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Purpose

Online ad campaigns are often a part of experiments we conduct in the Validate phase. We need ads or other promotional campaigns e.g. to test our sales message on chosen marketing / sales channels or simply to get traffic on our landing page / prototype / lean offerings for further testing. The challenge is to choose the "right" channels, content and messages for your campaign to create insights that help you making better decisions in your project. You can place your ads online as

  • display ads
  • search ads
  • video ads
  • social ads

or offline in magazines & newspapers, tv, radio, billboards, direct mail, leaflets, etc. We love to use online ads like search ads or social media ads on

 in the Validate phase because they can be set up easily by the project team itself with a flexible budget. You usually pay-per-click (PPC) a certain price depending on the size of your audience or on how competitive your chosen keywords are (e.g. 2.00 € cost-per-click (CPC)).

Need support?


Sabine SchönWe can help you set up an online ad campaign for your experiment.  
Contact us: support@orangehills.com.


Usage Scenarios

Instruction for Coaches

  • There is no need to be an online marketing expert to set up a simple campaign e.g. on LinkedIn. Take care that your team has the guts to create online campaigns by their own. There is no need to waste time and money for external expert at that stage.
  • Online ad campaigns are a great tool to test different sales messages. Use A / B testing to compare their performance.
  • In case your team is not sure about finding the right words in your campaign, Google Trends helps you to compare keywords and tells you how often they are used in a certain region. But also Google Ads provides volume and other historical metrics for potential keywords.
  • Discuss in your team based on your planned Hypotheses & Experiments what you will from either clicks on ads or conversion rates on your actual target page before staring a campaign.
  • Take care that the team does not violate any privacy law.


Key Elements

ElementDescription
Channel

Choose a channel to advertise or select multiple for cross-channel advertising e.g. search ads on Google, social media ads on Facebook or LinkedIn or any other platform or advertising network for your display ad.

Target groupDefine the target group you want to reach in detail. Google search ads use keywords to define your target group plus some extra attributes like ad scheduling or targeting based on region and device. Facebook, LinkedIn and Instagram allow much more advanced targeting e.g. by location, company, job description, interests, skills, etc. It‘s even possible to upload a list of email addresses of your customers or non-customers you want to target with tailored content.
Ad

Depending on your chosen channel, you have to prepare a catchy title, subtitle and other content (in case of social media ads) like a picture, video or call-to-action (CTA) button.

DestinationWhere does the ad take the user? You can send them e.g. to a conversion-oriented landing page for further testing. 
BudgetDefine the budget (your CPC bid) you want to spend in a certain time frame. 

Example Tool

Google Ads

We are frequently asked how much a certain keyword costs. We can recommend you to use Google keyword planner for estimations. However, let's have a look at three example keywords. Let's assume that your CPC bid is 1.00 €. In that case, you can expect the following amount of clicks, impressions, click-trough-rates (CTR) and actual costs (example from February 2019):

KeywordMax. CPCClicksImpressionsCostCTRAvg. CPC
"autonomous car"1.00 €2.15118.781.66 €1.8 %0.77 €
"life insurance"1.00 €39.381,409.0125.39 €2.8 %0.64 €
"smart home"1.00 €5,317.97152,870.163,701.02 €3.5 %0.70 €

Linkedin

Let's have a look at how to set up a campaign on LinkedIn. After choosing your objective of the campaign (e.g. brand awareness, website visits or lead generation) in the campaign manager, you define your audience by choosing a language, location and other attributes like industry or skills. You can also upload a list of emails to define your audience explicitly. Next, you choose your ad format (e.g. text ad, single image ad, video ad, and much more), define your budget (daily, maximum CPC bid) and schedule (starting from / until). The screenshot below shows the example of targeting business people from Bavaria that work for retail companies. LinkedIn recommends a CPC bid of $4.48 and bids range between $4,48 - $7.47. They expect 30-60 clicks in 30 days with a click-trough-rate (CTR) between 0.055% - 0.080%. You can easily check out prices for your target audience. Now it's time to create your own ad campaign.

Linkedin

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