5 Steps to Organize and Run a Paid Digital Campaign
Organizing and running a paid digital campaign can be an overwhelming project — especially for multi-location brands working to execute new campaigns from scratch. Digital strategies are supposed to help brands achieve specific goals, but reaching those benchmarks requires the use of selected online marketing channels, including paid, earned, and owned media.
Paid digital media is a channel that brands spend money on to capture the attention of potential customers online. Paid social media posts, native advertising, and Google AdWords can all fall under this umbrella.
How do you organize and run a paid digital campaign that boosts revenue and generates a positive return on investment (ROI)? If you’re interested in learning how to create successful digital marketing campaigns for your brand, follow these steps:
Step 1: Set Your Goals
Every brand needs its own set of unique goals. What are you hoping to achieve with a paid digital campaign? Do you want increased name recognition? Do you want to drive more people into physical stores? Do you want a boost in revenue? The specific goals that you’re hoping to achieve through a paid digital campaign will inform which channels or vehicles we use.
Step 2: Choose Your Channels Wisely
It’s possible to do everything, but not at once. For the greatest ROI, it’s recommended that brands begin with two to three paid channels, and then add more from there. Google AdWords and paid social media posts are a good place to begin.
Step 3: Do Keyword Research
Keyword research is an important part of any paid digital campaign. Whether you are planning to use Google AdWords or write blog posts to maximize search engine traffic, you’ll want to make sure you’re using the keywords and keyphrases people are typing into search engines to find your brand. Keyword research is free, so there’s no reason to skip this step when organizing a paid digital campaign.
Step 4: Integrate Multiple Parts of the Framework
The most effective digital campaigns incorporate many different channels or parts of the framework. Instead of just working on a single piece of paid media, like a paid social media post, you’ll want to look for opportunities to incorporate that media into other vehicles or channels. For example, let’s imagine you already have owned content in the form of a blog post on your website. Can that blog post be incorporated into a paid social media advertisement or a native campaign that runs on a publisher’s website?
The difference between a paid digital campaign run by a novice and one that’s run by an agency like SOCi is that experienced marketers are able to integrate paid, owned, and earned media into cohesive, well-organized campaigns to maximize the results.
Step 5: Audit Your Campaigns
Organized digital campaigns include multiple offramps, where brands can evaluate the performance of the various channels. If one channel is underperforming, this is the time to look into why that is. Is it the messaging, the targeting, or is the channel itself just not working for your brand’s goals? Audit your campaigns regularly to achieve the best possible results with all paid digital campaigns.