Applies To: Core & Commercial
Version: 1.0.x

Start with a Goal

Every successful Campaign begins with a clear objective.

Before creating a Campaign, ask yourself what the advertiser hopes to achieve. Is the goal to promote a new product, increase brand awareness, advertise a seasonal event, or encourage visitors to take a specific action?

A clearly defined objective makes every other decision much easier.

Keep Campaigns Focused

Avoid trying to make one Campaign do everything.

Instead, create separate Campaigns for different promotions, products, or seasons. A smaller number of well-focused Campaigns is almost always easier to manage than one large Campaign attempting to cover multiple objectives.

This approach also makes reporting and performance analysis much more meaningful.

Plan Your Creatives

Think about the advertisements before creating the Campaign.

Will there be one Creative or several? Will advertisements change during the campaign? Will different messages be displayed throughout the year?

Planning these details in advance makes the Campaign much easier to manage once it becomes active.

Choose the Right Zones

Not every advertisement belongs everywhere.

Select advertising Zones that are appropriate for both the Campaign and the audience you wish to reach. A carefully chosen placement is often more effective than displaying the same advertisement across every available location.

Quality of placement is usually more important than quantity.

Think Ahead

Campaigns often last longer than expected.

When creating a Campaign, consider how it might evolve over time. Will new advertisements be added? Could additional Zones be required? Might the campaign continue into another season?

A little planning now can save considerable administration later.

Keep Things Organized

Good organization makes every Campaign easier to manage.

We recommend:

• Use clear and descriptive Campaign names.
• Group related advertisements together.
• Archive or pause completed Campaigns rather than deleting them immediately.
• Review Campaigns periodically.
• Remove outdated material when it is no longer needed.

A tidy advertising system is easier to understand and much easier to maintain.

Review Performance

Even successful Campaigns can usually be improved.

Use the available statistics to review Campaign performance, compare Creatives, and identify opportunities for improvement. Small adjustments made over time often produce better results than major changes made infrequently.

Advertising is rarely something you create once and forget. The most successful Campaigns continue to evolve as you learn more about what works best for your audience.

Final Thoughts

A well-planned Campaign benefits everyone involved.

Administrators spend less time making corrections, advertisers receive a more professional service, and visitors are presented with advertising that is relevant, well organized, and thoughtfully placed.

A little planning at the beginning often results in a much more successful Campaign in the long run.