SEO / PPC Account Manager Test Scenario

Client Scenario

A multi location national dental brand is launching its 10th location in Denver in 3 months. They will launch another 5 locations in the next 2 years.

They routinely spend $30,000 per month on Google Ads for 10 locations in addition to their normal marketing retainer. They also have a development retainer budget of $5000 monthly for website maintenance and the creation of new landing pages, forms, etc.

The client’s target market is middle-class families with children in the home. Ideally someone in their target market is employed, with dental insurance. Though the focus of the dental group is on dental health and maintenance, they also offer a range of cosmetic dental procedures that can be profitable for individual locations. Customer service and ease of access is paramount to their business model.

Instructions

Part 1: For the Client Scenario above, please create a campaign brief outlining a high-level location launch PPC campaign for the new Denver location that can also be used as a template for the next five locations they plan to open.

Recommend a pre-launch budget and strategy and a post-launch budget and strategy. Create a timeline for deliverables and ramp-up for the campaign, as well as details about the campaign such as creative requirements, targeting, campaign structure, testing, etc. The campaign can include a variety of ad types if desired. You can use the Internet for research, as well as Word and Excel to create your deliverable.

Part 2: Please perform an abbreviated SEO audit of FrameDestination.com.

For both assignments, don’t worry about document formatting for now – what is important is your thought process and the strategy you create.

You have approximately one hour to complete this portion of the interview and will be given time to walk through your campaign brief with your interviewers after completion.