Now that we have a sense for some major conditions of the digital advertising landscape, let’s shift focus to planning a campaign.
Here are the primary components of a digital ad campaign that an advertiser should consider. Many of these components are overlapping, and we’ll dive into each one in the following seven sections.
To help you keep track of these components and stay organized, we’ve developed a Digital Ads Testing Campaign Brief Template that you can use to help you plan your campaign. Feel free to make a copy of this Google Doc and tailor it for your own initiative. It currently includes an example that you can also use as a guide.
Any consideration of a campaign should begin with an exploration of goals. What do you want to accomplish? Do you want to generate a direct response (e.g. purchase, donation or email signup) from your audience, or focus more on awareness? KPIs represent the metrics we care about tracking the most. KPIs are wide-ranging and vary based on the campaign type and details, but fall into three broad categories: volume, effectiveness, and cost-efficiency. Volume KPIs are the “gross” number of results, whether they are impressions, clicks, sign-ups, or purchases. Effectiveness KPIs are usually expressed as a rate, such as CTR (click through rate) or conversion rate, both of which can be defined in various ways, but indicate the proportion of an audience that took a desired action. Finally, cost-efficiency KPIs relate to “bang for your buck”, and are expressed as cost-per-[blank]. CPC (cost per click), CPM (cost per thousand impressions), cost per purchase, and CPA (cost per acquisition) are all common KPIs in this category. Which of these goals and KPIs do you think most closely fits with your campaign?
Are you ready to set your goals and KPIs? Select the goal that you think best represents the campaign you have in mind:
Now that you’ve selected your goal, take a shot at picking 3 KPIs related to your goal -- one for volume, one for effectiveness, and one for cost-efficiency.