Octogen Proposal for online advertising

About us

Stories & Science is a digital marketing agency based in Cape Town. It is led by Ian Parsons (an ex-Google Language Specialist) and Fourie Rossouw (a content expert and masters graduate in cross-cultural diversity and identity). We approach our work with stories in mind. Through storytelling, we help people to discover your brand, be inspired by what you do and make your services part of their daily lives. We see digital marketing as a fluid, ever-changing platform for various forms of real-time communication with your target audience.

We start with stories, but our end goal is to grow your business, whether it’s through product sales, lead generation, building a client base or starting conversations with your customers.

Behind our creative approach is a hands-on project management methodology. From start to finish, we prefer to string the whole story together. We pride ourselves on being gritty and resilient, achieving good, consistent results with small budgets, and coming up with solutions that save you time and money. To close the loop we make use of online analytical tools and custom-built reports to measure our success.

Our Process

Digital Marketing Workshop

This is the fun part. Together with the client, we storyboard the road ahead.

Explore brand identity, marketing goals, communication style and previous digital marketing efforts. Develop SMART goals (specific, measurable, agreed upon, realistic and time based) that determine the direction and scope of our work

Project Management

We treat each new campaign as a project with its own scope of work, deadlines and outcomes. As there are so many variables that could influence the success of a campaign, we take a scientific approach here to test various hypotheses about possible ways to improve results. The best performing campaigns automatically draw more of the available ad budget.

With new clients, the first project typically involves the following:

  • Competitor research
  • Keyword (AdWords) and targeting (Google Display, Facebook) research
  • Advertising account setup, including optimising existing campaigns or creating new campaigns where required
  • Enable enhanced advertising features such as sitelink and callout extensions
  • Creative: write ad copy and design banners
  • Create new landing pages or optimise existing landing pages
  • Automate common marketing activities (such as sending welcome emails to new leads)
  • Create a reporting framework to measure the effectiveness of campaigns

Diving in with a new Multi-Channel Advertising Campaign

We propose a trial period of 6 months with the goal to achieve the stated target CPA of R400. Based on our initial keyword research, debt counselling is a medium-high contested market. Cost per click for keywords ranges from R20.00 to more than R100.00. That means there is not much room for error. Ad content, targeting and keywords, and landing pages have to work perfectly together to ensure that the right visitors reach your site, at the right price, and that a sufficiently high percentage of visitors convert into customers.

We also propose doing a trial campaign on Facebook with a budget of R4 000 per month. Targeting options have become refined, which allows us to zoom in on your customers. The campaign goal would also be lead generation, and we have seen excellent results using Facebook’s Lead Generation ad format.

Our services to Octogen

  • Dedicated account manager
  • Certified AdWords marketers
  • Certified Analytics consultants
  • We design and write all ad content in-house.
  • We ensure landing pages are optimised and build new landing pages from scratch.
  • Advertising spend and CPA are monitored daily.
  • We use advertising budget on your behalf, and you remain in complete control of your ad spend.
  • Weekly snapshots and monthly reports


Based on an initial investigation here are some of our recommendations:

  • Take a fresh approach with the creative content of your ads. Redo all ad copy, banner ads and landing page designs.
  • Do A/B testing on landing pages to optimise every element of the landing page, from photos and layout to calls to action and button colours.
  • Send traffic from different ads and advertising platforms to customised landing pages that match the ads in terms of tone, audience targeting and message.
  • Do a thorough review of keywords:
  • Exact match
  • Target well performing keywords
  • Highly contested market, with average bids between R20 – +R100 per click
  • Make full use of the enhanced ad formats available in AdWords, such as sitelink and callout extensions, negative keywords, and more
  • Do a trial Facebook campaign to reach a new audience and generate leads.

Cost estimates

There are two components to this cost estimate, namely a monthly cost for advertising campaign management and advertising spend, and a project cost for creative work, hosting of landing pages and marketing automation.

Let's dive in!


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