How to create an online ad campaign, including what to consider before getting started, an overview of Google Adwords, and metrics to monitor to ensure profitability once your campaign is launched. This presentation was created by CompeteOnWeb.com/Events for San Diego State University's Advertising Club.

1. How to Create an Online Ad Campaign | CompeteOnWeb.com

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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”
Jon Tucker | Senior Strategist
www.CompeteOnWeb.com

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How to Create an Online Ad Campaign
with actionable takeaways…

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Knowledge for DIY or Job Search
VS
Use your knowledge of how to create an online advertising campaign
to build your own online business or to strengthen your resume.

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Case Study Format

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Campaign Overview
 “Online GMAT preparation”
 Already have a website
 Have $1,000/month budget
This niche is used for an example only.
The information can be applied to any niche.

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Know Your Numbers First
Goal for Revenue Per
Visitors Conversion
Profit Per Customer
Conversion Lifetime Value
If you know your numbers and track them to ensure profitability,
then you can justify putting $1,000’s into the campaign.

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Know Your Numbers First
Goal for Revenue Per
Visitors Conversion
Profit Per Customer
Conversion Lifetime Value
Website (Offer for Course *$100 *$75
Visit Lead Gen) Signup Revenue Net

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Where To Run Ads?
Many additional sources are available, but we’ll focus on Adwords.
Note that the same principles apply to most online advertising channels.

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

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“Search “Content
VS
Network” Network”

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“Search “Content
VS
Network” Network”

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“Search “Content
VS
Network” Network”

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Creating a Search Network Campaign

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Organize Campaigns With “Ad Groups”
Campaign Group Keyword
GMAT study
guide
Study Help
GMAT test
preparation
GMAT Biz
How to take
the GMAT
GMAT
Process
GMAT
requirements
Ad groups are used to organize your advertising campaigns around specific interests.

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Choosing Keywords
Tool: www.tinyurl.com/27uvznm

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Choosing Keywords
Tool: www.tinyurl.com/27uvznm
“Phrase match” is recommended initially (not broad match).

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Creating Ads
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).

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Creating a Content Network Campaign

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Main Difference is Ad Copy
Helpful Ideal
VS
Info Product

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Powerful “Remarketing” Capabilities
Prospect Prospect Prospect Prospect
Visits Leaves Sees Ad Returns
“Remarketing” enables you to target ads specifically to people that visited your site in the past.

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Measure Campaign Performance

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Core Metrics
Ad Click-Thru
Impressions Rate
Conversion Cost per
Rate Conversion

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Core Metrics
Ad Click-Thru
Impressions Rate
Conversion Cost per
Rate Conversion
1,000 $1.00 $1,000 3% Conv. $33
Visits CPC Cost Rate Each

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Build “Quality Score” to Decrease Costs
1,000 $1.00 $1,000 3% Conv. $33
Visits CPC Cost Rate Each
By increasing your click-thru rate as well as conversion rate,
Google will begin to charge you less per visit.

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Tools

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Tools
Google.com/WebsiteOptimizer enables you to efficiently test which webpages
perform better in regards to influencing visitors to convert.

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Tools
SpyFu.com and Ispionage.com enable you to review and download
competitor campaigns, including keywords, ads, and more.

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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
Feel free to contact Jon Tucker anytime with questions at
www.CompeteOnWeb.com

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Appendix

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Image Credits
• http://www.sxc.hu/photo/1207732
• http://www.sxc.hu/photo/861513