Setting Up a Campaign: From A to Z

According to various sources, a person is exposed to between 5,000 to 10,000 ads per day. That’s quite a mind-blowing number, and sure, we neither see (you know that difference between to look and to see) nor remember all of them. Still, every ad professional strives to make every campaign perform as successfully as possible. That means making the ad to be seen by relevant people, convey a powerful message, and encourage to take actions—whether it’s engagement, buying, or anything else.

So, a detailed plan of delivering a campaign is essential. After inevitable market research, you can move on to the next phases.

Campaign planning

Before launching any campaign, advertising specialists do a lot of preparatory work. Usually, the client actively participates in this phase, as it involves defining the key elements of the campaign. The planning includes four main stages:

– Campaign objective. The first step is to determine what is the goal of the advertising campaign. There are three main objectives: awareness, engagement, and conversions. Before setting the goal, it is essential to think of what impact the campaign should make on a user.
If you want to make him/her know about the presence of your brand (or to remind it), the goal is awareness. The objective of showing the ad is to reach as many users as possible. So the most relevant metric in your campaign will be CPM (Cost Per Mille). If you want the user to take any action, you should focus on engagement. Ad professionals measure it by CTR (Click-Through-Rate) or CPC (Cost Per Click). If you want to make a user buy your product/service (or perform any other action that‘s valuable to your business eg. fill a form, make a call, send a text, etc.), your goal is conversions. In this case, you should pay attention to CPA (Cost Per Acquisition).

– Creatives. Choosing the right creatives is essential. It includes both the visual aspect and the dimensions. In Eskimi, we mainly use five banner sizes: 320×480 (mobile), 300×250 (mobile), 320×50 (mobile), 728×90 and 995×250. Each of them has its positioning on a website/app. For example, a 320×50 banner is placed at the bottom of the screen, and 728×90 is positioned at the top of the website.

Different types of creatives serve various objectives. With Eskimi DSP, you can use multiple ad formats, including display, native, rich media, and video ads. For raising awareness, the display ad is suitable, and videos are just right, as they better inform, immerse, and evoke emotions. Rich media is known as the most engaging ad type as it is highly interactive and invites a user to take an action (listen, watch, click, play, and so on). Also, this type is great for conversions. Check out the Rich media gallery for inspiration— Eskimi DSP team is ready to make the right creative for your goal.

– Target audience. Targeting the right people is inseparable from the campaign setting. You should know your user/buyer (for example, empathy and experience maps help to get to know and better understand your typical buyer). Eskimi DSP is super rich in targeting options, including user interests, behavior, gender, location, devices, and telecom data. For telecom and device industries (but for others as well), Telco Dashboard is an invaluable tool providing deep insights on data consumption, browsing device, SIM usage, comparing behavior by socio-economic class, and so on. These and many more options are differently relevant in each case—you should decide what factors are relevant. For example, if you aim for more engagement, you’ll likely get it in apps, as data shows that app users are generally more engaged than those who browse the website.

– Budget. Every company has its priorities, goals, and possibilities. What engagement rate do we aim for? How many conversions do we aim for? How much do we want to spend at the end of the day? Defining the budget is the last step in campaign planning, and is usually dependent on your expectations about the results.

Launching a product

To make your plan a reality, Eskimi DSP offers practical tools for launching the campaign. That includes picking specific tools, websites, or apps for the campaign, setting your audience, and getting creative. 

Package tool. It covers a choice of specific tools and websites/apps you’d like to involve in your campaign. You could easily type in the app/site you desire by name or upload by ID, you can also specify if you prefer just apps, sites, or both on a particular package. This tool further enables you to control bid, reach more premium audiences, and even maintain top-of-mind-awareness within our niche.

Audience tool. This one allows you to include specific audiences with specific interests, location targeting, and way more. For example, Eskimi DSP stores data about 2200+ interest categories. You can also create hyperlocal targeting and geofencing audiences from multiple locations, retargeting audiences based on first-party data, and so on.

Creatives tool. It provides three types of creatives: 1) static banner, 2) rich media, and 3) video. Eskimi DSP has a Rich Media builder allowing you to create your rich media creative. You can choose from already prepared examples, and get creative in only 3 minutes, or you can make an inquiry for our team for tailored and exclusive solutions.

Making the campaign work

That’s it!

Well, not really. 🙂 Making a campaign successful doesn’t stop at proper setup. After launching a campaign, there is still some work left—optimizing is key to reaching the best possible results. You can learn more about successful campaign management here. A good beginning is half the battle won. So make a start as contributing as possible!