Paid Media Campaign Planner

# Paid Media Campaign Strategy

## Objective
Develop a comprehensive paid media strategy that efficiently acquires customers, drives qualified leads, and maximizes return on ad spend for {{company_name}} across search, social, and display channels.

## Business Context
**Company**: {{company_name}}
**Website**: {{website}}
**Product/Service**: {{product_description}}
**Industry**: {{industry}}
**Target Audience**: {{target_personas}}
**Geographic Markets**: {{geographic_markets}}
**Marketing Budget**: {{monthly_marketing_budget}}
**Customer Acquisition Cost Target**: {{customer_acquisition_cost}}
**Key Goals**: {{key_goals}}

## Deliverables

### 1. Paid Media Strategy Foundation
**Objectives & KPIs**
- Primary campaign objectives (awareness, leads, conversions)
- Target cost per lead/acquisition
- ROAS and ROI targets
- Volume and growth goals
- Brand safety requirements

**Budget Allocation Framework**
- Channel budget distribution
- Campaign type allocation
- Geographic prioritization
- Test budget reserves
- Seasonal adjustments

### 2. Search Advertising Strategy
**Google Ads Structure**
- Campaign architecture
- Ad group organization
- Keyword strategy and match types
- Negative keyword management
- Extension strategy

**Keyword Strategy**
- Branded terms protection
- Non-branded category terms
- Competitor conquesting approach
- Long-tail opportunity mining
- Question and problem-based keywords

**Ad Copy Framework**
- Headline formulas and variations
- Description best practices
- CTA optimization
- Dynamic insertion rules
- Ad testing rotation

**Bidding Strategy**
- Manual vs. automated bidding
- Target CPA/ROAS settings
- Bid adjustment strategies
- Portfolio bidding approach
- Dayparting and scheduling

### 3. Social Media Advertising
**Meta (Facebook/Instagram)**
- Campaign objective selection
- Audience targeting strategy
- Custom and lookalike audiences
- Placement optimization
- Creative format mix

**LinkedIn Advertising**
- Account-based targeting
- Job title and seniority targeting
- Company and industry filters
- Sponsored content strategy
- Lead gen forms vs. website conversion

**Other Platforms**
- Twitter ads strategy
- YouTube advertising
- TikTok (if relevant)
- Reddit and niche platforms

### 4. Display & Programmatic
**Display Network Strategy**
- Contextual targeting
- Audience targeting
- Placement targeting
- Topic targeting
- Managed placements

**Programmatic Buying**
- DSP selection and setup
- Audience data strategy
- Inventory source selection
- Brand safety controls
- Viewability standards

### 5. Creative Strategy
**Creative Formats**
- Static image ads
- Carousel and collection ads
- Video ad lengths and formats
- Interactive and rich media
- Native advertising

**Creative Testing Framework**
- Headline testing
- Visual testing
- CTA testing
- Format testing
- Messaging angle testing

**Creative Production**
- In-house vs. agency
- Asset requirements
- Brand compliance
- Localization needs
- Refresh cadence

### 6. Landing Page Strategy
**Landing Page Types**
- Campaign-specific pages
- Product/feature pages
- Industry-specific pages
- Persona-specific pages
- Offer and promotion pages

**Optimization Elements**
- Headline and messaging alignment
- Form optimization
- Trust and social proof
- Mobile optimization
- Page speed requirements

### 7. Audience Strategy
**First-Party Data**
- CRM audience uploads
- Website visitor audiences
- Engagement-based audiences
- Customer exclusions

**Third-Party Data**
- Intent data integration
- Demographic and firmographic
- Behavioral targeting
- Contextual signals

**Lookalike/Similar Audiences**
- Seed audience selection
- Expansion percentages
- Performance monitoring
- Refresh schedules

### 8. Measurement & Attribution
**Tracking Setup**
- Conversion tracking
- UTM parameter strategy
- Offline conversion import
- Call tracking integration

**Attribution Model**
- Last-click baseline
- Multi-touch attribution
- View-through conversion windows
- Cross-device tracking

**Reporting Framework**
- Daily monitoring dashboards
- Weekly performance reports
- Monthly strategic reviews
- Quarterly business impact

### 9. Testing & Optimization
**Testing Roadmap**
- Audience tests
- Creative tests
- Bid strategy tests
- Landing page tests
- Budget allocation tests

**Optimization Playbook**
- Performance triggers
- Scaling criteria
- Pause criteria
- Reallocation rules

## Output Format
Provide complete paid media strategy documentation including channel plans, audience strategies, creative briefs, budget allocations, and measurement frameworks.