Campaigns are the marketing programs that power Marketing Center. You can create campaigns to build awareness about your business or generate leads. Marketing Center makes it easy to build, launch, and manage your online marketing efforts.
To start a new campaign, click on Create New
First, you'll need to set some basic details for your campaign
Campaign Goal -This will influence the default budget allocation for the campaign in order to meet the selected goal. The possible goals are:
- Build Brand Awareness - This type of campaign is designed to reach consumers early in the purchase cycle. The goal is to keep your business top of mind when they consider the solution you provide. These campaigns focus more on Social and Display ads.
- Increase Conversions - This type of campaign is designed to reach consumers late in the purchase cycle. The goal is to stand out from the competition for buyers in the research and decision making phases of a purchase to help you get chosen for the job. These ads focus more on paid search ads on sites like Google, Yahoo, and Bing
- Budget - This is where you will set the daily budget for your campaign. Later in the process, this daily budget will be allocated across various advertising channels on a daily basis
- Campaign Title - this is the name by which your campaign will be referred to throughout Marketing Center. It is important to choose a name that will help you remember the specifics of this campaign, so you can tell it apart from others.
Once this information is complete, click on continue.
Enter your business address and select a geographical radius for this campaign to cover.
High-Thryver Tip: Increasing the radius will cover more area, but will also spread your budget thinner, meaning your campaign will spend less budget over the area. Find a balance that works for you!
Choose the categories for your campaign. These are the aspects of your business that you want to promote. There is a limit of 3 categories per campaign. If you want to promote more categories than that, you will need to create a separate campaign.
Next, select demographic information for your campaign. The more targeted your campaign is, the more effective it will be.
Select keywords for your campaign. Keywords are more specific than categories. They are exact search terms you are targeting with your campaign. They are a specific subset within a category.
Common keywords within your category will populate by default. You can click on the icon to remove them.
High Thryver Tip: Similar to the radius above, having more keywords in your campaign will cast a wider net across the web, but will also spread your budget thinner, as less of your budget will be spent on each keyword. Sometimes a more focused campaign is the most cost-effective.
There are two types of keywords for a campaign
- Included Keywords - are search terms that you do want your campaign to target. These are words or phrases your customers are searching where you want to appear.
Excluded Keywords - are search terms where you do not want your business to appear. If there is a specific type of business you want to avoid or do not offer, you should enter these keywords here. Some uses for this are
- If your business is specific to residential or commercial clients, enter the type you do not serve here
- If there is a type of work that is related to your business that some offer but you don't, enter those here, for example if you offer service, but not installation, or if you only practice certain types of law, then you would enter the services you do not offer here
Once you have made your selections, click on Continue
The next step is to start customizing your ads. To start, add up to 5 pictures to your ads. Make sure they are eye-catching and relevant to the message you are trying to communicate. The more pictures you ad, the more options will be available for Marketing Center to create ads for your
Next, select a Headline and Description for your ads. The headline will be prominently displayed on all ads, and ads that feature a space for more text will display the text in the description.
Finally, select a Call To Action for your campaign. This is the specific action you are asking your leads to take, and this text will appear on action buttons in your campaigns. Make sure to select an action that makes sense for the goal of your campaign
As you make changes to your ads, they will update live in the Previewer on the right. Use this tool for a preview of what your ads will look like when they appear in your campaign.
Once you are satisfied with how your ads work, click on Continue.
Next you will need to customize your Landing Page , which is the destination online where potential customers are taken when they click on your ad. A landing page is designed to give customers information about your business and drive them to take an action (phone call, schedule an appointment, etc.)
First, choose a template for your landing page. There are several pre-made templates to choose from tailored to specific industries.
Alternatively, you can click on Create New to create your own template.
Next, you will be taken to the website editor. If you chose a pre-made template, it will appear here. If you chose to create your own, the landing page will be blank. From here, build your custom landing page by clicking and dragging content blocks on the right onto the page. You can then edit the content in each block to create the landing page by clicking on it. Click Here for a full guide to creating your own landing page
Blank, Create-Your-Own Landing Page
Pre-made, Industry specific template
Once you are satisfied with your landing page, click on Save in the top right.
You can preview your landing page, and when you are ready click on Continue.
Enter a daily budget for your campaign. This is the amount that will be spent per day for the length of the schedule (this will be set in the next step). If you make a change, make sure to click Refresh Estimates to update the projected impressions, clicks, and conversions for your campaign.
Next, set the Schedule for your campaign. You can set a start and end date, or click on the toggle for Run Continuously, which will cause the campaign to run until you manually stop it.
Note: Marketing Center will automatically charge your card on file for 30 day increments, no matter how long the campaign is scheduled for. If a campaign is scheduled for less than 30 days, Marketing Center will still process a charge for the amount to run that campaign for 30 days, and any unused funds will remain in your bank.
Next, allocate your budget across the various channels available. Make sure to click Refresh Estimates after each change to see the projected effect of your changes. To inform your selection for the amounts allocated to each channel, we have included the average cost per click for pay-per-click channels. None of the metrics on the estimator are guaranteed and are subject to change based on current market conditions. The estimate is a mere snapshot of what can typically be expected.
Note: If you want a certain channel to be excluded altogether, drag the slider or set the budget all the way to $0
Review and Launch
You will be able to review the full details of the campaign one more time before officially launching it. Note that the estimated performance is on a daily basis. Once you are ready, click on Launch Campaign.
Note: If you selected a future date, clicking on Launch Campaign will schedule your campaign to launch for that date.
If I need to stop while I'm still creating the campaign, will my progress be saved?
Yes! If you need to step away or work on something else while your campaign is incomplete, it will be saved as a Draft. To resume campaign creation, navigate to Campaigns>Drafts
Why is my campaign limited to 3 categories?
In order to best allocate your budget, it is necessary to constrain the scope of your campaign, otherwise it risks spreading the budget too thin and not reaching any category effectively. If you would like to target more categories, you will need to build a separate campaign.
Why are there minimum amounts I need to spend on each channel?
These advertising channels have their own limitations in place that require a minimum daily spend.
Is there a limit to how many campaigns I can have running?
No, the only limit is your advertising budget
How does billing for campaigns work?
Marketing Center will automatically charge your card on file to run your campaigns for 30 days, no matter how long they are scheduled. Any unused funds will remain in your bank. Note that this is in addition to the regular charge for the Marketing Center software. When your bank is down to the amount of money needed to fund your campaigns for 5 more days, Marketing Center will automatically charge your card on file to replenish funds to the amount needed to fund your campaigns for the next 30 days.