Advertising Campaign Planning


There is no guarantee on how your Ads will perform, but advertising campaign planning can help in forecasting and auditing your advertising campaign.

Outlined below is the advertising campaign process every start-up, and existing business should follow for a more creative and engaging advertisement that guarantees conversions.

13 Advertising campaign planning process.

1. Smart Ads Placement.

The first step towards effective advertising campaign planning is smart ads placement, smart ads placements will position your ads strategically with an aim of improving visibility to your targeted audiences. For example, placing a farm machinery advertisement in a fashion magazine is not a wise decision, but placing farm machinery adverts on agricultural publications such as “farmer guardian magazine” is smart ad placement.

Marketing planning will help you understand your target market, where to place your adverts, and what your prospecting customers do in their day-to-day activities. Marketing planning gives you the information you need towards making smart ads choices and smart ad placements. Without marketing planning, you will waste time and money and end up with adverts that are not seen by your target customers.

You can also include smart advertiements in your email marketing plan, this is done when the prospect is nurtured and ready to buy your products and services, a dynamic email with visuals is more engaging and covert easily compared to plain emails.

2. Create specific objectives for your ads.

An effective advertising campaign requires you to understand what the objectives of the campaigns are, you need to have goals, and for this matter-specific goals. goals such as unit sales, visits to your office, visits to your business, or visits to your online platform.

You will then have to target your advert’s conversion towards meeting your objectives, this is done by the call to action option in your adverts. for example if you need people to visit your website, then your call to action message should be something like “Visit our Website Now!”

Your call to action can have a testimonial, for example, you can have someone to endorse your website benefits towards meeting their needs, which should address your customer’s needs, for example, if you own a dental clinic, you can have someone endorse your services, or have a copy that says “Visit our website for the best braces in town”

It’s good to have only one objective per advert, and one call to action as having multiple calls to action might cause confusion to your advert’s target audiences on the best way to reach you.

3. Construct an irresistible offer.

Here is an example of an irresistible offer commercial advert:

The top secrets towards creating an irresistible offer on your adverts are giving your customers valuable bonuses and a risk-free guarantee that appears too good and valuable to them, with a good pricing option.

The advert should be short with a lot of hype about the benefits of your valuable product until the customer is surprised and gives up! – the advert should be structured starting with a problem, solutions and benefits, and a call to action.

Having so many bonuses without justification can raise eyebrows, for this reason, you must give reasons on why you can make such bonuses, this might be in terms of pricing of your products or packaging as one package. giving reasons for your bonuses will add credibility to an irresistible offer with bonuses included.

4. Have a unique competitive advantage.

Creating a unique selling proposition means giving your customers a reason to buy from you rather than your competitors, even those with lower prices and higher quality than yours. your unique selling proposition might be having more selections than your competitors, having unique products than your competitors, good customer care service than your competitors, or fast delivery than your competitors.

Having a unique selling proposition in your ads campaign and ads messages is one of the biggest benefits you can offer your prospecting customers.

An advert without a unique selling proposition is a losing advert, relying on price alone is a losing proposition unless you have a significant cost advantage compared to your competitors.

5. Cloak your Ads in a news-style editorial format.

Creating creative and engaging adverts requires your adverts to be more news-like than adverts, various studies have shown people read more news articles than adverts. It’s estimated Americans see an average of 4,000 to 10,000 advertisements every dayOpens in a new tab. In a market jaded with adverts it pays to be different.

News editorials are more likely to pull attention and banish incredibility, news-style editorials include compelling headlines, informative posts, and use of graphics. At the rate Americans are jaded with adverts advertorial, they are tired of face-to-face sales adverts and prefer a more silent, soft sell-off of an informative news-style format advert.

6. Create a compelling headline.

80& of successful adverts are due to a compelling headline, a headline is the most important part of a creative and engaging advert. a powerful headline should be benefit driven outlining the benefits of your products, based on the current market trends, raising curiosity, and explaining how beneficial your products and services.

Examples of Compelling headlines:

  • Benefit Driven: You too can have a beautiful face without makeup!
  • Trend Oriented: Amazing modern car for the modern man!
  • Curiosity-driven: Are you making this deadly grammar mistakes!
  • How to Oriented: Get 1000 Customers within 10 days!

It’s a good idea to have multiple choices of headlines and have your advertising campaign planning team go through them and choose the most captivating headling among your list, a headline should be captivating to be read, let alone noticed.

7. Sell the benefits of your products and services.

People don’t care about your business, who you are, or your awards, they only care about your products and services and how they can be beneficial to them, ultimately your prospect clients want products that they can gain pleasure from or they can avoid pain.

An advert should be explaining the benefits of your product, this doesn’t mean the features of your products but the benefits of your products, you can express this in how the features of your products are beneficial to them, for example, an advert for a clothing line should explain how the products are beneficial in this weather conditions or the current market trend.

8. Create a risk-free advert.

Customers are very skeptical of adverts because of the increased rates of scams, and untruthful advertisements customers are exposed to. For this reason, you must make sure customers believe in your adverts by following the following strategies:

1. Use testimonials.

Using videos and images of your products and services endorsements is likely to increase the conversion rate of your adverts, testimonials are really powerful when it comes to marketing, using a real person that your prospects are familiar with to endorse your products and quote the benefits of your products creates instant credibility.

2. Offer a strong guarantee.

Providing a guarantee of your products and services is one of the ways to make your adverts risk free in the eyes of your clients, you can offer them a refund if they are not satisfied with your products and services, you can also tell them the durability of your services or products compared to your competitors, providing a guarantee for your products and services is a must, if not you should probably not be selling them.

3. Include facts and statistics.

Including statistics and facts from credible sources is one of the strategies that build credibility and reduce the risks prospects feelings when contemplating whether to take action on your adverts. people find comfort in products and services backed up by scientific or professional and positive proof.

9. Your advert should have a call to action.

While a well-crafted subject is essential for increasing open rates, the CTA (call to action) is essential for increasing response rates. The recipient reads that line, or a query, at the end of our communication. That’s the point where you urge them to take action — write us an email, click the offered link, or join up for a free trial.

Phrases such as call now trigger an emotional response that gets your customers to take the next step and contact your business, its recommended to make your call to action clear and explicit so that your clients can know exactly what your action wants them to do and how.

10. Create a sense of urgency.

Most prospecting clients will just see your adverts and are likely to procrastinate, for this purpose, it’s recommended you place a call of action and create a sense of urgency and scarcity to compel your prospecting clients to act immediately.

In the example below, the advert is creating a sense of scarcity by making sure the prospecting clients know the promotion is only available on the weekend, creating a supply of a limited time period. placing a deadline for the 50% offer creates a sense of urgency and scarcity propelling the client to act immediately not to lose the advantage.

An example of an advert creating a sense of urgency and scarcity.

When creating a sense of scarcity on your products make sure you hold true to your words and only make the products available during the advertisement available, if you can make an accountability program that would be perfect, failing to honor your promise might make you lose credibility as a business.

11. Make it simple for clients to respond to your adverts.

Most people buy goods and services on impulse, making it easy for people to buy your products and services creates sales, if customers find it hard to contact you or access your products or services you will lose sales.

Prospecting clients use different methods of communication, offering multiple options to contact you or your business is one of the smartest strategies you can incorporate in your ads campaign. for example, you can have prospects contact you through the telephone, visit your online business, email you, or any other form of communication that your target client use.

Studies have shown people buy on impulse based on the following demographic factors:

  • Pure impulse buying.
  • Suggest impulse buying.
  • Reminder impulse buying.
  • Planned impulse buying.

Creating an advert with impulse buying intent based on the above demographic factors generates more sales, you can also offer free communication methods where the prospecting client can leave their contact information response rates and sales conversions increase dramatically.

12. Have high-quality graphics.

Using high-end graphics is one of the best ways to engage your readers in your adverts and get them to keep and read your adverts for an extended period of time compared to plain adverts.

There are three steps towards creating a graphic advert, the first step is to capture your audience’s attention by using a high graphic image or video, having captivating graphics that will grip your readers’ attention and the final step is to persuade them to take action with your message.

If you are using social media, using graphics can attract the attention of your social media followers, one of the things to consider is the image size and avoiding using graphics that overpower the message and cause confusion, having the right image size is the key to social media advertising.

Social media Image sizes guide:

TwitterInstagramFacebookPinterestLinkedIn
Profile Photo
400×400
Profile Photo
110×110
Profile Photo
360×360
Profile Photo
600×600
Profile Photo
300×300
Photos Size
1200×675
Photos Size
1080×1080
Photos Size
1200×628
Photos Size
600×900
Photos Size
1200×628
Header Image
1500×500
Header Image
161×161
Header Image
820×312
Header Image
600×600
Header Image
1536×768

Graphics should draw attention to your adverts and add credibility to your message through graphical representation of your products and services. It’s highly encouraged to use graphics from your products or have some of your customers appear in the advert.

13. Be accountable for your advertisement budget.

Small and medium businesses, including startups, don’t have a lot of money to spend on an advertisement, for this reason, it’s good to be accountable for every amount you spend on your advertisement. using an advertisement conversion forecast you will be able to know which adverts are performing better and pull out the non-performing adverts.

Tracking your adverts is one of the smartest moves of advertising campaign planning, you need to have to track your advert responses to avoid losing money on advertisements. for example you can have a toll number to track responses of one advertisement, and use targeted calls to action adverts that are more likely to track the source of an advert.

Some adverts tell the prospecting client to bring an email or a coupon code they get from the advert to redeem their offer, this is a smart move to track advertisement conversions.

What are the steps in advertising campaign planning?

A successful advertising campaign starts with a clear understanding of your clients’ needs. You need to understand their product or service, target audience, and overall marketing strategy. Next, you need to develop a compelling message that will appeal to your audience. You can use your creativity to create a memorable ad.

You can also use a campaign to promote a product launch or a special event. The main goal of advertising is to get your message to the audience. You should not be spending too much time creating advertisements. Instead, you should be working on your marketing plan and managing your campaign.
1)      Identify the target audience
2)      Create an advertising strategy
3)      Prepare an advertising campaign
4)      Run the campaign
5)      Measure the results
6)      Optimize the results
7)      Repeat the process

What is the key stage of the advertising campaign?

A successful advertising campaign consists of a carefully planned and executed strategy. The first and most important step in any advertising campaign is establishing a brand. The brand is the company’s image, personality, values, and products. The idea behind a brand is to create something unique, memorable, and desirable and make the brand the “face” of the company. A good advertising campaign must be able to create a brand in the minds of the consumers.

What is an ad campaign example?

An ad campaign example is an advertisement that is to be spread all over the internet and is meant to convey a certain message. It is usually a catchy slogan or phrase. Campaigns are carried out to spread awareness or promote a product. For example, when a company wants to get a product noticed, they can make their own or hire a campaign.

What is the purpose of an advertising campaign?

Advertising is intended to sell goods or services. It is a form of communication that attempts to persuade the target market to make a purchase. The purpose of advertising is to create a need that the product will fill. The main function of advertising is to sell products.

James Ndungu

James is a one-on-one business consultant who helps CEOs, executives, and solopreneurs build their personal and professional branding.

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