Plan of Action Report

We have examined your website. The model of your business is direct to the customer. Here we
will share the strategy and plan for pro uniform to get sales and conversion and boost the Woo-
commerce store to the next level.

Google Ads
Plan of Action

What trend says about top selling products:

We have done thoroughly researched all the products and found Uniform pants and shirt’s
volume usually increases at the month of June. And it goes up to the September. If we take these
things into consideration, we can surely get the majority of the sales during this period of time.

So here is the line graph of uniform shirt query. Between June to September, we can see higher
search volume of this query and expect this duration, there are sideways.
Also, the results are same with uniform pants. The search volume usually increases between the
mentioned time period. So we can take the advantage of this thing.

Apart from that the search term on baton signifies that the upcoming searches might be in
uptrend. So we can make a plan of this particular category and grab the conversions over
this.ssss

Shopping Campaign:
Competitor Analysis: we will analyze the competitor to understand their strategies and pricing.
This information can help us to position our products competitively.

Product Optimization: Optimize product titles, descriptions, and images to ensure they are
relevant, descriptive, and appealing to potential customers. Include essential product attributes
such as size, color, and brand

Product Grouping: Group similar products together in ad groups based on attributes such as
product type, category, or brand. This allows us to set specific bids for each group.

Data Feed Optimization: we will ensure that our product data feed is accurate, up-to-date, and
meets Google's requirements. Regularly review and update the feed to reflect any changes to our
inventory.

Campaign Structure

Campaign Subdivision: we will structure the campaign into smaller ad groups based on product
categories, brands, or custom labels. This allows us to set specific bids and budgets for each
group.

A/B Testing: we will set up A/B tests for different ad elements, such as product images, ad copy
variations, and promotional offers. Monitor the performance of these tests to identify the most
effective combinations.

Monitoring and Optimization

Daily Monitoring: Regularly check the campaign's performance to ensure it runs smoothly and
promptly catch any issues.

Bid Adjustments: Adjust bids based on the performance of individual products and ad groups.
We will increase the bids for high-converting products and decrease bids for underperforming
ones.

Negative Keywords: Continuously update the negative keyword list to prevent the ads from
showing for irrelevant searches.
Search Campaign:
Keyword Research and Selection

Keyword Research: we will conduct thorough keyword research to identify relevant keywords
that align with our campaign goals.

Negative Keywords: Compile a list of negative keywords to prevent our ads from showing for
irrelevant searches. This helps us to improve ad targeting and saves ad spend.

Campaign Setup

Campaign Structure: we will organize the campaign by creating ad groups based on tightly
themed keyword categories. This allows for more relevant ad copy and better targeting.

Ad Creation

Ad Copy: we will write compelling ad copy with targeted keywords, a clear value proposition,
and a strong call-to-action (CTA).

Ad Extensions: we utilize ad extensions such as site links, call extensions, and structured
snippets to enhance the visibility and effectiveness of our ads.

Ad Testing and Optimization

A/B Testing: Set up A/B tests for different ad variations, including headlines, ad copy, and
CTAs. Monitor performance to identify the most effective combinations.

Quality Score Optimization: Improve the ad relevance, landing page experience, and expected
CTR to boost your ad's Quality Score, leading to better ad positions and lower CPCs.

Tracking and Measurement

Google Analytics: we will use Google Analytics to gain deeper insights into user behavior on
the website and optimize the campaigns accordingly.

RLSA Campaign:

Set Up Remarketing Lists

Google Analytics: we will use Google Analytics to track user behavior and create custom
remarketing lists based on specific actions or pages visited.

Create Remarketing Lists: we will set up the various remarketing lists in Google Ads based on
the audience segments. This can be done using Google Analytics or by setting up the custom
audience in Google Ads.

Campaign Setup

RLSA Targeting: the campaign setup will be the same as we do for the search campaign but we
will apply the relevant remarketing lists to your campaign/ad groups as RLSA audiences. This
allows us to target specific segments of our past website visitors.
Ad Groups and Keywords

Ad Group Segmentation: we’ll divide the campaign into different ad groups based on audience
segments and keyword themes. This allows for more relevant ad copy and better targeting.

Keyword Selection: Also, we will choose relevant and targeted keywords that align with our
audience’s search intent and Leverage the insights from past website behavior to refine the
keyword selection

Ad Copy and Extensions

Ad Copy: we’ll create ad copies that are tailored to each audience segment to maximize
relevance. Highlight special offers, promotions, or exclusive deals to entice returning visitors.

Ad Extensions: Utilize ad extensions, such as sitelinks, call extensions, and structured snippets,
to provide additional information and improve ad visibility.

Monitoring and Optimization

Regular Monitoring: we will keep a close eye on the performance of your RLSA campaign.
Monitor metrics like CTR, conversion rate, and ROAS to identify areas for improvement.

Bid Adjustments: we’ll adjust bids based on the performance of different remarketing lists and
ad groups and will Increase bids for high-value segments and decrease bids for less-engaged
ones.

Display Campaign:

Audience Research

Audience Segmentation: First, we’ll identify the target audience for your Display campaign.
Like, demographics, interests, behaviors, and any remarketing lists we want to include.

Custom Affinity and In-Market Audiences: we’ll explore Google's Custom Affinity and In-
Market audience targeting options to reach users with specific interests or purchase intent.

Ad Creative and Assets

Design Eye-catching Ads: we will Create visually appealing ad creatives that align with our
campaign objectives and target audience.

Targeting Options

Keyword Targeting: we will utilize contextual targeting by selecting relevant keywords that
match the content of websites.

Placement Targeting: we will choose specific websites or placements where we want our ads to
appear. Or we can test and use automatic placements to let Google determine the best locations.

Audience Targeting: Implement audience segmentation to reach the most relevant users.
 Facebook & Instagram ads
Analyzing the business and considering all the points, targets, USPs and Goals mentioned by
you, we have come out with a plan of action to target the audiences and push sales on uniform
and clothing.

We will be following the Facebook advertising funnel to aware, acquire, activate and retain the
audiences for the business
Talking about budget, we will allot 70% of Budget at the Top of the Funnel, 15% at the Bottom
of Funnel and rest 15% for the Bottom of funnel so that we can attract the more audiences to our
business and at the same time convert them by retargeting them through our ads.

Here is the structure of the campaign:

Stage 1: TOFU

At top of the funnel, Our goal will be to aware the cold audience about the products which we
are selling.
As our major objective is to get sales as faster as we can, therefore along with awareness we will
also focus on conversion at this phase.

TOF Campaigns

Video Views Campaign: As we know Facebook is all about targeting. We will target our
prospect audiences on the basis of interests and demographics. For this campaign we will use 3-4
ad sets having 2 video ads. This videos will be high engaging with proper call to action and offer.
The budget for this campaign would be around $15

Ad sets to be used in this campaigns

- Broad Targeting: In the first ad set, we will use broad targeting. By using broad targeting, we
will keep our pixel to freedom to choose the audience accordingly. Might be we will not get
enough conversions in this ad set. But surely pixel will find the correct avtar for the ads.

- Clothing: In the second ad set we will choose the garments related interest and narrow it down
with the top level management like CEO, CFO and the owner’s who are in managerial position.

- Top 25-50% people: In this ad set we will target the customers who falls under the top 50%
income group. Ads only will be shown to the people who have capacity to spend their money for
their security employees.

Traffic campaign: Second TOF campaign would be our traffic campaign. Via this campaign
our ads will reach out to people who have not more aware about our brands. So this campaign
will find new audiences accordingly and give us more engagement. The budget for this campaign
would be around $10. In this campaign we will use the mixture of video, image and carousal one
Ad sets to be used in this campaign

- FB Pages/Competitors: In the first ad set, we will use security uniforms related pages. Our ads
will be shown to the audiences who do engages frequently with these pages.

- Restaurant Owner: In the second ad set we will target owners who runs any restaurant, hotel,
bar or inhospitality industry. Mainly these types of industry owner’s need security for their
business. So this audience might be the effective prospects.

- Broad Targeting: Also no interest can be the major roles to grab new audiences. So in the 3rd
ad set, we will go with borad targeting

After gathering some data, we will create lookalike audiences on the basis of add to cart, initial
checkouts, purchases, all website visitor and many more. Lookalike audiences of different
variation which is 1-3%, 3-5%, 5-7% and so on so that we can make the audience relevant with

Stage 2: MOFU – Turn Prospects into Sales

In this stage we will be targeting the Engaged audience with goal of conversion with using sales
magnets. We will be re-targeting warm audience, that are still far away from making a buying
decision. So we will be creating our conversion campaign with the allotted budget of $15.

Ad sets to be targerted

- All Website visitors: In this ad set, we will retarget our all website visitors in the time frame
of 60days. We will exclude those audiences who have already purchases our products.

- Add to cart: In this ad set we will retarget those audiences who have somehow clicked on the
add to cart button. Because this audience would be more likely to buy our product. So the given
time frame would be under 30D. We can do more experiment can go with next 30 days too.

- Initial Checkout: Same as Add to cart audiences we will also retarget those audiences who
have added their payment added. The more we target those audiences to near purchase, the more
result we can get. So 3rd add set under the conversion campaign would be this ad set

Facebook Engagers: In this campaign our 4th ad set would be FB engagers that means those
people who have somehow engaged with our Fb page like who did any interactions. Also we can
target those audience too who has followed our FB page.
Instagram engagers: Same as FB engagers, we will also target those audiences who have
visited our Instagram profile, who have followed our account. In the past who had showed any
engagement in the form of liking, sharing and commenting any post.

We can use offer magnets to pull audience for taking purchase action.

 We can offer extra discounts on coupons

 We can offer Free cap/ badge @ $19.99 on certain minimum purchase amount and we
can advertise as “Buy uniform at $ 19.99”
Similar more offers for acquiring more audiences.

Stage 3: BOFU – Purchase

Under this stage we will convince warm audience to complete the purchase action.

Under this stage we will be creating catalogue sales campaign. Catalogue sales campaign is
dynamic product advertisement under which we can show the cloths collections that audiences
had already interacted with. Dynamic Product Ads automatically show the right products to
people who have expressed interest in them.

For Bottom of the funnel we will also start doing A/ B testing of different attributes on facebook
and with A/ B testing we can test different attributes and do a test comparison on the basis of
images , Ad text , audiences and placements

What We will do In A/ B testing we will test different aspect of audiences , Ad text and
placement and with that we will be testing some offer ads in that and from the test variation we
can see which of the KPIs will perform and accordingly we will optimize the ads to get more
sales

Basically A/ B testing will do the split testing of the different attributes and will allot the budget
to the performing attributes and from that we can optimize our top performing ads and audiences
and this is also a best way to boost the conversion rate and increase the sales of the campaign
effectively

* Also we can upload the customer list of the certain attributes of users that includes their name ,
email and phone number and further we can create the Custom and Lookalike audiences of these
attributes

We can test these audiences and facebook algorithm will find similar audienes who would be
interested in buying our products
We need to test different offers ads along with video and image ads so as we can convert those
warm audiences to hot audiences to convert the user to make a purchase. This would also
increase the conversion rate and increase the buyer journey most effectively.

*Offer magnets:

 We can offer Free Bees on minimum purchase

 Discount for limited time frame
 We can offer new launch products (if any)

Call to Action: Hot audiences are close to making the final purchase. We just need to give them a small
nudge.

 we will use the following CTAs at this stage:

 Free Gift
 Price (especially if it’s an attractive price)
 Shipping options (i.e. free shipping, fast delivery)
 Special deals and discounts
 Offer available
 Amount saved

Stage 4: Post Purchase – Increase ROAS and Retention

We will build a new Custom Audience based on your previous buyers. We will be retargeting the
audiences that have already completed purchase actions on website.

 We Will be using Upsell audience or cross sell, under this we promoted the add on
product to audiences who have already added other product from website.

*Offer Magnets

 We can offer extra discount for second purchase.

 We can offer cash back for second time purchaser
 We can offer new launch product (if any) , As these are loyal customers and probably
they can make purchase for getting new launch designs

Thus we will create campaigns and ad sets following the initial plan of action. Later on
the basis of the performance and KPIs we can make required changes in the plan for
getting best results out of Facebook and Instagram advertisement.

**Note: - First two weeks would be the testing phase where we will test different KPIs and
metrics in order to find the winner one and once we will be able to find the winning KPIs we will
scale accordingly. Once we have some winning KPIs we will try to reach our breakeven point
and from there we will try to increase the conversion per week. Rest, advertising is all about
testing and finding winner and after that we can scale to get more conversion at low CPA.

Plan of Action

We have analyzed your website and have come up with a strategic plan that can help us in
promoting our business and get the desired results. Please have a look at the points below.

*Best-performing keywords:
We will find out the best-performing keyword from our already running campaigns in which we
are getting good ROAS, sales, and less ACOS. we will make a separate campaign for them it will
help us to increase the sales

*Sponsored Product Campaign:

We have analyzed your website and we saw that you are having different product categories
related to t shirts, security patches, uniforms and caps

So in order to grab maximum sales for the product we will start advertising with sponsored
product ads

In order to launch and get sales with sponsored product ads, first of all we need to list our
product categories with the amazon product listing

Once we are done with the product listing we can start advertising for the sponsored product ads
where we need to select product category for which we want to advertise

We need to create ad groups on the basis of the product categories for which we want to
advertise and further we can target the audience who are interested to buy the products

There are 2 ways to advertise for sponsored product ads first is with automatic targeting and one
is with manual targeting option

In the automatic targeting option amazon automatically selects the keyword variations for the
products which we want to advertise and the products which we have listed first in our product
set.

Another is with a manual targeting option where we can select the different product categories
and we can add and use our custom variation of keywords on which we want to show our ads . In
manual targeting select targeting option we can also bid on the particular keyword on which we
want to show our ads and increase or decrease the bid accordingly to the suggestion.

We can further also increase the bid on the top of the impression page for the products which we
want to show first on the top of the search page

In the initial phase we will first start with automatic targeting option because of its ability to
target the right audience and drive sales effectively

*Time Saving
automatic targeting saves time by eliminating the need for manual targeting and campaign
management.

*Cost Effective
The automatic targeting option helps to lower the cost per acquisition by reaching the right
customers with high relevance. This results in better return on investment compared to other
targeting methods.

*Product Display Ads Campaign:

Amazon Sponsored Display Ads are a type of advertising that allows brands to display their
products to Amazon customers across the Amazon platform. Sponsored Display Ads are
designed to reach customers at different stages of the purchase journey, including the product
detail page, shopping pages, and even outside of Amazon.

Some key features of Amazon Sponsored Display Ads include:

Targeting: Sponsored Display Ads use Amazon's machine learning algorithms to target the right
audience based on factors such as customer behavior, purchase history, and other relevant data.
This helps to reach the right customers with high relevance and increase conversion rates.

Customizable: Sponsored Display Ads can be customized to meet the specific needs and goals of
each brand, including targeting options, budget, and ad format.

Re-Engagement: Sponsored Display Ads can be used to re-engage customers who have shown
interest in a brand's products in the past, helping to drive repeat purchases and increase customer
loyalty.
Cost-Effective: Sponsored Display Ads offer a cost-effective way to reach customers on Amazon
and achieve marketing objectives, providing a better return on investment compared to other
advertising methods.

Data-Driven Insights: Amazon provides valuable insights into customer behavior and
preferences, which can be used to inform future ad campaigns and optimize targeting strategies.

*Competitors’ listing
We will also run ads in the competitors listing by doing that so we can steal their customers.

To accomplish this, we will find a few of our target keywords where we can place our ads. We
will pick up some of the products in which listing we want for our ads.

We will then find the products’ ASIN numbers and will target them in our ads.

*Dedicated campaign for performing products

We can make a separate campaign for the best-performing product.

We will find the product which has good metrics and sales and will target them by making a

separate campaign. This will help us to increase the ROAS, and sales, and lower the ACOS.

*Single keyword ad groups

Also, we will use the Single Keyword Ad Groups strategy. Single Keyword Ad Groups (SKAGs)

are ad groups with just one keyword in them.

They help us gain more control and a cleaner account structure. Improving your ROAS,

increasing your sales, reducing the ACOS and ad spend without compromising results
 LinkedIn Plan of Action
Creating a plan of action for LinkedIn ads for https://prouniforms.com/ involves a strategic
approach to maximize the platform's potential for reaching our target audience effectively. Here's
a comprehensive plan to get started:

1. Define Objectives and Target Audience: Clearly outline the objectives of our LinkedIn ad
campaign. For example, it could be increasing website traffic, lead generation, brand awareness,
or product promotion.

We will run ads to generate sales and for that we will create campaigns with these objectives

 Brand awareness
 Website visit
 Website conversion
2. Optimize LinkedIn Company Page: Make sure our LinkedIn company page stays up-to-
date, engaging, and complete.

Include an exciting company description, promote our goods and services, and emphasize
customer reviews. Many people who are viewing ads will come to this page.

3. Audience Targeting: Determine the target market's characteristics depending on the goods
we provide. Think about things like job titles, industries, firm size, location, qualifications,
education, and degree of seniority.

Use LinkedIn's Audience Demographics: Leverage LinkedIn's built-in audience demographics

and insights to understand the composition of potential audience.

Lookalike Audiences: LinkedIn allows creating lookalike audiences based on our existing
website visitors or contact lists.

Interest-Based Targeting: LinkedIn offers interest-based targeting, allowing us to reach users

based on their interests and activities on the platform.

Job Experience and Seniority: Depending on offerings, we can target specific job titles or
seniority levels.
Company Targeting: If our product caters to specific companies or industries, we can narrow
our audience by targeting employees of those companies or people in related industries.

Education and Degrees: For certain industries, education and specific degrees may be
important criteria.

4. Choose Ad Format: LinkedIn offers several ad formats like Sponsored Content, Sponsored
InMail, and Display Ads.

The ads that we would be using to promote our products are

 Single image
 Carousal
 Video
 Text
 Spotlight
5. Budgeting and Bidding: Determine ad budget for the campaign. Start with a reasonable
daily budget and adjust based on the performance of ads.

We have three types of bidding strategies on LinkedIn

 Maximum Delivery
 Cost Cap
 Manual bidding

We will choose the best bidding strategy according to the performance and goal of each
campaign.

6. Landing Page Optimization: Ensure that the landing page ads lead to is relevant, user-
friendly, and optimized for conversions.

Use consistent messaging from ad to landing page to enhance the user experience.
7. Create Compelling Ad Content: Craft visually appealing and persuasive ad content. Focus
on value proposition, clear CTA (Call to Action), and using eye-catching images or videos that
resonate with your target audience.

Craft a Compelling Headline: Ad headline is the first thing users will see, so make it attention-
grabbing and relevant to your target audience. Use compelling language and a clear value
proposition.

Write Engaging Ad Copy: Keep ad copy concise, yet informative. Highlight the benefits of
product, and use a strong call-to-action (CTA) to encourage clicks.

Choose Eye-Catching Visuals: include high-quality images or videos that resonate with your
target audience.

Add Relevant Ad Copy Links: include relevant links to landing pages or website. Make sure
the landing page matches the ad's content and offers a seamless user experience.

8. Retargeting: Implement LinkedIn's retargeting feature to reach people who have previously
interacted with website or LinkedIn ads. This can help reinforce our message and increase
conversion rates.

9. Continuous Optimization: Based on the data and insights gathered, continually refine and
optimize ad campaigns. Be willing to adjust strategy as needed to improve performance over
time.