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.