A new advertising campaign’s introduction is exciting. Promoting the goods or services your business offers is a terrific idea, whether you’re starting a paid search campaign, new Facebook advertisements, or even direct mail. Setting up a great advertising campaign requires a lot of effort, of course. A creative brief or messaging document must be created before you can decide what kind of campaign you will run, who you will target, or how you will approach the creative aspect.
Creative briefs have been used in the advertising industry for years to make sure that the client’s goals and those of the agency are entirely in sync. Without a brief, it’s possible that the firm would spend weeks coming up with brilliant concepts, imaginative executions, and media campaigns that didn’t support the objectives of their client.
It’s critical that all internal stakeholders agree on the objectives and results of your company’s marketing initiatives, regardless of how you develop your advertising campaigns. To ensure that everyone is on the same page and working toward the same objective, every project should begin with a creative brief.
The Top 10 Advertising Questions to Consider When Developing a Campaign
A strong creative brief doesn’t have to be lengthy or complicated, but it does need to provide clear answers to some important issues and assist in simplifying your strategy and objectives.
- What is your essential message, summed up in a single sentence?
- What is the campaign’s main goal or purpose? Why do you run ads?
- What issues are you addressing?
- What does the audience believe or feel about you, your service, product, and brand?
- What should change now that people have seen your advertising?
- What are the benefits of purchasing your goods or services?
- (Gender, age, interests, income, education, etc.) of the person you are speaking with?
- What tenor are you in?
- What are the main advantages of your products or services?
- What is the suggestion to act?
You can make sure that your campaign is prepared for success by taking the time to consider the answers to these questions and carefully plan how you want to sell your good or service.
It’s time to connect with your team once you have clear answers to these 10 questions. Make sure that the campaign’s creators are all using the same fundamental principles and ideas. The brief will inform everyone, from your copywriter to your social media manager, of the campaign’s essential elements and what they must do to properly carry out their crucial duty.
10 Additional Questions to Consider When Measuring the Success of a Campaign
It’s time to assess your campaign’s success once you’ve completed running it. These inquiries can assist you in evaluating how well your campaign performed, whether changes should be made, and whether your results are repeatable.
- What crucial indicators, such as cost per click, cost per lead, and cost per acquisition, do you use to judge your success?
- What kinds of reports can you produce to present your findings to the company’s leaders?
- Are the leads your campaign generated of high quality? How many of them made it all the way down the funnel and converted?
- Do you and sales have a strategy in place to follow up on unconverted leads?
- Is it worthwhile to retarget leads who didn’t convert with subsequent advertising made specifically for them?
- What lessons did you learn if you conducted an A/B test? Did your audience respond more favorably to some messages than others?
- Are there any other A/B testing you can do to improve your adverts in the future?
- Are you able to grow your results with automatic bidding, like Google Smart Bidding?
- Can you expand your campaign’s distribution channels to increase its effectiveness?
- Do you have attribution for each conversion the campaign produced, including conversions from phone calls?
Your team will be better able to plan for future campaigns by answering the questions above and understanding how well your campaign performed. There are always new approaches to optimize and enhance over time while running marketing campaigns, which is a process of constant learning and iteration.
Which of Your Leads Will Convert?
Beyond the aforementioned queries, marketers should also think about how leads will want to respond to your advertisement. Will they complete a form to schedule an appointment or request further details? Will they make a purchase in an online store? Will promotional items aid in their funnel descent? Or will they prefer to call a number to speak to a live person and finish their transaction? The answer to these questions frequently depends on your industry and the products or services you are selling. Companies that offer goods and services that are difficult to use, expensive, infrequently purchased, or urgently needed frequently generate more inbound calls than online leads.
Your call to action for your advertisement and landing pages will be impacted by whether people will convert online or over the phone, as will the tools you need to track conversion rates. Tools like Google Analytics can be used to track online conversions. However, if you believe that leads are more likely to convert through a phone call, you should use a conversation intelligence solution to obtain attribution and insight on those phone leads.