How many times have you come across the comment: I don’t understand why the campaign didn’t work !? In my opinion there are a lot of wrong approaches when planning a campaign.
Sometimes the campaigns do not work or work worse, due to factors that we cannot control: changes in the Netherlands Phone Number List , actions of the competition , etc. But excluding these factors, we can follow a series of basic rules that will help us reduce possible errors:
Campaign objective:Note that I have said it in the singular. ONE goal per campaign. It is not advisable to “try” to accomplish more than one, because you will deviate from your primary objective, and therefore you will have more trouble accomplishing it.Campaigns can have a multitude of objectives , but to summarize them in the 2 most common: capture or image .Adequacy of the medium: before proposing the campaign, youshould ask yourself, will this display campaign contribute to the objective I am pursuing or will I “do it to do” (because I have been asked)?Campaign strategy: with the first two points clear, we can already consider the strategy to follow, and focus it on one of the two objectives: image or capture. The main points that you should keep in mind are:Message.Tone of communication.Landing page: there is no use making a wonderful media campaign, if you do not have an optimized landing page, enough means to attend to requests, response mechanisms, etc.Measurement of results: think before what things ( KPI ) you are going to measure, with what tool, against what you are going to compare it, if it is necessary (and you have time) to do a previous test. Very important, measure during and after the campaign.
This preparation will help you to understand why or not you reached the objectives you set for yourself before starting the campaign, and to prepare the next one.
Where? Sites related to the brand / product, and a combination of high traffic pages and segmented pages.Period: it is advisable to do them in short periods. If there is a need to extend the campaign, I recommend making a “radical” change in creativity. After the first days, creativity becomes “landscape.”Creativity: this type of campaign allows you to use almost any format. Use your imagination, but without losing sight of your goals.
Costs: reminiscent of greater creativity, greater segmentation, etc.
higher CPM and if you have a limited budget, fewer impressions, less impact, … with each planning check if you are still aligned with
It is only advisable to run short campaigns when you have a good offer and you want to create a “sense of urgency.”In all other cases, the campaigns must last a minimum of 3-4 weeks. Keep in mind that the consumer needs several hits (and queries to your website) before deciding to buy / register / etc. Look for low CPMs and a combination of ROS and fixed buttons.If you have the possibility to extend the campaign. Measure, measure, and then measure a little more, until you find the positions that work best for you.Creativity: in this case the maxim is fulfilled: “less is more.” I recommend:A single message and very clear consumer benefits .2-3 frames maximum.Compelling call to action.Costs: your goal is to get the lowest CPM possible. Look for ROS, medium-term agreements with support, etc. that allow you to obtain a CPM as low as possible. This negotiation will help you lower your CPL / CPA.Constant review: Before, during and after the campaign you should review points 1 and 2 of these recommendations , and be prepared to react.As in previous posts, these are brief and basic recommendations. Each point can be developed and nuanced, but the objective of this post is to give a global vision of the main points to take into account.