Smartphone Buying Guide
                     KPI & Strategy for Q1 2021
INDEX
→  SEO Highlights for the Year 2020
→  SEO Performance Highlights for Nov 2020
→  SEO – Key Performing Indicators for Year 2021
→  SEO – Plan of Action to Achieve the KPI’s Assigned
→  Performance (Media Campaigns) – Highlights for Nov-Dec 2020
→  Month on Month Overview – Spends Vs Transaction, Revenue Contribution (Organic & Paid)
→  Performance – KPI Q1 2021
→  Media Strategy to Achieve the KPI for Q1 of 2021
→  Media Plan – Google, Social, Affiliates, Emailers, Push Notifications.
→  Social Performance for last 3 Months
→  Social Media Plan of Action
→  Media Plan
→ Creatives Done till now
Where do we stand now?
SEO Status ……………………………………………………………………………………………………. On Page / Off Page 
Optimization Work in Progress
Social Assets Management …………………………………………………………………………………. Received Access & Postings 
are On-going, Verified Instagram handle.
Media Campaigns ……………………………………………………………………………… Executed Social Campaigns, Yet to 
execute Google Search Ads, Optimizing for Google Shopping & Amazon Ads.
Blogger Collaboration …………………………………………………………………. Awaiting Approvals 
Website Update ………………………………………………………………………………………… Products Uploading Ongoing
SEO – SEARCH ENGINE OPTIMIZATION
Google Analytics Numbers for the Year 2020
Avg. Ecommerce 
Traffic  Bounce Pages / Session Conversion 
Source Users New Users Sessions Rate Session Duration Rate Transactions Avg Monthly Qtr4-2020
Google                                         
Organic 2,32,979       2,06,799        3,04,305 63.46% 2.22 105.83 0.24% 737 28,981 86,944 
Current Data
Session
35,000
34,000
33,000
32,000 Note:
31,000
30,000  We started SEO from the month of Nov’20
29,000
 The Avg. organic session for past 4 month 
28,000
27,000 is 31,892
26,000 
Aug-20 Sep-20 Oct-20 Nov-20 18.40% improvement in organic traffic for 
the month of November as compared to 
Month Session Bounce Rate Avg. Session Duartion Pages/Session
October Month
Aug-20 31,210 64.27 00:01:46 2.19
 The Avg. bounce rate for past 4 month is 
Sep-20 32,992 65.48 00:01:39 2.15 65.44%
Oct-20 29,014 65.91 00:01:20 2.13  The Avg. session duration for past 4 month 
Nov-20 34,352 66.09 00:01:35 2.13 is 00:01:33
 The Avg. page/session for past 4 month is 
2.15
Top Highlights From SEO report & Our Learnings
18.40% improvement in organic traffic as compared to October Month. 
The organic session for the month of November is 34,352.
23% improvement in non-Brand clicks as compared to October Month.
23% contribution of organic traffic to the overall traffic in the month of November.
0.08% is a conversion rate for the month of November.  
The Avg. Time Session Duration on the website is 1.35 min
The Avg. bounce rate of the site is 66.09%
The Pages/Session for the month is 2.13
Organic revenue contribution in the total sale is 11.45%
Total Traffic on the website is 149,960
Key Performing Indicators - SEO
Agency -2020-21 KPI
 Target  
Traffic  Monthly 
Source Qtr1 Qtr2 Qtr3 Qtr4 2021 Total Avg-2021
                    
                    
Google Organic        1,13,028        1,46,936        1,91,017        2,48,322        6,99,302  58,275 
SEO Strategy
Content Optimization as per Campaigns/Seasonality/New Product Launch: - Optimizing the 
seasonality/new launch/campaign specific pages with content through-out the Year, this will help to gain keyword ranking 
and increase keywords pool before campaigns goes live.
We will we plan for content in advance for the pages such as New Samsung launch (expected in Feb), Ramadan offers/Eid 
Offers, Black Friday/White Friday sale, Gitex, New Launch products for Apple, Huawei etc.
Improving Load Time of the Website: - Improving the load time of the website and maintaining the load time 
below 3.5 sec. Also optimize the site as per Google’s new Page Experience update which will be rolling out in May 2021
Building Quality Backlink:- Building 150+ plus backlink(Every quarter) focusing primary and secondary keywords. 
This will help to increase Domain Rating and Domain Authority of the site.
Ranking Improvement :- Identifying the keywords based on high search volume with competitor ranking and 
analyzing current Search query report from Google Search Console tool. Our aim is to improve ranking for these keywords 
and rank on the top 3 positions. This will help improve traffic. We will focus on gaining more queries on ZERO 
position/SERP features.
Voice Search Optimization for Queries/Appearing for Featured snippet or ZERO positions:- 
We will focus on Question phrases, Semantic Searches or keywords to optimize content for voice search. Growth in 
Question phrases or keywords are up to 61% year-over-year because of Voice search.  Our focus will be on user intent-
based queries.
Resolving Meta Tag Issue and Other technical Issue: - Resolving blank meta tags and short meta tags 
will help in improving keyword pool and keyword ranking for specific pages.
 
SEO Plan - Month - 1 (Q1)  
Colo WBS Priorit
r Number     Task name / Title Details y
  1 Foundational    
  1.1   Keyword research (First Month)   P0
  1.2   Analytics (Monthly Targets) 37,676  
  2 Onsite optimization    
  2.1   Titles, Meta Tags, h1
  50
P0
2.2   Meta Descriptions P0
  2.3   Technical    
  2.3.1     Competitors analysis   P0
  2.3.2     Duplicate page cleaning   P0
  2.3.3     Robots.txt   P1
  2.3.4     canonical tags   P1
  2.3.5     Site structure   P1
  2.3.6     Site Speed   PO
SEO  -   2.3.7     Mobile-friendly optimization   POGoogle analytics + webmaster 
  2.3.8     tools   P1
Plan of   2.4   Internal linking, anchoring   P1  2.5   Local optimization (GMB Optimization)   P1  3 Content  
  3.1   Keyword research P0
Action   3.2   Landing page optimization (kws, etc) P0  3.3   Content plan    Content writing including Blog, Brand and Category Pages P03.4 Content landing
Blog analyzing Search Query report - 5
P0
Optimizatio
  3.5   n   P0
  3.6   Semantics updates P0
  4 Offsite Link Buiilding    
  4.1   Forum/Blogs guest posting P1
  Link building strategy (landings, Anchor,   4.2 Q&A, Blog Posting)
  4.3   Backlink Cleanup Creating Quality Backlinks 50
P1
P1
  4.4   Link Reclamation P1
  4.5   Link Maintenance P1
 
SEO Plan - Month - 2 (Q2)
WBS 
Color
Number     Task name / Title Details Priority
  1 Foundational    
  1.2   Analytics (Monthly Targets) 37,676  
  2 Onsite optimization    
  2.1   Titles, Header Tags 50 P0
  2.2   Meta Descriptions P0
  2.3   Technical    
  2.3.1    Competitors analysis   P0
  2.3.2    Duplicate page cleaning   P1
  2.3.3    Robots.txt   P1
  2.3.4    Canonical   P1
  2.3.5    Site structure   P1
  2.3.6    Site speed   PO
  2.3.7    Checking and Optimizing Old Campaigns Page   P1
  2.3.8    Mobile-friendly optimization   PO
  2.3.9    Resolving Broken Links   PO
  2.3.10    Google analytics + webmaster tools   PO
  2.4   Internal linking, anchoring   P1
  2.5   Local optimization (GMB Optimization)   P1
  3 CRO Optimization    
  3.1   Analysing User behaviour/User Flow through GA and Optimize for the same   P1
  3.2   A/B testing of the pages through Google Optimize and Microsoft Clarity   P1
Optimizing user engagement such As Bounce rate, Avg. 
  3.3   time spent on the site.     P1
  4 Content  
  4.1   Keyword research P0
  4.2   Landing page optimization (kws, etc) Content writing including P0Blog, Brand and Category 
  4.3   Content plan
  Pages analyzing Search Query 
P0
  4.4 Content landing report - 5 P0
  4.5   Blog Optimization   P0
  4.6   Semantics updates P0
  5 Offsite LinkBuiilding    
  5.1   Forum/Blogs guest posting P1
  5.2   Linkbuilding strategy(landings, anchores, Q&A, Blog Posting) P1
  5.3   Backlink Clean-up Creating Quality Backlinks 50 P1
  5.4   Link Reclamation P1
  5.5   Link Maintenance P1
SEO – KPI Summary & Comments
Channel Traffic Remarks DViO Comment
as per new contract on SEO and site maintenance and single agency 
team synergy should be covering bigger impact to organic traffic and We can achieve the quarterly targets as mentioned in the KPI sheet.
Google Organic ranking, site server restructuring , secondary KPI can derived to Also, we will be sharing keyword list based on Relevancy, High Keyword rankings- Brand,Generic,Short tail and long tail ,new flagship searches, seasonality, and new launch products separately. We have 
launch and Event LP visibility. Current agency SEO growth rate: +20% qtr shared plan of action for 1st quarter in separate excel sheet.
on qtr : targeted to 30% qtrly growth 
The growth in direct traffic will depend on various factors such as 
360-degree campaign with lead to increase  brand search and direct strong offline marketing & Qtrly media spends on Digital Branding. 
Direct traffic, number are low , shall be scaled to 25k/month, as in last 1.5yr Assuming that we are keeping the spend same as last year and we are 
25% qtr on qtr growth, targeted to +40% qtrly exposed to all the marketing communication, we can work towards making our communication making more effective by integrating digital 
CTA to offline branding and improve the direct traffic by 10-15%. 
Base is low but now blog, other Corporate pages- LinkedIn , The growth in Referral traffic will be dependent on Activating the 
Referral instagram,Twitter,Totok and off page activity will lead to more referral platforms & allocating rigours media spends month on month on these 
traffic | targeted to 10k/month by Q4'2021 platforms.
Now more aggressive and dynamic engaging should bring in more The growth in FB referral Depends on the promotional budget we 
FB Referral quality traffic to Ecom site , the current activity were been very low, to allocate behind Facebook. We would track the month-on-Month traffic 
start with we can safely target to 5k/month & will suggest spends on platform accordingly to achieve the target
We can achieve the monthly targets as mentioned in the KPI sheet. We 
First 3 months KPI should be focused to bring in more quality traffic with 
Google Paid Ads lower CPC and better conversions. KPI numbers can be reviewed in 
will be spent less in first month to bring more quality traffic with lower 
Realtime with competition and opportunities, above KPI is based on CPC and better conversions. Based on the performance, budget will be 
current avg numbers and level of optimization. reallocated to the best performing campaign
Other Parameters                        
40% average growth rate expected against in Google Remarketing and 
Repeat Visitor Social media community management, Social Channel  E-com store Can be achieved by Always on Dynamic 
visibility. Remarketing on Google & Social Channels
kept target to bring 70% with correction in SEO and google campaign 
Bounce Rate optimization Yes, we will achieve the targets by 
optimizing site on a regular basis and 
Targeting to over 2 pages per session by year end with agency SEO, Blog keeping website error free. Bounce Rate 
Pages/Session and catalogue content enhancement services will be calculated for organic traffic only. 
Paid is excluded. Page session and duration 
is co-lated with the UI/UX of the website. 
Average Session Target to 2.14mns,  Pages per session will lead to average session 
duration duration with above- SEO, Blog and Catalogue Content enrichment. 
Conversion Rate - Let's discuss this when 
we have some learning in place after 
Target to bring in 0.5% conversion rate on all across site bringing all the running our full-fledged media campaign 
Conversion Rate correction with and optimization together in holistic. for at least 15 days. 
PAID MEDIA EXECUTION
Top Highlights From Performance Campaigns
Total Spent from November & December is AED 27,636
Total Reach Achieved 15,91,192
Total Clicks 41,549
Total Impressions Achieved 29,22,728 Some points of Impact & Comparative analysis
Click Through Ration – 1.42%
We have observed lesser Bounce rate in Nov-
Add to carts – 142 Dec 2020 as compared to Aug – Oct 2020 from 
Cost per Add to Cart – AED 109 77.43% to 65.87% 
Total Sale – 7 Average Session duration has increased in Nov-
Dec 2020 as compared to Aug-Oct 2020 from 
Cost Per Transaction – AED 3948 00.00.38 Seconds to 00.00.58 
Seconds
Performance of all the campaigns done
Cost Per 
Budget Impressio Add to Transacti
Campaign Name Start Date End date Spent Reach Clicks n CTR % CPC Cart Add to on CPT
cart
15th 
Eros Diwali Campaign 8th Nov'20 Nov'20 AED 4,991 4,12,917 10,141 6,45,622 1.57% AED 0.49 0 0 0 0
24th 30th 
White Sale Campaign Nov'20 Nov'20 AED 9,000 7,27,646 13,793 12,52,504 1.10% AED 0.65 0 0 0 0
24th 30th AED 
Red Sale Campaign Nov'20 Nov'20 AED 6,202 2,13,956 14,706 4,40,422 3.34% AED 0.42 238 AED 26 6 1,034
Hitachi Air Purifier 16th AED 
Campaign 5th Dec'20 Dec'20 AED 7,443 2,36,673 2,909 5,84,180 0.50% AED 2.56 16 AED 465 1 7,443
AED 
Total AED 27,636 15,91,192 41,549 29,22,728 1.42% AED 0.67 254 AED 109 7 3,948
Please note – All these campaigns were done on Facebook & Instagram, we haven’t yet initiated 
fresh campaigns on Google, while the team is optimizing the ongoing Shopping Campaigns & 
Amazon Campaigns
Month on Month overview of Spends and Transactions – Aug to Dec20
Overall Campaign Summary
Total Budget Spent AED 27,636
Review of Achieved Reach 15,91,192
Performan Achieved Clicks 41,549
ce Achieved CTR % 1.42%
Campaign
Add to Carts 254
s Nov-Dec 
Cost Per Add to cart AED 109
Total Sale 7
Cost Per Transaction AED 3,948
Please note – Because of the Unavailability of  FB pixel we were not able to track all the conversions. 
Transactions considered here are tracked through Google Analytics
Average monthly Campaign Stats for the Year 2020
                                                            2020 – Average Monthly Numbers
Monthly Bounce 
Current Campaign Spend ( AED) Avg. CPC Conversions Con Rate Rate Cost/Conv Conv. value / cost
                                                 
Dynamic Search 5,873 0.72 16.65 0.21% 64.47% 353 4.51
                                                 
Eros shopping campaign 8,045 0.15 26.98 0.05% 88.00% 298 3.8
                                                 
Eros Smart Shopping 8,516 0.38 55.23 0.25% 85.00% 154 5.51
                                                 
Eros remarketing 7,242 0.17 25.65 0.06% 88.00% 282 4.28
                                  
Total 29,675 0.24           124.52 0.10% 85.00% 238 4.55
KPI for 2021
 SOURCES KPI  for  Dec-Jan-Feb 2021
Current Campaign Avg. CPC Con Rate
Dynamic Search 0.5 0.25%
Eros shopping campaign 0.12 0.10%
Eros Smart Shopping 0.3 0.35%
Eros remarketing 0.15 0.10%
Total    
Media Plan & Strategy for Google Performance Campaign 
Agency Google campaign 
KPI -2020-21                                                                January’21
 Campaign Budget Est CPC Est Clicks Est Conv Rate % Est Conv
Google Dynamic Search AED 8,000 AED 0.70 11,429 0.14% 16
Google Smart shopping AED 10,000 AED 0.37 27,027 0.13% 35
Google Standard shopping AED 8,000 AED 0.13 61,538 0.03% 18
Google Remarketing AED 5,000 AED 0.15 33,333 0.03% 10
Total AED 31,000 AED 0.23 1,33,327 0.06% 80
Google Performance Campaign Media Plan for the Month of February
                                               Feb'21 Month
 Campaign Budget Est CPC Est Clicks Est Conv Rate % Est Conv
Google Dynamic 
Search AED 10,000 AED 0.70 14,286 0.14% 20
Google Smart 
shopping AED 17,000 AED 0.37 45,946 0.13% 60
Google Standard 
shopping AED 10,000 AED 0.13 76,923 0.03% 23
Google Remarketing AED 5,000 AED 0.15 33,333 0.03% 10
Total AED 42,000 AED 0.25 1,70,488 0.07% 113
Google Performance Campaign Media Plan for the Month of March 
                                               March'21
 Campaign Budget Est CPC Est Clicks Est Conv Rate % Est Conv
Google Dynamic 
Search AED 12,000 AED 0.70 17,143 0.14% 24
Google Smart 
shopping AED 18,000 AED 0.37 48,649 0.13% 63
Google Standard 
shopping AED 12,000 AED 0.13 92,308 0.03% 28
Google Remarketing AED 5,000 AED 0.15 33,333 0.03% 10
Total AED 47,000 AED 0.25 1,91,433 0.07% 125
Media Plan & Strategy for Social Performance Campaign 
Agency Social KPI -2020-21 Jan'20 Month
Est Conv Rate 
 Campaign Budget Est CPC Est Clicks Est Conv Cost Pe Conversion
%
Facebook Conversion ads AED 3,000 AED 0.80 3,750 0.10% 4 AED 800
Instagram Converson ads AED 3,000 AED 1.00 3,000 0.10% 3 AED 1,000
Social Catalogue ads AED 8,000 AED 0.80 10,000 0.12% 12 AED 667
FB Remarketing AED 2,000 AED 0.80 2,500 0.12% 3 AED 667
Total AED 16,000 AED 0.83 19,250 0.11% 22 AED 736
Agency Social KPI -2020-21 Feb'21 Month
 Campaign Budget Est CPC Est Clicks Est Conv Rate Est Conv Cost Pe Conversion
%
Facebook Conversion ads AED 5,000 AED 0.80 6,250 0.10% 6 AED 800
Instagram Converson ads AED 3,500 AED 1.00 3,500 0.10% 4 AED 1,000
Social Catalogue ads AED 10,000 AED 0.80 12,500 0.12% 15 AED 667
FB Remarketing AED 3,000 AED 0.80 3,750 0.12% 5 AED 667
Total AED 21,500 AED 0.83 26,000 0.11% 29 AED 735
Agency Social KPI 
-2020-21 March'21 Month Total
Est Conv Cost Pe Cost Pe 
 Campaign Budget Est CPC Est Clicks Est Conv Budget Est Conv
Rate % Conversion Conversion
Facebook Conversion AED AED 
ads AED 4,000 0.80 5,000 0.10% 5 AED 800 12,000 15 AED 800
Instagram Converson AED AED 
ads AED 3,500 1.00 3,500 0.10% 4 AED 1,000 10,000 10 AED 1,000
AED AED AED 
Social Catalogue ads 12,000 0.80 15,000 0.12% 18 AED 667 30,000 45 AED 667
AED 
FB Remarketing AED 3,000 0.80 3,750 0.12% 5 AED 667 AED 8,000 12 AED 667
AED AED AED 
Total 22,500 0.83 27,250 0.11% 31 AED 726 60,000 82 AED 732
Budget allocated to campaign is based on last Year same months 
campaign performance. There will be some fluctuations in CPC and 
conv. rate%. Basis conversion rate we will increase or decrease the 
budget to the best performing channel.
For Dec month will be learning month for us and we have allocated 
less budget on dec as compared to Jan & Feb month. 
Based on the initial first month performance budget will be 
increased or decreased to remaining months
Budget allocated to social and Search is based on our judgement of 
spends required for 3 months.
SOCIAL MEDIA 
Facebook - Performance (OCT-DEC)
 Month Reach Total Reach Organic Impressions Total Impressions Organic  
         
October 115335 18,366 1,79,205 20,731
         
November 351891 77066 559134 85976
         
December 63672 63672 72119 72119
         
Total 5,30,898 1,59,104 8,10,458 1,78,826
Engagement video views video views 
Month Engagement rate Follower gain Total Organic
           
October 2885 2.50% -164 1131 _
           
November 701 0.12% -1 19,511 1198
           
December 310 0.48% 0 2017 2017
           
Total 3,896 0.73% -164 22,659 3,215
Instagram Insights
Engagement follower 
  Reach Impressions Engagement rate gain
           
October 2872 3730 135 4.70% 4
           
November 14698 19094 590 4.00% 55
           
December 14915 19367 671 4.50% 61
           
Total 32,485 42,191 1,396 4.30% 120