Getting Started
To access Digital Ad Plans, search for "Direct Response Plans" in the Sidebar and open the plan list page. From there, select "Create A Plan" to begin setting up a new Digital Ad plan. This feature is available to users with a Digital package that includes Digital Ads access.
Feature details
Digital Ad Plans is a comprehensive tool for planning, executing, and tracking digital advertising campaigns across multiple platforms. The system allows you to define specific audience segments from your existing contacts, export these segments to advertising platforms like Google Ads, and track the return on investment (ROI) of your digital ad spend. You can use your contact segments in various ways: directly target existing supporters, create exclusion audiences to avoid advertising to current donors, or use them as the basis for lookalike audiences when acquiring new supporters. The platform integrates with your contact database, allowing you to associate source codes with your ads that automatically track contributions and attribute them to the correct campaigns. This integration provides a complete picture of your digital advertising effectiveness, from initial cost through final conversion.
Tracking your Success
Digital Ad Plans integrate with your contribution tracking system through source codes, allowing you to automatically associate donations with specific ad campaigns. When contributions are recorded using the source code assigned to your Digital Ad Plan, the system can calculate the return on investment by comparing the ad spend budget to the money raised. For acquisition campaigns, the origin source code can also be used to track the long-term value of new supporters acquired through digital advertising.