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Online Advertising Plan Playbook

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Our Online Advertising Plan Playbook highlights our premium tool-kit of tools & templates to help you create an effective online advertising plan to increase leads and/or sales and support your marketing goals. This PDF is also the course guide for our Online Advertising Training Course, which has 2 video modules that go from fundamental concepts to advanced implementation of online advertising including re-marketing to past website visitors and social ads.

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Online Advertising Plan Playbook

  1. 1. Follow this simple step-by-step playbook to develop an online advertising plan that increases your leads, grows brand awareness and gets a positive return on investment. ONLINE ADVERTISING PLAN Playbook & Toolkit
  2. 2. Table of Contents ONLINE ADVERTISING PLAN Introduction 04 Conclusion 29 Framework 03 About This Playbook 30 Understand Online Ads 08 11Evaluate Approach 16Research Keywords 18Plan Content 23Implement Campaign 27Measure Results stage stage stage stage stage stage 1 2 3 4 5 6
  3. 3. Leverage the framework below to quickly empower your organization’s online advertising strategy. ONLINE ADVERTISING Framework MEASURE61 UNDERSTAND Click the buttons below to access all related training, tools, templates, and other resources. Ad Calendar & Budget Template Assess Advertising Concept Effectiveness Training Course Google Adwords Google Analytics Adwords Keyword Planner Tool FindingROIWithOnline AdvertisingCampaigns Feature Advantage Benefit Tool Online Advertising Vendor Evaluation Building Effective Landing Pages Brand Strategy ScorecardTechnology Overview AdmobSPYFU Advertising Plan Checklist Online Ad Campaign Planning Template AgencyManagement Training Course Brand Scorecard How-to GuideBenchmark Report Facebook AdsKeyword Spy Online Advertising ROI Calculator Advertisement Evaluation Matrix Online Advertising System RFP Positioning Statement Worksheet Online Advertising Vendors Matrix B2BDisplayAdvertising How-toGuide Landing Page Optimization Checklist PLAN4 IMPLEMENT5EVALUATE2 RESEARCH3
  4. 4. 4ONLINE ADVERTISING PLAN Understand Online Ads Evaluate Approach Research Keywords Plan Content Implement Campaign Measure Results 1 2 3 4 5 6 Introduction What Is the Purpose of This Playbook? To help you develop an Online Advertising Plan that: Is aligned with corporate values and vision Provides a solid foundation for content marketing Supports Corporate Marketing Strategy, Content Marketing Plans, and Social Media Marketing Plans. Corporate Marketing Strategy Marketing Communications Plan Content Marketing Plan Social Media Marketing Plan Online Advertising Defined The technologies, tools, and platforms that create, purchase, distribute, manage, measure, and optimize online media buying across advertising exchanges and publisher private-marketplaces. Online Advertising platforms manage the exchange of media between the demand side (advertisers) and the supply side (apps, websites) for video, display, social, and mobile advertising. How to Use This Playbook This playbook consists of six stages, each with a description, steps, and action items. Action items include using our premium tools and templates. Our intention with this playbook is to help you: Plan and craft a strategy to drive traffic to your landing pages using paid ads Understand online advertising and identify the audi- ence and keywords you should focus on Evaluate and select the technology that will be the backbone of your online ads strategy
  5. 5. 5ONLINE ADVERTISING PLAN Cost Efficiency Online ads cost less than traditional media. Targeting and Segmenting You can target a very specific audience based on demo- graphics, interest, and past actions (such as whether they visited your website or made a purchase). Analytics and Reporting Realtime reports on advertising make getting a posi- tive ROI easier. Interactivity and Variety Ads exist in many forms, including videos and inter- active experiences. Captive Audience Video ads can force at least 5 seconds of an ad to be watched, which increases your chance for engagement. What are the Top 5 Benefits of Online Ads? Why Do You Need to Be Using Online Ads? 95% of Google’s total revenue comes from selling advertising (including YouTube). YouTube’s monthly viewership is the equivalent of roughly 10 Super Bowl audiences. Super Bowl ads are limited to 30 seconds and, for XLVIII, will cost more than 10 times as much. 70% of large companies, 53% of medium companies and 54% of small companies are investing in Online Advertising. 37% of companies are spending more than $10,000 per month on Online Advertising. 52% are spending on average over $20,000 per month. Google/WishPond WishPond Demand Metric: Online Advertising Benchmark Report Demand Metric: Online Advertising Benchmark Report Understand Online Ads Evaluate Approach Research Keywords Plan Content Implement Campaign Measure Results 1 2 3 4 5 6 Introduction
  6. 6. 6ONLINE ADVERTISING PLAN Some of the Different Online Ad Options Other Training Courses that Relate: This playbook is connected directly to the Content Marketing Training Course and Social Media Marketing Training Course, and we highly recommend you also look at those courses for additional best practice resources and advice for your online ads project. Search Advertising Paid ads on Google’s search results for specific keywords Display Advertising Banner ads on specific websites or web pages Mobile Advertising In-App ads, pop-ups and mobile search ads with click-to-call features Video Advertising Before a video starts, you can force an ad or offer to skip after 5 seconds Interactive Advertising Games and interactive ads that entice the user to engage further CONTENT MARKETING Training Course SOCIAL MEDIA MARKETING Training Course S TA R T L E A R N I N G S TA R T L E A R N I N G Understand Online Ads Evaluate Approach Research Keywords Plan Content Implement Campaign Measure Results 1 2 3 4 5 6 Introduction
  7. 7. 7ONLINE ADVERTISING PLAN Understand Online Ads Evaluate Approach Research Keywords Plan Content Implement Campaign Measure Results 1 2 3 4 5 6 Introduction Outputs from This Playbook Stage 1 - Understand Online Ads Stage 4 - Plan Content Training Course, Benchmark Report, Technology Overview, B2B Display Advertising How-to Guide Assess Advertising Concept Effectiveness, Brand Score- card How-to Guide, Brand Strategy Scorecard Stage 2 - Evaluate Approach Stage 5 - Implement Campaign Finding ROI With Online Advertising Campaigns, Online Advertising ROI Calculator, Advertising Plan Checklist Google Adwords, Facebook Ads, Landing Page Optimization Checklist, Building Effective Landing Pages Stage 3 - Research Keywords Stage 6 - Measure Results Adwords Keyword Planner Tool, Keyword Spy, SPYFU Google Analytics, Ad Calendar & Budget Template
  8. 8. Understand Online Ads STAGE 1 ONLINE ADVERTISING PLAN In the first stage of this playbook you will focus on understanding how to leverage online advertising best practices. STEP 1: Review Online Advertising Best Practices STEP 2: Review Data about Online Ads STEP 3: Understand Online Ads Technology STEP 4: Evaluate B2B Display Advertising
  9. 9. 9ONLINE ADVERTISING PLAN Introduction Understand Online Ads 1 Landing Page Optimization tips Mobile and Social Ads Re-targeting past website visitors Executive Summary Online Ads Landscape Avg. Monthly Budget Spend Geographical Targets for Online Ads Top Benefits from Online Ads Analyst Bottom Line Review Online Advertising Best Practices Review Data about Online Ads STEP 1 STEP 2 Action Item Action Item Watch the Training Course: Online Advertising to discover how Online Advertising works and which best practices are required to get the best return on investment (ROI). Read the Online Advertising Benchmark Report to assess the impact online display advertising and real-time bidding is having on the online advertising landscape. Topics covered by this video course include: This report includes the following sections:: ONLINE ADVERTISING Training Course S TA R T L E A R N I N G Evaluate Approach Research Keywords Plan Content Implement Campaign Measure Results 2 3 4 5 6 ONLINE ADVERTISING Benchmark Report V I E W R E S O U R C E
  10. 10. 10ONLINE ADVERTISING PLAN Executive Summary Online Advertising Market Overview Online Advertising Vendor Landscape Evolution of the Landscape Analyst Bottom Line What is Display Advertising? Display Advertising for Marketers Challenges Resources Action Plan Bottom Line Understand Online Ads Technology Evaluate B2B Display Advertising STEP 3 STEP 4 Action Item Action Item Review the Online Advertising Technology Overview to review the Online Advertising technology space at a high level. Read the Evaluate B2B Display Advertising How-to Guide to help organizations craft better content that communicates effectively and achieves better engagement results. This report includes: Topics include: Introduction Understand Online Ads 1 Evaluate Approach Research Keywords Plan Content Implement Campaign Measure Results 2 3 4 5 6 ONLINE ADVERTISING Technology Overview EVALUATE B2B DISPLAY ADVERTISING How-to Guide V I E W R E S O U R C E V I E W R E S O U R C E
  11. 11. Evaluate Approach STAGE 2 In Stage 2 you will review how to ensure a strong ROI and the possibilities available for help. STEP 1: 1. Understand ROI with Online Ads STEP 2: Evaluate Your Online Advertising ROI STEP 3: Leverage the Advertising Checklist Plan STEP 4: Review Online Advertising Technology STEP 5: Evaluate Online Advertising Vendors STEP 6: Get Help with Your Online Ad Systems STEP 7: Learn How to Manage an Ad Agency ONLINE ADVERTISING PLAN
  12. 12. 12ONLINE ADVERTISING PLAN Introduction 2 Evaluate Approach Product Price Cost of Goods Sold Daily Budget Daily Leads Revenue Per Month Cost Per Click Cost/Click Daily Budget Daily Leads Monthly Cost Monthly Leads Profit for Month/Year Understand ROI with Online Ads Evaluate Your Online Advertising ROI STEP 1 STEP 2 Action Item Action Item Use the Finding ROI with Online Ad Campaigns How-to Guide to help you analyze the return on investment (ROI) for online advertising campaigns. Use our Online Advertising ROI Calculator to help you determine the ROI for pay-per-click advertising campaigns. This guide addresses the following areas: This tool analyzes: V I E W R E S O U R C E Understand Online Ads Research Keywords Plan Content Implement Campaign Measure Results 1 3 4 5 6 FINDING ROI WITH ONLINE AD CAMPAIGNS How-to Guide V I E W R E S O U R C E
  13. 13. 13ONLINE ADVERTISING PLAN STEP 3 STEP 4 Plan your advertising effort overall Remember what key actions need to be taken Follow a best practice sequence of actions Ensure you track your advertising efforts Company Name Target Industries Offerings Key Features Unique Strengths Customers Leverage the Advertising Checklist Plan Review Online Advertising Technology Action Item Action Item Use our Advertising Plan Checklist for building your annual advertising plan and budget. Use our Online Advertising Vendors Matrix to obtain infor- mation about key vendors in the Online Advertising tech- nology space. This list will help you: This matrix includes: V I E W R E S O U R C E V I E W R E S O U R C E Introduction 2 Evaluate Approach Understand Online Ads Research Keywords Plan Content Implement Campaign Measure Results 1 3 4 5 6
  14. 14. 14ONLINE ADVERTISING PLAN STEP 5 STEP 6 General Technical Standard Features Advanced Features Service Training Company Information Statement of Work Proposal Submission Procedure Scope of Work & Business Requirements Estimated Budget & Resources Required Evaluate Online Advertising Vendors Get Help with Your Online Ad Systems Action Item Action Item Use our Online Advertising Vendor Evaluation to compare Online Advertising platforms based on your requirements. Use our Online Advertising System RFP to help you design a Request for Proposal (RFP) for an Online Advertising platform. This model is based on several criteria: This template covers the following: V I E W R E S O U R C E V I E W R E S O U R C E Introduction 2 Evaluate Approach Understand Online Ads Research Keywords Plan Content Implement Campaign Measure Results 1 3 4 5 6
  15. 15. 15ONLINE ADVERTISING PLAN STEP 7 Prepare Research Select Communicate Manage Learn How to Manage an Ad Agency Action Item Use our Training Course: Agency Management to help you develop a streamlined approach to agency selection, management, and evaluation This course is based on the following stages: AGENCY MANAGEMENT Training Course S TA R T L E A R N I N G 9O%LORE M IP SU M Introduction 2 Evaluate Approach Understand Online Ads Research Keywords Plan Content Implement Campaign Measure Results 1 3 4 5 6
  16. 16. Research Keywords STAGE 3 Stage 3 will help you research potential keywords you could use and will teach you to ethically leverage your competitor’s existing treasure trove of keywords they’ve already collected. STEP 1: Build a Keyword List STEP 2: Leverage your Competitors Keywords ONLINE ADVERTISING PLAN
  17. 17. 17ONLINE ADVERTISING PLAN Keywords based on a URL Related Keywords Traffic Volume Keyword PPC Cost Keyword Categories Build a Keyword List Leverage Your Competitor’s Keywords STEP 1 STEP 2 Action Item Action Item Use the Adwords Keyword Planner Tool to discover keyword opportunities for your organization based on rele- vance to the topic and volume of daily traffic. Use tools such as Keyword Spy and SpyFu to help you discover and leverage your competitors’ keywords, which will save you time and money on your research effort. Utilize this tool to review: Introduction Research Keywords 3 V I E W W E B S I T E V I E W W E B S I T E V I E W W E B S I T E Understand Online Ads Evaluate Approach Plan Content Implement Campaign Measure Results 1 2 4 5 6
  18. 18. Plan Content STAGE 4 Stage 4 is all about creating and testing the best advertisement campaign ideas. STEP 1: Assess Advertising Concept Effectiveness STEP 2: Review Branding Best Practices STEP 3: Establish Your Brand Strategy STEP 4: Define Your Positioning Statement STEP 5: Determine Features, Advantages, & Benefits STEP 6: Evaluate Your Advertising Concepts STEP 7: Plan Your Online Ad Campaigns ONLINE ADVERTISING PLAN
  19. 19. 19ONLINE ADVERTISING PLAN Introduction Plan Content 4 Engaging Credibility Impression Action-Oriented Define Brand Management Discover Principles of a Strong Brand Understand what Brand Equality is Establish a Brand Scorecard Significance Integration Branding Assess Advertising Concept Effectiveness Review Branding Best Practices STEP 1 STEP 2 Action Item Action Item Use the Assess Advertising Concept Effectiveness to help youlearnthekeycharacteristicsofasolidadvertisingconcept. Use the Establishing a Brand Scorecard to gain practical advice for measuring and improving your brand. Elements for an Effective Advertisement Concept: This guide will help you: Understand Online Ads Evaluate Approach Research Keywords Implement Campaign Measure Results 1 2 3 5 6 ESTABLISHING A BRAND SCORECARD How-to Guide ASSESS ADVERTISING CONCEPT EFFECTIVENESS How-to Guide V I E W R E S O U R C EV I E W R E S O U R C E
  20. 20. 20ONLINE ADVERTISING PLAN Set Objectives Define Programs and Initiatives Set Timelines and Expectations Communicate with your team at a high level Understand who is ideal for your product Explain why your product is better Create your Positioning Statement Establish Your Brand Strategy Define Your Positioning Statement STEP 3 STEP 4 Action Item Action Item Use the Brand Strategy Scorecard to create a visual repre- sentation of your content marketing plan. Use the Positioning Statement Worksheet to define a positioning statement that describes your product and its differentiation. This tool will help you: This tool will help you: V I E W R E S O U R C E V I E W R E S O U R C E Introduction Plan Content 4Understand Online Ads Evaluate Approach Research Keywords Implement Campaign Measure Results 1 2 3 5 6
  21. 21. 21ONLINE ADVERTISING PLAN Features Advantages Benefits Engaging Credibility Impression Action-Oriented Significance Brand Determine Features, Advantages, & Benefits Evaluate Your Advertising Concepts STEP 5 STEP 6 Action Item Action Item Use the Feature Advantage Benefit Tool to create a matrix of product features, advantages, and benefits. Use the Advertisement Evaluation Matrix to evaluate the effectiveness of advertising concepts. This tool will help you list your: This tool includes the following evaluation criteria: V I E W R E S O U R C E V I E W R E S O U R C E Introduction Plan Content 4Understand Online Ads Evaluate Approach Research Keywords Implement Campaign Measure Results 1 2 3 5 6
  22. 22. 22ONLINE ADVERTISING PLAN Campaign Information Keywords Ad variations Plan Your Online Ad Campaigns STEP 7 Action Item Use the Online Advertising Plan Template to keep track of key information about the ads that you will be running. This tool will help you organize your: V I E W R E S O U R C E Introduction Plan Content 4Understand Online Ads Evaluate Approach Research Keywords Implement Campaign Measure Results 1 2 3 5 6
  23. 23. Implement Campaign STAGE 5 In Stage 5 you will be ensuring that your online ad campaign is ready to be activated. From your landing page to the online ad traffic source you select, this stage covers how to: STEP 1: Review Landing Page Best Practices STEP 2: Ensure Your Landing Pages Are Ready STEP 3: Set up Your Google Adwords STEP 4: Set up Your Facebook Ads STEP 5: Set up Mobile Ads on AdMob ONLINE ADVERTISING PLAN
  24. 24. 24ONLINE ADVERTISING PLAN Introduction Implement Campaign 5 Landing Page variations How Landing Pages work What makes a landing page great Headlines & subheadlines Above-the-fold design Bullet and numbered lists Use of relevant and engaging visuals Review Landing Page Best Practices Ensure Your Landing Pages Are Ready STEP 1 STEP 2 Action Item Action Item Use our Building Effective Landing Pages How-to Guide to feel confident that your landing page is fully optimized for your online advertising campaign, to maximize conversion. Use our Landing Page Optimization Checklist to feel confi- dent that your landing page is fully optimized for your online advertising campaign, to maximize conversion. This guide includes topics such as: Recommended Optimizations include: V I E W R E S O U R C E Understand Online Ads Evaluate Approach Research Keywords Plan Content Measure Results 1 2 3 4 6 BUILDING EFFECTIVE LANDING PAGES How-to Guide V I E W R E S O U R C E
  25. 25. 25ONLINE ADVERTISING PLAN STEP 3 STEP 4 Advertise directly to a relevant audience Get on top position of Google immediately Test multiple variations to improve ad performance Track conversions (for both leads and transactions) Find relevant prospects based on interests etc. Build visual ads that are highly engaging Get an extended ROI when others share your ads Track conversions (for both leads and transactions) Set up Your Google Adwords Set up Your Facebook Ads Action Item Action Item Use Google Adwords to advertise directly on keywords so you can convert traffic into leads or transactions, by placing ads on those search keywords and tracking the results. Use Facebook Ads to help you reach specific demographic and psychographic audiences based on their interests and actions. Adwords will help you: Facebook Ads will help you: V I E W W E B S I T E V I E W W E B S I T E Introduction Implement Campaign 5Understand Online Ads Evaluate Approach Research Keywords Plan Content Measure Results 1 2 3 4 6
  26. 26. 26ONLINE ADVERTISING PLAN STEP 5 Advertise inside of apps on mobile devices Target specific audiences on mobile Track conversions (for both leads and transactions) Set up Mobile Ads on AdMob Action Item Leverage the AdMob network to get your advertisement onto mobile devices. AdMob will help you: Introduction Implement Campaign 5Understand Online Ads Evaluate Approach Research Keywords Plan Content Measure Results 1 2 3 4 6 V I E W W E B S I T E
  27. 27. Measure Results STAGE 6 Now that your Online Advertisement program has been launched, you need to take a moment to reflect on the program, measure success of the initiative, and plan for the natural evolution and maintenance. In this Stage you will: STEP 1: Set up Google Analytics STEP 2: Leverage an Ad Calendar and Budget ONLINE ADVERTISING PLAN
  28. 28. 28ONLINE ADVERTISING PLAN Introduction Measure Results 6 See where your traffic is coming from Understand how long people stay on your website Discover what pages are the most valuable Compare different seasonal traffic trends Media Type Ad Content Publication Date Cost Status Set up Google Analytics Leverage an Ad Calendar and Budget STEP 1 STEP 2 Action Item Action Item Use Google Analytics to collect key metrics including how long a visitor stays on your landing pages, and what actions they ultimately take (i.e., whether they convert into a lead or sale). Use our Ad Calendar and Budget Template to organize your advertising campaigns and track media types, due dates, and budget info. Google Analytics can help you: Following are some of the data tracked: V I E W R E S O U R C EV I E W W E B S I T E Understand Online Ads Evaluate Approach Research Keywords Plan Content Implement Campaign 1 2 3 4 5
  29. 29. 29ONLINE ADVERTISING PLAN Conclusion At the end of any project, it’s always a good idea to review it and identify areas for improvement. Demand Metric has the tools and expertise to help you build an effective Online Ads program: Create or audit your existing Online Advertisement Strategy Assist with using any of the tools referenced in this playbook Provide hands-on marketing assistance to accelerate achieving your marketing department’s goals. To learn more, contact Demand Metric: info@demandmetric.com ONLINE ADVERTISING PLAN
  30. 30. About This Playbook ONLINE ADVERTISING PLAN Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com
  31. 31. © Demand Metric Research Corporation. All Rights Reserved. www.demandmetric.com Follow us on Twitter Like us on Facebook Join Linkedin Group

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