Search Engine Optimization and Google Ads campaign management services

Through this Request for Proposal for Services, UNICEF seeks to hire an institution/firm to work on Search Engine Optimization (SEO) strategy planning and implementation. UNICEF will work closely with the selected vendor to ensure this planning and execution process, with an aim to achieve:

• Improved website visibility for better traffic
• Higher conversions to the website
• Appearance as top ten on search engines like Google
• Increased leads from search traffic
• Increased volume of visitors
• Retarget and retain visitors of our website
• Sustainable search rankings over a long period

The vendor will set up and monitor search engine marketing (SEM), display advertisements and programmatic ads, suggest audience segmentation strategies, manage monthly budgets, and control Cost Per Acquisition, Cost Per Lead, and Campaigns Revenue. Paid media is optimized towards lead generation and direct web conversions.

The vendor will also implement the SEM campaign using the Google Ad Grants allocation for the UNICEF. The campaign will be implemented via the UNICEF Ad Grants account. The vendor will coordinate with the UNICEF focal point for access to this account. Guidelines on campaign management will need to be followed. The campaign aims to:

• Promote pages on the Spilno website containing useful and relevant information that are related to keyword searches
• Increase user visits and page views on Spilno website, in particular the pages being promoted (the content to be promoted is to be indicated by SBC section)

The vendor will provide strategic guidance with keyword research and trends, landing page optimization, content strategy for paid media ads, content curation, and copywriting for search engine optimization (SEO) platforms.