Planning your Campaign

Gathering prior statistics

For this topic, first take a previous study for which you have available data. Work alongside the video and calculate the statistics that are being described as if you were using said study to estimate the parameters for an upcoming one. Your estimates will get more accurate with each campaign you do:

• Cost per screened = Total spend divided by Screened
• Screen success rate = Enrolled divided by Screened
• Number of screens = Number of randomised needed divided by Screen success rate
• Recruitment rate = Screened divided by Days elapsed
• Recruitment period = Number of screens needed divided by Recruitment rate

Current campaign calculations

Using what you derived, you can then estimate what you will need for the current campaign, keeping in mind that Facebook will only spend what is required, regardless of how much budget you have:

• Campaign budget = Cost per screened multiplied by Number of screens
• Daily spend = Campaign budget divided by Recruitment period

Check your calculations are reasonable by ensuring:

• Randomised < screens needed
• Number of screens divided by recruitment period < Screens your site can handle in one day

You can find a downloadable budget calculator to help you out with these calculations in the materials section of the course.

Activity: Developing patient personas

Who are you going to target with your ads? Think about what characteristics will relate to people interested and relevant for your study:

• Gender
• Age range
• Location
• Interests
• Medical condition

You can download a clinical trial promotion planner which can guide you through this process in the materials section of the course.