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Paid Social Proposal for Medical Universities of Americas

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Paid Social Proposal for Medical Universities of Americas

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We at Netizensstop had prepared a Paid Social - Media Plan & PPC Strategy for Medical Universities of Americas. A Medical University. It contains our campaign launch strategy, media plan - considering brand awareness, lead generation etc; campaign set-up & optimization tips, auto-bidding tools that will be used & predicted investment with key KPI formulas for Return on Investment (ROI).

We at Netizensstop had prepared a Paid Social - Media Plan & PPC Strategy for Medical Universities of Americas. A Medical University. It contains our campaign launch strategy, media plan - considering brand awareness, lead generation etc; campaign set-up & optimization tips, auto-bidding tools that will be used & predicted investment with key KPI formulas for Return on Investment (ROI).

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Paid Social Proposal for Medical Universities of Americas

  1. 1. Paid Social Proposal for MUA BY: SHAILENDRA SINGH BAIS 1
  2. 2. Content  Campaign launch strategy.  Media plan (Phase 1 & Phase 2).  Campaign Setup – Structure, Ad copy and Landing Page.  Campaign Optimization.  Use of auto bidding tool if any.  Reporting.  Return on Investment (ROI). 2
  3. 3. Campaign Launch Strategy  Goal: Increase admissions to “Medical University of the Americas” by running Paid Socil campaigns on social media through website traffic, lead acquisition, and lead conversion.  Audiences (Social Media – US, Canada & South America): People following top medical field magazines, any TV or OTT show on doctors, People following – famous doctors, top hospitals & medical research centers & exam aspirants - USMLE & MCCQE.  People interested in: Clinical Medicine, Surgery, Internal Medicine, Pediatrics, Psychiatry, Obstetrics & Gynecology, Cardiology, Primary Care Medicine, Dermatology, Emergency Medicine, Anaesthesiology, Intensive Care Medicine, Neurology, Pathology, Plastic Surgery, Radiology, Urology, Vascular Surgery. Metabolism & Nutrition, Genetics & Heredity, Neuroscience, Neurology, Clinical Anatomy, Cell and Molecular Biology, Medical Physiology.  Budget: We have £100,000 in total. 20% is for brand awareness. 60% is for lead generation. 15% is for remarketing & 5% for other tools. Budget may change in future depending on the performance of the campaigns. 3
  4. 4. Media Plan (Phase 1 – Brand Awareness) Platform Chosen Target Budget Split in % Actual Budget Age & Gender Average Reach Estimated Audience Size CPM Average Frequency Average Spend for days LinkedIn United States 4% £ 4,000 Test a ad group for students (18 – 35). Test another ad group targeting parents with specific creatives. As even parents sometimes are supporter in decision making 93,500 1,700,000+ NA 1.9 £ 2436.17 Canada 13,400 110,000+ NA 2.15 £ 321.86 South America 3% £ 3,000 5,550 490,000+ NA 2.05 £ 54.25 Facebook/ Instagram United States 2% £ 2,000 785,893 168.25 M £ 1.65 1.54 NA Canada 920,715 18.95 M £ 1.23 1.77 NA South America 7,399,138 240.05 M £ 0.16 1.72 NA Quora United States 1% £ 1,000 37.5 M NA NA NA NA Canada 35 M NA NA NA NA South America 35 M NA NA NA NA TikTok Since TikTok is banned in India, We can’t get the estimates easily All estimates are for a period of 30 days & for a budget of £ 20,000 4
  5. 5. Media Plan (Phase 2 – Lead Generation) Platform Chosen Target Market Budget Split in Actual Budget Gender & Age Remarketing Budget Avg. Monthly Clicks Avg. Monthly CTR Reach Potential Weekly Impressions Average Monthly Leads LinkedIn United States 12% £ 12,000 Test a ad group for students (18 – 35). Test another ad group targeting parents with specific creatives. As even parents sometimes are supporter in decision making £ 3,000 63,000 0.67 NA NA 5.700 Canada 12% £ 12,000 £ 3,000 18,100 0.62 NA NA 1,625 South America 9% £ 9,000 £ 2,250 6,800 0.90 NA NA 600 Facebook / Instagram United States 6% £ 6,000 £ 1,500 NA NA 15,500 NA 206 Canada 6% £ 6,000 £ 1,500 NA NA 28,500 NA 168 South America 6% £ 6,000 £ 1,500 NA NA 131.5k NA 878 Quora United States 3% £ 4,250 £ 1,000 NA NA NA 1.5K NA Canada 3% £ 4,250 £ 1,000 NA NA NA 2,500 NA South America 3% £ 500 £ 250 NA NA NA <100 (Location not available) NA TikTok Since TikTok is banned in India, We can’t get the estimates easily All estimates are for a period of 30 days. Lead Generation budget is £ 60,000 & Remarketing Budget is £ 15,000 Even use 1st party customer data + signups enquires registered on the website organically and retarget these customers in phase 2 5
  6. 6. Campaign Setup  Structure: Separate 3 campaigns for locations US, Canada & South America respectively. These 3 campaigns will have 3 ad sets covering all 3 MD Programs. Further, these each ad sets will initially have 7 ads each; one targeting Generic Keywords plus Competitor Keywords, six more for testing creative-wise, audience-wise and copy-wise & seventh for Remarketing (also include 1st party data into this).  Ad copy: Headline will speak directly to the reader with a bold & empowering statement. Sub heading should have an empowering message that appeals to their target audience. Addres the reader directly. using simple, conversational language that appeals to our target audiences – students & parents,  Landing Page: University logo, big image of any doctor, Much white spaces, accreditation badges, courses offered, scholarship in tabs, a form, short video (virtual tour of campus), slider of student Testimonials, privacy policy, disclaimer, FAQ section & contrast color CTA button. 6
  7. 7. Campaign Optimization  We make sure, are clear on goals & KPIs based on changing business goals over time.  If ads don't seem to be performing well with your existing audiences, it's time to re-assess the buyer persona & target audience with analytics data.  Creatives - Images, carousels & video, is the crux of successful social media advertising. We make them eye-catching, well designed, and look relevant.  Maintaining consistent brand identity, tell story, address pain points & invite action (subscribe, download, etc.).  Setting ads on daily spend. If lifetime budget is chosen, display ads only when your ideal audience is online.  We keep an eye on analytics. Let your ads run for a while to see how they perform, make sure we're checking in regularly to see how your budget is spent. 7
  8. 8. Use of Auto Bidding Tool Optimization technology takes the guess work out of social media’s unparalleled audience targeting tools, enabling you to place that carefully crafted message in front of the right people at the right time, giving more conversions. Out of the various PPC bidding tools in market, these cover all the platforms we want to advertise: 1. MarinSoftware: Marin is a powerful and easy-to-use bid management software. It uses vast chunks of data and patented machine-learning algorithms to assign budgets and calculate bids. The tool provides analytics so that you know how your campaign is performing. 2. Shape.io: Provides agencies with powerful tools to take control of PPC spend. Never worry about pacing or over/underspend again with PPC automation software. 3. Adstage: Empowers marketers with PPC software, connecting marketers to the data they need to analyze, optimize, automate, and report on paid ad campaigns. 8
  9. 9. Reporting Without the right analytics, one is kind of flying blind. Analytics help you figure out what we are doing right & wrong. There are many analytics or reporting tools in market, but we will use a free tool by Google Data Studio.  We track progress & showcase work based on end goal or North Star metric that important for MUA.  Our key elements in reports will include - Date range, Campaign goals, Audience targeted, Clickthrough Rate, Cost per Click, Conversions, Cost per Acquisition. Return on Ad Spend.  A short note with what’s going on with the data. Explaining down performance if any.  Recommendations section with what should be the next few action items based on the data.  Weekly, monthly or quarterly reports as desired by the business by using the right chart. 9
  10. 10. Return on Investment : : : 10 Spend Amount Brand Awareness Campaigns £ 20,000 Lead Generation Campaigns £ 60,000 Remarketing Campaigns £ 15,000 AdStage (Auto Bidding & Reporting) Tool £ 310 SwipePages (5 Lakh Traffic) – Landing Page Tool £ 210 Zapier (2 Lakh tasks / month) – Automation Tool £ 640 Mailchimp (Standard) – Email Marketing Tool £ 400 Supermetrics for Google Sheets £ 240 Content Writing + Miscellaneous (Extra) £ 3,200 Total Spend £ 100,000 ROAS = Revenue (total income from advertising) / Cost (total ads spend) ACoS = (Ad Spend ÷ Ad Revenue) * 100 ROI% = (Revenue - Cost)/Cost x 100
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