Embarking on a digital ad campaign can be incredibly hard. In order reach prospects you’ll need to plan and budget effectively. To ensure a campaign is effective you need to consider what the objective of your campaign is. Three common campaign objectives are as follows.

1. Driving traffic to your website or landing page.

2. Drive sign-ups to a newsletter or webinar.

3. Draw attention to a current promotion.

Another important factor is considering who your targets are. The same tactics won’t work for everybody, you’ll need to be specific. Luckily, in this day and age it’s very easy to target online. Begin by defining the segments you want to reach. Next, tailor your messages to those specific segments. Next, deliver advertisements to the appropriate websites based on the intended audience’s interests and demographics.

There are no shortage of options in the digital marketing realm today. In order to avoid wasting time and budget, I suggest you spend time researching the right combination of media options. If you leverage too many, you will be overwhelmed, too few and your campaign’s reach is going to be limited. No matter the channel, focus on consistency. If you have a great idea for a campaign, use it, don’t change it for every channel. Of course, there will be slight edits for different channels, but keep the same focus.

Two extremely important factors to keep in mind for a successful advertising campaign (or any project) are budget and timeline. If you don’t set a budget, you really can’t track return on investment (ROI). On top of that, if you don’t set a timeline for your campaign you risk exhausting your message.

Launching a marketing campaign without a strategy is equivalent to planning for disaster. You need a plan, or you won’t be successful. Once you have a formal strategy in place, your brand is on track to succeed.