Hello! Welcome to our advertising plan guide. Here, you will be able to learn everything about our advertising plan, and how to use it. So grab yourself a cup of coffee, sit back, and read on.
This guide could seem a bit challenging at first, but we've made sure it's as simple as possible. If you still have any questions after reading, don't hesitate to get in touch with your assigned account manager.
First up, let's open the advertising plan by clicking the link in the email you've received. We recommend bookmarking this link for easy access in the future. If you haven't received the link, please contact your account manager.
The first thing you'll notice is that the advertising plan looks very much like an Excel sheet. In fact, this is Google Sheets, which is almost identical to Excel except that it is a live, and collaborative web-based spreadsheet application. Meaning, we can collaborate, and work together in the same place to create an awesome advertising plan. And here's the coolest part - you don't even have to save it. Every change you make is automatically saved. So go ahead and close the tab when you're finished. Nothing will be lost!
Let's get into the nitty-gritty details, shall we? We're going to take this step-by-step, and discuss each column.
Column A: PostsIncludes thumbnails of all posts approved from the content calendar so far. This is a small visual to help us see which post is being referred to.
Column B: Publishing DateReflects the post's publishing date on social media.
Column C: Ad Start DateShows the planned date the ad is going to start.
Column D: Ad End DateShows the planned date the ad is going to end.
Column E: ObjectiveRekoya sets an objective for the ad according to the type of content, its purpose, and our client's goals. Objectives include; reach, traffic, engagement, video views, lead generation, messages, conversions, and store visits. For example, we would choose video views for a product explainer video, or engagement for a post that contains a math puzzle.
Column F: Recommended SpendThis is the amount of money we recommend the client should spend on this particular ad. Please note that we take into consideration various factors to recommend the spend for each ad. First and foremost, we look at the post itself. How well does it serve its purpose on an organic level? If we're convinced it's a powerful post, we will generally recommend a higher spend. Second, we take into consideration any disclosed budgets set by the client. And third, we take a peak at the spending of other clients, if any, from the same industry or market.
Column G: Predicted Maximum ResultsOnce we've recommended a budget, we predict the amount of results the ad will generate. While there is no exact science to this, we base our prediction on; 1) our results from previous months, 2) our results from other clients, if any, from the same industry or market, 3) statistics from prediction tools, 4) our own experience, 5) the predicted level of organic post effectiveness weighted against the recommended spend (in simple terms, how good we think the post is and how much money we plan on pumping into it).
Before you read on further, and in the spirit of honesty, we'd like you to know that results are particularly difficult to predict in the first month of our partnership, especially if we haven't managed similar clients in your industry or market before. That's why we recommend lower spending in the first month to give us a chance to truly grasp the most effective advertising strategy. After that, it's onwards and upwards with greater spending.
Column H: Targeted Cost Per ResultThis is an automatically calculated value by dividing the recommended spend by the predicted results. After the ad, we compare it to the actual cost per result and helps us in predicting more accurate results in the future.
Column I: Actual SpendThis is set by you - the client. At this point, it is up to you to have a look at our recommended spend, predicted results, and targeted cost per result, and allocate an actual budget to spend on the ad. Once you have decided on a number, please let us know well in advance so our advertising managers will have enough time to create the ads. They will set the same budget you have decided on the social media networks. Therefore, it is important that you are inputting a final number. However, if you do change your mind, please ensure you notify us well in advance to avoid any unnecessary charges.
Column J: Actual ResultsAfter the ad has completed, we will add the actual results figure.
Column K: Actual Cost Per ResultThe actual cost per result will automatically be calculated. This metric becomes one of our most important KPIs because it acts as a snapshot to how successful our ads are. The cheaper the cost, the better the ad has performed. Our aim is to keep our actual cost per result as low as possible. This motivates us to create more effective posts, and return greater value to our clients.
Column L: Management FeesOur management fee is charged at 10% of your actual spend. We charge this fee to take care of your entire social media advertising activities. This number is automatically calculated once you input the actual spend.
Column M: Total InvestmentYour total investment is the sum of the actual spend and our management fees. This is automatically calculated once you input the actual spend. Please note that the sum amount of your total investment for the whole month will be billed in the following Month.
Column N: Targeting StrategyOur targeting strategy is a brief description of what kind of people we want to show our ads to. It could be based on things like location, age, gender, interests, experience, education level, and so on. The targeting experts at Rekoya work with our advertising managers to decide on the most appropriate target groups based on client feedback and objectives.
Column O: Client RemarksIf you have any comments regarding the ads, this is where you - our beloved client can write it down. We check your comments every time we access the advertising plan, and make sure any comments are addressed as soon as possible.
Well, that's all folks! Now let's plan some ads and kick some ass. Don't forget to notify us if you make any changes.