TVS Assure

Performance Marketing
Contents
● Brief
● Google Account Audit
● FB Account Audit
● Action Plan
● Organic
● Media Spends & Conversion
● KPI’s
● Landing Page Suggestions

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The Brief
● To get 100 calls per day
● To promote our services in Chennai, Delhi, Gurugram & Bengaluru
● Tap the organic opportunities

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Delivery

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Delivery

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Delivery

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Ad Account Audit

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Google Ad Account
Audit

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Checklist
● Conversion Tracking

● Remarketing Audience

● Attribution Model

● GA4 Connection

● Auction Insights

● Search Campaign

● Display Campaign

● Extension 9
 Result: Effective AI bidding strategy
What will we do?

● In our account conversion, purchase and

purchase value tags will be set up to determine
the value of the purchase so that it will be
effective for tCPA strategy.

Why are we doing this?

● Lead has been set as primary conversion

instead of purchase. When we use purchase as
the conversion, it is necessary to have purchase
value.
● Google Ads predominantly works based on AI
bidding strategy, so we have to feed all the
available information to the machine to get the
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desired results
 Retargeting Website Visitors

What will we do?

● Setting up audience for each page of the

website

Why are we doing this?

● .Remarketing plays a vital role for any

marketing campaign. In order to effectively
retarget the users, it is necessary to have
audience list created for each page of the
website.

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 Conversion Setup
What will we do?

● Change the attribution model from Last Click

to Data-Driven.
● Conversion value to be optimised according to
the conversion event.

Why are we doing this?

● Data driven attribution model captures all the

keywords/queries that has contributed to the
conversion, while the last click model only
captures the last keyword that contributed to
the conversion.
● Each conversion must contain different values
based on its objectives.

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 GA4 Setup

What will we do?

● Setup GA4 version analytics and other

necessary events and conversions.

Why are we doing this?

● Google is sunsetting Universal Analytics by

July 2023. So migrating to GA4 and start
populating the GA4 analytics with all data and
events.

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 Enable E-com Setup

What will we do?

● Setup necessary events & goals

Why are we doing this?

● To get the real purchase number with the

audience report in the Google Analytics

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 Auction Insights
What will we do?

● Aim to acquire high abs. Top of the page for

our campaigns using relevant ads & biddings.

Why are we doing this?

● Maintaining just higher impression share

won’t yield us the desired results. In order to
get better conversions, it is important to
maintain higher abs. Top of the page rate.

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 Ad Strength & Extension
What will we do?

● In order for the ad relevance and ad strength to

improve, it is important to have necessary
keywords in the ad copies along with
extensions.

Why are we doing this?

● Having the ad strength as excellent will yield

us higher abs. Top of the page rate and better
impressions share.

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Ads & Extensions Preview
Desktop Mobile

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 ● Budget: 1000rs/day
● Bidding: tCPA
● Targeted location: Chennai, Bangalore &

Search Ad ●
Delhi
Adgroup: 4
● Match Type: Phrase match
● Keywords: Avg 150 kw per adgroup
Current Status ● Extensions Used: 3

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FB Ad Account

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 ● Objective: Website lead
● Budget: 7000rs/day

Lead Ad ●

●
Target Audience: All Website Visitors &
Lookalike
Targeted location: Chennai, Bengaluru &
Delhi
Current Status ● Adgroup: 5
● Ads type: Image Ad & Video

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 Targeting & Interest

What will we do?

● Target In-market and affinity audience.

● Try A/B testing with our audience.

Why are we doing this?

● Having relevant audience has a direct impact

on our conversions.
● Testing out various audience helps us to
understand their behavior.

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Observed

What will we do?

● Verify the domain to track the data from iOS 14 and above.

Why are we doing this?

● Due to the latest privacy update from Apple, users having iOS 14 and above will have the
privilege to stop their data from being shared. In order to get access, we will need to update
our domain.

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Action Plan

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Google

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Checklist - Needs to be completed
● Correct the conversion Tracking with purchase value
● Create remarketing Audience on both Google & Social & Initiate remarketing campaign
● Enable Data-Driven attribution Model and install GTM tags
● Have to setup GA4 and install necessary Events and Conversions
● Revamp Search Campaign
● Initiate responsive display remarketing campaign
● Display Campaign
● Leverage all the extensions including GMB

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 Search Campaign Structure - Sample

Account

Campaigns Chennai AC Chennai TV Chennai Fridge Chennai WM

RSA DSA RSA DSA DSA

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Search Campaign Structure - Strategy
● Broad Match + RSA + tROAS
● Ad Strength: Excellent
● Local Campaigns to place our ads in Google Maps
● Separate call only ads to increase the calls flow

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 GDN / YouTube - Awareness
Audience Segment Keywords Topics

Reach people based on In-market segments Reach people based on terms related to our Reach people based on webpages, apps, and
& Affinity audience services to target relevant websites videos about a certain topic

➔ Computer Monitors ➔ TV Repair ➔ Our competitor’s website visitors

➔ Televisions ➔ LED Tv Service
➔ Refrigerators ➔ Air Conditioning Service
➔ Home Appliances ➔ Air Conditioner Tune Up Near Me
➔ Consumer Electronics ➔ 24 hour ac repair near me

Sample of demographics / interests only. More demographics / keywords will be used during the campaign period 28
along with A/B testing.
Facebook

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Strategy - for better performance
● Separate campaigns for each city
● A/B testing with the Primary text, Headline & Creatives
● Static, Carousel & Video ads to decide best performing
● Interests, Demographics & Behaviours will be explored

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Potential Reach
Demographics Estimated Audience Size

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Social Media Targeting
Demographics Interests Behaviours

Reach people based on Reach people based on interests, activities, Reach people based on purchase behaviour
education,employment & lifestyle pages they liked & closely related topics or intent, device usage & more

➔ Male/Female 25 to 40 ➔ Home Appliances ➔ Engaged Shoppers

➔ Location: Chennai, Bengaluru ➔ Air Conditioning
Delhi & Gurugram ➔ Consumer Electronics
➔ Household Goods
➔ Laptop
➔ Refrigerator
➔ Washing Machine
➔ Television

Sample of demographics / interests only. More demographics / keywords will be used during the campaign period 32
along with A/B testing.
Organic

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Website Audit
To increase the visibility for the relevant search queries

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Phase

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Website Performance Analysis
Test Feedback

Webpage Behaviour Okay

Content Quality To be improved

Google Lighthouse score To be improved

Keyword rank To be improved

Secured Yes

Internal Links To be improved

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Webpage Behaviour

9.4s 1.85mb
Mobile Score Desktop Score Fully Loaded Time Total Page Size

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Webpage Behaviour

Opportunities to improve webpage loading speed

Efficiently Encoded Images - Optimized images load faster and consume less cellular data.

Avoid Enormous Network Payloads: Large network payloads cost users real money and are highly correlated
with long load times.

Properly Size Images: Serve images that are appropriately-sized to save cellular data and improve load time.

Serve Static Assets with an efficient cache policy: A long cache lifetime can speed up repeat visits to your page.

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Website Performance Analysis

IS YOUR SITE INDEXED? YES

DO YOU HAVE A BLOG? NO
IS YOUR SITE OPTIMIZED FOR MOBILE DEVICES? NO
META TITLES & DESCRIPTIONS ON KEY PAGES NO
H1 TAGS ON KEY PAGES YES
BROKEN LINKS -
XML SITEMAP -
ROBOTS.TXT FILE -
PAGE SPEED NO
ON-SITE DUPLICATE CONTENT NO

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 Website Performance Analysis
Our Domain Authority Our Organic Traffic History

● Domain authority is the best prediction of

your overall standing within the search
engines. This percentage is generated on
a scale from 1 to 100, analyzing a variety
of metrics that coincide with Google’s
current algorithms such as your website’s
age, popularity, and size. The average
score is 35.

● An analysis of your site indicates that our organic traffic is 4/ day & paid traffic is
316/day

19 ● We monitor extensive traffic data to stay ahead of trends and ensure that search engine
updates do not negatively impact our clients

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Competitor Website Analysis

Competitors Authority Score Backlinks Organic Search Traffic*

TVS 19 392 4

https://www.urbancompany.com 55 114.8k 2.2M

https://onsitego.com/ 48 40k 447k

https://www.servicetree.in/ 18 3k 14.5k

https://www.nobroker.in/ 56 118.3k 3.9M

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Organic Search Positions

e assure (5) tvs electronics service center near me (35)

tvs electronics limited samsung service center (59) www tvs electronics (54)

tec assur (16) www tvs e in (25)

tvs e in (27) tvs electronics contact number (40)

tvs electronics logo (48) home assure (77)

tvs service at home (49)

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Organic Search Queries

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Keyword Rank Projection
Projected Projected Projected
Projected Projected
Current Rank in 3rd Rank in 4th Rank in 5th
Keywords Rank in 1st Rank in 2nd
Rank Month Month Month
Month Month

Best ac service in
0 Below 80 60 45 30 Below 20
chennai

Tv installation service 0 Below 80 60 45 30 Below 20

Fridge repair 0 Below 80 60 45 30 Below 20

Ac installation
0 Below 80 60 45 30 Below 20
bangalore

Laptop repair in delhi 0 Below 80 60 45 30 Below 20

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Backlink Strategy

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Backlink Strategy (per month)
● Blog Commenting (50)
● Classified Submission (100)
● Directory Submission (100)
● Q/A Sites (30)
● Forum Posting (5)
● Guest Posting (2)
● Social Bookmarking (30)
● Document Sharing (30)
● Video Submission (10)
● Article Submissions (100)
● Youtube Commenting (50)
● Image Submissions (30)
● Infographic Submission (30)
● Blog Submissions (5)
● Social Sharing (10)
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Media Spends
Estimated Conversion
Media Spends & Estimated Conversion

Medium Amount Spent Impression Clicks CPA Leads

Search 1,20,000 28,621 4194 300 200

Display 20,000 1,62,196 1460 600 17

Facebook 60,000 2,07,820 4572 400 75

Grand Total 2,00,000 3,98,637 10,226 433 292

Month I

Numbers based on our previous campaign results 48

*Results number may vary
Social Media Management (Boost Post)

Medium Number of posts Budget Impression Post reactions Post Engagement Page Likes
Facebook 15 7500 174862 5078 81566 -
Instagram 15 7500 176028 6522 69940 -

Page like campaign (FB) - 10000 164202 - 2000 700

Grand Total 30 25000 515093 11601 153507 700

Month I

Numbers based on our previous campaign results 49

*Results number may vary
KPI’s

KPI

Paid Number of Sales CPA ROAs

Organic Organic Traffic Number of keywords on SERP Domain Authority

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Landing Page Suggestions

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Blog

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Services in Footer

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