What are Campaign Types?
Campaign Types are formed of both Objective and Strategy.
Fospha uses 3 Objectives and 3 Strategies in our dashboards, which we define as the following:
Marketing Objectives:
Awareness: Capturing the attention and interest of potential customers. Involves increasing brand recognition and ensuring that your target market is familiar with you.
Consideration: Persuading potential customers to explore your brand further. Involves providing information, building trust, and positioning your brand as a viable option. The goal is to encourage your audience to actively consider your brand when making a purchase decision.
Conversion: The ultimate goal of turning potential customers into paying customers. The objective is to prompt individuals to take action and make a purchase.
Marketing Strategies:
Prospecting: Identifying and targeting potential new customers to attract them to your brand.
Retargeting: Reconnecting with individuals who have previously shown interest in your brand but haven't made a purchase. The goal is to remind them of your brand and convince them to take action.
Remarketing: Nurturing and maintaining relationships with existing customers to encourage repeat purchases and foster brand loyalty. This can lead to positive word-of-mouth referrals and ongoing revenue. Note, it is common for our clients use the term "retention" instead of "remarketing".
Objectives and Strategies can be combined in a number of different ways, e.g. Awareness/ Prospecting or Conversion/ Retargeting, to form an understanding of your specific Campaign Type.
How Does Fospha Assign Objectives?
Objectives are taken from the ad platform API, e.g. Meta. These are detailed below along with the logic that comes from Meta:
Campaign Objective | Meta Logic |
Conversion |
|
Consideration |
|
Awareness |
|
How Does Fospha Assign Strategies?
Fospha defines campaign strategy based on your campaign naming conventions. We have a series of default rules and will review that these align with your campaign specifics.
Campaign Strategy | Meta Campaign Name Contains |
Prospecting |
|
Retargeting |
|
Remarketing |
|
If we cannot find any of the above, the strategy defaults to prospecting.
If you wish to add an additional rule to the campaign logic, please reach out to us.
How Will This Look in My Dashboards?
Below is an example of how campaigns might be named following this outline. You will find that the way your campaigns are named matches with their location in the dashboards.
When looking at your Platform Reporting dashboard and filtering by channel, you'll see the comparative performance of your Objectives:
You can match these with Strategy type to derive more precise insights.
For more information on how to name your campaigns in line with Fospha best practices, check out our UTM Parameters Guide.