for the newly launched B-Snug brand – including creation of assets and management of accounts for Google and social channels – as well as ongoing SEO, UX and CRO to ensure a constant stream of conversions.
Team
Nick Capehorn, UXC
Ryan Scollon, Google Partner / Bing Accredited Professional
Categories
Social Media
PPC
SEO
User Experience / Customer Journey
paid search visuals
Paid search Process
We have worked with similar businesses so have a good idea of setting up an account to achieve maximum conversions and minimal waste right from the start. One of our team also owns an air source heat pump, giving an extra insight into the potential customer journey.
- 7.5k clicks
- 160k impressions
- £11k click budget
- £1.42 average cost per click
Keyword Research
After some competitor research and some input from yourself, we will carry out the keyword research to generate our target keyword list and any preemptive negative keywords that we would like to add, to reduce wastage before we even get started.
Ad Creation
After some competitor research and some input from yourself, we will go ahead and create a set of ads that will include the relevant ad extensions such as callouts and sitelinks. These will then be sent over to you for approval.
Account Setup
Once it is all set up and ready to go, we await your go ahead and once live, we monitor the new campaign daily for the first 2 weeks to make sure it gets off to a good start.
Monthly Maintenance
This revolves around reducing wastage and aiming for more conversions from the same budget. Depend on your business goals and where you want to take things, this could mean expanding the targeting more and more as things improve, or drilling down on particular locations/services.
%
conversion rate on google ads vs avg of 3.17%
%
increase in holiday bookings following Google Ads campaign
%
reduction in cost per lead following account restructure
%
CTR within one month of account setup for new business
%
savings per lead following facebook ad campaign
facebook leads in one month vs 8 from google ads under previous agency
%
increase in attendance to conference following social campaign
%
CTR on facebook ads vs 0.9% avg for similar ads
Nick and his team were excellent to work with. They helped bring our vision to life, and during the process, were extremely responsive, even putting in extra hours to make sure we met our launch date. I have worked with many agencies throughout my career and Theme was by far the best.
Pamela La Forgia, Local Buzz

seo / ux / cro process
The bulk of our monthly time will be spent on enhancing both the visibility and usability of the website.
While much of the content will be, from what we understand, written and supplied to us, we will be responsible for promoting and repurposing that content to aid SEO. As part of that, we’ll be conducting regular competitor research to advise on extra content that could be created to make best use of the entire search engine results pages (eg Google’s Q and A box).
Allied with this is ongoing UX and CRO work. By monitoring your Google Analytics we can spot underperforming areas of the site – pages with low conversions, high bounce rates and so on. Typically we’ll pick one or at most two metrics per month, devise a hypothesis as to why they’re performing poorly, and implement a fix. At the end of the month we’ll analyse the improvements – if it’s now at a level we’re happy with, we’ll choose a new metric; otherwise, we’ll make further adjustments.
NOTE: the metrics being worked on for the UX / CRO won’t be the same as those being worked on for the paid and social ads (in other words, you’re not limited to two improvements per month!), but in many instances they may be related.
%
increase in job applications following new site launch
%
reduction in homepage bounce rate following a redesign – from 70% down to 32%
%
increase in online visibility for vocational dance school following SEO
%
increase in demo bookings for Saas company following email and landing page CRO
PPC SETUP
£1,120
PLUS VAT
Client discovery meeting /Â persona researchÂ
Keyword research / list creation (incl negatives)
Structure of campaigns and ad groupsÂ
Ad creation – 3 ads per ad group along with ad extensions such as callouts and sitelinks etc.
Google Ads account setup (if required)
Conversion tracking implementation
14 days’ intensive monitoring
SOCIAL MEDIA SETUP
£1,120
PLUS VAT
Messaging and audience research
Use of advanced tools to uncover a greater number of interests and audiences within Facebook
Ad creation – several permutations of headline, message, image and call to action
Running of ads through professional software to perform constant split testing and optimising of messaging
Combination of brand awareness, driving traffic and lead generation depending on the message and audience.
14 days’ intensive monitoringÂ
SEO / UX / CRO
£2,240
PLUS VAT PER MONTH
Day-to-day house-keeping (checking for broken links, ensuring pages are optimised)
Building up links from third party sites through content marketing
Suggesting (and if needed creating) content designed to appear in Google’s other search features, like the questions and answer box, to give more visibility and chances to rank
Incremental web enhancements using the Lean Analytics methodologyÂ
MONTHLY MANAGEMENT
£560
PLUS VAT PER MONTH
Bid adjustment
Ad copy amends
Landing page tweaks
Addition of keywords or negative keywords
Monthly reporting and planning for the following month
MONTHLY MANAGEMENT
£560
PLUS VAT PER MONTH
Changes to creative, amends to the target audience and pausing / editing of losing ads.
Constant split testing and optimising of messaging based on real-time data
Addition / amending of audience demographics including interests, location and age
Monthly reporting and planning for the following monthÂ
Theme Group is a good external marketing partner for our business, with helpful, useful content in a great design format for our audience. We have extended our socially reach significantly since working with Theme Group.
James Lawrence, Ex-Military Careers