Online campaigns

I am looking for articles that give advice regarding how to divide the advertising budget between Yahoo and Google. I have good data on ROI and ROAS for both but would like to find authoritative advice on how to optimally allocate the budget.

Now, join the decision team at hotjobs.com. Which option would you choose and why?

*Option1: Focus on a few major cities or on employment in one industry.
- Because the biggest job markets (and potential revenue) are in handful of U.S cities, Dimitri could spend precious advertising dollars selectively by remaining a specialist in technical jobs only or by focusing exclusively on the New York area. But, Hotjob’s profits would be limited and vulnerable to local market conditions. Furthermore, online companies were attracting investors, so if Dimitri didn’t position Hotjobs as a national player, he might miss his window of opportunity. Well-funded competitors would go national, then return to the local markets and crush Hotjobs.

*Option 2: Act local, look national.
- By focusing advertising on the country’s top seven markets, Dimitri could concentrate his sales force in Hotjobs’ regional territories (espacially New York where the national media is strong), hitting each with short blasts of a multimedia and telemarketing campaign. This option would include limited spending on national television advertising, giving Dimitri more bang for his advertising buck while establishing Hotjobs as a premium players. It would also allow messages to be customized to each city. However, a poorly planned and executed advertising message could make Hotjobs seem like a Low-budget, regional player-making larger companies and job seekers reluctant to sign up for a company they perceived as too small.

*Option 3: Advertise aggressively to position Hotjobs as a national brand
- By coming out fighting on a national level in this new industry, Hotjobs would get a head start by establishing itself as a leader in the business for years to come. But, Hotjobs’ main competitor Monster.com was better funded and already had an established public image. With much less money to invest, Dimitri could end up with no brand image while exhausting his limited advertising dollars.

Thank you for your time

I am looking for articles that give advice regarding how to divide the advertising budget between Yahoo and Google. I have good data on ROI and ROAS for both but would like to find authoritative advice on how to optimally allocate the budget.

I would like to bid on several exact keyword phrases and do not want broad matches to show up on my search marketing campaigns.