Performance marketing · Advertising
Decide who an ad is for and what it says before you pay for it.
Advertising management in Mengo organises paid campaigns around the work that decides whether they earn their budget: audience research, messaging and creative development. Each ad plan starts from the customer profiles, offers and brand stored for the business, so the ad, the creative and the page it sends people to tell one story.
- Audiences from stored ICPs and personas
- Message, creative and page aligned
- AudienceFrom: ICPs and customer personas
- Offer and promiseFrom: products, offers and brand promise
- Creative directionFrom: visual identity and brand voice
- Where the click landsFrom: the matching landing page
An example of the decisions in an ad plan. Simplified for illustration.
The problem
An ad launched in a hurry pays to reach the wrong people with the wrong promise.
Price-sensitive founders cannot afford to learn by burning budget. Yet most small ad campaigns start with the creative and work backwards: a design gets made, a headline gets written to fit it, and the audience is whatever the platform suggests.
Advertising management in Mengo reverses that order. The audience and the problem come first, the message follows from the offer, and the creative is developed to carry that message.
See how ideal customer profiles are builtA guessed audienceTargeting is picked from the platform’s defaults rather than from who actually buys.
An ad and a page that disagreeThe click promises one thing and the landing page talks about another.
Creative made firstThe visual is designed before anyone decided what it needs to say.
What an ad plan covers
Four decisions, made in the right order.
Each one is recorded in the plan, so you can see why an ad says what it says.
Audience research
Who the ad is for, what they are dealing with and what would make them stop scrolling.
Messaging
The single promise the ad makes, taken from the offer and written in the brand’s voice.
Creative development
The visual and copy direction for each ad format, kept on brand.
Destination
The page or next step a click leads to, so the promise is kept after the click.
What an ad plan draws on
Built from parts of Mengo you already filled in.
Advertising reuses the business, brand and content work stored elsewhere on the platform.
ICP builder
The businesses worth reaching and what qualifies them.
ExploreCustomer personas
The people behind those businesses and the problems they recognise.
ExploreCreative generation
Campaign creatives developed for each format the ad runs in.
ExploreLanding pages
One offer, one audience and one next step for the click to land on.
ExploreHow it works
Three steps from an offer to an ad plan.
A simple sequence for organising a paid campaign in Mengo.
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Pick the audience and offer
Choose the ICP or persona and the offer the campaign promotes.
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Write the message and brief the creative
One promise per ad, with creative direction for each format.
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Place it in the campaign
Assign the channel and the dates, alongside the rest of the campaign.
Advertising management organises the plan, the audience thinking, the messaging and the creative. Decide budgets and bids with the information you have about your own business.
Where it fits
Paid activity, inside the wider campaign.
An ad is one part of a campaign. These capabilities decide where it runs, when, and what happens after the click.
Questions founders ask
Before you plan your next campaign in Mengo.
From the Mengo FAQ bank.
How does Mengo move a lead from first hearing about me to actually making a buying decision?
Mengo routes prospects through systematic conversion pathways from the point of initial campaign exposure through to a purchase decision. When a lead enters the system, automated nurturing sequences continue to engage them without you manually deciding what to send or when.
The activity logs show you where each prospect is in the pathway and what actions the system took to get them there.
Is there a free trial so I can test it before paying?
Yes. Mengo offers a 3-day free trial before any payment is required. The trial gives you access to the platform so you can see the system in operation before committing to a monthly or annual subscription.
Performance marketing & campaigns
More in the campaign module.
Advertising is one of six capabilities for organising marketing activity. Open the one you need next.
See an ad plan built from your own customer.
Tell us what you want to promote and who you want to reach. We will show you how Mengo organises the audience, message and creative for a paid campaign.
- Audiences drawn from your stored customer profiles
- One promise from ad to landing page
- A straight answer on fit for your situation
Rather write directly? Email info@mengo.si.