Procedure: Advertising Maintenance

Intro:

• Facebook Ads
• AdRoll Retargeting

Procedure

1. Get approval for ad campaign budget
   • Must have approval from Darryl and John before moving on to next steps.
2. Establish the campaign object and desired outcomes
3. Set up or confirm the landing page that will be used for the call to action
4. Set up the advertisement
   • This may include the copy, images, graphics, audio, video, etc.
5. Determine who the specific target audience will be.
6. Estimate the potential campaign results based on data and historical performance
7. Get approval for the advertisement
   • Must get approval from John and Kirkland
8. Launch the ad campaign
9. Monitor the campaign for effectiveness
   • Take action depending on what is observed.
   • Examples:
     • Budget increase because the campaign is performing so well.
     • Optimizing the campaign performance by targeting a subset of your audience that is performing particularly well for the campaign.
     • Stop running the campaign due to ineffectiveness.
10. Once the campaign has completed, send invoices and billing information to Darryl and Becky
11. Create a report, summarize the results of the campaign and include screenshots of the ad in a repository
12. Evaluate the reporting/results and determine effectiveness.
13. Present findings and reporting to the board.
    • This could be in the form of a document, Google spreadsheet, and video summary.
    • It could be simple or elaborate.