Campaign Objectives & Setting Expectations

 

There are two ways to sell to an advertiser: You can pitch them your product, or you can solve their problem. Those who are constantly pitching product without taking the time to learn about the client may have a quick sales cycle, but campaign renewals will be few and far between. Advertisers may buy the shiny object every now and then, but what really builds a long-term partnership is when a seller works to learn about the advertiser and then pitches their product as a solution to the advertiser’s problem.

 

One of the major problems we hear from advertisers is that they don’t know if their digital campaigns are driving performance. If you put yourself into the shoes of a local advertiser, this can be really frustrating. Imagine investing in something and then not knowing if the money you spent paid off. Sellers can solve this problem by asking the following questions:

 

• How does the advertiser judge digital media success?
• What are the advertiser’s business goals?
• Where do final conversions (purchases, appointments, etc.) take place?

 

Having an in-depth conversation about goals and how to achieve them can be a great opportunity for a seller to learn what solutions and campaigns could work best. While determining how media goals can align with the advertiser’s business goals, it’s important to emphasize that digital can only report on what it can track. So if their business goal is to “sell more” but that isn’t trackable on the site, we need to discuss trackable ways to measure the campaign that lead to more results.

 

There are 3 types of goals we use for digital campaigns:

 

1. Awareness – When a campaign is focused on awareness, the goal is to try and elevate brand recognition in the market. In the meeting, you should listen for statements like these, as they may indicate that an awareness campaign is the right fit:

• • “I want people to know about my brand.”
  • “We have a big sale coming up next month.”
  • “I need customers to think of me before my competitors.”

• Awareness Campaign Metrics
  • Impressions – Total number of times the ad was shown to the audience.
  • eCPM – Average cost per thousand – can help with budget efficiency conversations.
  • Completed Views – Total number of times the video ad was viewed to completion.
  • Viewability – The number of ads that were “viewable” within a campaign.
• Set Expectations
  • How many impressions would the advertiser like to see from the campaign?
  • Talk about the targeting and how different methods can affect impression levels based on CPM/data costs.

 

2. Site Traffic – When a campaign is focused on site traffic, the goal is to drive as many users to the advertiser’s website as possible. In the meeting, you should listen for these statements from the advertiser that may indicate a traffic campaign is the right fit:

• • “When my site traffic is high, sales are better.”
  • “I just built a new site and need more people to see it.”
  • “The best place for my customers to find information is on my website.”

• Site Traffic Campaign Metrics
  • Clicks – Total number of times the ad was clicked.
  • eCPC – Average cost per click can help with budget efficiency conversations.
  • View Through Visitors – The number of people who were exposed to the ad, didn’t click on it, but still made it back to the advertiser’s website. An important “other half” to the traffic story.
  • CTR – Click through rate or the ratio of clicks to impressions. While widely used, this metric is not as tangible as total site visitors (addition of clicks and view through visitors.)
• Set Expectations
  • How many site visitors would the advertiser like to see from the campaign?
  • How much traffic does the site currently have? Does site traffic correlate with increased sales and foot traffic?

 

3. On-Site User Action – When a campaign is focused on user actions, the goal is to drive as many on-site actions (like purchases, sign-ups, contest entries, etc.) as possible. In the meeting, you should listen for these statements from the advertiser that may indicate an on-site user action campaign is the right fit:

• • “I am looking to increase on-site purchases.”
  • “My best customers are people who fill out my online form.”
  • “We are running a contest and would love to increase entries.”

• On-Site User Action Campaign Metrics
  • Conversions – Total conversions are made up of click through conversions and view through conversions.
    1. Click Through Conversions – a user sees an ad, clicks on it, goes to the landing page, and completes the desired action.
    2. View Through Conversions – a user sees an ad, does not click on it, goes to the website, and completes the desired action. A look back window can be set for view through conversions based on what makes the most sense for the advertiser’s sales cycle.
  • eCPA – Average cost per acquisition/conversion – can help with budget efficiency conversations.
• Set Expectations
  • How many user actions does the advertiser want to see from the campaign?
  • If the action is already live on their site, how many actions do they currently see?
  • Does the action result in direct business? Or is the action just part of the sales cycle?
  • Do you know an approximate monetary value of the action?

 

Understanding the advertiser’s goals can help you build a media plan that will help solve the advertiser’s problems and set proper expectations around metrics and reporting. Explaining what the report will include (based on their goal) gives you the ability to ask about expectations at the onset of the campaign. Goal and expectation setting are the cornerstone to making a campaign work for the advertiser, so spend a little extra time on this at the onset of the campaign to ensure success down the road. https://zp-pdl.com/online-payday-loans-in-america.php