Campaign Boost Best Practices: Creative Themed Campaigns

What Are Themed Campaigns?

Themed campaigns are a result of a successful creative and headline combination in an original RON test campaign.

For this strategy, break out a successful creative to test multiple similar creatives and headlines within the same theme to maximize the performance of your campaign.

Your Dream Trip To Paris On A BudgetTravelRev

Pack Up And Take Flight To ParisTravelRev

Bring The Joy Back To Life With TravelTravelRev

Don't Let Money Hinder Your Travel Plans TravelRev

This Year's #1 Travel Destination May Surprise YouTravelRev

Run of Network Campaign

STEP 1 - Creatives and Headlines● Choose a set of unique headline/image combinations for an initial network-wide test.

○ PRO TIP: We recommend a maximum of FIVE headline/image variations to maximize the data from your test.● You will use this campaign for ongoing testing and data collection on any new creative variations you want to test.

STEP 2 - Data Analysis● Analyze your data - identify the best performing creative from

your initial test.○ PRO TIP: Creatives with a minimum CTR of 0.15% and 50k+

impressions are a good benchmark for which to break out into themed campaigns.

● If an image/headline is driving traffic and conversions - act on this information.

STEP 3 - Break Out A Creative Themed Campaign ● Using CTR data from your RON campaign, create a target-

only campaign.

● Use the theme of your best performing creative to expand your test across new creatives that are similar to the highest performer from your RON campaign.

○ In our example - the Eiffel Tower has a 1.2% CTR - we will break this out into a themed campaign.

CTR: 1.2%

CTR: 0.08%

CTR: 0.14%

CTR: 0.03%

CTR: 0.18%

Themed Campaign

Your Guide To Paris On A BudgetTravelRev

The Secret To Finding Travel Deals in ParisTravelRev

Paris Isn't Called The City Of Love For Nothing - And On A Budget!TravelRev

Crazy Deals Spread Virus in Paris - The Travel BugTravelRev

Paris Travel Packages You Will Fall In Love WithTravelRev

STEP 1 - Build A Creative Themed Campaign ● Using the theme of your best performing creative from your initial RON campaign, build a set of similar creatives/headlines to expand your test.

○ PRO TIP: We recommend a maximum of FIVE similar headline/image variations from your top performing RON creative.

STEP 2 - Effective Targeting ● For a themed campaign, blacklist the whitelisted widgets from the initial RON campaign to eliminate

overlap and allow you to continue testing the original RON campaign. ● Maximize the performance of your themed campaigns with competitive bids.

Themed Campaign Creatives Top Performing RON Creative

STEP 3 - Continue Data Analysis and Repeat● Continue to monitor CTR and conversions of your themed campaign, adjusting bids and targeting

as necessary on your best performing themed creative for maximum performance. ● Repeat the practice of Themed Campaigns on any of your top performing RON test campaigns.

Themed Campaign Overview and Best Practices

RON Test Campaign

● The key to a successful RON test campaign is a wide variety of creatives and headlines.● Closely monitor test campaigns and act on high performing creatives in a timely manner.● Creatives with a minimum CTR of 0.15% and 50k+ impressions should be broken out into a themed campaign for further testing.● Continue testing RON creative campaigns while breaking out successful themed campaigns.

Themed Campaign

● To maximize the best performing creative from your RON test campaign, build up to five creatives with similar images and headlines.● For optimum targeting on your themed campaign, blacklist the whitelisted widgets from your original test campaign.● Competitive bids and strategic targeting are essential to maximizing the performance of your themed campaigns.

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