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The internet may be both the best and worst thing to have happened to advertising in the past few decades. On one hand, it has made advertising incredibly easy, affordable, fast, and predictable. On the other hand, it has also made it more confusing, wasteful, and disappointing for those still trying to make sense of it, lost in volumes of misinformation, and who’ve tried to copy others and wing it.
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The Ultimate Guide To Pitch Decks
Making it work for you is all about effective planning. It doesn’t have to take long, but staying organized with an online advertising plan template can make all the difference.
Here is the content that we will cover in this post. Let’s get started.
The Value Of An Online Advertising Plan
If you fail to prepare, you might as well prepare to fail.
Using a business template ensures you aren’t overlooking and forgetting things. It makes for an easy checklist.
It also provides essential clarity across team members, no matter where they are. It provides a clear information loop back to you as well. Even the most talented people are not mind readers. If you don’t lay it out and write it down, there is going to be miscommunication, a disconnect in expectations, and resulting frustration.
A plan is about creating a step by step process for everyone involved. One which is easily replicable for all of your future advertising campaigns. It makes it easy for evaluating campaigns and improving as you go, as you ask what went right, wrong, or could be better.
Online advertising plan templates like this one just make this process even easier and more efficient. It is also a critical part of fundraising if you ever plan to seek capital from outside investors. In this regard, keep in mind that storytelling is everything. In this regard for a winning pitch deck to help you here, take a look at the template created by Silicon Valley legend, Peter Thiel (see it here) that I recently covered. Thiel was the first angel investor in Facebook with a $500K check that turned into more than $1 billion in cash.
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Online Advertising Template
Use this online advertising plan template to speed through creating great campaigns.
Overview
It is helpful to just add a couple of sentences as an overview here to make sure everyone is on the same page.
Goals & Objectives
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What are the specific goals and objectives of this advertising plan? What are you trying to achieve? List no more than 1-3 top priorities and desired results. For example, “the goal of this plan is to drive in 100 new customers for product X within the next 90 days.”
It can also be valuable to reiterate your company values, mission, and vision here. This acts as an anchor and quick decision guide for any questions that arise in the planning process. Either it fits your values and is pushing you closer to your ultimate vision, or not.
Target Market
Everything else flows from intimately and clearly knowing your most desirable customer.
Layout your target market and ideal customer profile here. Include personas that represent any different customer groups that you have.
This again acts as a decision guide for all of the rest of your advertising plans. It answers all of the who, when, where, and why questions.
Your Product & USP
What is the product or service you are specifically selling to your target customers in this plan? This is a critical aspect of this online advertising plan template.
What is the Unique Selling Proposition (USP) or competitive advantage that you have which you will be conveying to your target market in your online advertising?
Online Advertising Channels
As part of the online advertising plan template, you need to ask yourself, which 1-5 online advertising channels will you be using?
If this plan is just for one specific campaign you may only be using one channel. In general, you will be using 3-5 channels to maximize the effectiveness and returns of each, and to mitigate unforeseen risks.
Examples may be LinkedIn, Google PPC ads, Facebook ads, and SEM via onsite SEO.
You may also find interesting the video below where I go in detail on how to create a marketing plan.
Campaign Concepts
What are the main themes of these campaigns?
You may be planning to run several complimentary campaigns, or be promoting several main features of your product. You can add the main theme, name or tagline of these concepts in bullet point format here.
Ads
Build on the previous section with the types of ads you’ll be running.
Are these text, image, or video ads? Are they static or responsive? Are they reaching new customers, or retargeting past traffic and customers?
You may include examples of similar ads you’ve used or like to guide the team and be clear on expectations here.
If you already have ads designed, insert them (or links to them) here.
If there are any specific features, requirements, or parameters for these ads, that must be adhered to?
Advertising Budget
What is the budget for your online advertising plan?
This may begin as a number for your whole marketing efforts, by the month, for this specific campaign, or broken down by channel.
It may also be very important to be clear on how your budget can be split between content creation, labor, and actual hard marketing costs. For example, many agencies may use half of your budget to pay themselves. If you give them $6,000 for Facebook ads, they may only end up applying $3,000 toward actual ad costs.
Expected Results
What are the results you are expecting from this plan? This differs from your goals in that you want to break out specific metrics.
What will the number of views or clicks and visitors to your site be? What will be the percentages you expect to trickle down through your funnel? What is the return you hope to get on this investment? What is the number which deems this a success or failure, and in what timeframe?
Timeline
What is your timeline and countdown?
This will keep your whole team on track. As fast as it can be to launch an online advertising plan, there can be constant delays and setbacks if you are not marching along a timeline and have deadlines for various items.
Create a bullet list counting down ad creation, campaign setup, reviews, and publishing.
Who?
Add clarity by listing out who on the team will do what. Who will create the content, approve it, and publish it?
You may also add additional resources and links, such as your brand style guide, market data, past ads that worked well, etc.
Hopefully, this online advertising plan template provides some clarity.
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