What seems like eons ago now, but Google used to have a quick and simple PPC proposal builder for us PPC professionals to generate a quick proposal we could print out and carry into a meeting with a prospective client in hopes of landing a new gig.
It wasn’t a particularly in-depth tool. It only focused on search campaigns. You plugged a keyword or two and it would return a list of suggestions which you could include. Based on the geographic targeting and language you specified, along with the relative monthly budget, it would generate a simple graph of search volume and a screenshot of one of a SERP with the ads highlighted to show the prospect exactly where your ad could show up. Keep in mind this was back in the day of infamous sidebar ads. Lastly, a table of keywords, monthly searches, and cost-per-click estimates was included to hopefully drive home some basic understanding about how this pay-per-click stuff works. Like I said, simple.
The whole proposal was structured under three main sections to show just how easy this all is. I guess it was trying to make the case that it is as easy as 1 2 3. Step 1 read “Potential customers are searching for your business”. This was followed by a statement about how many monthly searches are happening for the search terms provided. Step 2 said “Every month potential customers conduct millions of Google searches for businesses like yours. This was followed by that, now very dated, SERP screenshot. The third and final step attempted to close the deal with “Your website could receive approximately 36-45 visitors each month”. This was followed by some general calculations based on your monthly ad spend, range of impressions and a range of “clicks your ad could receive”.
I miss this tool a lot actually. It wasn’t very flashy and didn’t have any of the obligatory stock photos of people closing deals. What it did have was enough information to start a conversation with a prospect. That’s all it was really meant for; to get your foot in the door. It was great at getting that small business owner to start thinking of the possibilities. Let’s face it, every business owner, even back then, understands what being first in Google would do for their business.
Long story short. After much digging, I’ve found a copy of an official Google Adwords proposal. Take a look at it for yourself and bask in all its glory!
Download the Google Adwords Proposal Example
I’ve actually tweaked this to have a bit more of a modern design. It is yours free by joining my newsletter over in the sidebar.
