Campaign Structure

[torg]

I'd appreciate some help on how to best use/not-use 'Campaigns'. What are the best practices for layout and what assets include in a Campaign.

At least in this context our main 'business objective' is a trial sign up. People can join a trial in 2 ways:

• Direct from sales page
  • 1 sales page
• Downloading a 'report' -> sales page
  • 2 new 'reports' a month

Notes: Each have their own traffic sources; blogs, social & email. Every blog has the same CTA to sign up for a trial.

1. If our objective is a trial sign up, should this be our only 'Campaign'? Or should each report have a seperate campaign, even though it ends up on the same sales page.
2. Do I include the blogs OR the CTA as the asset(s)? Otherwise it would seem to be doubling up.

Thank you!

[rikkilear]

Interesting question.

The way I feel about the campaigns tool is to track the campaigns which are separate to the business objectives. Campaigns are likely all tie into the business objective but are different ways of achieving it, eg:

• XYZ ebook promotion
• April 2020 webinar
• New product / service launch

I then tag all the assets related to that specific campaign, so for the 'webinar' example it iely has:

• Several emails promoting it to the database
• Several social posts promoting it to folllow
• Ads to new audiences
• A landing page to sign up
• A thank you page when they do sign up
• A workflow when they sign up

^ all of those assets get tagged against the 'webinar' campaign.

I would track business objectives in different report types:

• Number of trial sign ups
• Attribution of sign ups
• Campaigns which led to sign ups
• etc

Hope that helps?

[torg]

Thank you very much. That makes sense.

What I still don't understand is the merit of being very granular when the individual assets have their own tracking.

Would we not get as much value from:

• Trial Sign Ups
  • Landing Pages

Because we can see all the individual traffic sources of landing pages on their own. This blog post seems to suggest one should align Campaigns to the final outcome.

As we would:

• Blog Trial Sign Ups
• Social Trial Sign Ups
• X Report Promotion
• X Webinar Promotion
• X Ebook Promotion

We have so many campaigns running, so would it also work to just have a 'Trial Sign Up' campaign and then attach all of the campaign's landing pages to that? That way we get a pretty good attribution picture.

Thanks.

[rikkilear · Accepted solution]

Good points. There is no right or wrong here, it's all about structure and preference.

On this point: 

"What I still don't understand is the merit of being very granular when the individual assets have their own tracking."

Each asset does have its own tracking but what is difficult to do with that approach is give a holistic answer to the question "how did that campaign perform" - which is a common question from a marketers boss - eg "How did the new product release campaign perform??" - to answer that without campaign tracking setup this way you would have to dive into each asset - perhaps 3 blogs, 4 social posts, 2 email etc - gather the stats together and then try and remove cross attribution. The campaigns report is designed to answer this question in one screen.

The way I visualise reporting is:

• Assets - individual pages, posts email etc
• Campaigns - the performance of the combined assets with a common campaign
• Business goal reporting - the combined performance of everything - eg number of sign ups, revenue, total traffic etc.