Sharing is Caring
Adele knows that. Well, another Sunday, another party. However, this party had a little less touchdowns, and a lot more singing: The 59th Annual Grammy's. Did you miss them this year? No worries, here are the winners, so you can keep up with the water cooler talk.
Speaking of sharing, last time we spoke we were all about AdWeek and what we learned there. This week, we take a look at mid and post-campaign reporting. Data is great, but only if we know the story it is telling.
Do You Mean Justin?
Sean Spicer wasn't feeling the love on Valentines Day. Well, not from Canadians. On Tuesday, during his daily briefing, he called our PM "Joe Trudeau". I wonder if this will get covered on SNL?
We don't want you to pull a Sean Spicer. So over the next few newsletter we will be drilling down how to use the right information in order to help you ask for the next digital sale from your client.
So, you asked for a mid-campaign report from your DCS. You sent that over to the client. Uh oh, they aren't happy and want to see increased performance. Don't sweat - you need to restore confidence in your client that you and the ops team know what needs to be done to improve performance before the end of the campaign. What do you do?
1. Start with goals.
What were your client's campaign goals? As you already know, it's crucial to identify the campaign goals before anything goes live. Why? It helps the ops team successfully optimize. Let's say the KPI is clicks. Once this is communicated to ops (via your DCS), they know to serve the ad to pages that will generate the most amount of clicks.
How do you communicate KPIs or Goals to the DCS? Send them an e-mail when you are booking your campaign.
2. Next, look at the IO.
Once you have their goals, go back to the IO and look what was booked for them. Things to look for:
- What ad units did they book? How many and what were the sizes?
- How long is the campaign? What were the monthly targeted impressions?
- What's the CPM?
- Were the ads geo-targeted?
- Were they booking certain sections?
- What was the creative for each of the units?
3. Finally, go through the mid-campaign report
What is the client seeing that they aren't happy about? This is where the goals help out. These are some things to pay attention to on the mid-campaign report:
- What sections did the ads run?
- What were the contracted impressions? What was actually delivered?
- How many clicks were delivered?
- What was the CTR %?
4. Make a plan (aka optimize the campaign)
Now that you understand how the campaign is under-performing, you need to figure out what tactics to use in order to get back on track. How? By working with your DCS and ops - you need to let them know that they campaign isn't performing as planned, what the goals of the campaign are, and then they work their magic.
Magic? Not quite, but you'll have to stay tuned next week to see what the tricks of the trade are.