Campaign Launch — Activate the Campaign According to the Pre-Planned Schedule
Launching a campaign is one of the most critical steps in the digital marketing process. It involves taking all the planning, creative assets, and strategy developed in previous phases and executing them according to the pre-established timeline. The launch phase ensures that all elements are properly set up, tested, and executed, so the campaign can go live smoothly and effectively.
Here’s a detailed breakdown of the Campaign Launch process:
1. Review and Finalize Campaign Details
Before officially launching the campaign, it’s crucial to do a final review to ensure that everything is in place and ready for activation.
- Double-Check Campaign Settings:
- Ensure that all settings (e.g., budget, bid strategy, targeting options, and ad scheduling) are correctly configured across all platforms (Google Ads, Facebook, Instagram, etc.).
- Confirm that the campaign has the correct start and end dates as per the pre-planned schedule.
- Validate Ad Copy and Creative Assets:
- Check that the ad copy, images, videos, and other creative assets are finalized and uploaded to the respective platforms in the correct sizes and formats.
- Confirm that all landing pages are live and ready to receive traffic from the campaign.
- Confirm Tracking and Analytics Setup:
- Ensure that tracking codes (e.g., Google Analytics, Facebook Pixel, UTM parameters) are correctly implemented and tested to track conversions, clicks, and other key performance indicators (KPIs).
2. Set Up Campaign for Launch
Once all the preparations are in place, the next step is to set up the campaign for launch.
- Platform-Specific Setup:
- Google Ads: Set up your campaign structure (search, display, video, etc.), define the targeting parameters (keywords, demographics, interests), and input your budget and bids.
- Facebook/Instagram: Set up campaign objectives (e.g., brand awareness, lead generation), define target audience, input creative assets (images, video, ad copy), and configure ad placements (Feed, Stories, Audience Network, etc.).
- LinkedIn: Set up ad creatives and targeting options, focusing on professional criteria such as industry, job title, and company size.
- TikTok/YouTube: Configure video ads, define objectives (traffic, conversions, engagement), and fine-tune ad placements.
- Budget Allocation:
- Confirm that the budget is evenly distributed across platforms or allocated based on the performance expectations for each platform. Ensure that the campaign stays within the planned budget by setting daily or lifetime caps.
- Set Conversion Goals:
- Define clear conversion goals for the campaign, whether that’s purchases, sign-ups, downloads, or any other key performance indicator (KPI).
- Set up appropriate conversion tracking to ensure accurate measurement (e.g., form submissions, cart checkouts, app installs).
3. Test Ads and Tracking
Before officially launching the campaign, it’s essential to perform final testing on all creative assets and tracking systems to ensure they work as expected.
- Test Ads:
- Run a test ad to check how the creative appears across different devices and platforms. Ensure that images, videos, and ad copy display correctly and that CTAs (Calls to Action) are clear and clickable.
- Ensure that dynamic elements, such as ad variations (e.g., A/B tests), are properly set up and functioning.
- Test Tracking and Analytics:
- Test conversion tracking pixels and ensure that they are firing correctly. Use tools like Facebook Pixel Helper or Google Tag Assistant to verify that tracking tags are properly set.
- Run test transactions or sign-ups to ensure that data is correctly flowing into Google Analytics, Facebook Insights, or other analytics tools.
- Test Landing Pages:
- Verify that landing pages are loading correctly, mobile-optimized, and functional (e.g., form submissions, product checkout, etc.). Check for any broken links or issues that might prevent users from completing their goals.
4. Schedule the Campaign to Launch
Once everything is verified and tested, it’s time to schedule the campaign for launch.
- Set the Launch Date and Time:
- Schedule the campaign to go live at the pre-set launch time (e.g., start at midnight, launch during peak hours, or align with a specific event or promotion).
- Time Zone Considerations:
- Be mindful of time zones when scheduling the campaign to ensure that it goes live at the optimal time for your target audience.
- Automate Campaign Activation:
- Use platform scheduling tools to automate the activation of the campaign, so it goes live at the correct time without requiring manual intervention.
- For ongoing campaigns, ensure that future adjustments (e.g., budget changes or targeting shifts) are also scheduled properly.
5. Monitor Initial Performance Post-Launch
After the campaign has launched, it’s important to monitor the initial performance closely to identify any issues and make adjustments as needed.
- Initial Performance Check:
- Track early performance metrics like CTR (click-through rate), CPC (cost-per-click), CPM (cost-per-impression), and conversions. This helps identify any potential issues early on.
- Watch for any technical issues such as ads not showing, broken links, or conversion tracking discrepancies.
- Quick Adjustments:
- If ads are not performing as expected (e.g., too few impressions or clicks), check the targeting parameters and make necessary adjustments (e.g., broadening the audience, changing the bidding strategy, or adjusting the ad creative).
- Monitor budget spending to ensure that the campaign is not overspending or underperforming.
6. Communicate with Stakeholders
Once the campaign is live, keep all relevant stakeholders informed about the status of the launch.
- Internal Communication:
- Share updates with the marketing, design, and content teams to ensure everyone is aware of the launch and can respond to any immediate issues that arise.
- Client/Executive Communication:
- If applicable, send out a campaign launch announcement to clients, senior leadership, or other relevant parties. This communication can include the launch timeline, objectives, and the initial status of the campaign.
7. Ongoing Campaign Management
The campaign launch does not end once the ads are live. It requires ongoing attention and management to ensure it delivers optimal results.
- Monitor Campaign Progress:
- Continuously track performance using analytics tools and dashboards, checking key metrics such as CTR, conversion rates, ROAS (return on ad spend), and engagement levels.
- Adjust as Necessary:
- Make real-time adjustments based on early performance data, including pausing underperforming ads, reallocating budget to high-performing ads, or tweaking targeting parameters.
- Address Issues Promptly:
- Respond quickly to any issues that arise, such as ads being disapproved by the platform, technical issues with landing pages, or performance discrepancies.
8. Post-Launch Evaluation
After the campaign has launched and has been live for a period, it’s important to conduct a post-launch evaluation.
- Evaluate Initial Results:
- Assess the early-stage data and compare it against the pre-established goals and KPIs. This allows for quick insights into whether the campaign is on track to meet objectives.
- Adjust for Long-Term Success:
- Make any necessary optimizations based on the initial results, and plan for ongoing monitoring and adjustments for the duration of the campaign.
Conclusion
The Campaign Launch phase is an essential step in bringing all the planning and preparation to fruition. By ensuring that every detail is carefully checked and all assets are in place, SayPro can activate the campaign confidently, knowing that everything is aligned for success. Continuous monitoring and timely adjustments will ensure the campaign stays on track to meet its objectives and achieve the desired outcomes.
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