Fivequestionsbeforeyoulaunchacampaign
Before budgets and platforms, these questions decide whether a campaign lands or gets lost in the noise.
The fastest way to waste an ad budget is to start with the platform: "we want a Snapchat campaign". The platform is a late decision. Simpler, more important questions come first.
What should happen?
A visit? A sign-up? A purchase? Awareness? Each goal needs its own message, platform and measure, and a campaign chasing two goals usually reaches neither.
Who are we talking to?
"Everyone" is not an audience. The sharper the description — age, city, interests and the moment they need the service — the cheaper the targeting and the closer the message.
What makes them stop?
People decide in an instant whether to stop at an ad. The creative idea is what fills that instant: an unexpected image, a direct question or a clear offer.
An ad that doesn't stop the thumb never reaches the mind.
How will we measure?
We set the indicators before launch and put tracking in place on the site and the platforms. Without measurement we can't know what worked so we can do more of it, or what stalled so we can stop it.
What happens after the tap?
Many campaigns win the visit and lose it on the landing page. So we review the whole journey: the ad, the page, the form or checkout, and the follow-up.
In short
Once these five questions are answered, choosing the platform and the budget becomes an easy, well-founded decision.
