• John G.

How to Do Quarterly Ad Planning





A marketing plan might be a year-end plan that provides an overview of the year. This can be useful for understanding your overall goals but it won't help you implement them. Marketing success is dependent on a campaign plan with a shorter time frame, such as a quarter. You can get a better understanding of your success, goals and objectives by creating a quarterly ad campaign plan. This will help you set priorities and respond to metrics and KPIs when they become available. This comprehensive guide will provide you with practical advice to help plan your next quarter-end ad campaign. This article will help you feel confident in your ability to create a campaign plan that you and your team can execute. View the KPIs and Metrics of the Last Quarter The first step in planning future campaigns is to review the quarter's performance. Key Performance Indicators (KPIs) and metrics can help you gain a better understanding about past campaigns' success. The purpose of a marketing campaign's KPIs can be different. These are some key KPIs that you should be aware of: Customer acquisition cost (CAC). customer lifetime value (LTV) Return on Investment (ROI). Marketing qualified leads (MQL). Traffic-to-lead ratio, new contact rate Ratio of lead-to-customer Return on Ad Spend (ROAS). Conversion rate Website traffic customer retention This list includes both short-term as well as longer-term KPIs. This is essential for agile marketing. You don't need to include all of them in your quarterly business review. Instead, you should focus on those that align with your goals. You should consider whether the KPI that you are choosing to track can be quantifiable or manipulated. Performance tracking is more effective when you have greater control over a KPI. This information will allow you to make quarterly campaign decisions based on what worked and what didn’t. It is also possible to see where improvements could be made. To track campaign goals and metrics


A plan is more than just having one. When creating a plan, it is crucial to define specific goals. It is important to take a systematic approach when setting marketing goals you can achieve. The SMART approach to goal setting is my favorite. This stands for: Specific Measurable It is possible Relevant Time bound What does this look like for a marketing campaign? Let's say you want to increase the number of qualified leads in your funnel. This is a SMART goal. Targeted social marketing campaigns will increase our funnel's MQLs by 8% in Q3. This goal fulfills all criteria for a SMART goal. It is precise, measurable, and realizable. It is relevant and time-bound. The campaign ends with the answer to the question "Yes" or "No". After the quarter is finished, you can always reevaluate it. Assess Campaign Targeting Your ads campaigns can only be successful if they reach the right people. To have a successful quarter-end campaign campaign season, it is important to identify your target audience. You should first examine your audience's data. To determine the demographics and lifestyle of your audience, you should dig deeper. What was their reaction to past campaigns? What can you do to improve them? A segment of your audience interacted with campaign media but did not convert? This indicates a superficial interest. This segment should not been abandoned. Instead, focus on a higher level of the marketing funnel (e.g. Attention or interest. You might consider expanding your target audience. Maybe you have discovered that your data has helped you reach new audiences. This is a great opportunity to reevaluate your target audiences and add new ones as necessary. Google Analytics, a free tool that helps you to segment and further analyze the audience, Select which platforms you want to use There are many platforms available on the market, and they continue to grow. The most popular platforms are Instagram, Facebook, and Google. Before you decide which platforms to advertise on, you should consider how many. By using only one or two platforms, you can focus more attention on a small segment of your audience. This can lead to higher returns on your investment. If you're interested in testing different types of ads and audiences segments, there might be three, four or five platforms. Budget Campaign Review No matter your budget, your ad campaigns will be successful. Before you begin planning, it is important to set a budget. Budget optimization tips and tricks vary between platforms. You must first calculate all advertising expenses before you can determine the budget for each platform. It is better to take a top-down approach. This is where you establish a quarter-end budget which includes all advertising expenses. You can divide the budget based on many factors, such as:

  • previous platform success

  • Target market share

  • The type of ad and the chance

Splitting your platform budget can be done in order to pay per advertisement. It can be a good idea to spend more per day if the expected ROI is higher. Outline Campaign Messages & Offers While you don't need to have all digital assets and copy ready by quarter's end you should have a clear understanding of campaign messages. This will be a guideline for the future. An outline can be as simple a list of dates with the appropriate messages or offers. You can embed it into your workflow. These are the three most important questions.

  • Who are the target audiences for this project?

  • What purpose is the advertisement serving?

  • On which platform will the advertisement appear?

It will make your workflow planning easier if there is more detail in your offers and campaign messages. This reduces guesswork and clarifies the campaign goals for each member. Exaggerated plans can cause rigidity. Discuss with your team how detailed and specific you want the quarter to start. Your team may prefer to be more flexible or have campaigns in place at the least 90 days before quarter starts. It's easy to add campaign details into a spreadsheet or word document. There are also detailed templates for campaign offers for those who wish them. Create Asset Creation Workflow It can be overwhelming to think of all the tasks that must be completed before the quarter begins. It is essential to create a process in order to ensure success with future campaigns. A workflow for asset production makes sure that campaign assets (copy, images, videos, and other elements) are produced on schedule. A good workflow facilitates team collaboration and clear communication. The workflow will be affected by the type of asset and the number of collaborators. Creative production is characterized by four main steps: creation, review and approval, launch, and final approval. These steps can all be managed using a spreadsheet. There are many platforms that can help you manage your project. These platforms often offer templates that can spark your imagination. Asana and Trello make it easy to create a seamless workflow. Multiple collaborators can be added to each board. To stay on track, you can use checklists, triggers, deadlines, and other tools. These platforms enable you to concentrate more on the process and less on managing it. Create a campaign testing plan It is important to continue testing your marketing campaigns to optimize them in the future. Campaign testing can provide insight into your target audience and help you to refine your marketing campaigns. Campaign testing is an essential part of campaign planning. This will help ensure that assets are thoroughly vetted before they are created. Here are some examples of campaign testing:


  • target audience

  • Budget

  • Day and Week

  • Calls to Action (CTAs).

  • Word order

  • power words in headlines

Campaign testing doesn't have to be difficult. It is better to plan ahead and include these tests into your asset workflow. These tests are easily re-usable in the future. Commonly Asked Question about Ad Campaign Planning There may be questions you still have about ad campaign planning. These are some frequently asked questions. How often should I review my ad campaign plan? The quarterly planning session is crucial for setting goals and defining the outline for the quarter. It is important to review the quarter periodically and pivot if necessary. You should evaluate your campaign at least once a week to determine its success. How do I plan my holiday advertising campaigns? Ad campaign analysis for holiday advertising planning should include at least three steps: review, take-aways and assessment. The next steps are recommended. It is a good idea to go through the results and highlight key points. What goals should I set for my ad campaigns? When creating an advertisement campaign, you should keep one goal in your mind. You can break down the objectives into three categories: awareness, consideration, and conversion. An awareness campaign aims to increase reach. Campaigns to increase engagement are designed to increase conversions. Quarterly Ad Campaign Planning Conclusion When you move to quarterly campaign planning, you will feel more confident. This is true regardless of whether you are moving from an annual campaign plan, which can be too general, to a weekly campaign plan, which can become too specific. A quarterly campaign plan can help you break down your goals and budget into manageable pieces. This allows you to be more flexible and reduces overwhelm. A quarter-yearly campaign plan is limited to a 90 day window. This gives you the ability to execute flawlessly, and also allows you to evaluate your progress. You can react quickly to the campaign's results and be proactive.