Indicators to create Media Plan: Some indicators are essential to monitor and analyze throughout the campaign. Through them, you can better understand the campaign’s performance and where it is better or worse.
The reach consists of the audience impacted by the campaign on the social network. If the reach is good, it will reach most of the public defined in the segmentation.
Ad frequency is the number of times the served ad will be shown to the same person. It is essential to remember that high frequency is only sometimes a good sign. Depending on your objective, you may need more people to see your ad rather than the same users constantly seeing it.
Impressions are the number of times your ad was shown to users, even if they didn’t see it. You can track impressions to see how well your campaign shows across placements.
CPM (Cost Per Thousand) indicates the cost ratio required for the campaign or ad to get a thousand impressions. Upon reaching this number, the brand pays the determined amount. Therefore, the more you invest in this bid, the greater the chances of reaching 1,000 impressions faster.
CPA (Cost per Acquisition) consists of the cost per acquisition or cost per campaign conversion, be it a download of free material, a sale, or any other.
In this case, the ad publisher only makes money when visitors perform the action desired by the advertiser. Therefore, it is considered low risk for brands, as they only pay for the transactions that accomplish the objective.
This model is recommended for those with large profit margins on their products, as the value of ads can be more expensive.
CTR (Click Through Rate), also known as click-through rate, consists of a ratio between clicks and impressions, indicating how the ad draws the attention of the impacted people.
The higher the CTR of an ad, the greater the benefits for the brand, such as lower cost on Google Ads to better ranking in organic searches.
Finally, the clicks on the ad are essential to monitoring to know if it is generating interactions and attracting the public’s attention to the channel.
Remember that these are the primary metrics for you to monitor your ads’ performance; in addition, you should also monitor the indicators according to your objective and ad format.
How Important Is A Media Plan?
We live in a time when people create profiles, navigate and interact in several social networks simultaneously, all in the blink of an eye!
Creating a media campaign in this scenario is very different from what it was five years ago when you could focus your efforts and investments on the brand’s main channel.
There are so many communication channels that it is often challenging to integrate all of them into the same campaign, and therefore, the need to create a well-thought-out plan arises.
To avoid making mistakes now, you need to organize the house! So, check out the main advantages of making a media plan before shooting everywhere.
Deliver Content To The Right Audience
The first significant advantage of having a media plan is that you can deliver content to the right audience. But what does it mean?
When you have a clear objective and a strategic plan, it becomes easier to understand what the public wants to see and how to achieve it.
Spend The Budget Wisely
Also, you can spend your budget more intelligently, bringing more results and spending less. Putting everything down on paper gives you a better view of how to target your budget.
Choose The Best Channels For The Campaign
Planning helps you choose the proper channels to run the campaign based on the profile and behavior of the public.
Also Read: How To Sell On Social Media: Learn Tips