General structure of advertising campaigns
a) Compatibility of every existing ad channel with usage strategy;
b) Usage priorities of ad channels;
c) Scheme of channel chains;
d) Schemes of work with channels:
• Seasonality;
• Different directions and brands;
• Competitive brands;
• Related products and services.
e) Scheme:
• Work with themed places, interests, lookalike audiences;
• Cheap traffic: teaser ads network, mobile traffic, commodity advertising by Google Merchant Center, Яндекс.Маркет;
• Retargeting:
— product / dynamic;
— Retargeting systems (e.g., Criteo for RTB platforms);
— SNS: MyTarget, Facebook, VK.
• CPA systems: arbitrage, coupon sites;
• Media advertising (including native and video ads).