Online Authority Blog

IABC Ottawa Digital Strategy Bootcamp

Digital Strategy Bootcamp

by Kelly Kubrick on February 20, 2020

On March 10th,2020, join myself and IABC Ottawa (the International Association of Business Communicators Ottawa chapter) members at the University of Ottawa for their digital strategy bootcamp.

Learn how to take control of your digital platforms and develop targeted, accessible campaigns that help you achieve your organization’s goals. Kelly will explain:

  1. Why you need a mix of paid, owned, and earned media,
  2. How to integrate digital advertising into your media mix and determine your cost to click/conversion rate, and
  3. Ways to measure success.

At the end of the bootcamp you’ll be given a case study to put your knowledge to practice and walk away with a one-pager highlighting the key takeaways.

Event details:

  • When: Wednesday, March 10th, 2020 from 5:30pm to 8:30pm
  • Where: Unversity of Ottawa, Social Sciences Building, 120 University Private, 15th Floor, Room FSS-4004, Ottawa, ON K1N 6N5
  • Cost: $30.00-$45.00 and includes an assortment of appetizers

Register here

This event is brought to you by IABC Ottawa: “The International Association of Business Communicators (IABC) provides a professional network of over 15,500 business communications and marketing professionals in over 80 countries. Members of IABC Ottawa can tap into a wealth of resources and opportunities that will help increase your value as a communicator. IABC Ottawa brings communications, marketing and creative professionals together to grow in their career and succeed in their jobs.”

See you there!

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Kelly KubrickDigital Strategy Bootcamp
Networking in the New Year event organized by IABC Ottawa

Networking in the New Year

by Kelly Kubrick on January 27, 2020

On January 29th, 2020, join myself and IABC Ottawa (the International Association of Business Communicators Ottawa chapter) community for a “speed-dating style event to learn…topics such as measurement, internal and crisis communications, climate change and ethics.”

You will have time to meet with each expert, ask your questions, and of course network with entire group! At the end of the night you will be able to walk away with new ideas and a clear understanding of how to grow your communications toolbox.

The event is called “Networking in the New Year: Level Up Your Communications Toolbox!” and it will be held at Charlotte, 340b Elgin Street, Second Floor in Ottawa, Ontario. Look for the door to Charlotte in the lobby of Pure Kitchen.

Event details:

  • When: Wednesday, January 29th, 2020 from 5:30pm to 7:30pm
  • Where: Charlotte, 340b Elgin Street, Second Floor in Ottawa, Ontario
  • Cost: $20.00-$35.00 and includes an assortment of appetizers

Register here

This event is brought to you by IABC Ottawa: “The International Association of Business Communicators (IABC) provides a professional network of over 15,500 business communications and marketing professionals in over 80 countries. Members of IABC Ottawa can tap into a wealth of resources and opportunities that will help increase your value as a communicator. IABC Ottawa brings communications, marketing and creative professionals together to grow in their career and succeed in their jobs.”

See you there!

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Kelly KubrickNetworking in the New Year
Downhill Skiing Ad - YouTube

Webinar: Which Type of Google Ad is Right for Your Tourism Business?

by Kelly Kubrick on October 23, 2019

Upcoming Webinar: November 7th, 2019 at 2PM EST

Please join me, Kelly Kubrick, online at eLearningU.com for a one-hour webinar:

Webinar title: Which Type of Google Ad is Right for Your Tourism Business?

Search vs Shopping vs Display & Video/YouTube?

In this session Kelly Kubrick will talk about the different types of Google Ads and help you determine which ones are right for your tourism business. She will give tips, techniques, tactics that will improve your performance in each. During this session, Kelly will ensure attendees

  • Understand the differences between the various types of Google Ads;
  • Compare the characteristics of each to determine how best your business can leverage them;
  • Learn how to plan budgets, typical costs, typical returns and expected results to determine which Google Ad is right for your business; and
  • Ensure you know how best to succeed at this challenging, but proven advertising network.

If you are interested in learning more about Google advertising, contact Online Authority today.

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Kelly KubrickWebinar: Which Type of Google Ad is Right for Your Tourism Business?
RCMP Foundation Horse Auction sample Facebook Ads

Webinar: Spur Tourism Event Registrations using Facebook Advertising

by Kelly Kubrick on September 17, 2019

Upcoming Webinar: October 3rd, 2019 at 2PM EST

Please join me, Kelly Kubrick, online at eLearningU.com for a one-hour webinar:

Webinar title: Spur Tourism Event Registrations using Facebook Advertising

In this fast paced session Kelly Kubrick will show you, with real life examples, how to enhance the experience of attendees at live events by pairing it with a digital equivalent. Your advertising campaign objectives should include securing attendees to either or both events. In this real life case study, learn:

  • The inventory and necessary interplay of digital marketing assets – web, Facebook & email – you’ll need prior to your Facebook advertising campaign launch;
  • 3 critical audience segment you should organize your Facebook media spend by;
  • Key advance actions needed to coordinate the IRL (‘in-real-life’) and digital teams; and
  • How to put content to work to anticipate campaign impact prior to, during and post launch.

Creative for organic Facebook posts for the RCMP Horse Auction 2018

Learn more about this amazing event here:

If you are interested in learning more about Facebook advertising, contact Online Authority today.

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Kelly KubrickWebinar: Spur Tourism Event Registrations using Facebook Advertising
Educational resources for G2G contracting

Dispel complexity with educational content using Google paid search advertising

by Kelly Kubrick on April 30, 2019

Campaign Objectives

The Canadian Commercial Corporation (CCC) wanted to promote the availability of a new ebook developed to explain its government-to-government (G2G) offering to Canadian manufacturers.

The Plan

In advance of the paid traffic campaign, CCC developed landing pages in English and French, containing an offer to download the ebook in exchange for providing contact information.

Where Digital Fit

In addition to its regular organic social media and email newsletters, CCC approved a paid search media buy on Google Ads. Online Authority was tasked with advising the internal team with how to plan the campaign, including how to undertake keyword research and how to structure its Ad Groups.

Online Authority provided advisory services to the CCC team on creative – copy and image treatments, and recommended keyword bid adjustments after an initial period in market.

ebook search ads english and french

Results:

Within days of launch, significant insights into the strongest keywords – as well as those worth excluding as negative keywords – were identified for CCC providing critical insights into the opportunities available to CCC’s business development efforts going forward.

If you are interested in learning more about paid search advertising, contact Online Authority today.

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Kelly KubrickDispel complexity with educational content using Google paid search advertising
Sectors of Focus

Target prospects in key industries with LinkedIn advertising

by Kelly Kubrick on April 30, 2019

Campaign Objectives

In its strategic plan, the Canadian Commercial Corporation (CCC) identified key sectors of interest for expansion in its business development efforts. In addition to its significant trade show involvement, the CCC was executing a digital lead generation effort through content marketing.

The Plan:

To drive qualified traffic to its newly developed content marketing assets, the CCC approved a LinkedIn media buy, targeting industries that mapped to its sectors of interest.

In advance of the paid traffic campaign, the CCC developed blog post landing pages in English and French explaining its unique service offering to those particular industries.

Online Authority worked with CCC’s marketing team to set up the its LinkedIn Campaign Manager account, then identify and quantify potential ‘Audiences’ – narrowed by CCC’s targeting criteria – to pursue.

Next, Online Authority undertook the necessary technical implementation for a LinkedIn media buy for CCC, including:

  1. Generating the LinkedIn Campaign Manager Insight Tag;
  2. Installing and configuring the Insight Tag via the client’s content management systems account to ensure it was published to all templates;
  3. Setting up conversion tracking; and
  4. Advising on naming conventions for Google Analytics UTM tracking codes for use later in the campaign.

Online Authority provided advisory services to the CCC team on creative – copy and image treatments, activation and launch, and reporting throughout the duration of the campaign.

Aeroppace and Clean Tech ads

Results:

Within days of launch, the highest-performing audiences, by key sector, were identified for CCC providing critical insights into the opportunities available to CCC’s business development efforts going forward.

If you are interested in learning more about LinkedIn advertising, contact Online Authority today.

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Kelly KubrickTarget prospects in key industries with LinkedIn advertising
FCM GMF Capital Projects Funding

Increase awareness of funding availability with Google search advertising

by Kelly Kubrick on April 10, 2019

Campaign Objectives

The Federation of Canadian Municipalities (FCM) wanted to increase the number of municipal capital project funding applications initiated in its lead generation process.

The Plan:

In advance of the paid traffic campaign, FCM developed landing pages in English and French containing links to supporting documentation describing the funding application process.

Where digital fit:

In addition to its regular organic social media and email newsletters, FCM approved a paid search media buy on Google Ads. Online Authority was tasked with advising the internal team with how to plan the campaign, including how to undertake keyword research and how to structure its Ad Groups.

Online Authority provided advisory services to the FCM team on creative – copy and image treatments – including adjustments after an initial test period in market.

FCM Signature Projects Search Ad in English

Results:

The campaign launched ran for the duration of the funding season and additional tests were planned.

We can help

If you are interested in learning more about launching your Google paid Search campaign, contact Online Authority today.

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Kelly KubrickIncrease awareness of funding availability with Google search advertising

Achieve funding application targets with LinkedIn advertising

by Kelly Kubrick on March 31, 2019

Campaign Objectives

The Federation of Canadian Municipalities (FCM) needed to secure a particular number of municipal infrastructure funding applications, by a specific deadline, from a particular geographic segment.

The Plan:

In advance of the paid traffic campaign, FCM developed landing pages in English and French, containing links to supporting documentation describing the funding application process.

Where digital fit:

In addition to its regular organic social media and email newsletters, FCM approved a paid media buy on LinkedIn. Online Authority was tasked with advising the internal team how to structure its test plan to determine optimal placements and audiences. Online Authority supported the team’s efforts by researching, building and ‘saving’ additional pockets of target audiences on LinkedIn.

Next, Online Authority undertook the necessary technical implementation for a LinkedIn media buy for FCM, including:

  1. Generating the client’s LinkedIn Campaign Manager Insight Tag;
  2. Installing and configuring the Insight Tag via the client’s Google Tag Manager account to ensure it was published to all templates in the client’s content management system;
  3. Setting up conversion tracking; and
  4. Advising on naming conventions for Google Analytics UTM tracking codes for use later in the campaign.

Online Authority provided advisory services to the FCM team on creative – copy and image treatments – including adjustments after an initial test period in market.

LinkedIn Advertising MAMP

Results:

The campaign launched with alternative placements, and as the most effective ones were identified, the campaign was rolled out for the duration. Data proved the LinkedIn campaign contributed directly to the total applications received by the deadline.

We can help

If you are interested in learning more about LinkedIn advertising, contact Online Authority today.

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Kelly KubrickAchieve funding application targets with LinkedIn advertising

Drive product sales with Google Shopping advertising

by Kelly Kubrick on February 2, 2019

Campaign Objectives

MyLiberty.life, a Canadian online retailer, wanted to know if Google Search advertising could outperform Google Shopping in terms of product sales conversions.

Google Shopping vs Google Paid Search

Google Shopping allows retailers to run advertising campaigns to promote their product inventory. It all starts with the retailer sending, automatically, its product details to Google via Google’s Merchant Center offering. Once the product information has been uploaded, the retailer / merchant can create a Shopping campaign in Google Ads to display its wares.

Shopping ads placements are different from traditional text-only search ads, as they include a photo of the product, product title, price, store name, and more.

“Instead of keywords, Shopping ads use the product attributes you defined in your Merchant Center data feed to show your ads on relevant searches.” Source: Google

The Plan:

MyLiberty.life used a free application to automatically send its product data feed — stored in its ecommerce platform — to Google Merchant Center. From there, the Google Shopping campaign was created in Google Ads. Nearly all of the content for the ads is provided automatically through the data feed.

Here are screenshots showing an example of the creative for Google Shopping ad for Women’s underwear vs a traditional text-only search Google Paid Search ad vs another Google Shopping ad for Men’s underwear:

Example Creative Google Shopping vs Google Paid Search

 

For launch, Online Authority worked with MyLiberty.life to customize its Google Shopping ads to organize product groups using Custom Labels, reflective of their product collections.

Over several months, MyLiberty tested the performance of its Shopping campaign vs its Search campaign to see which drove the most conversions.

Results:

The Google Shopping Campaign delivered 3x the conversions of Search. Wow!

Armed with this critical data, MyLiberty.life re-allocated its budget accordingly and continues to devote a significantly higher proportion of its media spend to Shopping Ads versus other Google placements.

We can help

If you are a retailer with an ecommerce website and interested in learning more about Google Shopping advertising, contact Online Authority today.

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Kelly KubrickDrive product sales with Google Shopping advertising
Digital Analytics Association Thought Leader Conversations Series

Webinar: DAA Thought Leader Conversation with June Li

by Kelly Kubrick on December 21, 2018

Webinar: January 23, 2019 at 12:00 pm ET

Please join me, Kelly Kubrick, online as I have a great time moderating the “ABCs of Establishing Credibility”, a Digital Analytics Association‘s (DAA) Thought Leader Conversation with June Li, brought to you by WiA (Women in Analytics).

Digital Analytics Association logo

Webinar title: DAA Thought Leader Conversation with June Li brought to you by WiA: ABCs of Establishing Credibility

Join June Li, Founder & Managing Director of ClickInsight, for her thought leader conversation, ABCs of Establishing Credibility, facilitated by Kelly Kubrick, owner of Online Authority, open to all DAA members. A frequent frustration voiced by analysts and consultants is that their recommendations are ignored. Action is not taken. Although communication is part of the equation, even if you are crystal clear, if you do not have credibility, nothing will happen.

During this event, you will:

  1. See why credibility is more than credentials and experience.
  2. Understand how to establish credibility as an analyst, a leader and a consultant.
  3. Learn the simple rules for establishing, maintaining and growing credibility.

June-Li HeadshotJune Li is Founder and Managing Director of ClickInsight, a digital analytics specialist consultancy. A recognized expert in Digital Analytics and Certified Web Analyst, June has spoken at eMetrics, clickZ and Canadian Marketing Association conferences. An instructor at the University of Toronto, she has worked with DAA for over 10 years, helping create the online Digital Analytics Course Program with the University of British Columbia, and teaching DAA Essentials workshops. She has co-chaired the DAA’s Certification Board and helped found the DAA Toronto Local Chapter. In 2018, June was a finalist in the Difference Maker category for DAA’s Quantie Awards.

DAA Experience Level: All levels
Certified Web Analyst (CWA) Professional Development Units: 1

This event was made possible by the WiA sponsors Blast Analytics & Marketing and Tealium.

Previous DAA Thought Leader Conversations

Updated: This event is now available as a recording; register here to view it on GoToWebinar.

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Kelly KubrickWebinar: DAA Thought Leader Conversation with June Li

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