Paid Media strategy

This section documents the selected channels, audiences, keywords, bidding strategy, budget, and timeline of the pilot.

Contents

Channels, keywords and bids

Operating document with the pilot's two channels (LinkedIn Ads and Google Ads Search), audiences by product, keyword lists with match types, bidding strategy by phase, planning CPA targets, and budget allocation.

Project timeline (Gantt)

Twelve-week plan with phases, milestones, critical dependencies, and a visual Gantt diagram. Operates as a living plan: it is re-baselined at the close of every bi-weekly sprint.

Operating policy

• Documents in this section are living planning: they are revised at the close of every sprint.
• Any meaningful change in bid, budget, or scope is formalized via a change note before being applied.
• Operational priority is visibility over speed: timeline shifts are documented and communicated.