Before launching a campaign in Feathr, it's important to answer the who, what, when, where, why, and how of your marketing strategy. This guide will help ensure you’re set up for success and have everything you need ready to go.
Target Audience
Who are you trying to reach with this campaign? The first step is to choose a campaign that fits in your larger strategy.
Consider the following expansion campaign types:
Pixl Plus (with build awareness selected as campaign objective): Target third-party audiences by demographic characteristics
Keyword Search: Target people searching for topics relevant to your mission or event.
Geofencing: Target people attending specific venues and other locations.
Lookalike: Target people similar to your high-value audience.
Affinity: Target users based on their browsing behavior and interests.
To engage with members of your existing audience, consider one of these campaigns:
Pixl Plus (with deepen engagement or drive conversions selected as campaign objective): Reach website visitors and contacts on your email lists.
Retargeting: Reach people who have already visited your site or interacted with your previous campaigns.
Email Mapping: Use a list of emails to retarget your own audience.
Filters
Geographic filters are an optional step in every campaign. You can limit your audience based on country, state, city, or zip code.
Example: Exclude international traffic if you only serve U.S. constituents.
Creatives
What ads will your audience see?
Upload static, animated, or video display ads. Check out this article for Ad Creative Specifications.
Create A/B variations to test performance. Your campaign reports will display helpful metrics such as Click Through Rate and Views, separated by creative file
When designgin your creative, consider your Call to Action (CTA). Match your CTA with your campaign goal, such as "Donate Now," or "Learn More"
Each creative requires a destination URL. Where should users land after clicking the ad? It should match the CTA and be optimized for conversions.
Optimization
Feathr's campaign wizard can optimize its spend over time to promote actions from your audience. Consider your options here:
Conversions: If you want people to register, donate, or complete a specific action.
Drive Traffic: If you want to drive clicks to your site. This is done by providing many impressions to each person.
Build Awareness: If your goal is to get in front of as many people as possible. This is done by providing fewer impressions per audience member but
Feathr will automatically adjust delivery based on your chosen optimization.
Learn more about campaign objectives here.
Budget
Determine the total amount you’re comfortable spending. Feathr's budget tool within the campaign wizard will take into account campaign type, audience size, budget optimizations, and campaign length to recommend a budget. Draft a campaign to see what Feathr recommends.
Goals
What outcome are you hoping to achieve?
Event registrations?
Email list growth?
Increased donations?
Brand awareness?
What will we count as a “conversion”, what does success look like?
Clearly defining your campaign goal will help measure success and choose the right optimization setting.
Learn about goal tracking here.
Timing
Determine the start and end dates of your campaign.
Consider the event lifecycle or donation deadlines when planning your campaign.
Many campaigns require an audience gathering time before it can begin displaying your ads. Plan ahead to avoid and roadblocks.
Feathr Campaign Checklist
Here's a summary checklist for launching your campaign:
- Campaign objective defined
- Target audience identified
- Geographic filters
- At least one complete ad creative in all required sizes
- Destination URL (landing page) set and matches CTA
- Optimization goal selected (Traffic, Conversions, or Impressions)
- Budget allocated and approved
- Campaign timing finalized
- Internal approvals obtained
- Tracking set up on all pages