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.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. © Demand Metric Research Corporation.
All Rights Reserved.
www.demandmetric.com
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