TP Google Ads Strategy Plan

TP Auctions:
We will be setting up 1 Campaign (Subscribe Campaign) for TP Auctions as a start,
It will be focused on acquiring a new customer base for TP Auctions services
That will be retargeted with different campaign sets in the future.

 The new campaign will be a “Performance Max” goal-based campaign that will use the
new “customer acquisition goal” provided by Google Ads Services.

 The objective of this campaign is to efficiently acquire new customers by lowering the
acquisition cost and obtain a higher share of new customer conversions.

 We will be using Audiences & Customers exported from previous tp360 campaigns as a
start and expand with new audiences as we move forward.

 The Bidding Strategy will be a “Conversion Value strategy” to accommodate the

campaign goal.

 With a budget of 3000 AED and a conversion rate of 2-3% we would expect to have
around 80-120 subscribers, however since this is a niche business model and it’s a
startup campaign, 50-80 subscribers would be a great number as a start, as we move
forward with further auctions and build a dense audience list and retarget lookalike
audiences, our numbers will definitely grow, not to mention that the percentage of people
subscribing is highly dependent on the subscription form layout, color palette, response
time & many other factors.

As for the 2nd campaign, it will be focused on the “sell with us” feature, I checked all 4 previous
TP Auctions Campaigns on TP360 ad account, there are some issues with these Campaigns,
there are lots of audience filters & Interests, I was not able to find a clear audience custom list
exported from these campaigns, so we suggest to stop the old campaigns and proceed with
creating a new campaign under the TPAuctions AD Account with the below details:

The Campaign strategy will be a “Performance Max” goal-based campaign and it will also use
the new “customer acquisition goal” same as the Subscribe campaign since both campaigns are
targeted to acquire customers/users,

We will build a new Audience from scratch since we were unable to extract beneficial audience
data from old TPAuction Campaigns

The expected number of signups will be lower than the “Subscribe Campaign” since there are
more steps for the end user to do and they are less likely to convert, so for a monthly budget of
2000AED we expect around 20-40 sign ups, however, as me move forward with this campaign
and maximize its efficiency, we would expect much higher sign-up admissions,
We need to consider this phase as a reconnaissance and data gathering phase, just like any
other successful business, we need customer data at first in order to optimize our targeting in
the upcoming campaigns.

Concerning the GTM Plan, it will be split into two phases:

 For phase 1, we will setup 2 tags, the first tag will be deployed on the sign-up form in
order to efficiently track the users sign up activity.
The second tag will be deployed on the sell with us submission page in order to
efficiently track and audit the submission process.

 As for phase 2, we need to monitor and observe the auction process in order to plan and
prepare the tag deployments properly.

Monthly Campaign Budget: 3000 AED

Campaign Projected Launch Date: August 10th 2022

TP 360:
3 campaigns will be created for TP360,
 The 1st campaign will be a branded Google Search campaign,
The objective of this campaign is to capture searchers actively looking for your
brand by name.

 The 2nd campaign will be a non-branded search (niche) campaign,

The objective of this campaign is to acquire new customers from niche audiences
that match up with your niche products.
  The 3rd campaign will be a Performance Max campaign instead of google
shopping ads campaign since the performance max campaign will replace google
shopping in July.
The objective of this campaign is to target people who are in the interest or
consideration phase of the buying cycle.

 The bidding strategy for the 1st campaign is the Target CPA (Cost per Acquisition)
strategy, since the customers are already interested and looking for our brand,
there is a much higher possibility to acquire them.
 The bidding strategy for the 2nd campaign will be the “maximize Clicks” strategy,
These are niche customers but do not know the brand, so it’s more beneficial to
maximize their clicks.

 For the 2nd campaign, audience lists will be created from scratch since the new
customers are still not aware of the brand yet.

 For the 1st and 3rd Campaign, Audiences will be formed from previous successful
tp360 campaigns for which we will implement the “Similar audience targeting”
strategy in order to show ads to people who share characteristics with people on
the previous remarketing lists.

Monthly Campaign Budget: 3600 AED

Campaign Projected Launch Date: August 14th 2022

TP Labs:

We will be setting up 2 Campaigns for TP Labs

 The first campaign objective will be a “Product and Brand consideration” campaign with a
video ad representing the premium repair services provided by TP Labs.

 The second campaign objective will be a “local store visits and promotions Performance
Max” Campaign to target additional conversions that happen offline.

 “Affinity audiences” will be used for both campaigns since the goal is to reach
potential customers based on their lifestyles, passions, and habits.
  We will also use “similar audiences” setup by using pre-existing clients and
create a new list of people with a similar interest in your products.

 The bidding strategy will be a “Smart Bidding for store visits” strategy to accommodate
the “local store visits and promotions Performance Max Campaign”

Monthly Campaign Budget: 2200 AED

Campaign Projected Launch Date: August 12th 2022