Best practices when creating a new campaign

After more than 12 years working in this field, we've collected the best practices when creating a new campaign to help you make the most of your time and budget.

Maximize your investment

Thribee offers you the opportunity to diversify your sources of traffic, giving you access to four different user bases (Trovit, Mitula, Nestoria and Nuroa) where you can gain extra exposure, while managing everything from one single platform. 

Combine dimensions of campaigns

We recommend you to adopt a gradual process of optimisation to make the most of your promotional campaign:

1. Unidimensional Campaign

At first, create a basic campaign promoting all your content. This way you will have the opportunity to evaluate how your ads behave within that site's environment, at equal exposure conditions (CPC).

For example:

Basic Campaign: All Ads, all users, CPC 0,05€ Budget: 10.000€

2. Bi-dimensional targeted campaigns

Once we have enough data, the second step would be creating a first layer of segmented campaigns to improve performance for the best performing content:

For the same example:

1. Basic Campaign: all Ads, CPC 0,05€ Budget: 10.000€
2. Segmentation 1: Ads in Region A; CPC 0,07€, budget 2.000€
3. Segmentation 2: Ads in Region B; CPC 0,06€ Budget 3.000€

In this example, all ads included in the campaign Region A and B, will receive a higher exposure than all the other ads from other regions (included in the basic campaign).

3. Multi-dimensional targeted campaigns

Depending on your strategy and campaigns' performance, you may add other segmentations, with the same logic at the same level.

For example:

1. Basic Campaign: all Ads, CPC 0,05€ Budget: 10.000€
2. Segmentation Region A: Ads in Region A; CPC 0,07€, budget 2.000€

2b. Segmentation  Region A - For sales: only houses for sales in region A, CPC 0,08€, budget 1.000€

3. Segmentation Region B: Ads in Region B; CPC 0,06€ Budget 300€

3a. Segmentation  Region B - For sales: only houses for sales in region B, CPC 0,07€, budget 800€

Or add a third level to refine the existing structure, for example:

1. Basic Campaign: all Ads, CPC 0,05€ Budget: 10.000€
2. Segmentation Region A: Ads in Region A; CPC 0,07€, budget 2.000€

2a. Segmentation  Region A - Best Performing ads: CPC 0,08€, budget 1.000€

3. Segmentation Region B: Ads in Region B; CPC 0,06€ Budget 300€

3a. Segmentation  Region B - For sales: only houses for sales in region B, CPC 0,07€, budget 800€

The most common strategies and related combinations of targeted campaigns:

Geographical strategy:

Ensure a better positioning in search results for strategic territories:

• Giving support to your sales force, pushing the traffic and/or leads in key States/regions, in case of territorial expansion for example.
• Maximising volume of clicks in strategic regions
• Maximising the volume of leads/contacts/applications/registrations per Region

Client strategy:

• Focusing on generating significant volume of leads for your partners, highlighting the best performing ads of your end clients (with lower CPA/higher volume of leads/higher CR).
• Assuring customer satisfaction to your portfolio, pushing ads from clients that need to receive more leads, as for example selecting clients in a trial-period, re-new contract situation, best performing or strategic clients, etc.

These strategies can be compatible and combinable.

You can use the tag Company (Jobs), Agency (Homes), Dealer (Cars), or the geographical divisions, or your custom tag (segmentation text) to identify the different level of clients. You will then determine a different level of promotion intensity, applying a different budget and CPC to each group of clients.

In Jobs, Jobs category strategy

If not all positions have the same value for you, you can assign them different levels of exposure, creating different groups of ads using the “Job Category” criteria, and associating different CPCs and budgets.

In Homes, Listing type strategy

If not all properties have the same value for you, you can create different levels of campaigns, corresponding to different levels of exposure, using the “Listing Type” criteria, and associating different CPCs and budgets.

In Cars, Car Make strategy

If not all car brands have the same value for you, you can create different levels of campaigns, corresponding to different levels of exposure, using the “Car Make” criteria, and associating different CPCs and budgets.