There are 2 ways to structure marketing campaigns. 1 is to have the campaign run for an extended period of time. The other is to have campaign run until a specific deadline. Here’s how each works.

1. The Extended Campaign:

• Can run for any amount of time (e.g. 1 month – 1 year)
• There is no pressure felt by the audience to convert in a timely manner.

2. The Countdown Campaign:

• Can run for any amount of time (e.g. 1 month – 1 year)
• Is designed to create a sense of urgency, adding pressure on the audience to convert.

What can we expect when implementing Extended and Countdown campaigns?

Implementing these marketing campaigns will yield different types of conversion data. Both have days with high / low conversions, but if the content we are promoting is strong, the conversions will come.

Extended Campaigns
Expect steady conversions throughout the campaign. Conversion rates will fluctuate slightly week in and week out, but you can expect an overall steady performance if campaign targeting is set up correctly.

Countdown Campaigns
The countdown campaign can be a little more nerve-wracking. This type of campaign will start off slow. Users may see your promotion and decide to convert at later point in time. Sit-tight – with the countdown campaign the conversions will come. Those who have seen your content know they have a window to convert. Expect to see conversions spike right before the window is about to close.

Some Thoughts

Although these campaigns are different in structure and nature, there remains one similarity that we have to keep in mind throughout our campaigns – Conversions will come if you are targeting properly with valuable content.

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Jon Kaspszak

Jon is an avid digital marketer and works in software marketing. You can find him on LinkedIn. He would love to hear from you!