Best Practices for Campaign Creation

In today's hyper-connected world, digital marketing has become the cornerstone of brand visibility, engagement, and growth. With consumers spending more time online than ever before, businesses must craft compelling digital marketing campaigns to capture attention, drive conversions, and achieve their goals effectively. 

However, success in the digital realm requires more than just creativity and intuition: it demands a strategic approach guided by best practices. In this article, we'll explore best practices for a successful campaign creation.

When you create a campaign, you should begin by asking, "What do I want to achieve?". Let’s break it down for you.

1. Define Your Goals

Before creating your campaign, it's crucial to establish clear and measurable objectives: What is the objective of my campaign?

Whether your aim is to increase brand awareness, drive website traffic, generate leads, or boost sales, defining your goals sets the foundation for a focused and effective strategy. 

2. Know Your Audience and Target Location

Reaching the right people will allow you to channel your efforts, recourses, and budget in a more efficient way. Conduct thorough research to uncover insights about your audience's demographics, interests, behaviour, and pain points. By creating a detailed audience, you can tailor your content and messaging to address the specific needs and preferences, maximizing relevance and engagement.

3. Know Your Competitors and Develop Compelling Content

Create high-quality, value-driven content that resonates with your audience and aligns with your campaign goals. Know your competitors and stand out!

After analysing and defining these questions, you are ready to move forward with building your campaign!

When building a campaign, make sure to have the following aspects in mind:

Ad Copy:

• Focus on unique aspects of your service offering when creating/changing a copy e.g. free estimates or offers, warranties, etc;
• Implement copy variations and manual A/B testing;
• Utilize keyword insertions - be sure to have adequate keywords;
• Use URL display paths - they hint at value proposition and website content.

Ads:

• 3-5 ads per Ad Group

Adgroups:

• Avoid “overbuilding” the campaign. With low budgets, stick to 1 or 2 ad groups, as less will be available for keyword allocation;
• Organize your ad groups systematically, by services, customer intent, different promotions, and more.

Locations:

• Avoid using very narrow or restrictive location targeting;

Keywords:

• No more than 20 keywords per ad group;
• Avoid keyword redundancy;
• Avoid basic keywords: Instead of "Plumber", implement "Urgent plumber near me", "Plumber in Brussels", etc;
• Test the same keywords with different match types;
• Use URL display paths - they hint at value proposition and website content.

For Google specific campaigns:

• Work on the extensions of the campaign - they can be a valuable tool to provide extra information to the clients.

For Meta specific campaigns:

• Always select the most relevant category in the Audiences tab;
• Keep the copy concise and clear: Use short sentences and bullet points to break up text and make it easier to read;
• Emojis can also help to capture attention and make the ad more visually appealing;
• Always add a compelling CTA (instruct the users clearly on what you want them to do next, like "Visit our website", "Call now!").

Enter our platform and let us take you through the step-by-step process, always oriented towards the objectives that have been defined. In our “How to guide” section, you can find a step-by-step guide of how to create your campaigns.

If you require additional assistance, don't hesitate to contact us. You can reach us by email at [e-mail]

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