Maximizing ROI with Targeted PPC & SMM Campaigns
Kishore Ganesh
Social Media Marketer
Social Media Strategist
Search Engine Marketing
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%
