SayPro Campaign Launch and Management

Launch the digital ads and manage their execution, including monitoring ad performance and making necessary adjustments.

Task Title:

Campaign Launch and Management – Digital Advertising Execution

Department:

Marketing | Digital Advertising | Campaign Management

Responsible Parties:

• Primary: Campaign Manager, Digital Advertising Manager
• Collaborators: Media Buyers, Digital Strategists, Performance Analysts, Creative Team
• Reviewer/Approver: Head of Marketing, CMO

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Objective:

To ensure the seamless launch, execution, and management of the digital advertising campaign. This includes monitoring ad performance across all platforms, optimizing ad spend, and making necessary adjustments to improve results and meet campaign objectives.

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Scope of Work:

1. Campaign Launch Preparation

• Confirm Final Creative Assets: Ensure all ads (static, video, carousel, etc.) are finalized, approved, and ready for deployment.
• Set Up Campaign on Platforms:
  • Upload ad creatives and copy to each selected platform (Meta, Google Ads, LinkedIn, TikTok, etc.).
  • Configure targeting settings (audience segments, geographies, devices, etc.).
  • Set up conversion tracking and ensure that pixels (Meta, Google Tag Manager, etc.) are correctly placed on landing pages and websites.
• Verify Budget and Bid Strategy: Double-check the budget allocation and bidding strategy for each platform. Ensure that the total budget is distributed as planned (daily/weekly) and that automated bidding settings are in place (if applicable).

2. Campaign Monitoring and Performance Tracking

• Real-Time Monitoring:
  • Monitor performance metrics closely (CTR, CPC, CPA, ROAS, conversions).
  • Review ad spend pacing to ensure it’s within the daily/weekly limits.
  • Check for any issues with ad delivery or platform-specific errors (e.g., disapproved ads or targeting mismatches).
• Daily Reporting: Track performance at least once per day and record insights into a Performance Tracking Sheet. Share key findings with stakeholders.
• Monitor Audience Engagement: Analyze how different audience segments are interacting with the ads and identify any underperforming segments.

3. Performance Analysis and Optimization

• A/B Testing Management:
  • Conduct A/B tests on creative assets, headlines, CTAs, and audience targeting.
  • Adjust campaigns based on test results to ensure optimal performance.
• Ad Optimization:
  • Modify underperforming ads (e.g., adjusting the copy, updating creatives, or shifting the bidding strategy).
  • Adjust audience targeting (e.g., expanding or narrowing the audience based on engagement patterns).
  • Implement negative keywords for search ads to prevent irrelevant clicks.
• Budget Shifting:
  • Reallocate budget from low-performing campaigns/ad sets to high-performing ones.
  • Ensure flexibility in budget distribution based on performance and needs (e.g., scaling up successful ads and cutting back on underperforming ones).

4. Troubleshooting and Problem Solving

• Address Platform Issues:
  • Resolve any technical issues that arise, such as issues with ad approval, tracking, or delivery.
  • Work with platform support if necessary to resolve any ad disapprovals or technical issues.
• Creative Performance Issues:
  • Replace or refresh creatives if CTR or engagement drops below expectations.
  • If certain ads are not resonating with the target audience, tweak messaging, visuals, or calls to action.
• Monitor Ad Frequency: Ensure that ads do not suffer from ad fatigue by tracking the frequency of ad impressions. Adjust or refresh creatives when frequency exceeds the optimal threshold (usually 3–5 impressions per user per week).

5. Communication and Stakeholder Updates

• Weekly Campaign Status Report: Provide a comprehensive report on campaign performance to key stakeholders, including:
  • KPIs and results (CTR, CPA, ROAS, conversions, etc.).
  • Budget status and spend pacing.
  • Insights and optimization actions taken.
• Stakeholder Meetings: Hold regular check-in meetings (weekly or bi-weekly) to discuss campaign performance, challenges, and next steps.
• Ad-Hoc Reports: For significant changes in performance or issues, provide real-time updates to the management team.

6. Post-Launch Adjustments

• Mid-Campaign Review: Conduct a mid-campaign evaluation to identify any necessary shifts in strategy (audience, budget, ad types).
• Adjust Scheduling and Bidding: If certain times of the day or week outperform others, adjust ad scheduling to allocate more budget to the highest-performing periods.
• Monitor Conversion Path: Ensure that the path from ad click to conversion is smooth. Optimize landing pages, ensure forms work correctly, and check for any issues in the conversion funnel.

7. End-of-Campaign Analysis and Reporting

• Compile Final Performance Report: Once the campaign ends, collect data on all metrics (e.g., final spend, CTR, CPA, conversions, ROAS).
• Analyze Learnings: Identify which creatives, platforms, or audience segments delivered the best results, and document the insights in a Campaign Report.
• Recommendations for Future Campaigns: Offer suggestions on what to optimize or change for future campaigns based on the learnings from the current campaign.

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Expected Deliverables:

• Live Campaign: Successfully launched across all chosen platforms.
• Performance Tracking Sheets: Updated daily, showing key metrics and optimization actions taken.
• Weekly Reports: Comprehensive updates to stakeholders on ad performance, spend, and key insights.
• Mid-Campaign Review Report: Performance check-in and optimization strategy update.
• Final Campaign Report: Detailed analysis of results, insights, and recommendations for future campaigns.

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Timeline:

• Campaign Launch: [Insert specific launch date]
• Ongoing Monitoring: Daily monitoring throughout the campaign period.
• Weekly Status Reports: Every [Insert day of week] (e.g., every Friday).
• Mid-Campaign Review: After [Insert specific mid-point date] (e.g., after 2 weeks of the campaign running).
• End-of-Campaign Report: Final report submitted by [Insert end date].

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Review & Approval Process:

• Campaign Launch Approval: Final confirmation of assets, platform setup, and budget allocation by Campaign Manager and Head of Marketing.
• Ongoing Monitoring Reports: Reviewed by Campaign Manager and Performance Analysts.
• End-of-Campaign Report: Final report reviewed by Senior Marketing Team, Head of Marketing, and CMO.