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  • Writer's pictureThe Social Craft

Campaign management: the secret sauce behind any agency's success

Breathe life into your campaigns by setting goals, targeting the right audience, and measuring your success.

A year ago, I ran my first ad as Campaign Manager for The Social Craft. I was so excited to see the results and found myself constantly checking the analytics to see how we were performing online. As I reflect on this milestone, I realise that it takes much more than releasing content onto a social domain, it requires depth and insight. Only then will you see your campaign truly bloom.

With a background in advertising and marketing, I have managed different campaigns from Google AdWords, Facebook Ads, Instagram Ads, YouTube Ads and many more. To be a successful campaign manager, it requires strategic thinking, creative problem solving, and sometimes being an expert in project management and communication. It is a tough role, but after 5 years of fine-tuning my skills, I am learning what it takes to be successful in this industry.

When it comes to marketing, the most important thing for any business is to get the most out of their budget and get the best return on investment. The work that I do involves creating well-timed campaigns that target the right audience, ensuring that all money spent is used in the most effective way possible. And, if there's ever a drastic change in performance metrics, it's my job to troubleshoot, find a possible cause, and resolve it.

Campaign management is essential for marketing success as it helps build a clear and cohesive plan for our campaigns. It plots out the tactics that will work best for a company and its audience. Without it, you could spend thousands of dollars designing stunning creatives with punchy post copy, churning them out as ads on various platforms without generating any meaningful impact. This is where data comes into play.

Measuring the analytics of a campaign is what I love most about what I do. The data-driven insights into how people interact with information help me make better decisions about what content to produce next and what might be a good fit for our clients and their audiences. Afterall, if you are not leveraging data, you are not doing business right.

Data is the only way to measure your success and strategise winning ideas. Want to evaluate how your business is being perceived? You need to track its performance data: sales, customer feedback, retention rates, etc. Want to see if your marketing campaign is effective? Measure the data: clicks, conversions, traffic, creative performance, etc. Data-driven decision making is the key to success in business.

If you're looking to step up your campaign management game, here are 5 expert tips:

Keep a close eye on your budget

It is vital to keep track of how your campaign is pacing from a budget perspective to avoid overspending and underspending.

Set realistic and measurable goals

Always look at the audience segments and compare it to your budget, this will determine how your campaign will go.

Plan and execute your campaigns carefully

Campaigns can be tricky to plan and execute. It's important to keep in mind that if you're running a campaign, you are trying to get people to do something. That's why it's so important to think about who your audience is and how they'll react to what you're saying.

Analyse the data

Evaluate what works and what does not by testing out different creative elements and targeting options to see what generates the most engagement. The data you collect can be used to inform your future campaigns. If certain elements work better than others, you can use those for future projects. If certain targeting options work better than others, you can use those as well.

Improve your skills

Aim to broaden your knowledge of the latest trends and campaign management tools. It’s important to research new developments and test out new industry tech to find out how you can upskill yourself.

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