Building a Launch Strategy

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New Engen perspective on launch plans

Prepare for takeoff. Before building your digital marketing campaign in New Engen Search, launch plans are a great tool to help you through every aspect – from targets, budgets and structure to keywords, ads and landing pages.

Ready, set, launch. It is a best practice to complete a launch plan before every new account launches – especially those that are new to search and don't have any performance history to work from. Launch plans should be completed after an account audit, which will help you to set a baseline for performance and clearly outline what has worked well in the past, and what hasn't.

Planning for launch

The below questions will help guide your thinking when building out a digital marketing strategy for launch.

Budget and efficiency targets

  • What is your total monthly budget?
  • What are your efficiency targets? (CPA/ROAS)
  • What attribution window are you using?

Geographic scope

  • Where are you planning to run?
  • Are there any geographies where you do not want to run?

Target customer

  • Who is your target customer? What do you know about them (e.g. age, gender, HHI)? Are there any nuances to your target customer?]
  • What low hanging fruit exists with your target audience?
  • What opportunities exist with this audience?
  • What companies are similar to yours? What do you know about these companies? What does their search presence look like? Are they bidding on your branded terms or other non-brand terms you're planning to bid on?

Search

Platforms and timing

  • Will you be launching on both Google Ads and Bing?
  • When are you planning to launch your campaign(s)? Does if differ by platform (Google, Bing)?

Approach

  • How are you planning to structure campaigns? (e.g. “Campaigns will be broken out by brand and non-brand. Non-brand campaigns will be grouped by major product group.”)
  • What else is important to note about your campaign approach? (e.g. “Campaigns will be further broken out for greater granularity and control if we see strong enough volume.”)

Core campaigns and keywords

  • How are you planning to structure your campaigns? (e.g. "One brand campaign and non-brand campaigns broken out by product.")
  • What are examples of keywords for each of your campaigns?

Ads

  • What ads are you launching with for brand campaigns?
  • What ads are you launching with for non-brand campaigns?
  • What ad tests will you be running at launch? (e.g. "Will be testing landing on the home page vs. product pages.")
  • What ads are in your queue for testing?
  • How many ads will you be running at a time in each ad set?
  • Which landing pages will your ads drive to?

Extensions

  • What sitelink extensions will you be running at launch?
  • What callout extensions will you be running at launch?
  • What call extensions will you be running at launch?
  • What price extensions will you be running at launch?
  • What promotion extensions will you be running at launch?
  • What other extensions will you be running at launch?
  • What extensions are you planning to test?

Facebook

Timing

  • When are you planning to launch your campaign(s)?

Approach

  • How are you planning to structure campaigns? (e.g. “Campaigns will be broken out by Prospecting, Retargeting and Remarketing. Two ad sets will be launched within each campaign to start, they will be adjusted and added to over time.”)

Campaigns and ad sets

  • What campaigns are you planning to launch with?
  • What prospecting audiences are you planning to launch with?
  • What retargeting and remarketing audiences are you planning to launch with?
  • What audiences do you have in the queue?
  • What placements are you planning to test?
  • What bid strategy are you planning to use?

Ads

  • What ads are you launching with in your prospecting campaign?
  • What ads are you launching with in your retargeting/remarketing campaign?
  • What ads are you launching with for non-brand campaigns?
  • What ad formats are you planning to launch with?
  • What ad formats are you planning to test into next?
  • Which landing pages will your ads drive to?

Shopping

Platforms and timing

  • Will you be launching on both Google Ads and Bing?
  • When are you planning to launch your campaign(s)? Does if differ by platform (Google, Bing)?

Approach

  • How are you planning to structure campaigns? (e.g. “Campaigns will be broken out by brand and non-brand. Non-brand campaigns will be grouped by major product group.”)
  • What else is important to note about your campaign approach? (e.g. “Campaigns will be further broken out for greater granularity and control if we see strong enough volume.”)

Core campaigns

  • How are you planning to structure your campaigns? (e.g. "One brand campaign and non-brand campaigns broken out by product.")

Alright, performance marketers – want more? Check out our search engine best practices or even better, if you’re a customer, log-in to New Engen Support & Training to unlock additional hot content including pro-tips, how-to articles and much more. Not a customer (yet)? Don't be shy – reach out to our sales team (they'd love to hear from you).

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