Hi there! Today’s case-study is about the B2B marketing. I have done a campaign briefing with one of our client and found the summary of the campaign as following.
What is the Campaign Briefing?
The campaign briefing is really important and successful campaign can’t be made without this process. As an agency, we have to agree with the client regarding the objective, success criteria, and the approach.
How to build your tailored audience?
Once we agree regarding the budget, objective, and the flight period, we have to come up with the way to build our tailored audience. It is not easy process but we can make something like following in order to target the client’s preferred audience. In this case, we have to target the “marketing people” by utilizing the national job database.
Performance Simulation
A perfect performance simulation requires the historical data of similar campaigns but in most cases, we do not have very “similar campaign” provided that each client’s business is unique to some extent. However, we have to do this simulation otherwise we can’t have the success criteria. The following data is a real performance simulation of us.
Sorry it is partly based on Japanese but one of the important thing is pricing model. In case we use DSPs (demand-side platforms), it is typically based on the CPM (cost per each 1,000 impressions). Thus, the CPC varies depends on how much CTR you can get. The performance of the creative is also very important.
Optimize Your Campaigns towards the agreed Success Criteria
Once we set up the audience and also the ad-group, we launch the campaign and start optimizing. Typically, the objective is to lower the CPA (cost per acquisition), so there are two big strategy here.
- One idea is that allow high-CPC and get “quality audience” on your landing page. Aim to get higher CVR (conversion rate) and then try to lower the CPA.
- The other idea is that, keep very low CPC and collect as much users as possible on your landing page. This would sacrifice your CVR but the CPA can be lower than above strategy in case your CPC is indeed cheap.
Deliver the weekly performance report and explain next planned actions
Seems like this campaign design is well agreed with the client so the remaining actions is to keep optimization efforts and then deliver the report to them on each agreed timing. One thing you have to note is that this campaigns can be done even without the presence of your local legal entities provided that you have your trusted agency on the ground 🙂