Campaign management is as important as planning

Often has been the general notion that the moment a campaign has been launched online and ads have been seen on the publishing sites, then the work is done and rest will follow suit subsequently. No, this is where online advertising differs from traditional advertising.

Not only does a campaign trafficker need to undertake all the requisite pre-launch steps to ensure a timely launch but at the same time monitor, optimize and report the campaign's progress on an ongoing basis right through the to the campaign end.

Client approvals, production of creatives, code development for tracking leaves little time to finish everything and it makes it all the more difficult to get all the elements dancing to the same tune before the launch deadline.

I have been on the frontlines with campaigns where I can empathize that managing client expectations, particularly the ones who are new to the medium remains an imposing task. It requires concerted efforts, attention to details and immaculate project management skills to ensure deliverables are accomplished in time as conceived.

Ad trafficking is an essential ingredient of the campaign management and is pivotal to the overall success. Here are some core steps that need to be followed:

I will focus on the logistics of the campaign and not on production of creative and code development, which are two indispensable pre-stages to the following points:

Trafficking booking details, codes, creatives to publishers

The first and the foremost stride towards the launch is to dispatch the booking details, codes or creatives to the web publishers. This should be passed on in as clear and descriptive language as possible as occasionally these little elements may contribute to the delay in launch so beginning on the right note should be remembered as a rule of thumb.

Ensure placements of creatives is correct

Once the booking details have been disseminated to the web publishers, one of the primary responsibilities of a campaign trafficker is to push for a prompt launch and ensure placement of the creatives is correct as per the plan.

Often has been the case where we have found banners misplaced, so one needs to ensure this aspect is corroborated as this may appear to be trivial but can have significant repercussions on the impact of the campaign results.

Close co-ordination with web publishers where eDM elements are involved

If edirect marketing is part of a plan, there is a need to work closely with the web publishers to book the dispatch dates based on availability. Again, its not straightforward as it seems, as we need to factor in best performing days from past results in terms of email receptivity.

Monitor and measure the campaign's progress on an ongoing basis and optimize based on pre-agreed metrics

You can't leave a campaign running on its own. It has to be monitored on a regular basis. This is the crux of campaign management in the sense that it is a meticulous undertaking to constantly gauge the performance and optimize the bookings or flights in our terminology for maximum results.

Optimization is a technique which we often employ based purely on the performance of a specific flight. It varies from flight to flight but mostly includes change in placement of banners within sections of a site and re-allocation of impressions to another booking, which may be performing relatively better.

Ensure deliverables are met as planned

Communication with all publishers should be maintained throughout to ensure deliverables are met as planned.

Performance Reporting

It is imperative to work closely with clients from initial reports on a regular basis to final campaign and publisher performance analysis. This is necessary and is the perfect icing on the cake to show the client what the media dollars spent online has yielded for them.

Invoicing the publishers and billing the client is an extension of campaign management but I would not elaborate on this as these areas represent completely different dimensions of work and resources but requires equal coordination and involvement on the part of a campaign trafficker.

The purpose of outlining the core steps is not to point 'behind the scene' work involved but just to emphasize on the realization of the existence of such a process.

We need to understand as with all mediums, online campaign requires equal deal of commitment and organization perhaps greater association lasting upto the length of the campaign.

Hence, it's important to recognize all the elements of an advertising campaign that will make it work.