Медиаплан - документ, связывающий бизнес-цели с конкретными каналами, бюджетами и KPI. Без медиаплана бюджет распределяется по интуиции.
#intermediate #strategy #block-04
Структура медиаплана
1. Objectives
Business Goal: увеличить выручку на 30% QoQ
Marketing Goal: привлечь 3,000 новых клиентов с CPA < ₸5,000
2. Channel Mix
| Канал | Роль | Budget | KPI | Target |
|---|---|---|---|---|
| Google Search | Demand capture | ₸1,500K (30%) | CPA | < ₸4,000 |
| Google Shopping/PMax | Product discovery | ₸1,000K (20%) | ROAS | > 5× |
| Meta (Prospecting) | New audiences | ₸1,000K (20%) | CPA | < ₸5,000 |
| Meta (Retargeting) | Convert visitors | ₸500K (10%) | ROAS | > 8× |
| TikTok | Awareness + GenZ | ₸500K (10%) | CPI / CPV | < ₸1,000 |
| SEO + Content | Organic growth | ₸300K (6%) | Traffic | +25% |
| Email / CRM | Retention | ₸200K (4%) | Repeat rate | +10% |
| Total | ₸5,000K |
3. Прогноз результатов
Total Budget: ₸5,000,000
Expected Conversions: ~1,200
Blended CPA: ~₸4,167
Expected Revenue: ₸5,000K × avg ROAS 4× = ₸20,000K
4. Таймлайн
| Неделя | Действия |
|---|---|
| 1-2 | Setup: tracking, campaigns, creatives |
| 3-4 | Launch: all channels live, daily monitoring |
| 5-8 | Optimize: A/B tests, budget reallocation |
| 9-12 | Scale: increase budget on winners, new creatives |
5. Измерение и reporting
- Daily: spend, CPA, ROAS by channel (автоматический dashboard)
- Weekly: creative performance, A/B test results, funnel analysis
- Monthly: full performance report, budget reallocation, next month plan
🔧 Практика
Создайте медиаплан для запуска e-commerce магазина электроники в KZ. Бюджет: ₸3M/мес. Включите все 5 секций.