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Transcript of Daniella Boni - files.ctctcdn.comfiles.ctctcdn.com/1f7d8003101/009e58d8-5559-4578... · Daniella...
Daniella Boni
Marketing Director
Callan Capital
Tom Mulligan
Director, Product Management and RFP
Brandes Investment Partners
LinkedIn and Google Adwords –
Practical Tips
LinkedIn and Google Adwords –
Practical Tips
Reaching Your Audience
Targeting
Timing
Versioning and A / B testing
RLSAs
LinkedIn Audience Network / Google Display Network
LinkedIn and Google Adwords –
Practical Tips
Long-tail Keywords
Experience using them
Effects on ad success
Effects on cost per click / impression
Effective keywords
LinkedIn and Google Adwords –
Practical Tips
Bidding and Budgeting
Methods for setting
Monitoring and adjusting
Clicks vs. impressions
Flexible bid strategies
LinkedIn and Google Adwords –
Practical Tips
Creative
Use / types of images
Calls to action
Keywords
Approaches to using multiple versions
LinkedIn and Google Adwords –
Practical Tips
Measuring ROI
Methods / metrics
LinkedIn and Google Adwords –
Practical Tips
Resources
Free AdWords Performance Grader:
http://www.Wordstream.com/google-adwords
Keyword Traffic Information: http://www.Wordtracker.com
Keyword Suggestions in Multiple Languages:
http://www.Ubersuggest.org
Google AdWords Keyword Planner
https://adwords.google.com/KeywordPlanner
Information on setting up LinkedIn Banner Ads
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US
.html
Information on setting up Google
AdWordshttps://www.google.com/adwords/get-started/
http://blog.hubspot.com/blog/tabid/6307/bid/33283/A-Simple-
Guide-for-Setting-Up-Your-First-Google-AdWords-
Campaign.aspx
LinkedIn and Google Adwords –
Practical Tips
Definitions
Bid – Specific amount that the advertiser is willing to pay for
clicks and/or impressions.
Real Time Bidding (RTB) – Means by which advertising
inventory is bought and sold on a per-impression basis, via
programmatic instantaneous auction, similar to financial
markets. With real-time bidding, advertising buyers bid on an
impression and, if the bid is won, the buyer’s ad is instantly
displayed on the publisher’s site. Real-time bidding lets
advertisers manage and optimize ads from multiple ad-
networks by granting the user access to a multitude of
different networks, allowing them to create and launch
advertising campaigns, prioritize networks and allocate
percentages of unsold inventory, known as backfill.
Impressions – Number of times each ad is shown, one code
load – this can be either a page impression or an ad
impression. In online advertising, impression almost always
refers to an ad impression.
LinkedIn and Google Adwords –
Practical Tips
Definitions
Click Through Rate (CTR) – Measure of efficiency of ads. It is
the percentage of clicks to impressions that an ad attracts,
and is the way in which advertisers can compare adverts
performance on different sites, regardless of the relative size
of the sites.
Pay Per Click (CPC) – Type of advertising rate based on the
number of clicks received
Pay Per 1,000 Impressions (CPM) – (M being the roman
numeral meaning 1,000) Type of advertising rate that means
that a publisher will be paid for every 1,000 ads they display
on their website. It is the most favorable rate available to
publishers.
LinkedIn and Google Adwords –
Practical Tips
Definitions
Conversions – Desired action a consumer takes by clicking on
advertisement.
Long Tail Keywords – Three and four keyword phrases which
are very specific to whatever you are selling. Whenever a
customer uses a highly specific search phrase, they tend to
be looking for exactly what they are actually going to buy.
Such very specific searches are more likely to convert to sales
than general generic searches that tend to be geared more
toward the type of research that consumers typically do prior
to making a buying decision.
Search Engine Marketing (SEM) – Form of Internet marketing
that involves the promotion of websites by increasing their
visibility in search engine results pages (SERPs) primarily
through paid advertising. SEM may incorporate search engine
optimization (SEO), which adjusts or rewrites website content
to achieve a higher ranking in search engine results pages to
enhance pay per click (PPC) listings.
LinkedIn and Google Adwords –
Practical Tips
Definitions
LinkedIn Audience Network – collection of websites that have
partnered with LinkedIn to display ads from LinkedIn
advertisers on their pages. Every time you create a LinkedIn
Ads campaign, you have the option to opt-out of the Audience
Network which will limit your ads to displaying directly on
LinkedIn alone.
The Google Display Network – collection of websites –
including specific Google websites like Google Finance,
Gmail, Blogger, and YouTube – that show AdWords ads. This
network also includes mobile sites and apps.