Here you will discuss budgetary issues, describe anticipated performance and explain your method(s) of implementation.

Budget: Begin this section by outlining your proposed budget in great detail. Leave yourself some breathing room, but account for everything. Generally this section would also be used to discuss any budgetary / financial factors that could potentially impact the campaign. Especially those that could necessitate additional investment to ensure campaign success.

Performance: This is a crucial element of the SEM plan, especially if your plan is being used as a corporate proposal. This is where you need to define some clear benchmarks against which your campaign will be held accountable.

Good solid research is a non-negotiable requirement for this section as you must now describe confidently and realistically the chronological performance indicators that you have established to measure the progress of the campaign.

For

example at GreenBUILT R&D we employ a variety of metrics one of which is Access Probability or AXP. Accordingly we make AXP score projections during the planning phase of every campaign and they look something like this:

AXP Performance Projections

You could also employ targeted search phrase rankings in your projections, which would allow you to make conversion and revenue projections as well. Better still would be targeted search engine traffic projections.

Implementation: Method of implementation will be specific to your particular plan and should describe in detail the actual techniques, programs, etc. that will be employed to fulfill the objectives of the plan. Specific emphasis should be on describing the resources and tools that will be used to carry out your strategy. Include alternative means of implementation whenever possible to ensure that the campaign can progress uninterrupted.