Wednesday, February 16, 2011

Clicks, a primer about online media

Google AdWords

Google AdWords is by far the most advanced online platform for developing content relative advertising and delivering it to individuals amidst their information search process, when they are more likely to make a purchase decision. Using Google AdWords, we can optimize advertising to ensure that we are hitting the right users (people searching Google) at the right time in the right place.

High Level Overview 

1. Determine client objectives with respect to digital advertising (awareness, interest, sales, etc)
2. Determine the overall budget of the AdWords Campaigns and duration. Set daily limits for dollars spent
3. Keyword Research – which are most effective by looking at competitors and the industry. Categorize keywords into AdGroups
4. Create an AdWords Campaign for each objective (ie. Business or Tourism clients)
5. Create content for the ad(s) which will show up on the Google search and/or content networks
6. Launch campaign
7. Monitor for trends while optimizing the campaign to ensure that the buy is being spent most efficiently

Pricing Information Pricing is based on the scope of the campaign and set by either using a Pay Per Click (PPC) or Cost Per 
Thousand Impressions (CPM) models. Traditionally, PPC yields better results for clients with a very specific target audience/client.
PPC pricing is determined based on the influence of the keywords, the traffic they produce and the other bids submitted to Google AdWords for the same keywords.
Eg. Keywords “Hotels in Ottawa” = ~$3/click. Therefore, a budget of $15,000 would result in 5,000 clicks, which can be purchased on a per diem basis. This means we can set the daily budget at $150 or 50 clicks. Monitoring the campaign allows us to tweak the numbers and budget based on results.


LinkedIn’s advertising platform operates much the same way as Google AdWords or Facebook Ads. The benefit of using LinkedIn Ads is that your keywords are highly targeted to relevant users based on the information they have included in their public profile. LinkedIn Ads can be purchased in a similar fashion to Google AdWords, using both PPC and CPM models.
The difference between LinkedIn’s ad platform and Google AdWords is in how the information (advertising) is absorbed. LinkedIn relies on targeted interested whereas Google AdWords uses search functionality. For this reason, Google AdWords campaigns can be slightly more expensive than LinkedIn but usually yield better results.