ONLINE ADVERTISING PLAN

Playbook & Toolkit

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.
Table of Contents ONLINE ADVERTISING PLAN

Framework 03

Introduction 04

stage 1 Understand Online Ads 08

stage 2 Evaluate Approach 11

stage 3 Research Keywords 16

stage
4 Plan Content 18

stage 5 Implement Campaign 23

stage
6 Measure Results 27

Conclusion 29

About 30
 ONLINE ADVERTISING
Framework
Click the buttons below to access all related
Leverage the framework below to quickly
training, tools, templates, and other resources.
empower your organization’s online advertising strategy.

1 UNDERSTAND 2 EVALUATE 3 RESEARCH 4 PLAN 5 IMPLEMENT 6 MEASURE

Finding ROI With Online Adwords Keyword Assess Advertising

Training Course Google Adwords Google Analytics
Advertising Campaigns Planner Tool Concept Effectiveness

Online Advertising Brand Scorecard Facebook Ads Ad Calendar &

Benchmark Report Keyword Spy
ROI Calculator How-to Guide Budget Template

Advertising Plan Brand Strategy

Technology Overview SPYFU Admob
Checklist Scorecard

B2B Display Advertising Online Advertising Positioning Statement Landing Page

How-to Guide Vendors Matrix Worksheet Optimization Checklist

Online Advertising Feature Advantage Building Effective

Vendor Evaluation Benefit Tool Landing Pages

Online Advertising Advertisement

System RFP Evaluation Matrix

Agency Management Online Ad Campaign

Training Course Planning Template
 1 2 3 4 5 6
Understand Evaluate Research Plan Implement Measure
Online Ads Approach Keywords Content Campaign Results

Introduction

What Is the Purpose of This Playbook? How to Use This Playbook

To help you develop an Online Advertising Plan that: This playbook consists of six stages, each with a description, steps,
and action items. Action items include using our premium tools and
Is aligned with corporate values and vision
templates. Our intention with this playbook is to help you:
Provides a solid foundation for content marketing
Supports Corporate Marketing Strategy, Content Marketing Understand online advertising and identify the
Plans, and Social Media Marketing Plans. audience and keywords you should focus on

Evaluate and select the technology that will be the

Corporate Marketing Strategy backbone of your online ads strategy

Plan and craft a strategy to drive traffic to your landing

pages using paid ads
Content Marketing Social Media
Plan Marketing Plan
Online Advertising Defined
The technologies, tools, and platforms that create, purchase,
distribute, manage, measure, and optimize online media buying
Marketing Communications Plan
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.

ONLINE ADVERTISING PLAN 4

 1 2 3 4 5 6
Understand Evaluate Research Plan Implement Measure
Online Ads Approach Keywords Content Campaign Results

Introduction

What are the Top 5 Benefits of Online Ads? Why Do You Need to Be Using Online Ads?

Cost Efficiency 95% of Google’s total revenue comes from

Online ads cost less than traditional media. selling advertising (including YouTube).

Google/WishPond

Targeting and Segmenting

You can target a very specific audience based on demo- YouTube’s monthly viewership is the equivalent
graphics, interest, and past actions (such as whether of roughly 10 Super Bowl audiences.
they visited your website or made a purchase). Super Bowl ads are limited to 30 seconds and,
for XLVIII, will cost more than 10 times as much.

WishPond
Analytics and Reporting
Realtime reports on advertising make getting a posi-
tive ROI easier. 70% of large companies, 53% of medium companies
and 54% of small companies are investing in Online Advertising.

Demand Metric:
Interactivity and Variety Online Advertising Benchmark Report
Ads exist in many forms, including videos and inter-
active experiences.
37% of companies are spending more than $10,000
per month on Online Advertising. 52% are spending
Captive Audience on average over $20,000 per month.
Video ads can force at least 5 seconds of an ad
to be watched, which increases your chance for Demand Metric:
Online Advertising Benchmark Report
engagement.

ONLINE ADVERTISING PLAN 5

 1 2 3 4 5 6
Understand Evaluate Research Plan Implement Measure
Online Ads Approach Keywords Content Campaign Results

Introduction

Some of the Different Online Ad Options Other Training Courses that Relate:
This playbook is connected directly to the Content Marketing
Search Advertising
Training Course and Social Media Marketing Training Course, and
Paid ads on Google’s search results for specific
we highly recommend you also look at those courses for additional
keywords
best practice resources and advice for your online ads project.

Display Advertising
Banner ads on specific websites or web pages
S TA R T L E A R N I N G

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 S TA R T L E A R N I N G
skip after 5 seconds

Interactive Advertising
Games and interactive ads that entice the user to
engage further

ONLINE ADVERTISING PLAN 6

 1 2 3 4 5 6
Understand Evaluate Research Plan Implement Measure
Online Ads Approach Keywords Content Campaign Results

Introduction

Outputs from This Playbook

Stage 1 - Understand Online Ads
Training Course, Benchmark Report, Technology
Overview, B2B Display Advertising How-to Guide

Stage 2 - Evaluate Approach

Finding ROI With Online Advertising Campaigns, Online
Advertising ROI Calculator, Advertising Plan Checklist

Stage 3 - Research Keywords

Adwords Keyword Planner Tool, Keyword Spy, SPYFU

Stage 4 - Plan Content

Assess Advertising Concept Effectiveness, Brand
Scorecard How-to Guide, Brand Strategy Scorecard

Stage 5 - Implement Campaign

Google Adwords, Facebook Ads, Landing Page
Optimization Checklist, Building Effective Landing Pages

Stage 6 - Measure Results

Google Analytics, Ad Calendar & Budget Template

ONLINE ADVERTISING PLAN 7

 ONLINE ADVERTISING PLAN

STAGE 1

Understand Online Ads

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
 2 3 4 5 6
Introduction
1 Evaluate Research Plan Implement Measure
Approach Keywords Content Campaign Results
Understand
Online Ads

STEP 1 STEP 2
Review Online Advertising Best Practices Review Data about Online Ads

Action Item Action Item

Watch the Training Course: Online Advertising to discover Read the Online Advertising Benchmark Report to
how Online Advertising works and which best practices are assess the impact online display advertising and real-time
required to get the best return on investment (ROI). bidding is having on the online advertising landscape.

S TA R T L E A R N I N G VIEW RESOURCE

Topics covered by this video course include: This report includes the following sections::
Landing Page Optimization tips Executive Summary
Mobile and Social Ads Online Ads Landscape
Re-targeting past website visitors Avg. Monthly Budget Spend
Geographical Targets for Online Ads
Top Benefits from Online Ads
Analyst Bottom Line

ONLINE ADVERTISING PLAN 9

 2 3 4 5 6
Introduction
1 Evaluate Research Plan Implement Measure
Approach Keywords Content Campaign Results
Understand
Online Ads

STEP 3 STEP 4
Understand Online Ads Technology Evaluate B2B Display Advertising

Action Item Action Item

Review the Online Advertising Technology Overview Read the Evaluate B2B Display Advertising How-to Guide
to review the Online Advertising technology space at a to help organizations craft better content that communi-
high level. cates effectively and achieves better engagement results.

VIEW RESOURCE VIEW RESOURCE

This report includes: Topics include:

Executive Summary What is Display Advertising?
Online Advertising Market Overview Display Advertising for Marketers
Online Advertising Vendor Landscape Challenges
Evolution of the Landscape Resources
Analyst Bottom Line Action Plan
Bottom Line

ONLINE ADVERTISING PLAN 10

 ONLINE ADVERTISING PLAN

STAGE 2

Evaluate Approach
In Stage 2 you will review how to ensure a strong ROI and the possibilities available for help.

STEP 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
 1 3 4 5 6
Introduction Understand
2 Research Plan Implement Measure
Online Ads Keywords Content Campaign Results
Evaluate
Approach

STEP 1 STEP 2
Understand ROI with Online Ads Evaluate Your Online Advertising ROI

Action Item Action Item

Use the Finding ROI with Online Ad Campaigns How-to Use our Online Advertising ROI Calculator to help you
Guide to help you analyze the return on investment (ROI) determine the ROI for pay-per-click advertising campaigns.
for online advertising campaigns.

VIEW RESOURCE VIEW RESOURCE

This guide addresses the following areas: This tool analyzes:

Product Price Cost/Click
Cost of Goods Sold Daily Budget
Daily Budget Daily Leads
Daily Leads Monthly Cost
Revenue Per Month Monthly Leads
Cost Per Click Profit for Month/Year

ONLINE ADVERTISING PLAN 12

 1 3 4 5 6
Introduction Understand
2 Research Plan Implement Measure
Online Ads Keywords Content Campaign Results
Evaluate
Approach

STEP 3 STEP 4
Leverage the Advertising Checklist Plan Review Online Advertising Technology

Action Item Action Item

Use our Advertising Plan Checklist for building your Use our Online Advertising Vendors Matrix to obtain
annual advertising plan and budget. information about key vendors in the Online Advertising
technology space.

VIEW RESOURCE VIEW RESOURCE

This list will help you: This matrix includes:

Plan your advertising effort overall Company Name
Remember what key actions need to be taken Target Industries
Follow a best practice sequence of actions Offerings
Ensure you track your advertising efforts Key Features
Unique Strengths
Customers

ONLINE ADVERTISING PLAN 13

 1 3 4 5 6
Introduction Understand
2 Research Plan Implement Measure
Online Ads Keywords Content Campaign Results
Evaluate
Approach

STEP 5 STEP 6
Evaluate Online Advertising Vendors Get Help with Your Online Ad Systems

Action Item Action Item

Use our Online Advertising Vendor Evaluation to compare Use our Online Advertising System RFP to help you
Online Advertising platforms based on your requirements. design a Request for Proposal (RFP) for an Online Adver-
tising platform.

VIEW RESOURCE VIEW RESOURCE

This model is based on several criteria: This template covers the following:
General Company Information
Technical Statement of Work
Standard Features Proposal Submission Procedure
Advanced Features Scope of Work & Business Requirements
Service Training Estimated Budget & Resources Required

ONLINE ADVERTISING PLAN 14

 1 3 4 5 6
Introduction Understand
2 Research Plan Implement Measure
Online Ads Keywords Content Campaign Results
Evaluate
Approach

STEP 7
Learn How to Manage an Ad Agency

Action Item

Use our Agency Management Training Course to help

you develop a streamlined approach to agency selection,
management, and evaluation

S TA R T L E A R N I N G

This course is based on the following stages:

Prepare
Research
Select
Communicate
Manage

ONLINE ADVERTISING PLAN 15

 ONLINE ADVERTISING PLAN

STAGE 3

Research Keywords
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
 1 2 4 5 6
Introduction Understand Evaluate
3 Plan Implement Measure
Online Ads Approach Content Campaign Results
Research
Keywords

STEP 1 STEP 2
Build a Keyword List Leverage Your Competitor’s Keywords

Action Item Action Item

Use the Adwords Keyword Planner Tool to discover Use tools such as Keyword Spy and SpyFu to help you
keyword opportunities for your organization based on discover and leverage your competitors’ keywords, which
relevance to the topic and volume of daily traffic. will save you time and money on your research effort.

VIEW WEBSITE VIEW WEBSITE

Utilize this tool to review:

Keywords based on a URL
Related Keywords VIEW WEBSITE
Traffic Volume
Keyword PPC Cost
Keyword Categories

ONLINE ADVERTISING PLAN 17

 ONLINE ADVERTISING PLAN

STAGE 4

Plan Content
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
 1 2 3 5 6
Introduction Understand Evaluate Research
4 Implement Measure
Online Ads Approach Keywords Campaign Results
Plan
Content

STEP 1 STEP 2
Assess Advertising Concept Effectiveness Review Branding Best Practices

Action Item Action Item

Use the Assess Advertising Concept Effectiveness to Use the Establishing a Brand Scorecard to gain practical
help you learn the key characteristics of a solid adver- advice for measuring and improving your brand.
tising concept.

VIEW RESOURCE VIEW RESOURCE

Elements for an Effective Advertisement Concept: This guide will help you:
Engaging Significance Define Brand Management
Credibility Integration Discover Principles of a Strong Brand
Impression Branding Understand what Brand Equality is
Action-Oriented Establish a Brand Scorecard

ONLINE ADVERTISING PLAN 19

 1 2 3 5 6
Introduction Understand Evaluate Research
4 Implement Measure
Online Ads Approach Keywords Campaign Results
Plan
Content

STEP 3 STEP 4
Establish Your Brand Strategy Define Your Positioning Statement

Action Item Action Item

Use the Brand Strategy Scorecard to create a visual Use the Positioning Statement Worksheet to define a
representation of your content marketing plan. positioning statement that describes your product and its
differentiation.

VIEW RESOURCE VIEW RESOURCE

This tool will help you: This tool will help you:
Set Objectives Understand who is ideal for your product
Define Programs and Initiatives Explain why your product is better
Set Timelines and Expectations Create your Positioning Statement
Communicate with your team at a high level

ONLINE ADVERTISING PLAN 20

 1 2 3 5 6
Introduction Understand Evaluate Research
4 Implement Measure
Online Ads Approach Keywords Campaign Results
Plan
Content

STEP 5 STEP 6
Determine Features, Advantages, & Benefits Evaluate Your Advertising Concepts

Action Item Action Item

Use the Feature Advantage Benefit Tool to create a Use the Advertisement Evaluation Matrix to evaluate the
matrix of product features, advantages, and benefits. effectiveness of advertising concepts.

VIEW RESOURCE VIEW RESOURCE

This tool will help you list your: This tool includes the following evaluation criteria:
Features Engaging
Advantages Credibility
Benefits Impression
Action-Oriented
Significance
Brand

ONLINE ADVERTISING PLAN 21

 1 2 3 5 6
Introduction Understand Evaluate Research
4 Implement Measure
Online Ads Approach Keywords Campaign Results
Plan
Content

STEP 7
Plan Your Online Ad Campaigns

Action Item

Use the Online Advertising Plan Template to keep track

of key information about the ads that you will be running.

VIEW RESOURCE

This tool will help you organize your:

Campaign Information
Keywords
Ad variations

ONLINE ADVERTISING PLAN 22

 ONLINE ADVERTISING PLAN

STAGE 5

Implement Campaign
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
 1 2 3 4 6
Introduction Understand Evaluate Research Plan
5 Measure
Online Ads Approach Keywords Content Results
Implement
Campaign

STEP 1 STEP 2
Review Landing Page Best Practices Ensure Your Landing Pages Are Ready

Action Item Action Item

Use our Building Effective Landing Pages How-to Guide Use our Landing Page Optimization Checklist to feel
to feel confident that your landing page is fully optimized for confident that your landing page is fully optimized for your
your online advertising campaign, to maximize conversion. online advertising campaign, to maximize conversion.

VIEW RESOURCE VIEW RESOURCE

This guide includes topics such as: Recommended Optimizations include:

Landing Page variations Headlines & subheadlines
How Landing Pages work Above-the-fold design
What makes a landing page great Bullet and numbered lists
Use of relevant and engaging visuals

ONLINE ADVERTISING PLAN 24

 1 2 3 4 6
Introduction Understand Evaluate Research Plan
5 Measure
Online Ads Approach Keywords Content Results
Implement
Campaign

STEP 3 STEP 4
Set up Your Google Adwords Set up Your Facebook Ads

Action Item Action Item

Use Google Adwords to advertise directly on keywords so Use Facebook Ads to help you reach specific demographic
you can convert traffic into leads or transactions, by placing and psychographic audiences based on their interests and
ads on those search keywords and tracking the results. actions.

VIEW WEBSITE VIEW WEBSITE

Adwords will help you: Facebook Ads will help you:

Advertise directly to a relevant audience Find relevant prospects based on interests etc.
Get on top position of Google immediately Build visual ads that are highly engaging
Test multiple variations to improve ad performance Get an extended ROI when others share your ads
Track conversions (for both leads and transactions) Track conversions (for both leads and transactions)

ONLINE ADVERTISING PLAN 25

 1 22 33 44 66
Introduction Understand Evaluate Research Plan
5 Measure
Online Ads Approach Keywords Content Results
Implement
Campaign

STEP 5
Set up Mobile Ads on AdMob

Action Item

Leverage the AdMob network to get your advertisement

onto mobile devices.

VIEW WEBSITE

AdMob will help you:

Advertise inside of apps on mobile devices
Target specific audiences on mobile
Track conversions (for both leads and transactions)

ONLINE ADVERTISING PLAN 26

 ONLINE ADVERTISING PLAN

STAGE 6

Measure Results
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
 1 22 33 44 5
Introduction Understand Evaluate Research Plan Implement
6
Online Ads Approach Keywords Content Campaign
Measure
Results

STEP 1 STEP 2
Set up Google Analytics Leverage an Ad Calendar and Budget

Action Item Action Item

Use Google Analytics to collect key metrics including Use our Ad Calendar and Budget Template to organize
how long a visitor stays on your landing pages, and what your advertising campaigns and track media types, due
actions they ultimately take (i.e., whether they convert into dates, and budget info.
a lead or sale).

VIEW WEBSITE VIEW RESOURCE

Google Analytics can help you: Following are some of the data tracked:
See where your traffic is coming from Media Type
Understand how long people stay on your website Ad Content
Discover what pages are the most valuable Publication Date
Compare different seasonal traffic trends Cost
Status

ONLINE ADVERTISING PLAN 28

ONLINE 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.
ONLVINE ADVERTISING PLAN

About ANA
The ANA (Association of National Advertisers) makes a difference
for individuals, brands, and the industry by driving growth, advancing
the interests of marketers and promoting and protecting the well-
being of the marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s member-
ship includes more than 1,000 companies with 15,000 brands that
collectively spend or support more than $400 billion in marketing
and advertising annually. The membership is comprised of more than
750 client-side marketers and 300 associate members, which include
leading agencies, law firms, suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing
the understanding of advertising and marketing within the academic
and marketing communities.
 ONLINE ADVERTISING PLAN

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