Objective:
- Campaign Management involves the complete lifecycle—from receiving the client brief, understanding objectives and KPIs, to proposal creation, campaign coordination, execution, and post-campaign wrap-up. It ensures strategic alignment, timely delivery, seamless communication between teams (Sales, Ops, Creative), and comprehensive reporting for client satisfaction and performance tracking.
Briefs Won & Booking Order
- Once a campaign is confirmed, the AM team ensures timely follow-up for the Booking Order (BO), validates deliverables and financial details, confirms creative timelines and KPIs with the client, and initiates the internal kickoff process. All campaign checklists must be filled and shared before launch, and BO details should be circulated to Finance and Ops via a standardized template for seamless execution.
- Step by step explanation can be found here
Briefs Won & Booking Order
- Follow up with clients regarding booking order, campaign materials/assets/trackers for launching campaign.
- Setting up the expectations right to the client in terms of creative development lead time, assets sourcing (refer to the creative timeline table above), campaign KPIs (refer to the checklists)
- Once the BO is received, validate the BO details. Cross check the deliverables, calculations, unit cost, dates, VAT amount, Markets, etc. If the given details are good to go please share it with finance or
- Follow these checklists and get it confirmed by the client before we set up the campaign. Please share the below tables filling in the details we have and keep the columns empty for the client if we do not have clarity on something (unless this is received with all the details, we will not take the campaign live)
- On receiving a booking from a client, initiate the campaign kick-off process.
- Confirm receipt of booking order with the Client & confirm the KPIs for the campaign, create an email thread using Booking Order template to share the booking details with Finance & Ops. Add “N/A” against any missing information so that Ops/Finance can follow up for the same.
Official Email Format To Ops & Finance
- Reach out to clients for any clarifications required by Ops/Finance.
Notes:
- If a booking is revised/cancelled post sharing it with finance, the booking status needs to be updated within the respective Booking Order email thread.
- Follow up with the client until we get a confirmation on the set KPIs.
Tags:
- Campaign Setup & Kickoff
- #BookingOrderReceived, #CampaignKickoff, #ClientConfirmation, #KPIConfirmation, #CreativeLeadTime, #AssetReadiness
- Checklist Protocol
- #MobilePerformanceDeliverablesChecklist, #BrandingDeliverablesChecklist, #ProgrammaticDeliverablesChecklist, #WebPerformanceDeliverablesChecklist, #DeliverablesChecklistMandatory
- Communication & Handoff
- #BookingOrderEmail, #OpsCoordination, #FinanceNotification, #ClientClarifications
Creative Assets & Materials
- Coordinate with Ops and Creative teams to share trackers, assets, or rich media tags. Follow internal creative timelines based on complexity. Acknowledge asset receipt with the client and confirm estimated campaign launch timelines.
- For detailed guideline click here
Campaign Materials/Assets
- Share the campaign creatives/trackers/ Co-ordinate with Creative team(if it is Rich Media for the creative tags) with Operations.
- Reach out to clients for any clarifications required by Ops/creative team regarding the assets.
- If creative development to be done please follow this below
| Task | Expected Turnaround Time | Notes |
|---|---|---|
| Media Plan (Post Brief) | Same Day | Must insist on internal team timelines to ensure same-day delivery |
| Strategy (Post Creative Inputs) | 1–2 Working Days | Depends on the complexity and brief clarity |
| Basic Rich Media Execution | 1–2 Working Days | Standard formats |
| Extensive Rich Media Execution | 3–5 Working Days | Custom builds or interactive formats |
| Reskinning Existing Rich Media | 1–2 Working Days | Faster turnaround due to pre-built structure |
| CGI Creative Execution | 1–3 Working Days | Depends on complexity |
- Acknowledge the receipt of the creatives & notify the Client with expected ETA for campaign launch.
Tags:
- Asset Management
- #CreativeHandoff, #TrackerSubmission, #AssetCoordination, #OpsAssetShare
- Client Coordination
- #ClientClarifications, #ClientAssetFollowUp
- Timeline Communication
- #CreativeAcknowledgement, #LaunchETAUpdate
Phase: Campaign Live
- Inform the Client once the campaign goes live & request for screenshots from the Ops.
- Share screenshots with the Client within 24 hours post campaign launch. Always PDF the file before sharing it with the clients.
- In case of 3rd party reporting, request the Client to schedule reports to ops emails (adops@adscholars.com/ meenal@adscholars.com or any other) and account managers email or am@adscholars.com
- Confirm with the Client the preferable day to share the weekly report & inform Ops, accordingly.
Campaign Issues & Possible Answers
- Campaign issues can arise at any stage—be it awareness, consideration, or performance—across direct or programmatic channels. This SOP ensures timely identification, escalation, and resolution of such issues by aligning with internal stakeholders (Ops, Creative, Performance) and updating clients with contextual solutions. From CTR drops and pixel errors to lead quality and tracking gaps, each issue must be evaluated with technical insight and addressed through justifications, optimizations, or creative refreshes. All deviations from agreed KPIs should be flagged, documented, and any changes must be approved by Management before proceeding.
- For detailed explanation, click here
Campaign Issues
| Campaign Type | KPI | Issue Scenario | Possible Solutions/Justifications | Client Servicing Possible Responses (It will vary situation wise) |
|---|---|---|---|---|
| Awareness | Impressions (CPM) | CTR is below 0.5% despite impression delivery | Campaign in learning phase, weekend/low traffic days, creative not engaging | “The campaign is currently in its learning phase; we expect CTR to stabilize as audience engagement picks up.” “We’re reviewing creative performance—slightly low weekend traffic may have also impacted CTR.” “We’re working with the creative team to test refreshed visuals and CTA placements to lift engagement.” |
| Awareness | Impressions (CPM) | Under-delivery vs. pacing plan | Expand targeting, raise bids, adjust frequency cap, broaden dayparting | “We’re adjusting frequency caps and expanding targeting to bring pacing back on track.” “Bids are being optimized and dayparting broadened to unlock more delivery windows.” “Ops team is actively reviewing inventory and scale levers to ensure we meet delivery expectations.” |
| Awareness | Viewability Rate > 60% | Viewability below 40% | Use premium placements, resize creatives, improve placement strategy | “We’ve initiated optimizations to shift placements toward premium, high-viewability inventory.” “Resizing creatives and refining formats to align better with top-performing viewable slots.” “We’ve flagged this to the ad ops team—placement filtering is being applied to improve viewability.” |
| Awareness | CTR > 1% | CTR underperforming (< 0.3%) | A/B test creatives, adjust CTA, refresh copy | “Creative testing is underway; we’re iterating on messaging and CTA positioning.” “We’ve flagged low CTR to the creative team—updated copies and visuals being prepared.” “A/B testing will go live by EOD to compare refreshed vs. current assets.” |
| Consideration | CTR > 0.8% | CTR is below 0.3% | Refresh creatives, strengthen CTA, optimize placement | “We’re refreshing creatives and optimizing CTA placement to lift engagement.” “Placement-level performance is under review—adjustments are underway.” |
| Consideration | Sessions | High CTR but low sessions | Check landing page load speed, tracking issues, responsiveness | “Landing page speed and responsiveness are being audited to ensure proper tracking.” “Tracking validation is in progress—redirects and responsiveness are being rechecked.” |
| Mobile Performance | CPI / CPR / CPA / CPO | App installs recorded but no post-install actions | Check MMP integration (AppsFlyer/Adjust), deep link config, attribution window mismatch | “We’re reviewing the MMP setup, deep link configuration, and attribution windows to troubleshoot drop-offs.” “Post-install actions are under review with the dev and attribution teams for potential tracking misfires.” |
| Mobile Performance | All KPIs | MMP integration not done or delayed | Flag immediately, coordinate tech teams for SDK integration, delay campaign go-live if critical | “We’ve flagged the SDK delay to the client tech team—awaiting confirmation to proceed with go-live.” “Campaign go-live is on hold until MMP tracking is fully integrated for transparent reporting.” |
| Web Performance | CPL / Lead Form Submits | Leads not recorded in CRM | Check if pixel is firing correctly, verify tag manager setup, test form ID | “We’re validating pixel firing and testing.” “Pixel diagnostics in progress to ensure data sync with CRM endpoints.” |
| Web Performance | Form Abandonment | High drop-off after form open | Reduce form fields, offer incentive or simplify mobile form layout | “We recommend simplifying the form layout and reviewing mobile UX for friction points.” “Form optimization in progress—reducing fields and evaluating incentive triggers.” |
- Flag campaign issues & concerns raised by the Client/Sales with Ops and vice-versa.
- Discuss with Ops for possible solutions or workarounds.
- Review the solutions with Sales, if required.
- Update the Client with the suggested solutions or workarounds agreed internally.
- In case of any concerns raised by Ops, communicate the same with the Client & follow up with the Client for their response.
Notes:
- Any requests with regards to changing the agreed set of KPIs during the campaign, should only be accepted post discussion with Management.
Phase: Campaign End
- Post-campaign, the Account Management team must coordinate with Ops to obtain and verify the EOC report within 48 hours of campaign completion. This includes validating final delivery metrics, weekly report consistency, and asset accuracy (e.g., live screenshots). Any discrepancies should be flagged for clarification. Once verified, share the EOC with Finance and client (on the booking order thread), upload it to Zoho, and initiate case study development within two working days.
- For more detailed explanation, click here
Campaign End Phase:
- Follow up with Ops for final delivery reports along with End of Campaign (EOC) report.
- Follow a strict guideline of sharing EOC report within 48 hours post campaign got over.
- Once the EOC is received from the Ops team, verify the EOC Report.
- Verification Steps Involved
- Cross checking the overall campaign delivery goal (comparing with the agreed KPI)
- Numbers mentioned on the weekly reports (which was shared with the client during the campaign tenure) are matching with the EOC report
- Cross check the screenshots in the EOC report with previously shared screenshots (at the time of campaign went live)
- Detailed analysis (feel free to add any valid point from Account Management prospective in terms of better campaign performance)
- If any additional data required, raise it with ops team.
- Share the finalized EOC with finance within the respective Booking Order email thread or client email thread.
- Upload the EOC report to the same proposal folder on Zoho and prepare a case study within 2 days on Canva ( Here)
Notes – Take utmost care to include the correct Client POC & Sales Manager within the EOC. Refer Booking Order email for reference.
Tags:
- #CampaignGoLive, #ClientNotification, #LiveWithScreenshots, #ScreenshotSharing, #24HourTurnaround, #ThirdPartyReporting, #OpsReportSchedule, #ClientWeeklyReportPreference, #CampaignIssueFlagging, #OpsEscalation, #ClientConcernResolution, #SalesInputRequired, #ClientUpdates, #SolutionAlignment, #FollowUpOnConcerns, #KPIChangeRestriction, #ManagementApprovalNeeded, #EOCDelivery, #FinalReportSharing, #CampaignClosure, #48HourEOCPolicy, #DataVerification, #ClientFeedbackRequest, #EOCtoFinance, #BOEmailThread, #CorrectPOCInclusion
- Srikanth Rayaprolu (10 July 2025)
- Srikanth Rayaprolu (10 July 2025)
- Neha Mehta (10 July 2025)
- Neha Mehta (10 July 2025)
Add Your Heading Text Here (10 July 2025)
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