The Life Cycle of a Digital Advertising
Campaign
● Setting Goals
● Planning the Budget
● Creating and launching ads
● Analyzing ROI
Setting Goals
● How have past campaigns performed?
● What is the budget?
● What impact are we aiming for? Why are we running
this campaign?
Planning the Budget
● What social media channels are most applicable to
our organization?
● What previous data can we look at?
● What benchmark data can we look at?
● What is the value of our goal?
Calculating Goal Value
goal value = total $$$ gained (sales, donations, etc)
total number of people (on a list, site visitors, etc)
Creating and Launching Ads
● Effective Ad copy
Catchy Headline!
Unique Value Proposition
Strong Call To Action
● Research platform-specific strategies
Steal ideas from sites like
Cosmo, replace their
topics with ones that
matter for your
organization.
Analyzing ROI
CPC - Cost Per Click
CPA - Cost Per Acquisition
CPM - Cost Per Thousand (“Mil”)
Conversion Rate - total # of signups
total site visits
Analyzing ROI
Remarketing Facebook TwitterGoogle
GrantTotal
Total Spend $664.07 $718.73 $398.00 0 $1,780.80
Signups 31 76 42 32 181
Average CPC $1.48 $0.84 $1.53 $0.00
Conversion
Rate 7.21% 9% 16.15% 4.75%
Cost Per
Acquisition $21.42 $9.46 $9.48 0 $9.84
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