An article for marketers and executives who need to plan their online advertising spend. In marketing, the process of creating a matrix of advertising channels, formats and times of placement, as well as the distribution of advertising budgets is called media planning. We will look at part of the process of creating a media plan - planning advertising budgets. These are pay-per-click advertising campaigns. The general principles apply to any click-through, display, and even offline advertising campaigns. After reading the article, you will get the skill to quickly estimate the advertising budget for your project and be able to make forecasts that are not worse than the agency you work with.
project team Calendar plan Labor budget Advertising budget of the project Resources in an advertising project Customers often do not understand what investments will be required, and budget planning is carried out according to the residual principle - We allocate how much we have, and Macedonia Phone Number List then we'll see. You need to understand that the advertising budget is an integral part of the project, and, along with other resources, participates in achieving the goals of the project. Proper planning of the advertising budget is the key to successful achievement of goals. The discussion of the project objectives should take place in dialogue with the contractor. The customer indicates the need, and the agency determines the necessary resources.
So in order to make the right media plan, you need to answer two questions: What is the goal of the advertising campaign I want to achieve? What is it measured in? What resources am I willing to provide to achieve the goal? The answer may be as follows: Get 40 completed and paid orders in the online store. We are ready to provide a web developer, a month of time and 100 thousand rubles. After that, you can determine which advertising channels will be involved, how much money you need to spend on a particular channel, how many man-hours will have to be spent on campaigns, and whether the budget will be enough for the set period. Often planning takes place according to the residual principle - Let's allocate how much we have, and then we'll see.
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