LinkedIn and Google Adwords Practical Tips

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2 LinkedIn and Google Adwords Daniella Boni Marketing Director Tom Mulligan Director, Product Management and RFP Callan Capital Brandes Investment Partners

3 LinkedIn and Google Adwords Reaching Your Audience Targeting Timing Versioning and A / B testing RLSAs LinkedIn Audience Network / Google Display Network

4 LinkedIn and Google Adwords Long-tail Keywords Experience using them Effects on ad success Effects on cost per click / impression Effective keywords

5 LinkedIn and Google Adwords Bidding and Budgeting Methods for setting Monitoring and adjusting Clicks vs. impressions Flexible bid strategies

6 Creative LinkedIn and Google Adwords Use / types of images Calls to action Keywords Approaches to using multiple versions

7 LinkedIn and Google Adwords Measuring ROI Methods / metrics

8 Resources LinkedIn and Google Adwords Free AdWords Performance Grader: Keyword Traffic Information: Keyword Suggestions in Multiple Languages: Google AdWords Keyword Planner Information on setting up LinkedIn Banner Ads Information on setting up Google AdWordshttps:// Guide-for-Setting-Up-Your-First-Google-AdWords- Campaign.aspx

9 Definitions LinkedIn and Google Adwords 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 adnetworks 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.

10 Definitions LinkedIn and Google Adwords 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.

11 Definitions LinkedIn and Google Adwords 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.

12 Definitions LinkedIn and Google Adwords 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.