PPC

How to Create Paid Media and PPC Plans in Growth-Driven Marketing

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Written by Asena Atilla Saunders
21/05/2020
       

Pay-Per-Click (PPC) is a digital marketing approach that allows you to create campaigns to promote your website to your target audience through search engines or different websites and pay per click for the traffic you get. Paid media marketing covers all the paid campaigns you run, including PPC. We will combine them with our paid media planning guide.

To have a comprehensive understanding of PPC marketing, you can check our article below:

The Ultimate Guide to Pay-Per-Click (PPC) 

Now let us walk you through the entire process of creating a paid media (PPC) plan through our online learning platform: the Growth Marketing Hub. And don’t worry if you don’t have an established brand. The Growth Marketing Hub is designed to give you the opportunity to exercise each module and process so that you can just practice and learn.

Paid Media and PPC Planning with the Growth Marketing Hub

You might need the data from your Growth-Driven Marketing Strategy input (full brand check-up, personas, positioning, etc.), in order to create your Paid Media (PPC) plans. Before you start, please make sure you have completed the previous stages on the Growth Marketing Hub

For those who don’t have an established brand, or if you haven’t completed the previous steps, you can use the Growth Marketing Hub to simply exercise each module and process.

We start with the “Paid Media – PPC Planning” menu at the Growth Marketing Hub panel and select the “Create a New Paid Media Tactic” box.

Create a New Paid Media Tactic

With this module, you will exercise and learn the important points to consider when creating a Paid Media (PPC) plan. 

1- Choose or Create Your Brand/Product

At this step, you can either choose one of the brands/products you have created at the “Internal Analysis” phase- from the dropdown menu, or you can easily create a new brand. 

Select an existing brand:

Or create a new brand:

Click “NEXT STEP” to proceed.

2- Choose or Create Your Persona

Again, you can choose one of the personas you have created in the “Persona Creation” phase from the dropdown menu, create a new persona, or simply choose all personas.

Choose an existing (specific) persona:

Create a new persona:

Choose all personas:

Click “NEXT STEP” to proceed.

3- Tactic Details

PPC Channel: You can perform PPC campaigns on various channels depending on your business model, industry, and persona. The types of content and your communication will vary depending on the channel.

Let’s say we are planning to create a campaign on Facebook, for our finance persona. We can fill out the fields shown in the example below:

  • Target audience details: Here, you can put some details of your persona such as Job title, Gender, Age, Interests, etc.
  • Ad format: There are different types of ad formats on every PPC channel. The text lengths and image sizes will vary depending on the ad formats you choose.
  • Target Page: It’s the web page that you want to direct your ads to. So, when your target audience clicks your call to action (CTA), they will be directed to this target page. 
  • Target Location: It’s where you want to run your campaigns. The target audience in these regions will see your ad. 

  • Estimated Impression: Impression is the metric that shows how many times your ad is displayed, whether it is a text-based ad or a display ad. Most of the ad tools will give you the estimated impression for your campaigns. You can also estimate this number based on your previous campaigns.
  • Estimated Click: This number will be based on your impressions. It should be a minimum of 1% and can go higher based on your campaigns and whether you are B2B or B2C. Clicks start the customer journey and high impressions would not be meaningful unless your ads are not clicked on.
  • Estimated Number of Conversion: Conversion is the realization of the goal you set for your advertising campaign on your website. Conversion can be set for different targets on a website. This means you can define a conversion for different goals such as filling out a form, purchasing a product, or watching a video. 
  • Estimated Conversion Cost: It refers to the cost you bear for a goal you have defined. For example, if you spend 3X and measure 3 targets from the PPC channel, the Cost / Conversion will be X for that campaign.
  • Estimated Conversion Value: It refers to the number of income you expect from the conversion of your campaign.
  • Estimated ROAS: ROAS (Return on Ad Spend) is the calculation of ad spend divided by revenue.

Ready? Click SUBMIT!

View My PPC Plan

You can see all of your created PPC Tactics on this screen. The first tactic you see on the display will be the last one you created.

You can also create a new tactic, search for a tactic, copy, print, and download your plan as an excel sheet or PDFs, or remove the tactics you have completed or want to delete from the list.

When you click “details”, you will access the tactic details, where you can copy or delete the tactic separately.

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