Every campaign has one sentence the team loves and the customer will not understand. Find it before you pay to show it to fifty thousand people.
If you are about to spend money showing it to people, yes. The review costs less than one bad day of ad spend.
What should a campaign review check?
- The offer. Can a stranger say what you are selling and why now, in one sentence?
- The audience. Is it pointed at the people who buy, or the people the team likes to picture?
- The path. Click every link, fill every form, call every number. Something is usually broken.
- The voice. Does it sound like your company, and does any line read badly out of context?
- The measure. What number says it worked, and is the tracking set up to see it?
Can you join the team instead of reviewing it?
Yes. Some clients want a review. Some want a senior person on the team while the campaign gets made: in the brainstorm, on the creative calls, and at the launch. That is hourly, or a monthly seat for a longer push.
When is it too late for a review?
It is never too late to look. A campaign that is already running can still be fixed in a day: the landing page, the form, the targeting, the subject line.
Answered by Jared Lukes, Minneapolis. Twenty-five years in brand, UX, and technology, currently holding fractional AI and technology seats at three companies. About Jared.