# Ad Campaign Plan: SaaS Product Launch

## Campaign Overview
- **Client/Brand:** TaskFlow (project management SaaS)
- **Campaign Name:** TaskFlow Launch Q1 2024
- **Campaign Duration:** 12 weeks (January 15 - April 15)
- **Total Budget:** 50,000 USD
- **Primary Goal:** Drive free trial signups
- **Secondary Goal:** Build brand awareness in target market

---

## BUSINESS OBJECTIVES

### Primary Objective
Acquire 2,000 free trial signups at under 25 USD cost per acquisition

### Secondary Objectives
1. Generate 500,000 impressions among target audience
2. Achieve 3% average click-through rate
3. Build retargeting audience of 50,000 website visitors
4. Capture 1,000 email leads through lead magnets

### Success Metrics
| Metric | Target | Measurement |
|--------|--------|-------------|
| Free Trial Signups | 2,000 | Product analytics |
| Cost Per Trial | Under 25 USD | Ad platform data |
| Trial to Paid Rate | 15% | Product analytics |
| Return on Ad Spend | 3x within 90 days | Revenue tracking |

---

## TARGET AUDIENCE ANALYSIS

### Primary Audience: Operations Managers
**Demographics:**
- Age: 28-45
- Job titles: Operations Manager, Project Manager, Team Lead
- Company size: 20-200 employees
- Industries: Tech, Marketing Agencies, Professional Services
- Location: United States, Canada, UK, Australia

**Psychographics:**
- Frustrated with current tool complexity
- Values efficiency and simplicity
- Makes or influences software purchasing decisions
- Active on LinkedIn, reads industry blogs
- Researches thoroughly before buying

**Pain Points:**
- Current tools are overcomplicated
- Team adoption is always a struggle
- Wasting time on status update meetings
- Cannot see project progress at a glance
- Paying for features they do not use

**Buying Triggers:**
- Team growing and current system breaking
- New quarter or fiscal year (budget available)
- Frustration hits breaking point
- Boss asks for better visibility

### Secondary Audience: Startup Founders
**Demographics:**
- Age: 25-40
- Job titles: Founder, CEO, COO
- Company size: 5-50 employees
- Industries: Tech startups, Digital agencies
- Location: Major tech hubs

**Key Difference:** More price-sensitive, faster decision makers, value modern/cool factor

---

## CHANNEL STRATEGY

### Channel Mix and Budget Allocation

| Channel | Budget | Percentage | Funnel Stage | Primary Goal |
|---------|--------|------------|--------------|---------------|
| LinkedIn Ads | 18,000 USD | 36% | Mid-funnel | Trial signups |
| Google Search | 15,000 USD | 30% | Bottom-funnel | Trial signups |
| Facebook/Instagram | 8,000 USD | 16% | Top-funnel | Awareness + Retargeting |
| YouTube Ads | 5,000 USD | 10% | Top-funnel | Awareness |
| Retargeting (all) | 4,000 USD | 8% | Bottom-funnel | Conversions |

### Channel Rationale

**LinkedIn (36% - 18,000 USD)**
- Best B2B targeting for job titles and company size
- Higher CPCs but better lead quality
- Formats: Sponsored Content, Message Ads, Conversation Ads
- Expected CPA: 30-40 USD

**Google Search (30% - 15,000 USD)**
- Capture high-intent searchers
- Keywords: project management software, team task management, Asana alternative
- Expected CPA: 20-30 USD
- Highest conversion rate channel

**Facebook/Instagram (16% - 8,000 USD)**
- Awareness and retargeting
- Lookalike audiences from email list
- Video content performs best
- Expected CPA: 25-35 USD

**YouTube (10% - 5,000 USD)**
- Product demo videos
- Competitor targeting (viewers of Asana, Monday tutorials)
- Skippable in-stream ads
- Focus on awareness, not direct conversion

**Retargeting Pool (8% - 4,000 USD)**
- Cross-platform retargeting
- Website visitors, video viewers, engaged users
- Sequential messaging based on behavior
- Lowest CPA channel (10-15 USD expected)

---

## CAMPAIGN STRUCTURE

### Phase 1: Launch (Weeks 1-4)
**Budget:** 15,000 USD (30%)
**Focus:** Test audiences, messaging, and creative

Activities:
- Launch 3-4 audience variations per channel
- Test 4-6 ad creative variations
- Run all channels simultaneously
- Daily monitoring and optimization
- Kill underperformers at day 7

Goals:
- Identify top 2 audiences per channel
- Find winning creative direction
- Establish baseline CPAs
- Build retargeting pools

### Phase 2: Optimize (Weeks 5-8)
**Budget:** 20,000 USD (40%)
**Focus:** Scale winners, cut losers

Activities:
- Increase budget on winning combinations
- Pause underperforming audiences and creative
- Launch iteration of winning ads
- Activate retargeting campaigns
- A/B test landing pages

Goals:
- Reduce CPA by 20% from Phase 1
- Scale daily spend on winners
- Build lookalike audiences from converters
- Optimize landing page conversion rate

### Phase 3: Scale (Weeks 9-12)
**Budget:** 15,000 USD (30%)
**Focus:** Maximize volume at target CPA

Activities:
- Full budget on proven winners
- Expand to similar audiences
- Refresh creative to prevent fatigue
- Heavy retargeting push
- Final conversion push

Goals:
- Hit 2,000 trial signup target
- Maintain CPA under 25 USD
- Document learnings for next campaign
- Build case for increased budget

---

## MESSAGING FRAMEWORK

### Core Value Proposition
"Finally, project management your whole team will actually use."

### Key Messages by Funnel Stage

**Top of Funnel (Awareness)**
- Pain agitation: "Tired of project management tools nobody uses?"
- Curiosity: "The PM tool growing teams are switching to"
- Social proof: "Why 1,000+ teams ditched complicated PM software"

**Middle of Funnel (Consideration)**
- Differentiation: "All the power. None of the complexity."
- Comparison: "What Asana should have been"
- Benefits: "See every project at a glance. Finally."

**Bottom of Funnel (Decision)**
- Risk reversal: "Free for teams under 10. No credit card."
- Urgency: "Get your team organized this week"
- Social proof: "Join 1,000+ teams who made the switch"

### Message Testing Matrix

| Message Angle | Headline Example | Test Priority |
|---------------|------------------|---------------|
| Simplicity | "PM software your team will actually use" | High |
| Frustration | "Tired of tools nobody adopts?" | High |
| Comparison | "The simpler alternative to Monday" | Medium |
| Speed | "Get organized in 10 minutes" | Medium |
| Price | "Free for small teams forever" | High |
| Social Proof | "Trusted by 1,000+ growing teams" | Low (need more proof first) |

---

## CREATIVE BRIEFS

### Creative Asset 1: Product Demo Video (30 seconds)
**Purpose:** Show product simplicity, drive awareness
**Channels:** YouTube, Facebook, LinkedIn

**Script Direction:**
- 0-5s: Hook with pain point ("Another PM tool nobody uses?")
- 5-15s: Quick product walkthrough showing simplicity
- 15-25s: Key differentiator ("Everything in one view")
- 25-30s: CTA ("Try free. No credit card.")

**Visual Style:**
- Clean, modern interface shots
- Fast-paced but not overwhelming
- Real product, not mockups
- Upbeat but professional music

### Creative Asset 2: Static Comparison Ad
**Purpose:** Competitive positioning
**Channels:** Facebook, Instagram, LinkedIn

**Concept:**
- Side-by-side comparison graphic
- Left: Cluttered interface (competitor blur)
- Right: Clean TaskFlow interface
- Headline: "There is a simpler way"
- CTA: "See the difference"

### Creative Asset 3: Carousel Ad (5 slides)
**Purpose:** Feature education
**Channels:** Facebook, Instagram, LinkedIn

**Slides:**
1. Hook: "5 reasons teams are switching to TaskFlow"
2. Feature 1: One-click project views
3. Feature 2: Built-in team chat
4. Feature 3: Automated status updates
5. CTA: "Try it free today"

### Creative Asset 4: Testimonial Ad
**Purpose:** Social proof, bottom funnel
**Channels:** All retargeting

**Format:**
- Customer headshot and quote
- Company logo and name
- Specific result ("Saved 5 hours per week")
- CTA: "Join them"

---

## LANDING PAGE REQUIREMENTS

**Primary Landing Page: /try-free**

Above the fold:
- Headline matching ad message
- Subhead with key benefit
- Email capture form (name, work email, company size)
- "Start Free Trial" CTA button
- Trust badges (security, customer count)

Below the fold:
- 60-second product video
- 3 key features with visuals
- 3 customer testimonials
- FAQ section
- Final CTA

**A/B Test Plan:**
- Test 1: Short form (email only) vs long form (4 fields)
- Test 2: Video above fold vs below fold
- Test 3: "Start Free Trial" vs "Get Started Free"

---

## MEASUREMENT AND REPORTING

### KPIs by Channel

| Channel | Primary KPI | Secondary KPI | Reporting Frequency |
|---------|-------------|---------------|--------------------|
| LinkedIn | Cost Per Trial | CTR | Weekly |
| Google Search | Cost Per Trial | Quality Score | Weekly |
| Facebook | Cost Per Trial | CPM | Weekly |
| YouTube | View Rate | CPV | Bi-weekly |
| Retargeting | ROAS | Frequency | Weekly |

### Reporting Cadence

**Daily (internal):**
- Spend pacing
- Major anomalies
- Quick wins or issues

**Weekly:**
- Channel performance summary
- Creative performance
- Audience insights
- Optimization actions taken
- Next week plan

**Monthly:**
- Full funnel analysis
- Budget reallocation recommendations
- Creative refresh needs
- Competitive landscape check

### Attribution Model
- Primary: Last-click attribution
- Secondary: 7-day click, 1-day view
- Track: First touch for awareness measurement

---

## RISK MITIGATION

| Risk | Likelihood | Impact | Mitigation |
|------|------------|--------|------------|
| CPAs higher than target | Medium | High | Start with testing budget, scale only winners |
| Creative fatigue | High | Medium | Prepare 3 creative rounds in advance |
| Competitor response | Low | Medium | Monitor competitor ads weekly |
| Landing page issues | Medium | High | Test page before launch, monitor bounce rate |
| Budget exhaustion | Low | High | Daily pacing alerts, weekly reforecasting |

---

## NEXT STEPS

1. **Immediate (Before Launch):**
   - Finalize creative assets
   - Set up tracking and attribution
   - Build landing pages
   - Configure ad accounts and pixels

2. **Week 1:**
   - Launch Phase 1 campaigns
   - Daily monitoring check-ins
   - First optimization pass at day 3

3. **Ongoing:**
   - Weekly performance reviews
   - Bi-weekly creative refreshes
   - Monthly strategy adjustments