Nurpur Brand Revamp
Media plan for Nurpur is a comprehensive digital advertising strategy, focusing on various social media platforms and digital channels.
Awareness & Consideration Objective
The media plan for Nurpur is structured to achieve both awareness and consideration objectives across various digital platforms. The awareness objective aims to increase the brand’s visibility through video boosting and reach campaigns on platforms like Facebook, Instagram, TikTok, and YouTube.
For instance, Facebook and Instagram video boosting campaigns each have a budget of 1,000,000 PKR, which is approximately $3,333 USD, targeting cost per view (CPV) metrics to maximize exposure. TikTok’s reach campaign, with a budget of 750,000 PKR (around $2,500 USD), focuses on cost per thousand impressions (CPM) to ensure broad visibility.
The consideration objective, on the other hand, aims to deepen audience engagement and interaction with the brand through various ad types such as video views and engagements. For example, the Facebook engagement campaign is allocated 250,000 PKR (about $833 USD) to generate meaningful interactions at a cost per engagement (CPE) rate.
These integrated efforts are designed to first attract a wide audience and then convert their interest into deeper brand consideration and engagement.
Performance Marketing
The performance campaign is designed to drive specific, measurable actions from the target audience, such as clicks, conversions, and acquisitions. This campaign is typically focused on delivering high return on investment (ROI) by optimizing ad spend to achieve cost-effective user actions.
For instance, one segment of the performance campaign involves Facebook’s consideration for engagement ads, which are aimed at increasing user interactions such as likes, comments, and shares. This segment is allocated a budget of 250,000 PKR, equivalent to approximately $833 USD, with a focus on achieving a low cost per engagement (CPE) to ensure budget efficiency. Another key component is Facebook’s consideration for page likes, with a budget of 450,000 PKR, or about $1,500 USD, targeting cost per acquisition (CPA) to attract more followers to the brand’s page. The TikTok reach campaign, budgeted at 750,000 PKR (approximately $2,500 USD), uses cost per thousand impressions (CPM) to maximize the number of people exposed to the ads.
By meticulously tracking and optimizing these metrics, the performance campaign aims to convert a higher percentage of the audience into active customers, thereby boosting overall sales and engagement for the brand.
Reach Planner for skippable ads
The skippable ad forecast in the provided Google Ads Reach Planner outlines the potential reach and cost-effectiveness of a skippable video ad campaign targeting people aged 18-44.
Here’s a detailed breakdown of the information presented:
Explanation of the Skippable Ad Forecast
The skippable ad forecast in the provided Google Ads Reach Planner screenshot outlines the potential reach and cost-effectiveness of a skippable video ad campaign targeting people aged 18-44. Here’s a detailed breakdown of the information presented.
- Reach and Views:
- 1+ On-target Reach: The campaign can potentially reach 5.44 million unique users within the target demographic.
- Total Views: The forecast estimates a total of 7.24 million views, suggesting that some users will watch the ad more than once.
- Budget and Cost Metrics:
- Total Budget: The total budget for this campaign is 5 million PKR, which is approximately $16,500 USD.
- Total CPM (Cost per Thousand Impressions): The cost per thousand impressions is 422.63 PKR, which converts to approximately $1.39 USD.
- Average CPV (Cost per View): The average cost per view is 0.69 PKR, translating to about $0.0023 USD.
- Demographic Insights:
- Age and Gender Distribution:
- The reach is broken down by age groups: 18-24, 25-34, and 35-44.
- Gender distribution indicates a higher reach among male viewers across all age categories.
- Age and Gender Distribution:
- Device Distribution:
- Mobile: 68.8% of the impressions are expected to come from mobile devices.
- Connected TV: 27.7% from connected TVs, indicating significant consumption on larger screens.
- Desktop: 1.10% from desktop computers.
- Tablet: 2.42% from tablets.
- Reach Curve:
- The graph illustrates the potential reach with different budget levels. For instance, with a total budget of 961 million PKR (approximately $3,171,300 USD), the campaign could potentially reach up to 36.2 million users. This demonstrates the scalability of the campaign with higher investments.
In summary, the skippable ad forecast shows the campaign’s ability to reach a large audience at a cost-effective rate, with detailed insights into demographic distribution and device usage. The conversion of budget metrics to USD further emphasizes the financial planning and expected outcomes of the campaign. ​
Keyword Data and Conversion of Bid Amounts
Milk Pack
The keyword “milk pack” has an average monthly search volume of 1,900, indicating a moderate level of interest in this term. Over the past three months, searches for “milk pack” have increased by 19%, suggesting a recent rise in interest or demand. However, the year-over-year (YoY) change remains flat at 0%, indicating stable long-term interest. The competition for this keyword is low, making it a potentially cost-effective option for advertisers. The top-of-page bid ranges from 6.99 PKR to 76.61 PKR, translating to approximately $0.023 to $0.25 USD, reflecting the cost per click for achieving top positions in search results.
Olpers
“Olpers” is a popular keyword with 2,900 average monthly searches, showing significant interest in this brand. The keyword has experienced a 24% increase in searches over the past three months and an impressive 89% year-over-year growth, indicating a rapidly growing brand recognition and consumer interest. Despite the high search volume, the competition remains low, which is advantageous for advertisers. The top-of-page bid ranges from 6.24 PKR to 18.91 PKR, approximately $0.021 to $0.062 USD, suggesting relatively affordable costs for top search positions.
Nurpur
The keyword “nurpur” sees 1,000 average monthly searches, reflecting a moderate level of interest. It has shown a 30% increase in searches over the last three months and a 48% year-over-year increase, indicating a growing awareness and interest in this brand. The competition for “nurpur” is low, which can be beneficial for advertisers looking to capitalize on this increasing interest. However, specific top-of-page bid values are not provided, making it difficult to assess the exact cost for securing top ad positions.
Haleeb
“Haleeb” has a lower average monthly search volume of 480, suggesting less interest compared to other milk brands. The search volume has decreased by 18% over the past three months and also by 18% year-over-year, indicating a declining trend in consumer interest. Despite the lower interest, the competition for this keyword remains low. The top-of-page bid ranges from 6.18 PKR to 12.41 PKR, approximately $0.020 to $0.041 USD, which is relatively low, reflecting the cost for securing top positions in search results.
Milk Pack Price
“Milk pack price” is a keyword idea with an average monthly search volume of 1,600, indicating a specific interest in the cost of milk packs. This keyword has seen a 30% increase in searches over the past three months and a 48% year-over-year increase, highlighting growing consumer attention to pricing information. The competition for this keyword is low, which is favorable for advertisers. The top-of-page bid ranges from 6.17 PKR to 18.88 PKR, approximately $0.020 to $0.062 USD, suggesting relatively affordable costs for top search positions.
Haleeb Milk
The keyword idea “haleeb milk” has an average monthly search volume of 880, reflecting a moderate level of interest in this specific product. It has experienced a 22% increase in searches over the past three months and a 22% year-over-year increase, indicating a steady rise in consumer interest. The competition for this keyword is low, offering an opportunity for cost-effective advertising. The top-of-page bid ranges from 6.23 PKR to 22.99 PKR, approximately $0.021 to $0.076 USD, representing the cost per click for achieving top positions in search results.
This multi-platform approach is designed to drive visibility, engagement, and conversions, optimizing the overall marketing efforts efficiently.