Google is teeming with huge opportunities for businesses, is yours missing out?

Google Adwords Proposal

13th – Mar – 2019


Your Business, Needs and Goals

Brightkidz is a social enterprise based in Kettering specialising in road safety products for children in the UK.

To aid their continued growth Brightkidz wishes to increase the Enquiries and Sales they receive from their website.

Website address:


Marketing objectives

  • Increase Enquiries and Sales
  • Increase marketing list

Target Industry/s

  • Individuals (parents)
  • Primary Schools
  • Local Authorities
  • Police
  • Charities
  • Active travel promoters

Target Location/s

  • UK


    Why Google Paid Advertising Works
    I Thought No One Clicked On Ads?
    Paid ads receive 20%+ of all clicks.
    With up to 8 ads per page, they fill the page before scrolling. 55% don’t even recognise them as ads!

    Those searching on Google already have the intent to find your roles or services.

    Highly Targeted
    We use advanced techniques to ensure your ads are only shown to your ideal audiences. There’s no limit to the number of ads we run.

    Direct Relationships
    Prospects are taken directly to your website where they learn about only your roles / services and not your competitor’s (like they do on Job Boards and Social Media).

    Instant ROI
    Your adverts go live quickly and start delivering results immediately.

    Split Tested
    Multiple advert variations are split tested, over time the best performing adverts are shown more often and your results increase.

    It’s Only The Results That Matter
    Conversion tracking, continued improvement and detailed reports are key to a successful campaign, this allows us to increase the applications and enquiries you receive whilst decreasing the cost.


    Google Searches
    Google searches made each month by prospects searching for your specific offering.

    Target audience

    • Parents
    • Schools
    • Active travel promoters
    • Road safety promoters
    • UK
    Search Engine/s:


    Service Searches Per Month


    Average Cost Per Click

    £300 – £800

    Recommended monthly click budget
    Google Search Term Sample
    The following is a small initial sample of search terms based on the information we have found about your business on your website. Before we build our campaign we will perform search term research that analyses thousands of potential search terms.

    be bright be seen clothing
    be safe be seen
    be safe be seen clothing
    be safe be seen products
    branded high vis tops
    branded reflective clothing
    branded reflective waistcoats
    branded snapbands
    branded zip clips
    bright wristbands
    children’s high vis jackets
    childrens high vis
    childrens high vis jackets
    childs high vis
    clip on reflectors
    custom high vis jackets
    custom reflective clothing
    custom reflective jackets
    custom snapbands
    custom zip clips
    fluorescent kids jacket
    fluorescent snapbands
    fluorescent wristbands
    fluorescent zip clips
    hi vis bibs for children
    hi vis bibs for kids
    hi vis bibs for schools
    hi vis child waistcoat
    hi vis for schools

    hi vis snapbands
    hi vis tabards for children
    hi vis tabards for kids
    hi vis tabards for schools
    hi vis vests for children
    hi vis vests for clubs
    hi vis vests for kids
    hi vis vests for pupils
    hi vis vests for schools
    hi vis wristbands
    hi-vis child jacket
    hi-vis snapbands
    hi-vis wristbands
    high vis branded clothing
    high vis child waistcoat
    high vis clothing
    high vis for schools
    high vis jacket with logo
    high vis snapbands
    high vis tops
    high vis wristbands
    kids hi vis
    kids high vis
    kids reflective clothing
    personalised childrens hi vis
    personalised childrens high vis vests
    printed childrens hi-vis vests
    printed high vis tops
    printed reflective clothing

    printed reflective waistjackets
    printed snapbands
    printed zip clips
    reflective accessories
    reflective clips
    reflective clothing
    reflective clothing for kids
    reflective clothing kids
    reflective keyfobs
    reflective keyrings
    reflective stickers
    reflective tags for bags
    reflector accessories
    reflector keyfobs
    reflector keyring
    reflector snapbands
    reflector stickers
    reflector wristbands
    reflector zip clips
    reflectors for children’s clothing
    reflectors for coats
    reflectors for kids
    reflectors for schools
    road safety hi vis for kids
    road safety reflectors
    school parking signs
    school zig zag signs


    Google Display Network
    The Google Display Network is a collection of third party websites and apps that accept Google AdWords ads. The Google Display Network allows us to target very specific groups of people by only triggering our adverts when they are consuming content that relates to our offering.
    • Create all types of ads – text, image, interactive and video ads.
    • Place those ads on websites that are relevant to what you’re selling.
    • Show those ads to the people who are likely to be most interested.
    • Manage and track your budget, campaigns and results as you go.

    Keyword Targeting

    We use keywords to trigger your ads to be shown to people who are visiting or have visited websites with content that’s contextually relevant to those keywords.

    Placement Targeting

    We create placement campaigns which only serve your adverts to specific predefined websites, web-pages, apps, or individual ad units.

    Topic Targeting

    We can choose to display our ads alongside the top content topics being consumed across the Display Network. When you associate your brand with the right content, you can connect with the specific audience who consume that content.


    Recommended monthly click budget



    Reconnect with the 95%+ of website visitors that leave without contacting you!

    Prospects rarely make contact with you during their first visit to your website. Retargeting helps us to reconnect and re-present your offerings to those who have shown a past interest by visiting your website.

    Retargeting adverts can be shown across all major online platforms including Google search pages, most Social platforms as well as millions of third party websites.

    Retargeting is a powerful way to stay engaged with your target audience and can dramatically improve your enquiry results.

    Advert messaging and design

    We design, write and develop creative adverts that compel relevant targets to click through to your site, they feature a full range of benefits, offers and wording.


    Recommended monthly click budget


    Continued Improvements
    To become more cost effective, Pay Per Click campaigns require constant monitoring and attention. Our objective is to provide a steady improvement in quality, quantity and value.


    • Research to identify new advertising opportunities and markets
    • Keyword analysis and optimisation
    • Click through rate and quality score optimisation
    • Cost Per Click monitoring to help you receive the cheapest possible price
    • Advert content performance optimisation and split testing
    • Advert design developments (if applicable)
    • Daily budget management including impression, share and lost budget
    • Google Analytics and conversion tracking analysis
    • Monthly KPI reports detailing impressions, clicks, click-through rates, costs and conversions.


    Brightkidz’ – Approach and Quick Wins

    Below are our suggestions on how to kick-off your campaign to maximise the initial results.


    • Full target market and search term research
    • Analyse your website and provide conversion improvement recommendations
    • Define conversion goals, configure in Google Analytics and install tracking code on your website
    • Gradual campaign roll-out
    • Remarketing and Display Adverts – write, design and implement


    Budget / Result Projections
    Generally speaking your budget needs to be a reflection of two major factors, how competitive your target market is, and the exposure you require. If you choose a budget that’s too small, you will not gain enough website visits to deliver the volume of applications / enquiries required to produce a reasonable ROI.

    Below we have advised on what a minimum and recommended budget would be for your situation.


    Scroll To See Full Table


    Investment /Month




    (£250 Click Spend £250 Management Fee)





    (£800 Click Spend £300 Management Fee)


    Setup Fee One-off£500£600
    Avg. Position1.51.2
    Impressions /Month38,00038,000+
    Clicks /Month203533
    Avg order value
    (based on average and target)
    £91 – £150£91 – £150
    # Sales  /Month
    (Est. based on avg. 1.3% and target 3.5% conversion rate for search)
    2.64 – 7.11*6.9 – 18.7
    £ Sales  /Month
    (Est. based on avg. 1.3% and target 3.5% conversion rate for search)
    £240 – £1066£628 – £2,805   

    Scroll To See Full Table


    Flexible Fee Structure

    Our fees are based on a percentage of your monthly click budget. As your click budget increases, our fee percentage decreases. You can use the following pricing table to calculate the associated fees we offer based on your chosen click budget.

    Monthly Click Budget
    (paid directly to the
    advertising platforms)
    Initial Setup Fee
    (One off)
    Management Fee
    Up to £500£500£250
    £501 to £1,000£600£300
    £1,001 to £1,500£700£400
    £1,501 to £2,000£800£475
    £2,001 to £3,000£900£600
    £3,001 to £4,000£1,025£750
    £4,001 to £5,000£1,150£900
    £5,001 to £6,000£1,275£1,050
    6,001 to £7,000£1,400£1,200
    £7,001 to £8,000£1,525£1,350
    £8,001 to £9,000£1,650£1,500
    £9,001 to £10,000£1,775£1,650

    Springhill Marketing is proud to be…