Service proposal prepared on behalf of UPMKT, a premier digital marketing agency.

1. Client: UPMKT DIGITAL LLC
Point of Contact: Amy Lefingwell
Document Type: Proposal Re-write
Document purpose: This document serves as the re-write and modification of
UPMKT DIGITAL LLC Facebook and Instagram ads service proposal. Based on
two previous samples relative to new client desires, this proposal aims to improve
areas of weakness seen in the past proposals.
Prepared by Jacob Wolf
Prepared on 27JUN2019
Freelance Writer and Consultant
jw@jacobwolf.org
Final Version 1.1
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2. Brief overview – In the age of digital marketing, it can be overwhelming thinking about how best
to create and spread the word about your product or service. As one of the top channels of
traction we offer uniquely curated Facebook and Instagram advertisements as well as the
necessary tools to make sure they stick with the right audience for eCommerce businesses.
Our approach works not because we employ wizards and witches, because we understand the
Facebook Pixel and know how to leverage Facebook's algorithm to drive higher
conversions for the lowest cost possible. That’s right, a curated, validated, and effective sales
funnel specifically based on data and optimizations from your very own ad campaign metrics
such as click-through rates, conversion rates and more. That validated sales funnel is then used to
attract an audience, send out targeted campaigns to maximize your investment and ultimately
convert those who show interest. A large part of that validation process means testing as well,
something most other agencies don’t really do. So, while wizards are pretty cool, we think you'll
like our approach to Facebook advertising a whole lot more.
We also offer a multitude of other services meant to compliment and reflect on your ad
campaign. Since ads cannot exist in a vacuum, you typically need other tools and resources to
help get those conversions as a potential customer moves along the sales funnel. That includes an
optimized website built to convert, shiny content called creatives, amazing words to drive action,
and ongoing engagement through email marketing. We cover it all.
The Problem
Let’s face it, there are countless ads out there. Some catch your attention and leave an impact,
while many others are simply lost and forgotten. Along with you, we don’t want your hard work
and dedication to fall victim to the abyss of mediocre advertisements.
There are many spectrums to ineffective Facebook ad campaigns, which you yourself might
belong to. There are businesses with no Facebook ad strategy. These kinds of businesses are

3. losing out on growing their audience base, increasing their recognition, and further saturating
their market or niche, which means less revenue overall.
Then there are businesses who use and maybe even create their own Facebook ads. However,
odds are you don’t have the time, resources, or cash to hire your own on-demand marketing staff.
You aren’t a marketing agency like us after all.
However, the question remains, realistically how effective are Facebook ads?
Given Facebooks 2.38 billion users, there is tremendous potential. Facebook ads that work well
do so not because of their budgets, but rather constant testing and optimizations. Facebook
advertising allows you to reach very specific and targeted audiences like no other platform.
That’s because Facebook is built on knowing as many metrics about their users as possible.
What UPMKT can do for you
UPMKT Digital wraps up all of those problems we mentioned and kicks them out the window.
From initial account setup, to targeted audience building, testing, and implementation, we cover
all the bases. As you continue to focus on your operations and business, we’ll quietly hum in the
background creating an ad campaign that is always running with a focus on your optimal
audience in order to get the most return for your investment.
That’s what makes us unique. Most agencies and businesses simply create ads and throw them
out into the wind, hoping to catch that big break. The problem here is that your leaving your
effort and money to chance. UPMKT is much more rigorous and fine-tuned than that.
We begin with the process of making sure all of your websites and accounts are ready to go. It’s
like making sure your baseball field is properly maintained, you can’t have an excellent game
without an excellent environment in which to play! Then, we put on our math and sciences hat’s
and get into some real nitty gritty work. Through metric tracking and ad testing, we find a funnel
that focuses on maximizing your ROI. That comes from how audiences react to your ads and
how they behave on your website (through Facebook Pixel data). Along the process of seeing
what customers are doing, we identify any roadblocks or areas of improvement and optimize

4. them within your ad campaign. After we’ve fine-tuned your funnel and validated it, we’ll help
you scale up, or spread your net-like funnel to larger and larger audiences.
So, UPMKT builds from scratch, tests, tests, and tests some more, then builds it bigger and
bigger until you have an ad campaign that brings your eCommerce business to the next level.
Real Clients, Real Results – A Case Study
Everyone can boast, but, there’s simply no denying real, proven, results. We want to show some
results that two of our clients have seen because of our Facebook and Instagram ad services. One
more note before we dive in, you may notice that we offer other services than just Facebook and
Instagram ad services. If those sound interesting to you, then give us a holler!
Case Study #1 – Rookie Huamns, www.rookiehumans.com
Client Description: Rookie Humans is an adorable baby crib sheets startup with an
emphasis on illustrative designs.
Services Provided: Web Design & Conversion Rate Optimization, Facebook Advertising &
Campaign Management, Email Marketing, and Graphic Design.
Client Goals: Grow eCommerce sales.
Project Description: We expanded revenue possibilities for Rookie Humans by building
them a new Shopify website optimized for conversions. It was clear that design and
imagery was the best way to tell their brand story: we chose to strategically feature
products on the homepage with bold calls to action and lots of customer reviews and even
press coverage to build trust in their brand. Then we recommended a free shipping offer.
Once the optimized site was live, we used Facebook and Instagram ads to channel
customers to the newly designed site.

5. Results: Their eCommerce conversation rates more than doubled from 1.5% to over 3%. They
also saw a ROA of 3-4x, meaning for every dollar they spent on advertising, $2-$3 was returned
through customer conversion. So, if they spent $3,000 one month on advertising, they could
realistically expect to see a resulting revenue of $9,000. That resulting revenue is also trackable
directly to Facebook and Instagram conversions. Finally, 50% of all orders on their site
originated from Facebook and/or Instagram ad campaigns.
Customer Testimonial: “We love the new site and so do our customers, we have seen our
conversion rate go up significantly since going live.”
Gabriela Anggono, Founder of Rookie Humans
Case Study #2 – Origin Meals, www.originmeals.com
Client Description: Origin Meals is a subscription-based, healthy, home meal delivery
service.
Services Provided: Facebook Advertising & Campaign Management, Email Marketing,
Graphic Design.
Client Goals: After launching their local business in Minneapolis, Original Meals was looking
to expand to new markets and increase overall eCommerce revenue through Facebook
advertising.
Project Description: Prior to hiring UPMKT, Origin Meals had little success with Facebook
advertising. We quickly identified and fixed issues with their existing website that were
preventing them from harnessing the full power of Facebook's pixel for retargeting. We
then designed, tested, and validated a Facebook ads funnel that included design of all of
their ad creative.

6. Results: Validated and managed a Facebook ads funnel that consistently generated over 6 x
ROAS
So, is the verdict clear? Again, our approach works because we rely on data science and results-
based optimizations for your ad campaign to validate sales funnels. With that said, here is a more
detailed run down of what you can expect from our Facebook and Instagram Ad services.
Phase I – Facebook and Instagram Ad Account Setup
Timeline 1-2 Weeks
One of the most influential astronomers of all time, Carl Sagan, once famously said, “In order to
create an apple pie from scratch, you must first create the universe”. As much as we love Carl
Sagan, we don’t want you thinking this task will be as monumental as Carl Sagan would like us
to believe. Here is a run-down on what we’ll do for you in phase I. Please note as soon as phase I
is completed, we’ll jump straight into phase II.
Step 1 – Client needs and information gathering
We will conduct a client briefing in order to learn what your exact objectives, your desired
CPA’s (what it will cost to get a desired outcome), and your budget for advertisement spending
for the testing phase will be. The next step will be a one-hour meeting to go over and ensure
everyone is on the same page.
*Note* CPA stands for “cost-per-acquisition”. This is the total amount spent in order to acquire
one paying customer. In other words, how much money do you have to spend in order to get one
paying customer?
Deliverables from step 1:
Facebook Business Manager

7. Defined target CPA’s
Client ad account (advertiser)
Client Facebook page (advertiser)
Cloud storage of client assets
Google Drive or Dropbox
Step 2 – Mapping out your funnel
Now that we understand more about you and your requirements, we’ll map out a funnel blueprint
which gives us a good starting point for the testing phase. Our goal here is to create a funnel
which meets the ROA’s and CPA target we define at the beginning of testing.
There are a few important things to take note of here.
1. We begin every client with a testing phase.
2. During the testing phase, we recommend a minimum ad spend budget of $3,000/month.
3. After testing is completed, this amount may change.
4. The amount may change because our testing period simply validates the effort and type
of work required for your ads to meet goals and expectations.
Deliverables from step 2:
• Definition of target goals and objectives
Step 3 – Prepare and manage ad accounts
Here is where the dirty work begins, luckily you don’t need to worry about it! In this step, we
will begin setting up and preparing all necessary accounts for your Facebook and Instagram
advertisement campaign(s). The first thing we do is find out if you have the necessary accounts.
If you already do, that’s great, we’ll simply check to make sure they are setup and running
properly. However, if you do not have an account, then we’ll guide you through creating and
setting them up.

8. The first thing we will do is ensure your website is ready for traffic, because untimely we want
costumers to end up there and have a great experience.
This includes:
• Check pixel installation and tracking
• Check site load times and confirm no issues
• Check and install schema
• Confirm privacy policy is installed and compliant
• Confirm cookies policy is installed and compliant
• Check site is compliant with GDPR guidelines (if required)
Now, we will setup and prepare the following accounts:
Facebook Business Manager Account
This account will be responsible for managing and accessing your companies’ pages, ad
accounts, catalogs, and pixels in one convenient location. We will ensure all settings and
information is properly setup for you.
Facebook Pixel
Code that Facebook lets you place on your website in order to better collect data. This data will
allow us to track clicks and conversions from Facebook as well as how to better optimize ads,
build more targeted audiences, and remarket to people who in some way showed interest in your
offer.
Separate Facebook Ad Account
This account acts as a backup to your primary account. During this setup, you should also give
us access to this account. Why do you want this account? In some rare cases, Facebook may shut
down or suspend ad accounts. This account will act as a backup should that happen.
Product Catalogs and Product Sets

9. This acts as your product inventory. We will create this in order to allow for advertising of your
products. Please note that your images and other creatives should already be optimized for use. If
you are not sure if they are optimized, then we will check for you. Please note, if your images
require optimization, we can provide an additional service to do so, but this is not currently
included in the standard Facebook and Instagram Ad Service.
Step 4 – Building Audiences
We will begin to build several audiences in order to optimize your ad campaigns later on. These
series of audiences will include custom audiences, lookalike audiences, and interest/behavioral
based audiences. Each type will allow us to further track and specify metrics that make your ads
successful.
Step 5 – Create Ads
Using the material, you supplied through the setup cloud storage account, we will create a
minimum of three “creatives” per ad set. Creatives are materials including copy (words), images,
slideshows, stories and more. If you need us to creative some amazing content, then we will for
an additional Creative Services Fee. If interested, please inquire about this fee.
Step 6 – The Minimum Viable Funnel
Using the existing information and strategy that we have gathered, we will setup a minimum
viable funnel (MVF) based on your average order value (AOV). This approach will target the
sales which require the least amount of investment or effort. This step is especially important if
you already have organic traffic leading to your website.
Step 7 – Preparing for Testing
In this last step, we will prepare for ad testing by setting up initial campaigns,
audiences/persona’s, and the ads that we are going to test.
At this stage we are ready to “flip the switch” and begin real-world testing by using the funnel
we created from phase II. Please note that we require a minimum of three months of testing.

10. Phase II - Testing and Implementation
Timeline – Minimum of 3 months
Hey, look at that, we’re running some test ads, pretty neat isn’t? Testing is an important phase of
our overall method and it’s important to know that this will take some time. Depending on your
case, it may take only a month, three months, or even six months to properly validate a funnel.
Remember that we require a minimum of three months to give us enough time to gather some
data and validate a funnel that will drive more revenue to your business through Facebook and
Instagram.
During this time, we have three primary goals.
1. Brand Awareness
a. With how crowded the digital space is, often times people simply need to know
about you before they buy something from you. That’s why our testing phase also
helps increase overall awareness of your brand so more people know about you.
2. Data Gathering – The Pixel Way
a. Data is power in the digital age. Part of our testing phase includes gathering
important data through your Pixel. With this data, Facebook can help us optimize
your ads. We can also then created something called Pixelated audiences. These
allow us to send out ads that are targeted at very specific audiences for maximum
ROI.
3. Validating Your Funnel
a. Our end goal is to find the best ads funnel for your business. Once we validate or
confirm that your funnel is one that maximizes ROA’s with the lowest possible
CPA’s then your click-through rates and conversions are ready to take off.
A sales funnel has the following stages (which we will curate for you).
1. Awareness Phase – Prospects become aware of your offer.
2. Interest Phase – Prospects demonstrate an interest in your offer.
3. Evaluation Phase – Prospects evaluate your offer relative to other offers.

11. 4. Decision Phase – Final decision is reached, and negotiation begins.
5. Purchase Phase – Offer is either purchased or not purchased.
6. Reevaluation Phase – Customer considerers need of offer again, or contract renewal.
7. Repurchase Phase – Customer re-purchases offer.
During this phase, there are also several services included:
• Weekly strategy calls ~30 minutes
• Ongoing campaign planning/testing
• Ongoing campaign set up
• Ongoing ad set creation
• Audience creation and targeting
• Copywriting for ads
• Weekly and monthly reporting/analysis of performance
• Daily and weekly campaign optimization
• Conversion tracking
• eCommerce website optimization consultation
o Please note that while we may be able to pinpoint design or code shortcomings,
the necessary changes and fixes incur a separate service fee not included in Phase
II.
Phase III – Scaling Up Your Validated Funnel
Timeline – As Long as Services Are Needed
At this stage we’ve gone through a very rigorous process of setting up your ad accounts and
ensuring they are optimized. We’ve also done a minimum of three months of ad testing and have
likely validated your funnel. Now that we understand exactly how to optimize your ad
campaigns we can begin to scale up.

12. Remember that previously we mentioned a suggested minimum of $3,000/month in ad spending
during the testing phase. Our funnel validation was used to check what the least amount of effort
could do for the largest impact or “bang for our buck”. Now that we have a validated funnel that
works for you, it’s time to scale up to reach your revenue goal.
This entails your ad spend budget increasing overtime to have a greater reach. During this phase
we continue to test your funnel, and what kind of impact your ad spend budget is having. We do
this by using an eCommerce calculator to plan out what kind of scaling your ad spend budget
will need in order to achieve your desired revenue.
Project Cost
Based on the scope of the work we outlined previously, this is the flat rate cost associated with
our services.
Description Price
Upfront setup and preparation $2,000 – one-time fee
Facebook and Instagram Advertising Testing
and Optimization
$1,500/month
Client Expectations
While we truly want you to be the next “big thing”, it’s important that your expectations are
realistic. Once our ad testing phase begins, you should not expect revenue to suddenly skyrocket.
We ask for a minimum of three months for testing because it takes time to gather real-world data
that is specific to your business and use that data to grow your brand. So, hang in there and relax,
good things will come with a little bit of patience.
*Important Note*
Costs include curating the ads in Facebook and Instagram but does not include the costs of
creative production (images, videos, graphic design). When starting, we assume that all creative

13. assets are already provided by the client. If you would like us to creative these material for you,
please inquire.
*Important Note*
We require a minimum of three service months. This is an essential amount of time to ensure
your ads are optimized and allows us time to properly begin tracking important key metrics.
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