Explore Phase

Phase 2:
Phase Zero:
Media Planning based on
expertise, data and market
Brand Directions & Brief
opportunities

Phase 1: Phase 3:

Identifying Target Audience, Aligning with campaign parties

incentives and needs to plan for content, assets and brand
engagement opportunities through guidelines & with campaign
tactical & always on channels partners on timelines and
schedule
Implementation, Tracking & Set up

Media Resource File & Material would include

- Upon media plan approval an

MRF will be shared with creative Tracking Set up
team to build the campaign
content and assets - Analytics access

- Display assets, format depending Set up timeline

on media buy
- SEO: > 9 Days
- Creatives aligned with brand
guidelines - SEM: > 5 days

- Social Media : > 2 day

- Display: > 3 days

- YouTube: > 2 day

Evaluation Phase

Objective: Targeting: KPIs:

Awareness & Interest Generate awareness
for our brand & build
Up funnel &
Potential Users
Reach, Engagements &
Share
of DPR & remarketing audiences

Entertainments
benefits Objective: Targeting: KPIs:
Maximize brand Mid funnel users Engagements & Actions
Desire presence

Objective: Targeting: KPIs:

Sales Lower funnel Conversions, CVR, CPA &
ROI
Action

Objective: Targeting: KPIs:

Up-selling Converters ROI
 Mobile First
Mobile First Strategy
To be there with the very first touch-point that consumers reach

Why Mobile?
In a mobile-first world, people are turning to their smartphones in new ways—to make a decision, learn
something new, or get something accomplished.
An End-To-End Journey

Artefact understands the importance of the user experience. We want their interactions with DPR to be engaging, informative &
personalised. Our holistic approach to paid media ensures we reach users at all stages of the conversion funnel and across device.
Awareness & Interest Phase

Channels Approach

Youtube Target broad audiences to build a brand

awareness by interest targeting &
demographics user profiles

Display Target affinity audiences with demographics

Social Media Target demographics users

Paid Search Target super generic & competitors keywords

such as ‘Dubai Attractions, Things to do in
Dubai’, etc.
Desire Phase

Channels Approach

Youtube Target website visitors

Display Target website visitors, create similar audiences

& 3rd party audiences

Social Media Target website visitors & create look-a-like

audiences

Paid Search Target super generic & competitors keywords

such as ‘Water Parks in Dubai, Amusements Parks
in Dubai’, etc.

GSP Contextual targeting, users who have received

email from any local attractions such as ‘Wild
Wadi’, etc.
Action & Retention Phases

Channels Approach Channels Approach

Paid Search - Target branded keywords Paid Search Target converters audiences along with
email database for cross-selling
- Call extension for Mobile ads during
the working hours and using offline
conversion to measure the
performance ‘in the local market

Display, Youtube, Target conversion abandoners Display, Youtube, Target converters audiences along with
Social Media & GSP Social Media & GSP emails database for cross-selling
PPC Strategy

9
Search User Journey
Funnel stage: Awareness & Interest
‘Things to do in UAE’
Generics with no/pre buying intent & Super Generic keywords with low buying intent ‘Things to do in
● The generics category will help to reach relevant users, with the objective of driving a higher traffic to the website and UAE’
building a brand awareness.
● Bidding on competitors’ brands will help establish DPR as an alternative choice to the competition (conquer strategy). ‘Dubai
‘Dubai Attractions’
● Capture early intent for display and RLSA remarketing efforts Attractions’

Funnel stage: Desire

‘Dubai Attractions Tickets’
Generics with buying intent & Super Generics with Buying Intent
● By adding buying intent data, that generic keyword targeting becomes supercharged as it still increases brand
‘Waterparks in Dubai’
awareness, but has a stronger focus on conversion.
● Advertising on super generics with buying intent means moving further up the funnel - capturing high qualified traffic
with an increased chance of sales.

‘Dubai Parks &

Resorts’
Funnel stage: Action & Retention
Brand Strategy is highly strategic:
● Objective: 100% Share-Of-Voice ‘Buy Dubai Parks &
● Defend vs. competitors Resorts Tickets’
● Promote commercial operations via targeted sitelinks or ads
Display, Video & Gmail Strategy

11
Display

Approach KPIs

Always on campaigns to target Reach, Impressions, Clicks &

interest, presence, reach and CTR
to market share

Always on campaigns to target Sales, CPA, Leads, Clicks &

potential customers & data CTR
which already interested

Always on campaigns to target Profit, Sales, CPA & ROI

existing customers
Youtube & Gmail Sponsored Promotions

Channels, Approach & Ad formats

Youtube awareness campaigns to target users by

interest & topics & keywords
(In-stream / Video Discovery & Bumper Ads)

Tactical campaigns to target users by interest, age,

competitors domains & contextual (Collapsed Ad &
Expanded Ad)
Paid Social Media Strategy

14
Facebook, Instagram, Twitter

Approach Ad format & Objective

Always on campaigns to ● Canvas: Engagement

acquire page likes &
quality traffic to to our ● Video Remarketing: re-engagement
website
● Domain Ads & Multi-Product Ads (Carousel
Ads): Quality Traffic & Conversions
● Offer Ads for Local Markets & Tactical
Remarketing campaigns campaigns
for all website visitors
● Dynamic Ads: provide a way to show single
or multi-product ads to people who have
visited our website. Based on the visitor’s
behavior
Custom Audiences for ● Messenger Ads
cross-selling
Social Media Campaigns Deployment

1 Campaign = 1 Format = 1 Main Targeting

1 Ad Set - 1 Secondary Targeting

● Targeted communication
● Better performance assessment
● Easier campaign management
● Main Targeting: Look-a-like, acquisition, Custom Audiences,
Visual Remarketing
● Secondary Targeting: Interest, Gender, Geo Targeting

1 Standard Campaign = At Least 6 Ads (2 Texts and 3 Visuals or 3 Texts &

Target 2 Visuals)

● All the ads have exactly the same targeting

● Massage Visual A/B testing are led to identify the best combination
Text Format
for the target
● Ads are diversified not to bore the target
Artefact Social Media & Display Methodology

Account Structure
Acquisition

Campaigns Deployment

Targeting Segmentation Remarketing

Campaigns Optimization

Performance Analysis Retention

Mobile Strategy

18
Mobile: Display/Video Performance Media

With Google and Facebook leading the way, closely followed by Snap, Twitter and other smaller networks, there is HUGE choice for the advertiser to drive installs,
engagement and conversion/booking into Apps and mcommerce. Artefact has API integration where the ads API allows, for cross channel acquisition and
reporting. As platforms like Snap mature, our technology will reflect that.

INSTAGRAM APP GOOGLE Universal App FACEBOOK APP

INSTALLS Campaign ‘UAC’ INSTALLS &
ENGAGEMENT ADS
Part of the facebook ad Bypassing small landing page
platform, 80 % of instagram and booking engines, On a CPA model, Facebook
users follow at least one customers can engage with offer unprecedented, mobile
business. DPR directly. Callers convert focused reach (over 700m
Instagram offers a number of up to 50% and is a useful monthly users). Away from
formats for engagement, reach channel for complex or high prospecting, audience data,
and tangible performance such cost purchases - worth reporting and insights offer
as app installs. testing for suites and larger huge value. Facebook also
bookings support native video their
In Q116, almost 60% of most engaging format.
Instagram ad impressions were
from video ads.
SEO

20
Initial Approach
Research & Analysis
● Keywords
● Site structure
● Demographics
● Current Performance
Strategy & Recommendations Ongoing campaign
● Landing Pages ● Performance monitoring
● International Configuration ● Opportunity spotting
● Technical Setup ● Continued optimisation
● Architecture ● Strategic guidance
Audits & Best Practice
● Wider marketing analysis
● Local
● Mobile
● Technical Setup
● On Page
● Page Speed
Tactics

22
Structure & Naming Examples

Structure - PPC Campaigns Naming

Agency_Brand_Type_Platform_Meduim_Country_Language_Matc
h Type
Branded Generic
(Campaigns Samples) (Campaigns Samples) Examples;

Generic ● AF_DPR_Branded_PPC_G_AE_EN_E
Pure Brand Name ● AF_DPR_Generic_PPC_B_UK_EN_E
"Dubai Attractions" ● AF_DPR_Generic_PPC_G_AE_EN_RLSA
"Dubai Parks & Resorts"
● AF_DPR_Generic_PPC_G_AE_EN_YTL
● AF_DPR_Int_SOC_FB_AR
Branded Product Product Generic

...
"Legoland Water Park "Waterparks in Dubai"
"Dubai Waterparks"
...

...
Advanced Remarketing
Customers who booked Lapita hotels stays.
Use remarketing to target them with other attraction
products separately, in run up to, and during stay.
Lapita Hotel
Website Converters ● Bollywood Parks
Visitors ● Motiongate Dubai
● LEGOLAND Dubai
Retargeting ● LEGOLAND Water Park
with ● Riverland
attractions
attractions
Converters
Customers who bought any attractions.
Use remarketing to target customers with other specific
Abandoners
day attractions.

Retargeting ● People who bought tickets to LEGOLAND Water

with other Park target them with Ads for Motiongate
attractions Dubai/Bollywood Parks/Motiongate Dubai or
Retargeting with
promotional ad Riverland
copy / DPR USPs
to encourage
sales
Creative Optimisation

● Tailoring our Messages for each market

○ based on the market interest as per local markets to highlight residents promotions
● Highlight what makes us unique
○ LEGOLAND? Riverland? We experiment with copy to showcase the products, services, or offers that make DPR competitive
● Include promotions, and exclusives
● Empower customers to take action
● Experiment
○ Testing different messages to see which does the best and update the lower performance on a monthly base

CTR 20% Winning creative, added

CVR% 7% to next test rotation

CTR 18%
CVR 6%
Media Plan Sample
Reporting, Road Map & Team

27
Reporting

Artefact will work hard to make sure that meetings result in actions to increase overall ROI & efficient CPA. The suggest cadence is
below, but we would also very much like to invest time in relationship building away from the office.

Weekly
Attendees from Artefact: Team x 3
Content: weekly trading & tactical projects

Monthly
Attendees from Artefact: Team x 4
Content: monthly report, larger project updates and
budget/plan analysis

Quarterly
Attendees from Artefact: Team
Content: Quarterly strategic planning and business review
Roadmap

Daily Monthly
- Access to dashboard - Latest Beta & Supplier updates
- Search & Trend Analysis
- Urgent notifications - Market & Competitor research
- Performance ‘deep dives’
- Direct access to team via phone, email, - Monthly Reporting Meetings
web conferences - Conversion attribution snapshots
- Meeting the extended team
- Status updates if needed - Forecasting and Media Planning
Interactions with
Artefact team

Weekly Quarterly
- Data informed updates - Service review
- DPR@Artefact.com distribution list - Trialling new channels
- Feedback on account tests - Campaign benchmarking
- Weekly KPI Reports - All Agency Meetings
- Feedback on campaign performance - Service review
and requirements - Updates with Google team
- “Road-mapping”
- Reporting Meetings
- Campaign briefing
People

Account Director
Management

DPR will have direct access to 4

Senior Account key personnel;
Manager
Account Director
XYZ

Senior Account Manager

Mohammad Rayann

PPC/Social & Display etc SEO Performance Media Buyers

XYZ

SEO
XYZ
Display & Social
PPC Team SEO Team
Team
...

...

...
 Team Bios

XYZ | MD XYZ | ...

XYZ | AD Mohammad Rayyan | SAM

….. Mohammad has held roles at several

…. ...
agencies including Havas Worldwide,
with digital marketing experience
specialising in the EMEA & Asia
markets, within various industries
including Travel, Hospitality,
Entertainments & Automotive

...
...

...
...
Commercial

32
Paid Media & Technology Fees

Media Spend Management Fee Platforms Fee

$1 - $100,000 $10,000 SEO $TBC

$100,001 - $200,000 9% DoubleClick Search 1 - 1.5%

$200,001 - Google Analytics 360 $150,000

$4500,000 8%
DoubleClick Bid Manager %
$450,001 - $800,000 7%
DoubleClick Campaign
$800,001 - Manager
%

$1000,000 6%
ROI Hunter -
$100,0001 -
$2000,000 5%
> $200,0001 4%
Potential, Opportunities, Tools & Technologies

34
Markets, Languages & Technologies

Markets Languages Technologies

1. UAE 1. English
2. KSA 2. Arabic 1. Emirates Data
3. Rest of GCC 3. French Integration
4. UK 4. German
5. Australia 5. Russian 2. Travel technology
6. USA 6. Spanish Integration
7. France 7. Dutch
8. India 8. Hindi 3. Adara/Sojern
9. Germany 9. Urdu
10. Switzerland 10. Chinese
11. Italy
12. Sweden
13. Netherlands
14. China
15. Russia
16. etc.
Tools & Technologies

Between the Artefact & DPR, the following 3rd party tools form part of the technology platform being used as part of the
wider ecosystem.

- Adwords (+ Facebook / Bing / Yandex/ Baidu etc.)

- DoubleClick Search
- DoubleClick Bid Manager
- DoubleClick Campaign Manager
- Google Tag Manager
- Google Analytics 360
- SemRush
- ROI Hunter
- Webmaster
- Deepcrawl, Search metrics & other SEO Tools
- Scripts (Weather ‘Local Market’ , Seasonality ‘Global Markets’, etc.)