Digital Marketing Profile Template
Business Name and Details
Section titled “Business Name and Details”- Name:
- Website:
- Schedule/business hours:
Products and Services
Section titled “Products and Services”Contacts
Section titled “Contacts”Campaign
Section titled “Campaign”<benefits to users>
Marketing Goals
Section titled “Marketing Goals”<e.g. awareness, sales, behaviour change, specific promotion>
Context
Section titled “Context”<e.g. evaluate online competitors using insights from Google Analytics, Google Trends, and other research, keywords, rankings>
Competitive analysis
Section titled “Competitive analysis”Target Audience
Section titled “Target Audience”<e.g. demographic, psychographic, behavioural, geographic, what are their needs? size of audience?>
Demographics
Section titled “Demographics”- Geography:
- Gender:
- Age ranges:
- Typical occupation:
- Income range:
- Education:
- Family situation:
- Location home and work:
- Cultural characteristics:
Psychographics
Section titled “Psychographics”- Values and beliefs:
- Key personal characteristics:
- Where they get their health-related information:
- Organizations and social networks they belong:
- How they spend their time and money:
- Role models:
Behavioural
Section titled “Behavioural”- Current behaviour:
- Benefits from behaviour:
- Readiness for change:
- Current social or medical consequences:
- Feelings of susceptibility:
- Skill level:
- Knowledge:
- Attitudes:
- Intentions:
- Self-efficacy:
Promotion and Messaging
Section titled “Promotion and Messaging”Keywords
Section titled “Keywords”- Negative Keywords
Approach
Section titled “Approach”Creative of Ads
Section titled “Creative of Ads”Budget
Section titled “Budget”Evaluation
Section titled “Evaluation”Goals for measurement
Section titled “Goals for measurement”Action % increase in successful task completion % increase in task completed online vs. other channels (e.g. phone, in-person) % decrease in task errors (e.g. incomplete or erroneous applications) % decrease in inquiries about task % increase in visitor satisfaction (e.g. Rate this Page)
Reach % increase in web traffic and/or file downloads % increase in social media shares, likes, mentions, etc.
Impact % increase in positive media coverage % increase in public support (e.g. poll or survey data)
Cost % decrease in cost per visit / transaction % decrease in total cost of ownership
Financials
Section titled “Financials”Billing Address
Section titled “Billing Address”Financials - Payment Method
Section titled “Financials - Payment Method”<e.g. bank account, VISA, MC, AMEX, need card number, holder, contact information, CVC, etc.>
Financials - Currency Type
Section titled “Financials - Currency Type”<e.g. USD, CDN>
Budget per Time Period
Section titled “Budget per Time Period”Google Pay per Click Specific Questions
Section titled “Google Pay per Click Specific Questions”Suggested additions to client questionnaire for Google Pay per Click Advertising
What is your objective for Google Pay per Click Advertising?
Section titled “What is your objective for Google Pay per Click Advertising?”Choose the primary goal (picklist, only one choice allowed):
- Drive Sales
- Get Leads
- Increase Website Traffic
- Product/brand promotion
- Raise Brand Awareness
- App Promotion
- Local store visits and promotions
-
Other Possible Selections
Online Sales:
- Online purchase
- In-App purchase
- Customer Acquisition (Beta)
- Loyalty sign up
- Subscription
- Store sales (Coming Soon)
- Add to cart
- Begin checkout
Lead Generation:
- Request quote
- Signup
- Lead form
- Phone call leads
- Imported lead
- Book appointment
- Get directions (Coming Soon)
- Outbound click
- Contact
- New Customer Acquisition (Coming Soon)
Offline Sales:
- Store visit
- Store sales (Coming Soon)
- Local actions (Direction and Calls)
What measurable goals contribute to your advertising objective?
Section titled “What measurable goals contribute to your advertising objective?”Multiple choice:
- Website visits
- Website actions (purchases, contacts, sign-ups)
- Phone calls
- App installs and actions
- Store visits
- Lead form submissions
- Offline customer data
(Other fields below can be answered as text areas)
What other goals do you have for your advertising?
Section titled “What other goals do you have for your advertising?”Which areas of your business do you want to advertise?
Section titled “Which areas of your business do you want to advertise?”What website pages for those business areas do you want to advertise?
Section titled “What website pages for those business areas do you want to advertise?”Which geographical locations should be targeted for those business areas?
Section titled “Which geographical locations should be targeted for those business areas?”What is the budget you want to spend on Google advertising?
Section titled “What is the budget you want to spend on Google advertising?”How should the budget be spent? Should it be spent equally among each business area or certain areas should receive a higher percentage of the budget?
Section titled “How should the budget be spent? Should it be spent equally among each business area or certain areas should receive a higher percentage of the budget?”What is the average job worth of one lead to your organization?
Section titled “What is the average job worth of one lead to your organization?”If you know, on average, how many leads will result in paying customers and what is the average job worth to your organization? An estimate is fine. For example, if you receive 10 leads and usually 1 of them will result in a job worth $1,500 approx. on average, each lead is worth $1,500. The $1,500 will be used in marketing setup to maximize the value of potential customers you receive from marketing.