Campaigns are the primary way to link digital channels with your targeted audience.
Types of Campaigns
Messaging: Customize any element on your website or landing pages for a target audience. Messaging campaigns are best measured for engagement.
Overlay CTA: Use pop up, slide in, footer, or header overlay card to showcase a relevant offer. Overlay CTA cards are best measured on conversions.
Google Segments: Create custom segments in Google Analytics to measure the behavior of custom audiences. Push the segments into AdWords for more specific retargeting.
Redirect: Automatically send visitors to a specific page based on their audience.
Display Ads: Use display ads for pre-targeting, re-engagement, and awareness. Can target ads by contacts, persona, or account IP to those that matter most so you don't waste ad spend.
Sales Triggers: Alert your sales team of target account activity so they know who to prioritize with follow up, know where and what accounts (and users) have been engaging with, and help build confidence in the sales team follow up efforts.
A campaign is composed of three elements:
- Audiences, defined as groups of visitors who meet criteria you've defined
- Personalizations, which are distinct content experiences you want a given audience to have
- Goals, which define success for different personalizations
Each campaign can have multiple audiences, and each audience can have multiple elements.
Triblio recommends that you prefix your campaign names consistently for ease of management. A few common prefix styles are:
- Lifecycle (e.g. "Unknowns - Finance industry")
- Time-based (e.g. "2016 Q1 - Customer conference")
- Account groups (e.g. "Tier 1 Target Accounts - mailer follow-up offers")
Activating and Deactivating a Campaign
Activation of campaign elements happens on the "Deploy" screen. To get there, open the campaign you wish to activate and click the "Deploy" button on the top of the screen.
This screen contains several elements to note:
- An "Activate" (and/or "Deactivate") button
- A "Schedule" button
- A list of all the individual elements in the campaign
Clicking the "Activate" button will deploy all the personalizations in the campaign that meet these two criteria:
- Their status is set to "Enabled," as indicated by the toggle
- To only activate certain elements, toggle the 'Enabled' column to 'Disabled' on the elements that should not go live
- They have a Location set -- either a single URL, a regular expression to match, or an on-page element to match
Personalizations that are scheduled to enable later will do so at the time indicated.
Likewise, you can disable individual personalizations or the entire campaign by:
- Switching a personalization's status to "Disabled" using the toggle
- Schedule the personalization or campaign to disable/deactivate
- Clicking the "Deactivate" button at the top of the screen
Disable and Enabling Elements in a Campaign
Individual elements can also be turned on or off within a campaign depending on if they are time specific or you are still working on drafting the element. The individual elements can be enabled/disabled by using the toggle button next to each element's name on the Deployment Page. Make sure you 'Activate Changes' when updating which elements are enabled.
Scheduling Campaign Deployment
You can schedule an entire campaign or individual personalizations on the "Deploy" screen for a given campaign.
To schedule the entire campaign, click the "Schedule" button under the "Activate" button and enter appropriate date and time in the modal that appears.
To schedule an individual personalization, use the "Schedule" button underneath that item's "Enable/Disable" toggle.
In either case, you will be able to see a list of upcoming scheduled events at the bottom of the screen. To edit or disable any of those, use the appropriate button next to each scheduled event.
Note: If you have a scheduled element to enable, the campaign has to reactivate before the element will go live.
Draft, Active, and Active Pending:
- Draft campaigns are still being worked on and are not visible outside the platform.
- Active campaigns are live and visitors to your web pages will be targeted based on the audience settings and see the elements that apply to those audiences.
- Active Pending campaigns have already been deployed and are visible, but changes that were made after the initial activation are not visible until they are separately activated.
Ad Group Pending
- When an ad group element shows 'Pending' on the deployment page, it means that the audience is syncing on the ad networks. It takes about 48 hours for the ads to collect the appropriate targeting cookies for the audience. No further action is required, the ads will automatically go live when the syncing is complete.
Copy or Move Element in a Campaign
The options to copy or move a personalization are located in the "Actions" drop-down menu to the right of each personalization name in a campaign.
When you select that action, a modal will appear prompting you to enter the card's updated settings. For a copy, that includes the new card's name and audience. For a moved card, you can select a new campaign and audience. Once you have entered these settings and saved the personalization, you can edit the personalization with updated copy, images, or other settings as necessary.
Importantly, two things are not copied/moved with the personalization:
- Metrics: the new/moved personalization will have no metrics associated, and in the case of a moved card, a ghost copy will be left behind in the original audience to preserve your metrics in reports
- Location settings: while all the deployment timing settings will move/copy with the personalization, the location of deployment will need to be entered again
Archive an Element
If you no longer want to use a card but still want the see the metrics for comparison, you can archive the personalization.
To archive a personalization:
- Open the "Actions" drop-down
- Select "Archive"
- Confirm the action
Note: Once a personalization is archived, you will not be able to view or edit it. Make sure you name it appropriately before archiving (e.g. adding "[July 2016 version]" to the end so you can differentiate it in reports).
You can also remove an element by deleting it, doing this will delete all associated metrics as well.
Triblio allows you to A/B test every element an audience sees across multiple pages, or to isolate an A/B test to a single element.
To A/B test a single personalization:
1. In the campaign editor, navigate to the element you want to A/B test
2. To the right of the element name, click the 'Actions' drop-down and 'Add Test Variation'
3. Variation B will automatically appear, click 'Add' next to the new variation
4. Choose between 'Copy Overlay' and 'New Overlay'
- Copy overlay will duplicate the variation A card and settings which you can then change up how you see fit
- New overlay will let you choose an entirely new template and you can start variation b from scratch
5. Once added, the default name is 'Variation B', update the name if desired, then click 'Edit' to the right of the name
6. Update the card with the variations
To remove a test variation, go back to the 'Actions' drop-down and choose 'Remove Test Variation'