Build Marketing Plan and Optimize the campaigns!

4 months. It was such a long period to create a marketing plan and optimize them. Well, it might be a short period for someone, but I have learned a lot as a marketing optimizer and sub-marketing planner. I am writing this post to organize what I've learned for 4 months 

 

1. Assist to create a marketing plan 

1) Objective 

 - Business Objective: To increase revenue and remain ROAS efficiency
 - Marketing Objective: ROAS 250%(Including Organic channels) / Increase revenue by 30% (Increase ads budget ny 30%) 
 - Performance marketing Objective: Advertising ROAS 180% 
 ㄴ Main-objective: Youtube ROAS 200% / Facebook ROAS 200% / Naver ROAS 300% / Kakao ROAS 100% 
* Considered CPA and CTR, but  ROAS is the main objective.
* Estimate ROAS by internal tool
* Estimate RAOS per month 

	ROAS
Marketing objective	200%
Performance objective	150%
Google	180%
Facebook	150%
Naver	300%
Kakao	100%

 

2) Marketing Plan 

 - Period: A month(Plan and change the plan every month)
 - Media: 1. Google 2. Facebook 3. Naver 4. Kakao 
 - Budget: 100 Billion(KRW) 
 - How to measure advertising results
* Direct conversions - Estimate the conversion using an internal tool
* In-direct conversions -  Estimate the conversion by advertising tool 

 

2.  What media platforms we will use

 - 1. Google / 2. Facebook / 3. Naver / 4. Kakao 

 

1) Products 

This is a beauty product, so I thought we could find a relevant audience through Youtube and Facebook. 

First, I recommended the Youtube channel. In 2021, People can search for high-quality contents on Youtube, including makeup, cleansing, and skincare videos, Second I agreed on the Facebook and Instagram channel because more and more people use Facebook to get tips for living, makeup, and hot issues. 

 

2) History

I went through Naver and Facebook’s history. They have a past record of high efficiency.  Naver powerlink ads have reached ROAS 350% several times, and the average ROAS so far was 300%.  That's one reason why I totally agree on the FB/IG channels. 

 

3) Audience 

The main target audience was people in their 30s-50s. Many people in their 30s to 50s are using Naver and Youtube to search information

 

3. Optimize the advertisements 

1) Optimize Google ads 

This was such an adventurous case, so I wrote an essay about it here(click) in details

 

2) Optimize Facebook ads 

- Targeting: Custom, Similar, open target

- Creativity: foster new ideas and promote high efficiency. Added 2~3 new ideas, 10~30 images per week.

- Conversion: Purchase, Basket, Reach to the purchase page

campaigns targeting open-target achieved a successful ROAS. We had high-quality pixels. In addition,  We ran various strategies, and some of them whose objectives were reach-to-the purchase-page worked well. 

*Open target: Target all the audience on Facebook without any specific conditions 

More information about open target, click here

 

3) Optimize Naver ads

- Group Keywords

ㄴ Case that CPA is less than 50% of the price: Master's soap, 000 Master soap 

ㄴ Case that CPA is less than 80% but over 50% of the price:  Chinese-Korean soap, massage pack soap, etc. 

 

Another manager had managed the Naver ads, and I helped to screen and check the keywords. We tried our best not to decrease the efficiency. 

 

4. Preliminary results

1) Google

We achieved the target goal within the first 7 days, but our performance was slipping afterwards. We should have set other strategies. We analyzed reasons for our mistakes proactively.

 

2) Facebook

The efficiency on FB also declined as well but not as much as Google. It was the channel that the creatives affect so much that we should have run more than 10  creative A/B tests. Finally, we attained high efficiency again. We searched 5~10 new ideas, and the design team designed over 30 images so we can run A/B tests. 

 

3) Naver

Naver has reached high ROAS since the early stages, so we haven't changed the first set a lot. 

 

5.  The Results in September

	ROAS	CPA
Marketing objective	180%	-
Performance objective	140%	-
Google	160%	60
Facebook	120%	80
Naver	330%	50
Kakao	30%	300

*  Provided that the product price is 100, I recorded CPA 

It was not bad, but I was not satisfied. It might be the low season, and we had tried various strategies. Naver recorded great efficiency lot but Kakao attained the worse efficiency than we expected. 

 

 6. New strategies in October

1) Youtube: We decided to change the performance setting. It achieved so much great results, so we decided to keep this channel with different strategies. 

 

2) Facebook: We decided to run campaigns on Facebook with the same targeting and creatives. Also, We decided to run A/B test before the coming season, late Fall and Winter. 

 

3) Naver: We decided to add more high-relevant keywords. 

 

4) Kakao: Stop the ads. 

 

I feel like 3 months for the project is a short period. If I manage the project longer, I will test the performance setting and creatives more. Of course, I was not satisfied with the result. It was quite a tough objective. However, I believed that we were able to make it because the product itself had huge potential. Anyway, I enjoyed the project. It was fun! I look forward to adventurous projects like this!