Q4 is almost coming to an end and it’s hard to believe that we are wrapping up 2018.
Looking back at successes and failures throughout the year is necessary for planning ahead for 2019, especially when it comes to your media buying campaigns.
It’s time to lay the groundwork – explore upcoming trends, conduct market research and solidify your goals and budget so that you’re all set come January 1st.
Before we dive deeper into this, here’s a little warning if we may…
A common issue we see with a large number of advertising campaigns – and a primary reason so many people lose money when trying to drive traffic to their websites is that they don’t go in with clear plans.
They set aside a few hundred dollars for ad spend and throw it at the first shiny object that walks by – it doesn’t work very well.
So, to help you get the most out of your next media buy, we want to talk about goal setting for an overarching campaign.
Step 1 – Define your end goal
Before we can set smaller goals, we must first determine what end result you want to achieve.
What do you want to get out of your media buy? Traffic? Subscribers? Sales?
Whichever it is you aim for, make sure to plan ahead.
So, sit down with a pen and paper (or your trusty PC, tablet or mobile) and jot down exactly what you want to achieve with your media buy.
Step 2 – Set a comfortable budget to match your goals
Planning your budget is one of the first steps in planning a successful marketing campaign.
Your budget is a critical component because you need to make sure your ad placements align with your business objectives.
You might get lucky and land a massively successful ad campaign on an up-and-coming site or your banners might convert impressions incredibly well, but if you set realistic expectations and priorities where you’ll spend your money, you’d feel better about the results.
You know your business better than anyone. You know your targets, your customers and how much you need to get your campaign going.
Step 3 – Build a plan with clear milestones
While most media buys are set for a given period of time (between 1 week and 1 month most commonly), don’t set and forget it.
Create benchmarks you want to reach at each given interval.
So, if you decide to spend $100 per month, make it your goal to acquire at least 200 visitors from that $100.
If you don’t reach your goal, you should evaluate your creatives and adjust your spend next month.
If you create smaller goals with your overarching goals in mind, it will be much easier to ensure your ad spends are successful from start to finish.