Homework Template – Campaign Brief
Make a copy of this template and fill it in. You can’t edit or copy documents in the Instructional Drive.
Section 1: Google Ads Remarketing Campaign:
BRAND + INDUSTRY (What is the name of the brand or organization, value proposition, and industry sector?)
Example:
Brand: Molekule creates professional-grade, premium air purifiers that it sells directly to homeowners and healthcare professionals. Molekule’s mission is to eradicate indoor air pollution for everyone, anywhere.
Industry: Air Purification Technology/Household Consumer Products/Healthcare
BUSINESS OBJECTIVE(S) (What is this campaign working to achieve or support for the business?)
Example: Increase online sales of Molekule’s signature air purifier, the Molekule Air, by 20% to medical offices in Los Angeles, CA.
CAMPAIGN SUMMARY (What are the key details about your company and the product/service you are promoting in this campaign? Who is the audience? Why is a remarketing campaign an ideal strategy?)
Example: In the era of coronavirus, more medical offices than ever are looking for ways to make their facilities safe for medical professionals and patients alike. Since the start of the pandemic, we have seen a spike in Google searches for medical grade air purifiers, website visits to Molekule.com, and signups for Molekule’s weekly newsletter
. Retargeting site visitors as well as our email list with a display campaign that highlights the medical-grade features of our signature air purifier will increase product consideration and interest among professionals who are already looking for an office safety solution.
CONVERSION FUNNEL STAGE(S) (Which stage will your campaign target? Awareness, Consideration, Interest, Conversion, and/or Re-engagement)
THE TACTICS YOU WILL USE AND HOW THEY WILL SUPPORT YOUR OBJECTIVE.
How will remarketing keep people from dropping out of your conversion funnel? For example, will it increase existing customers’ AOV? Or LTV? Both?
What remarketing tactics will you use to ensure your desired outcome? For instance, will you be offering a discount? Exclusive content access? Why and how will you incorporate them?)
CAMPAIGN TYPE Display
GOOGLE ADS
CAMPAIGN GOAL (Which campaign goal will you select? Sales, leads, website traffic, product and brand consideration, brand awareness and reach, or app promotion.)
REMARKETING AUDIENCE DETAILS (Who are you remarketing to? Site visitors, app users, customer/email list, etc. How have they interacted with your website?)
KPIs (How will you evaluate progress or achievement of the goal(s)? CTR, CVR, CPA, AOV, LTV, VTC, visits, impressions, downloads, form completions, etc.)
Section 2: Facebook Ads Manager Retargeting Campaign:
BRAND + INDUSTRY (What is the name of the brand or organization, value proposition, and industry sector?)
BUSINESS OBJECTIVE(S) (What is this campaign working to achieve or support for the business?)
CAMPAIGN SUMMARY (What are the key details about your company and the product/service you are promoting in this campaign? Type of campaign—who is the audience? Why is a remarketing campaign an ideal strategy?)
CONVERSION FUNNEL STAGE(S) (Which stage will your campaign target? Awareness, Consideration, Interest, Conversion, and/or Re-engagement)
THE TACTICS YOU WILL USE AND HOW THEY WILL SUPPORT YOUR OBJECTIVE. (How will retargeting keep people from dropping out of your conversion funnel? Will it increase existing customers’ AOV and/or LTV? Both?
What remarketing tactics will you use to ensure your desired outcome? For instance, will you be offering a discount? Exclusive content access? Why and how will you incorporate them?)
CAMPAIGN TYPE Social
FACEBOOK MARKETING OBJECTIVE (Which marketing
objective will you select? Brand awareness, reach, traffic, engagement, app installs, video views, lead generation, messages, or conversions)
RETARGETING AUDIENCE DETAILS (Which type of retargeting audience(s)—website, list-based, engagement, and/or lookalike—did you choose to target? Why?)
KPIs (How will you evaluate progress or achievement of the goal(s)? CTR, CVR, CPA, AOV, LTV, VTC, visits, impressions, downloads, form completions, etc.)
