American Express

Posts Tagged ‘PPC campaigns’

Campaign preparation is as critical as selecting the right channels for communicating with your target market. You could have selected the ideal communication channels for your business, but if you execute a sloppy campaign you not only will not achieve your desired results, but you also risk tarnishing your target market’s perception of your brand. So what are the fundamental steps that should be taken when preparing for your next campaign? Keep in mind that depending on the channels you choose, the exact requirements will differ; the steps outlined below provide a high-level overview of the process that any business should follow.

To illustrate this process, we are going to follow the same steps taken by White Point Vacation Club (www.whitepointvacationclub.com), a soughtafter
timeshare operation targeting prospects who are 26 years of age or older with a household income of $60,000 or more. White Point is targeting users through various online communication channels, but for the purpose of this explanation, we are going to focus discussions around the implementation of targeted PPC campaigns.