SEM – Google and Facebook advertising

High-level advertising plan for Google and Facebook advertising

1. Define target audience:

Target audience refers to the specific group of people that a company or organization aims to reach with its marketing efforts. Defining a target audience involves identifying characteristics such as demographics, interests, behaviors, and geographic locations that are shared by the people who are most likely to be interested in the product or service being offered. By defining a target audience, a company can tailor its marketing messages and strategies to effectively reach and engage with the people who are most likely to become customers.

2. Set goals and budget for Google & Facebook advertising:

Determine what you hope to achieve with your advertising campaign and how much you are willing to spend.Setting goals and budget for an advertising campaign is an important step in the planning process. It helps to ensure that the advertising efforts are aligned with the overall objectives of the company and that the resources invested in the campaign are used effectively.

Goals:

  • Clearly defining the desired outcome of the advertising campaign is crucial in determining the success of the campaign. Examples of goals for an advertising campaign include increasing brand awareness, driving website traffic, generating leads, or boosting sales.

Budget:

  • The budget for an advertising campaign determines how much money will be invested in the campaign and helps to guide the scale and scope of the advertising efforts. A budget should be established based on the desired outcome of the campaign, the target audience, and the cost of reaching that audience.

By setting clear goals and budget for an advertising campaign, a company can focus its efforts and resources on achieving its desired outcome, while also maximizing its return on investment.

3. Choose ad format:

Choosing the right ad format is important in ensuring that your advertising message is effectively delivered to your target audience. There are several types of ad formats available on both Google and Facebook, including:

  1. Display Ads: A visual ad that appears on websites, apps, and other platforms. It can be static or animated and can include images, graphics, and text.
  2. Video Ads: A video ad that appears in a video player on websites, apps, and other platforms. Video ads are a powerful way to tell a story and engage with your target audience.
  3. Carousel Ads: A type of ad that allows you to showcase multiple images or videos in a single ad unit, allowing for multiple product features or messages to be shared in a single ad.
  4. Text Ads: A simple text-based ad that appears on search engine result pages or in display network placements.
  5. Story Ads: Full-screen ads that appear in a user’s story feed on platforms like Facebook, Instagram, and Snapchat.
  6. Sponsored Posts: A type of ad that appears in a user’s feed and is designed to look like a regular post from a friend or page.

When choosing an ad format, consider the type of message you want to convey, the audience you are targeting, and the goals of your advertising campaign. Each format has its own strengths and weaknesses, and it’s important to choose the format that best supports your advertising goals.

4. Create ad copy and visual assets:

Develop compelling ad copy and visually appealing graphics to grab the attention of your target audience.Creating ad copy and visual assets is an important step in developing an effective advertising campaign. This includes:

  1. Ad Copy: Writing clear and compelling ad copy that accurately represents your brand and product, and resonates with your target audience. Ad copy should be concise, easy to read, and grab the attention of the target audience.
  2. Visual Assets: Creating visual assets that support your ad copy and grab the attention of your target audience. Visual assets can include images, graphics, or videos that help to tell your story and convey your message. When creating visual assets, it’s important to ensure that they are high-quality, visually appealing, and relevant to your target audience.

Ad copy and visual assets work together to deliver your advertising message and drive results. A well-crafted ad copy and visually appealing visual assets can help to capture the attention of your target audience, increase engagement, and drive conversions.Set up tracking and measurement:

Setting up tracking and measurement tools is an important step in the advertising process, as it enables you to measure the success of your campaigns and make data-driven decisions. The most common tracking and measurement tools for Google and Facebook advertising are:

  1. Google Analytics: A web analytics service provided by Google that tracks and reports website traffic. It can be used to measure the success of your Google & Facebook advertising campaigns and track key metrics such as website visits, conversions, and revenue.
  2. Facebook Pixel: A piece of code that can be added to a website to track user behavior and measure the success of Facebook advertising campaigns. Facebook Pixel can be used to track key metrics such as website visits, conversions, and revenue.
  3. Conversion Tracking: A feature that allows you to track conversions, such as sales or sign-ups, that occur on your website as a result of your advertising efforts. This can be done using tracking pixels, code snippets, or third-party tools.

Setting up tracking and measurement tools helps to ensure that you are able to measure the effectiveness of your advertising campaigns and make data-driven decisions. This information can then be used to continuously optimize and improve your advertising efforts over time.

5. Launch and optimize campaigns your Google & Facebook advertising:

After completing the planning and preparation stage of your Google & Facebook advertising campaign, it’s time to launch and optimize your campaigns. This includes:

  1. Launch: Once you’ve created your ad copy and visual assets, set your budget and target audience, and set up tracking and measurement tools, you’re ready to launch your campaigns. Launch your campaigns on Google and Facebook and start reaching your target audience.
  2. Monitoring: Regularly monitor your campaigns to ensure they are running smoothly and meeting your goals. Keep an eye on key metrics such as impressions, clicks, conversions, and cost per conversion.
  3. Optimizing: Based on the data and insights gathered from your campaigns, make optimizations to improve performance. This can include adjusting your target audience, modifying your ad copy and visual assets, adjusting your budget, and making changes to your tracking and measurement tools.
  4. Testing: Continuously test different elements of your campaigns, such as ad copy, visual assets, and targeting, to see what works best and make data-driven optimizations.

By launching and optimizing your campaigns, you can continuously improve the performance of your advertising efforts and achieve your goals.

6. Evaluate results:

Review your campaign results and make adjustments as needed to maximize return on investment.Evaluating the results of your advertising campaigns is an important step in determining their effectiveness and making data-driven decisions for future campaigns. This includes:

  1. Analyze Metrics: Review key metrics such as impressions, clicks, conversions, cost per conversion, and return on investment (ROI) to determine the overall performance of your campaigns.
  2. Compare to Goals: Compare the results of your campaigns to your original goals to determine if you have achieved your objectives. If your goals have not been met, consider making changes to your campaigns to improve performance.
  3. Identify Trends: Look for trends and patterns in your data to understand what is driving your results and identify areas for improvement.
  4. Make Data-Driven Decisions: Use the insights and data gathered from your campaigns to make data-driven decisions for future campaigns. This can include adjusting your targeting, modifying your ad copy and visual assets, adjusting your budget, and making changes to your tracking and measurement tools.

By evaluating the results of your advertising campaigns, you can continuously improve their performance and achieve your goals. This information can also be used to inform future advertising efforts and make data-driven decisions that drive results.

Note: This is just a general outline, and the specifics of your advertising plan may vary depending on your target audience, goals, and budget

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