The document outlines the steps to set up an advertising campaign: 1. Define campaign goals and target audience. Create buyer personas and test messaging against audiences. 2. Select advertising venues like Facebook and Google AdWords that allow reaching the target demographic. 3. Design ads tailored to each advertising platform and A/B test content, copy, and calls-to-action. 4. Execute the campaign and closely monitor metrics like spend, time, and results to identify high-performing ads. 5. Optimize the campaign over time by expanding successful ads, testing new creative elements, and refining audiences.

1. Setting up an
AD CAMPAIGN
- Arthur Torres

2. 1. Outline your campaign
2. Define your audience
3. Select your venue
4. Design the ads
5. Execute & monitor
6. Optimize
Setting up an advertising campaign

3.  What are the desired outcomes?
 Figuring out how this campaign fits into your overall marketing
objective will be the foundation for how your campaign is built.
 What is the budget for this campaign?
 Understanding the budget is essential to your campaign structure
and to outline what success will look like.
 Define goals/benchmarks
 What are you aiming for? Be objective, ambitious and realistic.
1. Outline Your Campaign

4. • Set target audience
• Who does product/business
appeal to?
• Create buyer persona
• Specifically how
product/business solves a
problem that ideal customer
has.
• Test against target audience
• A/B test same message across
different audiences.
2. Define Your Audience
*Example of testing across different audiences

5. 3. Select Your Venue
Examples
 1.79 billion active users with
1.6 being active daily
 Age 25 – 34 are largest
demographic
 Average time spent = 20 min.
 Looking to consume content
 Ability to remarket
Google AdWords
 Average 2.3 million searches
a second
 Holds #1 and #2 most used
search engines
 Looking for answers
 Ability to reach people on
other websites
Facebook

6. 4. Design The Ads
 Create ads specific to the
medium (native ads)
 A/B test – Always!
 Test one element at a
time
 Establish a winner once
repeatable results are
expected
*Content, copy and CTA created for specific platform

7. Ad Examples
A/B Testing CTA Button

8. Ad Examples
A/B Testing
CTA Copy

9. Ad Examples
A/B Testing Copy

10. 5. Execute and Monitor
 Deploy ads on platforms
assigned
 Unless other strategy exists, more
budget should be invested over
time as testing progresses
 Monitor closely and look
for variations in results
 Make sure to take into
account:
 Sample size vs. Population size
 A Margin of error
AmountSpent
Time
Ad Spend Over Time

11.  Gather results from monitoring ads and deploy
tactics that showed favorable result.
 Some Examples:
 Use CTA that performed better
 Duplicate ads on similar platforms
 Test different style ads
 Build “Lookalike” or ”Similar” audiences
 Refresh images/copy
6. Optimize