V A L E N T I N E ’ S 2 0 1 7

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

T H A N K Y O U

C h e r y l T a y l e r c h e r y l @ s e a r c h t r i b e . c o m . a u