Practical guide
What does campaign management include?
Before you start, it helps to understand the scope of work, payment arrangements and how the campaign will be assessed. These questions provide a useful starting point for a discussion with a specialist.
Before launch: agree the brief
Define the product, location, audience and action you want customers to take. Check account access, content, the landing page and enquiry measurement. Agree who prepares the copy and images and who approves the ads.
The preparation required depends on what is already in place. A campaign with a ready website and content involves different work from a launch from scratch.
After launch: review and refine
Monitor spend, impressions and enquiries; analyse available search terms and audiences; test different messages and adjust the campaign. Every change should have a reason and a way to assess it.
Reports should include findings and next steps. To assess enquiry quality and sales, the specialist needs feedback from the business. Agree the reporting and contact schedule before work begins.
What is charged separately
Separate ad spend from the fee for the work. Check whether that fee includes content, photography or filming, a landing page and additional tools. At ADS Plus, management fees and ad spend are agreed separately; additional services are discussed according to their scope.
Record who owns the accounts and content, what access each party receives and how access is handed over when the work ends. These terms should be clear before launch; a promise of a particular number of sales is no substitute for an agreed plan.