Rewards Navigator: Advertising Campaigns Inspiration
To make the most out of this piece of content we have come up with materials for different campaigns you can run related to this topic.
We propose 2 different strategies, one of them if your team has enough time, budget and capabilities, the ideal rewards full funnel campaign, another one, just to amplify the reach of the piece of content.
Campaign 01: Full funnel campaign
To make the most impact with the reward navigator content we recommend to run a full funnel campaign simultaneously on Google, LinkedIn and Meta, with specific content per funnel layer. In order to set this up, we have already come up with a strategy.
- Define your budget & time campaign will run
- Our recommendation is at least 30 days.
- Regarding budget we recommend to spend at least 4K. - Check strategy template and adapt when necessary:- Budget calculation template: https://docs.google.com/spreadsheets/d/1ZeahUdHm_9bVU8qTUXW0i9ESPhk3op3ACqktoRNDnYw/edit?gid=0#gid=0
- We recommend to run the campaign simultaneously on all channels at the same time to amplify the effect of the campaign and keep frequency high. But feel free to use this a starting point, and mix and match channels to run the campaign that will perform best on your country. - Create audiences for campaign if necessary.
- Audiences for google & Youtube campaigns → check how to create an audience here.
- Audiences for LinkedIn → check how to create the right audience here
- Audiences for Meta → meta is a great platform to use for retargeting capabilities, we recommend to create an audience based on website visitors. - Put campaign live! some things to have into account.
- Awareness layer should run a little bit longer than consideration and conversion, in order to have enough people to fill the funnel. Hence if your go live date for awareness is the 15 of October, start with consideration and conversion 2 weeks after, to have a big enough retargeting pool.
- Create campaign names and utms following guidelines here.
- Set up campaign following guidelines on budget split here.
- Find all materials to use on the campaign on Canva (WIP).
- If there’s any specific question please reach out to Angela.
Campaign 02: Lean & mean campaigns
These are low hanging fruit or quick wins we can implement in a very short time to make the most out the rewards navigator content. We have included 3 campaugns you can run, depending on your objectives, Awareness, consideration or conversion.
- Awareness Campaign: Create an unskippable youtube campaign towards an inmarket audience in order to inform a potential audience about this new research.
- Audience: TBD
- Budget recommendation; 10/20 euros a day
- Timeline: keep campaign running for at least 30days - Consideration Campaign: Add Rewards blogposts (millestones) to your always on traffic campaigns on LinkedIn. The main objective of this campaign will be to get people on website, getting information on the research.
- Audience: TBD
- Budget recommendation: 10/20 euros day
- Timeline: keep campaign live as long as CTR is above 1.5% - Conversion campaign: Create a Display conversion campaign
- Audience: In market audience / retargeting website visitors
- Budget recommendation: 20/30 euros day
- Timeline: keep campaign live for a maximum of 30 days. If results are good consider to add this to your always on layer.
- Content: focus on ads of the downloadable items (guide & checklist). - Conversion Campaign: Create a Conversion Campaign on meta redirecting to guide pages (checklist & ebook)
- Audience: website visitors retargeting
- Budget recommendation: 500 euros
- Timeline: Keep campaign live for a maximum of 30 days.
- Ads: Find specific ads here.
Whatever is your choice, please monitor campaign results closely using the platforms or the advertising dashboard that you can find here.