Jason Green is a professional SEO consultant based in Reno Nevada. Jason is credited with a variety of technical accomplishments including the development of AXP technology and the S.I.R.E. project. 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:
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.
The final section of your search marketing plan should present any mission critical information not already covered and any other important concepts that could be applied towards the success of your campaign. For example:
- Other strategies to investigate: How else can you leverage the search medium to facilitate greater exposure for your online business?
- Competitive predictions: By combining careful monitoring of industry activity with an intuitive understanding of your business, you can prepare for important changes.
- Strategies for scaling the campaign as appropriate: Your strategy must be able to grow as necessary.
- Exit strategies: Having several strategies for concluding the campaign.
- References for any information that was cited: Especially if your SEM plan is going to be presented executive level decision makers.
- Further research that is required: Map out your ongoing research strategies and create timelines to ensure that they are attended to.
- Lateral support strategies for the SEM campaign: Promotional and/or marketing activities that can be employed to support the efforts of your SEM strategy.