Ad Campaign Objectives

Welcome To Salesville 

In order to explain how an effective ad campaign should work I will use an analogy of a train that passes through various towns picking up and dropping of passengers.

Salesville is the place where your prospects go to solve their problems. It exists as the last stop on your Customer Journey Map.

Think of your ad campaign as the train that travels through the Customer Journey Map on its way to Salesville, passing through several stations along the way.

These stations represent the individual ads within your campaign.  They are the places your prospects come to when they want to get to Salesville.

Each station is located in smaller towns also on your Customer Journey Map, you may have heard of them,  'Awareness-ville', 'Research-ville', 'Evaluation-ville', and 'Engagement-town'.

Prospects in each town are encouraged to hop on board the train where they will be served refreshments in the way of useful content that keeps them seated in place as they journey along the way until they reach their final destination, a town called 'Salesville'.

This is where all passengers get off, complete their purchase, and solve their problem.

Before you run any paid advertising campaign you must first know what the overall journey looks like for your prospects.

There is little point in just running an ad campaign as it will not bring the desired results.  

Many businesses fail at online advertising because they do not understand how paid ads need to be used as part of an overall inbound marketing strategy, which includes landing pages, written & visual content, emails, and ads.  Not just as a stand-alone feature.

Most businesses just run an ad campaign hoping to drive more traffic to their website.  They fail to think about the needs of the prospect and what they are looking for, or optimizing their website for data capture - so once the visitor has left, the money has been wasted.

The result is high ad cost expenditure and very little return on investment.

As you will have discovered in the customer acquisition and branding topics, prospects do not simply just become customers by chance.

They go through a logical process of :

  1. Identifying they have a problem

  2. Conducting research on how to solve it

  3. Evaluating what options are available to them

  4. Engaging with potential solutions

  5. Purchasing preferred option

Therefore your ad campaigns should be built around your buyer persona customer journeys, with individual ads centred around a particular objective that matches the goal of each respective stage.

OBJECTIVES

DESCRIPTION

STAGES

Build brand awareness

Increase the reach of branded content to your targeted audience

  • Awareness
  • Research
  • Evaluating

Generate new leads

Drive traffic to a landing page for qualifying new leads and collecting contact details

  • Evaluating
  • Engaging

Direct sales

Drive new leads to a transaction page for immediate sales

  • Purchasing

For a more detailed and in depth look at the individual stages that make up a customer journey you can read of the topic on customer acquisition


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