Creating a media plan: useful tips

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Budget formation
A media plan can be drawn up for one or several months, six months or even a year. The terms depend on how the advertising budget is formed. There are two strategies: a monthly plan (advertising works stably, and the budget is adjusted at the end of each month for the next); or a fixed plan (a certain budget is allocated for the advertising budget, without being tied to the implementation deadlines. They are determined according to how to achieve the established KPIs faster and more profitably).

Important! To avoid wasting your advertising budget, run several test campaigns. For nigeria rcs data example, set up ads in all selected platforms and set a symbolic amount of spending — 3-5 USD. After a week (if the budget is not exhausted earlier), analyze the results: bounce rate, what factors could have influenced low reach, etc. Optimize the RK taking into account the most effective channels.


Create separate tabs in Excel or Google Sheets for different channels to make it easier for specialists to work with the file. After all, one employee can create it, and others can analyze and adjust it. Especially if you are developing a long-term plan.
In addition to engagement channels, you can also split budgets for different target audiences and specify this in the file.
Detail the indicators and focus on KPIs as much as possible.
Add a comments section to the table — make notes and clarifications for yourself, the customer, your manager, or colleagues. This way, you won't forget to provide important information and will be able to justify adjustments in the file.
Google Ads and Facebook Ads Manager show the average cost per click based on the given parameters, but it is only a guideline. There is no exact percentage deviation, but it is better to aim for approximately +20% of the predicted amount.
During the first 14 days after the launch of the RK, the so-called "advertising training" takes place in advertising tools, so the indicators may not be very realistic. It is better to analyze their quality after at least two weeks. But this does not exclude preliminary testing of the effectiveness of different channels.