When running an direct response campaign, there are a lot of variables at play. Choosing the right combination can be the difference between a successful campaign and a campaign cut short due to poor performance. To set yourself up for success, conisder these factors when planning your direct response strategy:

• Content: Content is a crucial component of any successful campaign. The content decides how long a user is going to be on your site, what would be the location of the ad on the page and how much will the user engage with the ad.

• Audience:  When planning your campaign, it is imperative that you chose to run it in front of the right audience. As simple and as obvious as it may sound, it is often an overlooked feature of a campaign.

• Recency and Frequency: While deciding who to show the ad and who not to, a key decision parameter to use is how recently the ad was shown to the user in question and how many times has the user already seen the ad.
   
• Re-targeting:  Re-targeting allows you to target users who have been on the advertiser's site either browsing or looking for more information. If you can identify such users within your network, you can be assured that these users will engage much better than other users.

• Standard Targeting: Basic targeting can save media dollars for your advertisers which could result in an efficient successful campaign. If you are showing an ad which is relevant to a certain state, there is absolutely no advantage in showing that ad to users who are outside that region.  

With all that being said, it boils down to smart planning and execution. Knowing the goals and objectives with successful planning will make for a successful campaign.

To learn more about direct response campaign planning, and how it fits into the larger context of a unified marketing strategy, please visit our site.