Campaign organisation by audience stage
Our second campaign structure was initiated after a long term luxury fashion client requested a refresh on campaign organisation. After a significant website rebuild, it was decided that Social Targeting should be reorganised to a structure based on the Client Relationship stage, instead of our usual marketing funnel/objective set up. The organisation was still cool to hot in terms of audience stage but was more granular and featured multiple campaigns for each stage of customer acquisition. People who had never heard of the brand, those who have but haven’t converted, and remarketing audiences make up the main stages that advertising is spread across. Within those, we have video views campaigns, lead generation, traffic, engagement, conversions and catalogue sales, to name just a few.
What is most interesting about this way of structuring the campaign is that some objectives that are typically top of funnel are featured in customer stages that are traditionally lower down the funnel. Traffic appears early in the audience stage and a video views campaign makes a reappearance for those who have previously bought. You can see this represented below in the colour coding – objectives that are usually top of funnel, or coldest, are the lightest in colour, while objectives get darker in colour as we move down the funnel and get hotter. In essence, instead of having audiences at ad set level they are at campaign level, where we can better target the right people with the right content. This means specific placements and creative are used for different stages of the Customer Acquisition stage and feature across multiple audiences.