Compared to yearly plans, quarterly marketing plans are more granular and less vague. Planning a quarterly campaign begins with a look at past performance. In doing so, choose a few Key Performance Indicators that align with your objectives. When creating a plan, make sure to develop goals. The acronym SMART is helpful in remembering that goals should be specific, measurable, achievable, relevant and timebound. Another requirement is to identify the target market for your advertising and the ideal platforms to use (e.g. Facebook, Instagram, YouTube). Additional steps in ad campaign planning include reviewing the budget, creating an asset production workflow, and regularly testing the campaign to help with optimization.
- Some Key Performances Indicators (KPIs) are conversion rate, marketing qualified leads, and return on ad spend.
- Using the SMART method, set goals that are specific, measurable, achievable, relevant and timebound.
- For an ad campaign, determine who the target audience is, what's the purpose of the ad, and what platform will be used.
"A quarterly ad campaign plan provides a more granular view of your objectives, goals, and success."
Read more: https://neilpatel.com/blog/ad-planning/