Definition:
A campaign is a promotional effort over a specified interval of time based on the same strategy and creative idea, in order to achieve an advertising goal that can translate into impacts or sales.
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Online marketing campaigns
Among the most common types of campaign within Digital Marketing are email marketing campaigns. In this case, as important as the presentation and the content that is sent to the recipients, it is the measurement.
The most common metrics in email marketing are, among others, subscribed users, open rate, bounce rate, unsubscribes, clicks on links…
Web campaign parameters
In any campaign aimed at a website, it is essential to measure the impact of the efforts made and compare it with the achievements obtained. For this, campaign parameters are used that are placed in all the outgoing links of said campaign (either from emails or from other websites), with the aim of being identified in the web analytics tool
Examples of campaign parameters
Here’s an example of campaign parameters generated by Google’s URL Builder tool, configured for Google Analytics:
www.domain.com?utm_source=newsletter&utm_medium=email&utm_campaign=summer&utm_term=offer
Where:
- utm_source is the source
- utm_medium is the medium
- utm_campaign is the name of the campaign
- utm_term is the term when there are different sub-campaigns within a campaign
- utm_content is the type of content
Frequently asked questions about Campaign
What is a Campaign?
A Campaign is a coordinated set of marketing actions aimed at achieving a specific objective during a defined period, such as capturing leads, selling, positioning a brand or launching a product.
What elements should a digital Campaign define?
It should define objective, audience, value proposition, channels, messages, budget, calendar, creatives, measurement, attribution and success criteria. Without these elements, it is difficult to evaluate performance.
How is Campaign performance measured?
It is measured with indicators linked to the objective, such as impressions, clicks, CTR, conversions, CPA, revenue, ROAS, qualified leads, incremental organic traffic or contribution to pipeline.
What role does SEO have within a Campaign?
SEO can provide support pages, informational content, capture of existing demand, internal links and sustained visibility after the active period of the campaign.