Today's online advertising tools have too much options. You never can simply guess what will be the best choice for your campaign. You need to analyse and plan carefully before you start spending your budget. An online advertising campaign plan is to be prepared to use your funds for online marketing in the most efficient way.

The essential components of such a plan are following:

Campaign goals and tracking. We need to answer two main questions:

  • What is the goal of the campaign?
  • How the goal will be achieved?

Target audience

  • Who are we trying to contact and inform about our products and services?

Key campaign message

  • How do we position a company, products and services?
  • Which is the best way to deliver our offers to the audience in brief and comprehensive manner to convert them into customers?

Online media selection and scheduling

  • Which media or their mix will be effective to achieve the goals? Search engines optimisation, context ads or posting relevant content on social media?
  • What the analysis of past campaigns efficiency can tell us?
  • What is the sequence of media and messages during the campaign?
  • When do we deliver which offer to the potential client?

Budgeting

  • How much and in which shares should we spend?

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1
Vladislav Ukhov
Managing partner
   
2
Maria Lebedeva
Chief of sales
   
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