About Wavo Advertising Campaign Goals (Merchandise)

/
Recorded Music Advertising Goals.jpg

Successful advertising campaigns start with goal-setting. The campaign goals selected in your media plan are based on the outcomes you want to achieve. This article explains how we set goals for Merch campaigns as well as how these goals drive performance.


There are three broad categories that campaigns fall into: Awareness, Consideration, and Action.

Build Awareness

Awareness campaigns center around getting as many relevant people as possible to see your ad so they know your artist has merch for sale. Here is a typical setup for an awareness campaign. 

 

Campaign Goals

Increase awareness for an artist’s new merch line or their ecommerce store

Media Goals

Impressions (CPM)

KPIs

Unique Reach and Frequency 

Ad Recall

 

Increase Consideration

Consideration campaigns increase the likelihood that people who see your ads will think about buying your artist’s merch and research it further. Here is a typical setup for a consideration campaign.

 

Campaign Goals

Increase consideration for an artist’s new merchandise line or their ecommerce store

Media Goals

Landing Page Views (CPLPV)

Views (CPV)

Clicks (CPC)

Engagements (CPE)

KPIs

CTR

Average Watch Time

 

Drive Action

Action campaigns are all about getting people who see your ads to take a specific action. Here is a typical setup for an action campaign. 

 

Campaign Goals

Media Goals

KPIs

Drive merchandise purchases from artist’s store

Conversions (Cost Per Conversion)

Return on ad spend (ROAS)

Conversion Rate