I had no idea how complicated online advertising was until our team started working on the Google Online Marketing Challenge. I've always been on the search side of things and as such have not appreciated the strategy, nuances and planning that goes behind online advertising campaigns.
It's been a terrific learning experience so far, although my head does start to spin with all the possibilities online advertising has to offer. For our client NBIS, we came up with over 50 key words that people might search for and selection of ads to go along with certain key words. Though we tried our best to be strategic about our key word selection and ad composition, time will tell if we actually know what people are searching for and what is relevant to them.
Our campaign has been active now for four days and it will be interesting to measure our progress tomorrow at our team's first meeting since the start of the challenge. Hopefully we will have enough data to determine whether we picked good key words, whether our ads are working and whether our online strategy has improved web traffic and other selected conversion metrics for NBIS.
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