How to set up a campaign


A successful campaign begins with a proper setup. Here is a step-by-step guide for getting your campaigns started out on solid footing.


Step 1: decide on your audience and campaign goals

  • Buying online media is similar to buying other media – you need to know whom you want to reach, and what you wish to achieve.
  • Do you want to hit a specific group across a wide area, like moms in the Midwest? Or do you want massive reach in a small area – say, everyone in New York?
  • Do you need brand lift or name recognition? Or are you really looking to drive sales online or in the store?

Step 2: Align your creative to your inventory

  • Your creative should be matched to the audience that will see it, and the places it will be seen.
  • Example: Let's say you’re launching a new, healthy snack line with benefits for both moms and environmentally-conscious consumers. You’ll need two types of inventory – one for each audience – and creatives to match.
  • Create your banner ad with the benefits, images, and best taglines for your product.

Step 3: Refine your targeting

  • The type of targeting you add on is often determined by the inventory you buy.
    • If you’re only using a couple of sites, you may not want to add additional targeting. However, if you’re willing to use more diverse inventory, you’ll have an easier time finding the right audience.
  • The size of your audience must be balanced with the precision of targeting used.
  • Geographic targeting – Is there a location that you want to hit?
  • Website targeting – If you’re buying across a whole network, do you want to narrow down to one type of site – like sports or news?
  • User targeting – If you’ve chosen to advertise over a set of sites, do you want to focus on users who show certain demographic factors or behavioral characteristics?

Step 4: Choose a frequency

  • Frequency caps on networks allow you to limit the number of times a user sees your ad.
  • When determining a frequency cap at the start of a campaign, keep in mind your budget as well as your marketing objectives.
  • A frequency cap of 4 ad served per user every 24 hours is a good place to start; 
  • The impact of an ad increases each time it’s seen, but the impact decreases after a certain number of views. Refine until you find your sweet spot.

Step 5: Determine a bid

  • If you are buying with a particular site, the site will determine your CPM price.
  • If you’re buying through a network, you’ll need to place a competitive bid to win the space you want. You’ll be competing for inventory with other advertisers in an auction environment.
  • A network will suggest a starting bid based on the inventory and targeting you select. This bid fluctuates based on the market, and does not guarantee you’ll get all the space you want.

Step 6: Update your campaign based on what you learn

  • Once your campaign is running, you should check its performance, and then optimize to meet your goals.

Next Lesson: Creative Execution