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Learn some of the key steps to designing an effective online advertising campaign, through such platforms as Google Adwords, Facebook ads, Lindedin Ads. etc. This worksheet will walk you through all of the important elements to ensure that your ad campaigns have clear goals and objectives, and are able to connect properly with your audience, for higher conversions.
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The Digital Delusion – Online Advertising Planner Worksheet
Prepared by:
Doyle Buehler
Online Advertising Planner Worksheet The Online Empire Project Day 7: Advertising & Analytics
The Digital Delusion – Online Advertising Planner Worksheet
Building Online Influence For Business Growth Online Advertising Planner Worksheet The Online Empire Project Day 7: Advertising & Analytics Prepared by: Doyle Buehler May 2013 1 300 681 911 [email protected] www.TheDigitalDelusion.com
The Digital Delusion – Online Advertising Planner Worksheet
Online Advertising Planner Worksheet Online advertising is a critical component of a proper online platform for your business. A successful campaign requires a number of key understandings, in order to be able to work properly and in symmetry with your existing business. Advertisements can be extremely targeted, in order to capture specific people that are interested in what you have to offer. Here are some of the key components that need to be understood, prior to engaging in any online advertising campaigns. Client Name
Client Website
Campaign Name/Identifier
Expected Campaign Run Dates
1. Advertising Network Requested
___ Google Adwords ___ Bing ___ Yahoo ___ Facebook ___ Linkedin ___ Youtube ___ Other _____________
2. Approx. Budget Spend
$/Day ______ $/Week ______ $/Month _______
The Digital Delusion – Online Advertising Planner Worksheet
3. Type of Advertising Spend
___ ROI (CPC) ___ Branding (CPM) ___ Retargeting
4. Approximate Campaign Timeline
Start Date End Date
5. Landing Page Details (as required). For example, will you be using a new landing page, or making changes to an existing landing page. What kind of structure would it need to have? Is it a product page or a general information page? It is imperative to have a landing page that is consistent and congruent with the actual advertisement as well. It also should have the same look and feel of your brand experience, whether that is in the words you use, or the images that you have for both visual ads, as well as for the landing page.
Please describe your landing page:
Landing Page Links (what page or pages will traffic be directed to):
The Digital Delusion – Online Advertising Planner Worksheet
6. Main Campaign Marketing Message
7. Associated/Related Keywords (top of mind)
8. Ad copy and/or Banner Image Concepts (detail)
9. Target Customer
Customer Profile/Persona Customer Behaviours
The Digital Delusion – Online Advertising Planner Worksheet
10. Selected Banner Images (sizes)
___ Vertical rectangle: 240 x 400
___ Mobile leaderboard: 320 x 50
___ Banner: 468 x 60
___ Leaderboard: 728 x 90
___ Square: 250 x 250
___ Small square: 200 x 200
___ Large rectangle: 336 x 280
___ Inline rectangle: 300 x 250
___ Skyscraper: 120 x 600
___ Wide skyscraper: 160 x 600
___ Half-‐page: 300 x 600
___ Large Leaderboard (970x90)
11. Banners To Be Supplied
___ By Client ___ In-‐House ___ 3rd Party _________________
12. Advertising & Campaign Goals & Outcomes/Objectives
13. Expected (Draft) Marketing Copy
The Digital Delusion – Online Advertising Planner Worksheet
14. Specific Products/services that you want to advertise
15. Other Campaign Support Questions
Are there any seasonal variations in your business? If so, when, and why?
Do you offering or discount/promotion on your product?
Do you have competitors in the market for advertising of your products/services? If so, please specify.
What is your overall competitive advantage? Why do/should people buy from you, as opposed to your competitors?
Do you have any slogans or sayings that you use on your site or in existing marketing materials?
The Digital Delusion – Online Advertising Planner Worksheet
16. Other Campaign Notes
