How to Create an Online Ad Campaign | CompeteOnWeb.com

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Jon Tucker | Compete Marketing Group (CMG)

SDSU Alumni

Working in “web” since 2005

CMG is an agency that specializes in website traffic.

Through CMG, we do client work and “in house ventures”

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Jon Tucker | Senior Strategist

www.CompeteOnWeb.com

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

How to Create an Online Ad Campaign

with actionable takeaways…

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Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Knowledge for DIY or Job Search

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Use your knowledge of how to create an online advertising campaign

to build your own online business or to strengthen your resume.

VS

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Case Study Format 5

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Campaign Overview “Online GMAT preparation”

Already have a website

Have $1,000/month budget

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This niche is used for an example only.

The information can be applied to any niche.

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Know Your Numbers First 7

If you know your numbers and track them to ensure profitability,

then you can justify putting $1,000’s into the campaign.

Goal for Visitors

Revenue Per Conversion

Profit Per Conversion

Customer Lifetime Value

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Know Your Numbers First 8

Goal for Visitors

Revenue Per Conversion

Profit Per Conversion

Customer Lifetime Value

Website Visit

Course Signup

*$100 Revenue

*$75 Net

(Offer for Lead Gen)

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Where To Run Ads? 9

Many additional sources are available, but we’ll focus on Adwords.

Note that the same principles apply to most online advertising channels.

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 10

Tactics for “search network” vs “content network” differ due to the prospects different intent.

“Search Network”

“Content Network”

VS

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 11

“Search Network”

“Content Network”

VS

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 12

“Search Network”

“Content Network”

VS

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 13

“Search Network”

“Content Network”

VS

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Creating a Search Network Campaign

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Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Organize Campaigns With “Ad Groups” 15

Ad groups are used to organize your advertising campaigns around specific interests.

Keyword Group Campaign

GMAT Biz

Study Help

GMAT study guide

GMAT test preparation

GMAT Process

How to take the GMAT

GMAT requirements

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Choosing Keywords 16

Tool: www.tinyurl.com/27uvznm

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Choosing Keywords 17

“Phrase match” is recommended initially (not broad match).

Tool: www.tinyurl.com/27uvznm

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Creating Ads 18

Match your ad copy to the searcher’s intent.

Don’t be too pushy (i.e. if they ask for a study guide, don’t push your full course on them).

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Creating a Content Network Campaign

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Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Main Difference is Ad Copy 20

Helpful Info

Ideal Product

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Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Powerful “Remarketing” Capabilities 21

“Remarketing” enables you to target ads specifically to people that visited your site in the past.

Prospect Visits

Prospect Leaves

Prospect Sees Ad

Prospect Returns

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Measure Campaign Performance

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Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Core Metrics 23

Ad Impressions

Click-Thru Rate

Conversion Rate

Cost per Conversion

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Core Metrics 24

Ad Impressions

Click-Thru Rate

Conversion Rate

Cost per Conversion

1,000 Visits

$1,000 Cost

3% Conv. Rate

$33 Each

$1.00 CPC

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Build “Quality Score” to Decrease Costs 25

By increasing your click-thru rate as well as conversion rate,

Google will begin to charge you less per visit.

1,000 Visits

$1,000 Cost

3% Conv. Rate

$33 Each

$1.00 CPC

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Tools

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Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Tools 27

Google.com/WebsiteOptimizer enables you to efficiently test which webpages

perform better in regards to influencing visitors to convert.

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Tools 28

SpyFu.com and Ispionage.com enable you to review and download

competitor campaigns, including keywords, ads, and more.

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Potential Next Steps Presentation available at CompeteOnWeb.com/Events

Learn more about online advertising at:

– “Definitive Guide to Google Adwords” by Perry Marshall

– www.ppcblog.com/10-great-places-to-learn-adwords/

Build experience by creating a campaign:

– For your own online business, website, or blog

– For a family friend’s business

– Identify a business you think you can help and pitch them

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Feel free to contact Jon Tucker anytime with questions at

www.CompeteOnWeb.com

Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Appendix

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Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com

Image Credits • http://www.sxc.hu/photo/1207732

• http://www.sxc.hu/photo/861513

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