Maximizing ROI with Targeted PPC & SMM Campaigns

Kishore Ganesh

Social Media Marketer

Social Media Strategist

Search Engine Marketer

Facebook Ads

Google Ads

Instagram Ads

I'm attaching a media plan, which I put together based on a client request. The client's name is withheld for confidentiality reasons. This sample will illustrate my knowledge & skills in: -

Strategic Planning: Campaign planning, Budget allocation

Channel-Specific Expertise: Google Ads, Meta Ads (Facebook and Instagram), Bing Search Ads, Reddit Ads

Analytical Skills: Keyword Research, Data-Driven Decision Making

Optimization and Testing: A/B Testing, Performance Monitoring Note: I cannot share the entire media plan here in the interest of safeguarding my know-how. I will be happy to jump on a call and explain my rationale before we proceed on any project.

Sample Media Plan 2

Client Brief:

Objective:

Generate signups for Company A's summer 2024 bookings.

Drive urgency and excitement to convert signups into bookings.

Target both new prospects and previous Company A enthusiasts.

Timeline:

Campaign runs 15 days before and after the booking opening date of June 3rd.

Budget:

Total budget: €50,000.

Target: 200 bookings.

Audiences:

New Prospects:

Individuals who have never heard of Company A.

Run prospecting ads to capture their interest.

Interested Prospects:

Remind and excite individuals who have previously shown interest.

Inform them of the booking opening date.

Task:

Part 1 - Plan the campaign:

Develop a media plan including:

Objectives, timelines, and budgets.

Retargeting strategy.

Part 2 - Critique / Suggestions:

What other materials, data, or information do you need to improve the setup, plan, and performance of this campaign? Do you feel like anything is missing?

Media Plan:

Overall Plan:

To drive signups for Company A’s summer 2024 bookings, focusing on generating 1333 leads before the booking date and converting them into 200 bookings. The campaign runs from May 19 to June 17, with a total budget of €50,000, in 2 phases.

Campaign Phases:

Pre-Booking (May 19 - June 2): Generate leads through prospecting and retargeting.

Post-Booking (June 3 - June 17): Convert leads to bookings with a focus on retargeting.

Budget Allocation Overview:

Google Ads: €35,000

Pre-Booking: €20,000

Prospecting: €12,000

Retargeting: €8,000

Post-Booking: €15,000

Retargeting: €10,500

Prospecting: €4,500

Facebook Ads: €15,000

Pre-Booking: €8,000

Prospecting: €4,800

Retargeting: €3,200

Post-Booking: €7,000

Retargeting: €4,900

Prospecting: €2,100

Channel-Specific Strategies:

Google Ads:

Pre-Booking: Use search, display, and video ads for both prospecting and retargeting.

Post-Booking: Focus on retargeting sign-ups and prospecting for last-minute sign-ups.

Facebook Ads:

Pre-Booking: Traffic campaigns to drive landing page views.

Post-Booking: Conversion campaigns to drive bookings.

Target Audiences:

Prospecting: New users who have never heard of Company A.

Retargeting: Users who have previously shown interest in Company A

KPIs:

Conversion Rate

Cost per Acquisition (CPA)

Lead Generation Metrics

Engagement Metrics

Optimization Strategy:

Initial Monitoring: Observe performance for the first 7 days.

Regular Reporting: Bi-weekly analysis of key metrics.

Adjustments: Refine targeting, placements, and bids based on performance data.

Creative Refresh: Periodically update ad creatives.

A/B Testing: Continuously test different campaign elements.

Expected ROI:

Leads Needed: 1333

Leads Generated: 1791 (Pre + Post Booking Phases)

Bookings: 269 (with a 15% conversion rate)

Revenue: €807,000

ROI: 1514%

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Posted Jun 12, 2024

Kishore implemented a comprehensive PPC & SEM strategy that resulted in a ROI of 1514%, owing to the Revenue per Booking in this industry, being very high.

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