valentine's 2017 search & social media strategy
TRANSCRIPT
6 W E E K S P L A N
W E E K S 1 - 2 : M A K E A H E A D S T A R T
W E E K S 3 - 4 : C O V E R T H E B A S I C S
W E E K 5 : A D D T H E E X T R A S
W E E K 5 - 6 : W I N B I G
- Analyse historical performance, industry and competitors data
- Define comms plan framework and channel marketing strategy
- Ensure testing & innovation are included in the plan
- Creative assets agreed
- Production of assets for Social and Display ads
M A K E A H E A D S T A R T
- Implement the changes into the accounts
- Check existing & set new audience lists
- Test tracking and troubleshoot
- Local search volumes are going to be big, don't forget these
- For seasonal activity negative matching is key to show relevant messaging
- Set Display ads for prospecting live
- Budgets allocation by campaign
C O V E R T H E B A S I C S
- SQ reports to expand the list of terms: positive for new keywords, negative for reducing media wastage on less relevant ones
- Retargeting for text ads
- Re-marketing Lists for Search Ads
- Custom Match to identify audience look a likes
- Countdown ads
- Search & Social creative refreshed with cut off date for delivery
T H E E X T R A S
- Check campaign’s performance several times a day
- Ensure daily budgets are not exhausted early on key campaigns (i.e. brand)
- Tweak strategy and execution where needed
- Daily campaign optimisation
- Refresh creative with ‘urgency’ ads
- Do not forget to turn off campaigns and Valentine’s creative on cut off delivery date
W I N B I G