Creating a successful ad campaign is the result of a well-planned strategy prepared by digital specialists and experts and NOT some random work done by a random person.
Here I will speak about eight but not the only eight components that make you campaign eligible for success! So let's start:
a) Business macro objectives:
First of all, we need to understand that digital marketing is one of the many marketing efforts that a company or a brand might be using, and what makes digital marketing effective is when it supports all the other aspects of marketing activities or even sales activities. All these activities are combined to serve the BIGGER OBJECTIVE, which is the Macro objective of the company or brand. So for you to build a successful ad campaign, you have first to think, what is the bigger objective I want this campaign to serve? To come up with an idea and jump to the next component, you have first to write down the bigger goals of your brand and come up with a strategy that is aligned with these Macro goals.
b) Brainstorming ideas:
After knowing the direction of the company and your strategy, you need to start brainstorming ideas on how to make this strategy mirrored in your campaign and Ad. So you start asking yourself these questions:
- What style or mood I want to include in my idea? Serious, Funny, cool, professional, fashionable.
- Who am I sending this idea for?
- How I can make this idea reach the audience and be easy to grasp. REMEMBER SIMPLICITY IS KEY HERE.
- Write the ideas you have in mind and discuss it with the creative department, let them play around with it, and gather their inputs.
c) Micro objective:
Now it is time to pick the objective of your campaign. For example: let's say the company's bigger objective is SALES, then our campaign objective has to be only CONVERSIONS?....NO! It is true that I have already mentioned that the campaign's objective has to be aligned with the bigger objective, but we should never forget about THE BRAND'S LIFE CYCLE. This a very common mistake that many digital marketers make. They think if the company's goal is sales, then all ads should be about selling selling selling. They forget to take into consideration the life cycle of the brand. In other words, what if the company is in its launch phase? This is a new brand, and no one ever even heard of it in the market previously? Of course, the company's objective is to sell, but how can you sell, and people or audiences still don't trust your products/services?
Here are some tips:
- Push the brand's benefits
- Boost the variety of products or services you have
- Overwhelm people with INFORMATION about your products/services
- Share the value behind your products/services
Once you get enough engagement and traffic, and once people start trusting your brand, it will be effective to use conversions objective in your ad campaigns. Please note that in many cases, for some e-commerce, and in many countries, starting with conversions objectives is very effective even if the brand is in its launching phase. The key is testing different approaches and finding what is best for your brand.
In the launch phase, sales are expected to be low, because again people don't know who you are, why should they trust you? We start seeing the increase of sales in the growth phase, hereafter we have boosted our products/services info, and we got the attention of interested people, and we made them trust us, then we can start digital activities with objectives of getting conversions (add to carts and purchases)
I get this question very often - "How do I know how much I have to spend on a campaign?" They expect a very complicated answer, but my answer is very simple:
1- What is your budget? As in how much are you able and willing to spend.
2- How competitive is your industry in the market? Do you have lots of competitors selling the same products/services?
3- Test your budget: Start with a small amount and see the results. Are you getting the reach you are aiming for? Are you getting the expected number of impressions?
If not, then increase your budget slowly, if yes then try to see if you can use the rest of your budget in other campaigns as well or to scale up your current successful campaign.
e) Well narrowed Target Audience:
Many times I have heard - "I don't know who is the right audience for my brand" Your target audience is people you want to sell these products to and the people who might be interested in buying your products. For instance, if you are selling books, you know that your audience is obviously readers, book lovers in general. Narrowing down your audience means being specific about the interests, the behavior, the demographics, the country, the gender, the age, etc. For the book's example, what kind of books is it? Romantic, horror, scientific, educational, for kids, adult books. Choose a specific age range, what teenagers like is not the same that people aged 60+ like.
f) Writing a well-organized ad copy: Writing a well-organized ad copy:
What to include in your ad copy?
- The WHO: This is the target audience you want to address this ad copy to. Mention them in your ad copy. Example: To all working mothers with kids of age less than three years old.
- The WHAT: Address a problem that your audience might have, and you have the solution for which is your service or product. Example: It is becoming overwhelming to find someone to watch your kids during your working hours? Sally's babysitting app allows you to book the babysitter you need in just one click.
- HOW: explain more how you can make the booking and how to use the app.
- WHERE: From your home, office, or even when you are out of the country on vacation
- WHY? We encourage working women, and we support their efforts in trying to balance between their houses, families, and their professional life, and we want to make sure we provide her the best peace of mind she can ever have.
- Call to action: The call to action is meant to tell your audience what to do to get your service, where to go, where to click. It can be: click the button to learn more, call us, message us, visit us, shop now, book now or download now.
g) Tracking your campaign:
If you have a website and you are sending your audience to it, you need to track how many people are visiting your page and how many are buying, how many are booking and how many leads you got. Tracking can be through Google Analytics, or through the dashboard that is built-in some advertising platforms like Facebook, Twitter or LinkedIn.
I always prefer to link everything to Google Analytics because it makes things more clear and in one place.
So basically you will be able to see your campaign name in the acquisition report ---> All traffic ---> Source/medium, but first you need to add a tracking code to your ad in the "URL Parameters" field.
h) Following up and optimizing your campaign:
Keeping an eye on the campaign that you create is an important factor to keep your campaign healthy.
Checking the right metrics to judge if your campaign is working well or not is very essential. If your objective was conversions, then you need to check continuously how many conversions you got, how much was the cost per conversion, how much was the spend, are you getting qualified leads? if not maybe there is something wrong with your target audience, maybe there is something wrong with your ad copy or perhaps you didn't know how to really attract the right people.
This will allow you to optimize, which means make the necessary changes to improve your campaign's performance if it is not doing well, or to make your campaign even more powerful if it is already performing well.