Digital Marketing Campaign Overview

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MediaPlan.xlsx
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Media Plan Template

Campaign: Campaign Flight Dates: Channel: Type of Ad Unit: Key KPI: Target Audience: Budget: Notes:
KitchenAid Marketing Drive 6.01.2021 - 8.15.2021 Website In-article Traffic conversions Cooking lovers aged 22-45 years The company should update its website with content and hire an SEO firm to help in optimization
$500,000
7.01.2021-9.20.2021 Instagram Video Cost per video Cooking lovers aged 22-45 years The company should use the money to hire influencers to market their product
$400,000.00
08.01.2021 -10.20.2021 Pinterest Images Page Views Cooking lovers aged 22-45 $200,000.00
years
6.01.2021-7.01.2021 Facebook Video Cost per video Cooking lovers aged 22-45 years The firm shoud use the cash to sponsor Ads and increase sales
$300,000
1,400,000

Sample AirBNB Media Plan

Insert Client Name Here
Insert Campaign Dates Here
Media Budget: BT Fee: Total Budget
$1,000,000.00
Campaign: Campaign Flight Dates: Channel: Type of Ad Unit: Key KPI: Target Audience: Budget: Notes:
Airbnb Country Guides 01/01/2017–03/30/2017 Facebook Video Cost Per Video View Travel Lovers ages 18–65 $250,000.00
01/01/2017–03/30/2017 Twitter Video Cost Per Video View $150,000.00
01/01/2017–03/30/2017 Travel Website Buys Video Cost Per Impression $500,000.00
01/01/2017–03/30/2017 Instagram Video Cost Per Video View $100,000.00
Total Spend $1,000,000.00

Unit + KPI Glossary

Unit + KPI Glossary
Goal KPI
Awareness Video Views
Consideration Cost Per Click (CPC)
Consideration Save (Instagram Only)
Conversion Cost Per Click (CPC)
Conversion Cost Per Lead (CPL)
Awareness CPM
Advocacy Share
Engagement Cost Per Engagement (CPE)
Note: These KPIs are specific to advertising campaigns and the channels they are running on. Brands will often go a step further and develop some of their own KPIs for consideration.