You are all set with a fantastic campaign. It’s a result of weeks of discussions, strategising, and toil. A few minutes into taking the first creative live, a comment appears in your notifications. It’s pointing out a fatal flaw. There is a typo in the copy. Just like that, all your hard work has gone to waste. No one is willing to look beyond the mistake. Realisation dawns upon you that you forgot to check the creatives and copies against your pre-campaign checklist. Laughter rings in your head as you wake up with a start. Phew, it was just a nightmare. 

How do you ensure it never happens in real life? Here’s a checklist of questions you must ask yourself before taking a campaign live.

1. Is the CTA clear, concise, and consistent?

Your creative copy and caption can be perfect and compelling, but an unclear CTA can make the whole campaign fall flat. To avoid confusion, you should have one CTA that’s clear and consistent across the campaign collaterals. The CTA should direct the users clearly, depending on the campaign’s objective and location in the funnel.

2.  Are all the links error-free and working?

One of the most common errors in links is related to the UTM parameters. If you are using UTM parameters to differentiate between traffic sources, ensure that the website is configured to capture utm_source, utm_medium, and utm_campaign. Almost all tracking tools capture these widely-used identifiers. While using tracking parameters, you must avoid adding special characters since not all websites can track these and the link may break or capture incorrect/broken parameters. Spaces should be avoided too.

3. Is the landing page optimised for different devices?

Your target audience could consume the campaign communication on any device, and you must optimise your landing page accordingly. It should work seamlessly on all devices, including laptops, mobiles and tablets, and across all operating systems like Windows, Linux, and MacOS.

4. Have you selected the correct budget, timeline, and audience cohorts?

While setting up your campaign, you must ensure you have made all the correct selections at the backend. It includes setting the spending limits for new accounts, allowing tracking of the required metrics, selecting the right audiences, and retargeting the cold audiences as per prior learnings. 

5. Does the uploaded creative match the intended caption and tags?

Uploading one creative with another’s caption can completely change the meaning of the communication. You must check the order of the uploads so that the creatives meant for the upper funnel stage don’t get mixed with ones for the lower funnel stage of the campaign.

6. Could there be any alternate interpretations of your words?

You need to be mindful and aware of the different meanings of the words in your copies. Get it looked at through multiple lenses. You must overthink it through and rectify the words that have alternative interpretations or might be offensive to any section of society. It will save you from putting your contingency plan into action. 

7. Have you checked the grammar, spelling, and punctuation?

A seemingly small mistake but one you should be scared of the most. Always triple-check the grammar, spelling, and punctuation in all your copies and captions. Go beyond the tools and manually check each line and word for errors, especially if it’s a word that has multiple spellings.

Looking for a performance marketing agency that can execute your campaigns seamlessly? Look no further. Elevate your brand with Blackcoffee.media today.

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