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Campaign planning and execution

Use this skill when planning a paid campaign end to end — objectives, audiences, offers, creative, and measurement locked before launch.

By Ivan FalcoLicense MITView source on GitHub ↗

SKILL.md

Campaign Planning & Execution

"Prepare to plan or plan to fail." Taking the time to map out campaigns before launching makes execution 10x easier.

4 Essential Elements of Any Campaign Plan

  1. Campaign Names & Objectives: How you'll name campaigns (naming convention) and their purpose. How you name campaigns dramatically affects your ability to report in the future. Follow a consistent naming convention.

  2. Channels & Budget: How much budget is available and which channels to invest in.

  3. Locations & Targeting: What locations you're focusing on and how you'll target your ideal customer (reference the ad persona document).

  4. Creative & Copy: How you'll design creative and write messaging that resonates.

There are nuances by channel (e.g., Google = keywords, LinkedIn = audiences) but the overall process is the same.

Naming Convention Best Practice

Use the 5-Stage Demand Engine to inform your naming convention. Structure: [Region][Stage][Awareness][Objective][Persona]

Example: NA_Capture_SolutionAware_Prospecting_ProductManagers

Execution Options

Option 1 - DIY

  • Use bulk import options and power editors (e.g., Google Ads Editor) for launching 10+ campaigns
  • Campaign plan templates can be formatted for bulk import into LinkedIn and Google Ads

Option 2 - Outsource

  • If you have money but not time, outsource to an internal performance marketing resource or hire an agency/contractor
  • Start by asking your network for referrals before using freelancing sites like Upwork or MarketerHire

Key Takeaway

Keep your plans simple and repeatable. Regardless of how well-thought-out a plan is, it doesn't mean anything until it's actually launched.

Files

1 file ship with this skill. They are installed beside the SKILL.md.

NOTICE1.4 KB
Campaign planning and execution
Imported from the GTM Skills library by Swan (https://www.gtmskills.com), skills/ivan-falco/ads-campaign-planning
at https://github.com/swan-gtm/gtm-skills/commit/5d786aad0c7b2ca59b1abf1f601f9407ca261996. Written by Ivan Falco (https://linkedin.com/in/ivanfalco).
The skill is shared under the MIT License below; this notice must stay with any copy.

MIT License

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