Campaign Set Up
Successful execution of ‘test and learn’ campaigns requires a clear understanding of the strategic objective or goal of the campaign
- Modular Content
- Channel and Media Planning
- Technical Campaign Setup
- Reporting and Analytics
Step-by-Step Guide
Content strategy and audit should be conducted by the Digital Marketer and Content Manager (Note: if you are leveraging a third party vendor, outputs of the content audit should be shared)
First step is to conduct a content Inventory and performance Audit
- Identify and catalogue existing content assets
- Tag content by category, topic and intended audience
- Include all available performance data by asset (e.g., past performance metrics)
Second step is to conduct a content gap analysis
- Based on target customers and messaging, identify opportunities to improve existing content
- Identify gaps in which new content needs to be developed and communicate requirements to e.g., Content Manager or third party vendor
Third step is to map content to customer journey
- Prioritize content by target customer, and critical messaging
- Map relevant content along the customer journey
A good channel and media plan should clearly layout performance targets and budget for your different channels
Why do campaign planning?
- Campaign planning gives you line of sight towards your overall campaign objectives
- It enables the team to chart actual performance against planned performance
- Distribution of budget amongst channels to understand potential ROAS by channel
Use your channel and media plan to track channel metrics, compare and provide feedback when working with your media partner
Hold vendors accountable to providing complete media plan information (metrics as part of the media plan to understand impact)
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Cost Per Click Advertising (CPC)
- Examples: Google Text, Bing Display, LinkedIn,
- Key Metrics to ask from partner:
- Cost Per Click
- Number of Impressions (per month)
- Click Through Rate (CTR)
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Display: Cost Per Mille Advertising (CPM)
- Examples: Google Display, DemandBase, Website Banner Ads
- Key Metrics to ask from partner:
- CPM (Cost per thousand impressions)
- Estimates of the Volume of Impressions
- Click Through Rate (CTR)
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Emails (sent through partner)
- Examples: Beckers ASC Email List
- Key Metrics to ask from partner:
- List Size
- Sends Per Month
- Open Rate
- Click Rate on Emails
- Cost Per Click
Brand vs. Non-Brand Cost Per Click Advertising (CPC)
- Examples: Google, Bing,
- Media Partners often want to bid on Branded Terms (BD, Becton Dickinson) as part of the search queries. Examples would be (BD MedBank, BD Automated Dispensing Cabinets)
- Branded and Non-Branded search needs to be planned for an analyzed differently, as the intent of the buyer, and the relative cost for BD is very different.
- You need to carefully evaluate branded terms to make sure that they aren’t overly broad (just “BD”) and they should be evaluated very differently (Don’t over pay for Branded terms. If a customer is already searching for “BD” their intent is much higher, but they are more “in market” and usually you would have a branded term have a lower bid.
Leverage the campaign planning tool to create detailed media and channel plan to understand budget and channel requirements
Step-by-Step Guide
- The detailed channel and media plan will be defined and updated by the Digital Marketer
- The first step is to set the approximate budget, KPI’s and performance target for each channel
- Leverage results from previous BD campaign as well as industry benchmarks to define down the funnel metrics
- If you are working with a third-party agency, update your media plan during the media buying phase. The plan can be used to hold the agency accountable to their initial performance metrics
- Good media plans should clearly layout expected budget and forecast performance of each channel based on what metrics you are tracking
- Utilize the tool to estimate baseline budget required to reach campaign objectives
As we work to scale Omnichannel campaigns and build standardized campaign analytics across our business, consistent campaign naming and tracking conventions are critical to our success at Omnichannel Marketing.
By standardizing a naming structure, we will build consistency and trackability into our campaigns and better understand multi-channel attribution across campaigns, BUs and most importantly customers.
The required campaign naming structure is:
- Business-Unit_Program-Type_Region_Country_Name-of-Program_MM-YY_Campaign-Type
Best Practices:
- No-Spaces just use underscoring
- No strange characters
- If you can, use unique and differentiated campaign names that will allow you to filter in Analytics so that you can pinpoint just the campaign that you want to run a report for.
UTM Parameters are used to track campaigns across the web. They are a standardized element that is added to the destination URL for your ads (different ads get different UTM Parameters, either added manually or dynamically, and help our analytics tools better understand how advertising sources drove visits and engagements.
UTMs can contain:
- utm_medium=display (the type of advertising)
- utm_source=demandbase
- utm_campaign=demandbaseCampaign Name (matching campaign the campaign name)
- utm_content=demandbaseCreative (optional – used for display ads)
- Utm_term=searchTerm (depending on channel)
Examples:
- https://www.bd.com/en-us/campaignlandingpage/?utm_medium=display& utm_source=demandbase&utm_campaign=IDS_EM-Op_USR_US_BDOL-EP1_06-21-DB-TopFunnel&utm_content=TopFunnelAd1
Best Practices:
- No-Spaces
- No strange characters
- If you can, use unique and differentiated campaign names that will allow you to filter in Analytics so that you can pinpoint just the campaign that you want to run a report for.
Critical metrics need to be planning, and tracked across the end- to-end engagement funnel
The requirements of each stakeholder depend on the business objectives they are pursuing, and the level of granularity required to succeed
Campaign planning tool coupled with the lead scoring model quantitatively inform the upcoming campaign dashboards to enable true insight and optimization
- The campaign planning tool gives the BU the ability to estimate channel efficacy based on past metrics
- The lead scoring model functions as a way to align on marketing and sales handoff
- The dashboard is designed as a single source of truth with semi-automated and automated data ingestion
- Different levels of detail are available depending on the desired granularity
Attribution is a fundamental aspect of any marketing campaign as it will dramatically alter the understanding of what channel works
and see how reporting & analytics was applied in the section “Campaign Setup”