Chapter 13: Full Lifecycle of an Online Marketing Campaign

1. Phase 1: Strategy & Planning

Before opening any dashboard, answer three questions:

1. What is the Objective? New sign-ups? Sales? Awareness?
2. Who is the Audience? Refer to our layering logic in Ch. 10.
3. What is the Budget? How much are you willing to pay for that result?

2. Phase 2: Creative Development

Prepare your assets based on the “Lego Model” in Ch. 11.

• Pro Tip: Don’t just prepare one set. Have at least 3-5 different creatives (e.g., one problem-based, one testimonial-based) to let the algorithm test.

3. Phase 3: Execution

1. Set up Tracking (Pixel): This is step one. Never spend money without a pixel.
2. Configure Audience & Bidding: Based on platform personality (Ch. 7).
3. Launch.

4. Phase 4: Monitoring & Optimization

The first 3-7 days are the “Machine Learning” phase.

• Don’t Touch it Constantly: The system is learning. Every change resets the learning process.
• Decision by Data: If Creative A has a much higher CTR than B, shut down B and move the budget to A.

5. Phase 5: Post-Campaign Review

Marketing has no “failure,” only “data feedback.”

• Did ROI/ROAS meet expectations?
• Which audience group provided the highest value?

6. Brand in Action: Airbnb’s “Summer Travel” Workflow

1. Objective: Increase summer house bookings.
2. Audience:
   • Cold: People interested in hiking/beach travel.
   • Warm: People who searched Airbnb but didn’t book.
3. Optimization: They found creatives with “pool” tags performed 40% better, so they quickly scaled those specific visuals.

Next Chapter: Chapter 14: Most Common Pitfalls for Beginners. Avoiding expensive mistakes.