# Brief questions for planning your campaign

Checklist for Planning and Executing a Successful Eskimi Programmatic Campaign

1. <span class="s2">**Target Audience.** Define your target audience based on interests and demographic criteria.</span>
2. <span class="s2">**Campaign Goal.** Identify the primary goal of your campaign, such as building awareness / generating clicks, *etc.*</span>
3. <span class="s2">**Key Performance Indicator (KPI).** Select campaigns' KPI that is most important for you. It can be: viewability rate, CTR/ clicks, engagement (depending on your creative type).</span>
4. <span class="s2">**Budget.** Determine the budget allocated for the campaign.</span>
5. **Duration**: Decide the campaign's duration. If unsure, the Eskimi team can provide recommendations.
6. **Time scheduling**. Consider including time scheduling for your campaigns. For sensitive categories (e.g., alcohol, tobacco, betting), consider excluding morning hours in your time scheduling.
7. <span class="s2">**Landing Page.** Ensure you have a fully functional landing page for directing campaign traffic. Test the page thoroughly, as its performance can impact campaign results.</span>
8. **Tracking.** Check if your landing page includes an Eskimi tracking code. [Implementing](https://manual.eskimi.com/books/eskimi-pixels/page/eskimi-tracking-pixel-introduction-implementation) the Eskimi pixel enables first-party data collection (useful for retargeting), as well as tracking visits, sessions, and conversions (post click metrics). Full pixel integration is highly recommended for maximizing campaign potential.
9. **Brand safety.** If your campaign has brand safety as a KPI (uses 3rd party trackers to track it), make sure that you have keyword list prepared in advance.
10. **Creatives.** Plan campaign creatives according to campaign KPI, for example - Awareness: Use video, static, or custom rich media (RM) banners. Traffic: Use templated or custom RM banners. Viewability: Include display banners, particularly mobile-friendly sizes.
11. **Packages**. Think about where you want to show your ads (create a whitelist) or where you don't (create a blacklist). Packages could be used for campaign to be focused on specific inventory.