Online Campaign

1.  To raise awareness and generate sales, it is important to have online campaign with specific goals.

2.  The choice of channels ie display or search advertising can influence buying decision.

3.  For awareness, display advertising can be used to initiate and increase brand retention and familiarity.  Display ads also create visual impact and leave mental imprint.  However, display ads usually are placed at web sites that have related contents to the ads/products.  The viewer may click but primary attention of the users are focused on the website.  Display ads usually command secondary attention to the viewers.  Some display ads are expensive.  So it is recommended to use display ads sparingly.

4.  For goals tied to sales and revenue, search ads are usually better at delivering specific results.  Since the user specifically search for something using keywords, ads that match the keywords have very high probability to be clicked by the users.  The users engagement usually tend to be genuine interest in finding more about the product or service.

5.  The usage of the online campaign should focus on specific locations or time zone.  This is to enable the most effective targeting using keywords and trends. This will deliver more meaningful results and brand recognition plus awareness that can lead to repeat visit.

6.  The online campaign can also be paused or deployed in quantum of short period such as first week of every month.  This is to enable optimal cost of long term engagement.

7.  For online campaign focused on specific sales target within a period of time, aggressive placement and deployment of ads such as multiple campaigns using different keyword search and wording of campaigns can be used.

8.  It is important to draft a plan for online campaign to achieve maximum impact that allow awareness, retention, conversion and long term engagement.  This will reduce cost of customer acquisition in the medium and long run. 

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