When running multiple campaigns, it becomes crucial that you organize your campaigns and have some kind of structure. Without structure, it gets really messy when you’re running dozens of campaigns.

Here are 5 ways to organize your marketing campaigns.

[Marketing Tips] 5 Ways To Organize Your Marketing Campaigns

Disclosure: Some of the links below are affiliate links. I will earn a small commission, at no extra cost to you, if you purchase through these links. Your support encourages me to continue blogging and help with the costs of hosting this site. Thank you!

1. Organize Your Campaigns Such That They Support Your Goals

Let’s say you have 3 campaigns

  • Branding
  • Products/Services
  • Competitors

The reasons for separating them are endless. You might bid on your brand keywords to convert potential customers who already know you and are searching for you, build brand awareness, promote your products and services or make your competitors’ potential customers consider you instead. Or perhaps, you have an allocated budget for each category or you want to analyze performance and optimize further (eg. shift budget to the best-performing campaign, pause poor-performing campaign).

Whatever reason you have (there’s no correct or wrong answer for this), just bear this reason in mind. Remember why you separated into these various campaigns and stick to them.

Here’s a tip: I strongly feel that you shouldn’t separate your campaigns by keyword match type. I’ve seen clients that do this for their Google Search campaigns. In my opinion, I don’t think this is as effective as branding, products/services-focused or competitors campaigns. Ad copies are likely to be the same for broad, phrase and exact match keywords. On the other hand, you might tailor your ads and have different messaging angles for branding, products/services-focused and competitors campaigns. And this is a far better strategy to test what works best for you.

Etsy - Printable Goal Planner

Source: LilLexiLu via Etsy

2. Set Up Campaigns By Products & Services

Most people will usually organize their marketing campaigns by products and services. This is because a company is likely to have a sales target and allocated budget for each product and service. Therefore, it makes sense to arrange your campaigns this way.

You can consider grouping similar products and services together and creating 1 campaign for them. For example, shoes and dresses.

You can also separate specific products and services if they have high demand or are bestsellers. For instance, if wedding gowns account for a large proportion of your revenue, you can create 1 campaign just for wedding gowns.

Photo by rawpixel.com on Pexels

3. Separate By Location: Country, Region, City

One of the most common ways to organize your campaigns is by location. For example, you can create a United States campaign and a United Kingdom campaign in one Google, Facebook or LinkedIn ad account. One reason why companies like to separate campaigns by country is that they have different sales targets and marketing budgets for different countries. Or they might sell different products and services to different locations. Or that the promotion is different for each location.

In fact, you might even create separate ad accounts for the various countries. This way, billing is done in the respective currency of the country. It also becomes much clearer to see how much you spend for each country. You can also choose to grant access to employees in that country and they can’t access marketing campaigns of another country.

However, there’s a con to this. Take for instance, Google’s Customer Match. There are requirements to be eligible for Customer Match including 90 days of Google Ads history and more than USD $50,000 total lifetime spend. This total lifetime spend might be difficult to achieve if you separate your marketing campaigns into different ad accounts. Also, you might not have sufficient conversion data for each ad account (as compared to combining all marketing campaigns in 1 ad account). This is especially important for Google where there are a few smart campaigns like Google Smart Display and Google Performance Max which relies on conversion data to optimize campaigns.

So do weigh the pros and cons on whether you want to separate campaigns or ad accounts by location.

Photo by NastyaSensei on Pexels

4. Map Each Campaign To A Stage In The Buyer’s Journey: Awareness, Consideration, Decision

According to HubSpot, the buyer’s journey describes a buyer’s path to purchase. Customers go through a process to become aware of, consider and evaluate, and decide to purchase a new product or service.

You can thus map your campaigns to each stage in the buyer’s journey. Here are some examples of how it can be done.

Awareness

In this stage, the buyer becomes aware that they have a problem.

Your marketing message here should be to make customers aware that they’re facing a problem.

Google Display and YouTube campaigns are great for building awareness. On top of building brand awareness, you can also reach more people and bring attention to the problem.

Consideration

Here, the buyer defines their problem and considers options to solve it.

You can choose to highlight how your products and services solve their problem as well as the pros and cons. I would also choose call-to-actions that require lower commitment like a free online webinar, brochure download or newsletter signup. You can still ask for contact details like name and email but prospects don’t have to speak with your sales team yet.

Facebook Traffic and LinkedIn Sponsored Content and Messaging campaigns are some consideration campaigns that you can run.

Decision

And finally, the buyer evaluates and decides on the right provider to administer the solution.

This is where you can choose higher commitment call-to-actions like asking for a quote, free trial or demo, or simply contacting you.

Google Search campaigns are suitable for this. You can include high intent and transactional keywords like “buy” or “review”. Facebook and LinkedIn Lead campaigns are also great choices.

Source: By Amanda Sellers via HubSpot

5. Divide Campaigns Into Evergreen & Tactical

Evergreen

Evergreen campaigns are campaigns that are always on. Meaning that they’re running 24/7 all year long. They usually don’t have an expiration date and aren’t time-sensitive. Examples include brand awareness campaigns, consideration and decision campaigns. Think of them as part of your long-term marketing strategy. Therefore, you’ll need to regularly optimize these campaigns and aim for continuous improvement.

Tactical

Tactical campaigns are campaigns that you run for a limited period. For instance, you might run a tactical campaign to boost registrations for a specific webinar in Dec 2023. Or it could be a tactical campaign for a Christmas promotion. These short-lived campaigns have smaller budgets. They might even end without any optimization. However, after running a few tactical campaigns, you probably have some data and insights on what works and what doesn’t.

Etsy - Calendar

Source: TheSparkArt via Etsy

Bonus Tip: Reference Your Website Structure

Your website probably already has a hierarchy where you structure your products and services. Or you might have different websites for the different countries where you use country domains.

This is a good foundation to refer to. Your marketing campaigns can mimic this website structure.

The Army of Flying Monkeys - Website Navigation Structure - Flat vs Deep

Source: The Army of Flying Monkeys

Bonus Tip: Decide On Naming Conventions

I strongly recommend that you decide on a naming convention for your campaign names. This way, you can immediately tell what type of campaign you’re running from the name itself. You can create a playbook, template or formula to generate your campaign names.

Do check out my article on how to name your marketing campaigns. Some elements to include in the campaign name are campaign type, country and date.

 

Facebook - Ad Variations Versions

Now It’s Your Turn

How do you organize your marketing campaigns?

 

Copyright © 2017-2024
Nicole C. W. All Rights Reserved.

Want to receive updates?

Join My Newsletter Now

 

Be the first to know about hot new releases, tips from my blog and more.

Pin It on Pinterest

Share This