Campaign Set Up
Successful execution of ‘test and learn’ campaigns requires a clear understanding of the strategic objective or goal of the campaign
- Modular Content
- Channel and Media Planning
- Technical Campaign Setup
- Reporting and Analytics
We recommend conducting a content audit to understand what existing assets can be leveraged and what new content will be developed for your marketing plan.
Step-by-Step Guide:
Content strategy and audit should be conducted by the Digital Marketer and Content Manager (Note: if you are leveraging a third party vendor, outputs of the content audit should be shared).
Learn more about Content Strategy under the SEO section.
Step 1: Conduct a content inventory and performance audit.
- Identify and catalogue existing content assets
- Tag content by category, topic and intended audience
- Include all available performance data by asset (e.g., past performance metrics)
Step 2: Conduct a content gap analysis.
- Based on target customers and messaging, identify opportunities to improve existing content
- Identify gaps in which new content needs to be developed and communicate requirements to e.g., Content Manager or third party vendor
Step 3: Map content to the customer journey.
- Prioritize content by target customer, and critical messaging
- Map relevant content along the customer journey
A good channel and media plan should clearly layout performance targets and budgets for your channels.
Why is campaign planning important?
- Campaign planning gives you a line of sight toward your overall campaign objective.
- It enables the team to chart actual performance against planned performance.
- Distribution of budget amongst channels to understand potential ROAS by channel.
Use your channel and media plan to track channel metrics, compare and provide feedback when working with your media partner.
Hold the vendors accountable for providing complete media plan information (metrics as part of the media plan to understand impact).
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Cost Per Click Advertising (CPC)
Examples are Google Text, Bing Display, and LinkedIn.
Key Metrics to ask from partner:
- Cost Per Click
- Number of Impressions (per month)
- Click Through Rate (CTR)
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Display: Cost Per Mille Advertising (CPM)
Examples are Google Display, DemandBase, and Website Banner Ads.
Key Metrics to ask from partner:
- CPM (Cost per thousand impressions)
- Estimates of the Volume of Impressions
- Click Through Rate (CTR)
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Emails (sent through partner)
A good example is Beckers ASC Email List.
Key Metrics to ask from partner:
- List Size
- Sends Per Month
- Open Rate
- Click Rate on Emails
- Cost Per Click
Brand vs. Non-Brand Cost Per Click Advertising (CPC)
- Examples are Google and Bing.
- Media Partners often want to bid on Branded Terms (BD, or Becton, Dickinson and Company) as part of the search queries. Examples would be BD MedBank, and BD Automated Dispensing Cabinets.
- Branded and Non-Branded search needs to be planned for analysis differently as the intent of the buyer and the relative cost for BD is very different.
- You need to carefully evaluate branded terms to make sure that they aren’t overly broad (just “BD”) and they should be evaluated very differently (Don’t overpay for Branded terms). If a customer is already searching for “BD,” their intent is much higher, but they are more “in market,” and usually you would have a branded term have a lower bid.
Leverage the campaign planning tool to create detailed media and channel plan to understand budget and channel requirements.
As we work to scale Omnichannel campaigns and build standardized campaign analytics across our business, consistent campaign naming and tracking conventions are critical to our success at Omnichannel Marketing.
By standardizing a naming structure, we will build consistency and trackability into our campaigns and better understand multi-channel attribution across campaigns, BUs and most importantly customers.
What is a UTM parameter and why should I care?
Urchin Tracking Module (UTM) parameters are five variants of URL parameters used to track the effectiveness of online marketing campaigns across traffic sources and publishing media. The UTM parameters in a URL identify the campaign that refers traffic to a specific website, and attributes the browser's website sessions to it. The parameters can be read by analytics tools and used to populate reports to help us better understand how advertising sources drove visits and engagements.
| Parameter | Purpose | Example |
| utm_source | Identifies which site sent the traffic, and is a required parameter. | utm_source=google |
| utm_medium | Identifies what type of link was used, such as Pay-Per-Click or email. | utm_medium=email |
| utm_campaign | Identifies a strategic campaign. This should be the SFDC campaign ID, which is used as a unique identifier and must not be changed | utm_campaign=sfdcCampaignID |
| utm_term | Identifies search terms. | utm_term=synthetic+mesh |
| utm_content | Identifies what specifically was clicked to bring the user to the site, such as a banner ad or a text link. It is often used for A/B testing and content-targeted ads. Include the name of the campaign. | utm_content=MedbanksASC _May23_textlink |
The required campaign naming structure is:
- Business-unit_Program-Type_Region_Country_MM-YY_Campaign-Type
Example:
- https://www.bd.com/en-us/campaignlandingpage?utm_source=linkedin&utm_medium=paid-social&utm_content=cc_paid-social_linkedin_usr_fy23&utm_campaign=700100AAYEMWW
This abbreviated program type list contains abbreviation for campaign names (there may be regional differences):
Best Practices:
- Always start with the Salesforce.com campaign ID as the unique identiifier for the utm_campaign paremeter, to ensure all activities for a given campaign are correctly tracked. Only then will you be able to filter your Analytics and pinpoint the campaign that you want insights for
- No-Spaces, just use underscoring
- No strange characters
Four steps help us define our reporting and analytics structure.
Once you have defined your campaign objective and created a business case, you should already be thinking about how you can track and measure the success and impact of your campaign.
Please make sure to reach out to Shraddha Gore and your Regional Digital Lead, so you can work together on clear KPIs and setting up Campaign Dashboards.
Critical metrics need to be planned and tracked across the end- to-end engagement funnel.
Make sure you work with your sales & marketing colleagues, to clearly describe how you define the following:
- Leads - What is considered a lead (vs. a contact)?
- MQL - Marketing Qualified Lead
- SAL - Sales Accepted Lead
- SQL - Sales Qualified Lead
The requirements of each stakeholder depend on the business objectives they are pursuing, and the level of granularity required to succeed:
Campaign planning tool coupled with the lead scoring model quantitatively inform the upcoming campaign dashboards to enable true insight and optimization:
- The campaign planning tool allows you to estimate channel efficacy based on past metrics.
- The lead scoring model functions as a way to align on marketing and sales handoff.
- The dashboard is designed as a single source of truth with semi-automated and automated data ingestion.
- Different levels of detail are available depending on the desired granularity.
Attribution is a fundamental aspect of any marketing campaign as it will dramatically alter the understanding of what channel works.
and see how reporting & analytics was applied in the section “Campaign Setup.”