Any campaign is going to have a sequence of events. Typically, it goes by identifying a client need, finding a solution, executing it, and then measuring results. Any well-run agency knows the ins and outs of executing a well-performing campaign. However, Murphy’s Law has a way of cropping up in even the well-run businesses. So, it is always best to be prepared.
In the digital advertising realm, there are many items that contribute to a well-performing campaign. At any second, something can very quickly alter one of those items. Be it a client changing their budget, a server crashing and time is lost, or even a miscommunication between client and agency, Murphy’s Law will always strike when you least expect it to.
One way to prepare yourself for the inevitable is to understand all the components to a well-performing digital advertising campaign. By fully understanding each component, you can adjust quickly and efficiently when even the tiniest thing pops up. So what are the components? Well, let’s explore:
Component 1: Knowing Your Target
It is important to know exactly what the campaign targets are. By targets we mean the objectives, expectations, needs, audience, scope, etc. Before even starting a project, these items should be answered. If something changes, it could affect the entire execution of the campaign.
In the digital advertising world, this translates to:
- Knowing what the campaign is about, including objectives, expectations, etc.
- Knowing any restraints such as budget, time, capacity, or limitations
- Identifying exactly why someone would want to go to the website you are driving traffic to.
If something changes with this component, it is essential to translate across all other components. It can change the organization, the creative, the conversion process, and how the campaign is measured.
Component 2: Organization
Organization of your campaign is directly dependent on the items collected from component one. A campaign should be organized based on the best strategies to achieve the goal desired. It should also be within scope, and be set up in line with industry best practices.
In digital advertising, this means:
- Knowing which platforms to utilize, from social to PPC to display.
- Knowing exactly how to organize the campaign to reach the right people within best practices
Often the organization of a campaign is affected as a direct result of a change in a different component. If scope, objective, or any other target changes, this will always change, even if it is minor.
Component 3: Creative
This is the face of the campaign. It’s what everyone sees. It is also directly dependent on knowing your target. Making the right type of ads and other collateral is based on the campaign structure and organization, as well as the scope, audience, and expectations of the campaign.
For digital ads, it could mean:
- Creating many ads of many varieties
- Knowing how to best make those ads based on knowing the targets, organization, conversion data & analytics while staying within best practices.
Often when creative is changed or affected it is costly. It requires a new strategy and execution. However, like any other component, when it changes, so does everything else.
Component 4: Knowing how to get Conversions
Conversions are often seen as the “only part that matters”. Everyone wants and needs leads. That is thoroughly understood across any business. However, you cannot get there without all the other elements of a well-performing campaign.
Conversions for a digital advertising campaign usually include sending the user to a landing page &:
- Visitors submit a form
- Visitors call a business
- Visitors use a chat box
- Visitors schedule an appointment
- Visitors buy something
Changing what the conversion is for a business will often alter the advertising verbiage and design. Often a target must change before this happens, however, if it happens without a change of target, then you could run into further issues later down the road.
Component 5: Measure, Assess & Revise
Measuring & Assessing success or failure of a campaign is essential in knowing exactly what has worked, what will work, and what can be improved. Revising is almost required to stay relevant, effective, sustainable & profitable.
For digital ads, it is essential to:
- Measure and assess all data found in analytics
- Revise all digital advertising efforts on a regular basis
- Continually A/B test all ads
If you forget or neglect to assess and measure the success of your digital advertising campaign, you cannot accurately evaluate the effectiveness. At the same time, you cannot calculate correct ROI or continue to make the campaign better. Measurement of performance and measurement of effectiveness are essential parts to a successful digital advertising campaign.