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)

The original twelve-week plan with phases, milestones, critical dependencies, and a visual Gantt diagram. Kept as a record of the plan.