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paid media & digital


There is a difference between creating a 

media plan  and  executing it. 

Media planning aims to create the best starting position: pick the tools and the channels that will have the higher chances of delivering the best KPI for our clients.


Executing the media plan is primarily an operational task based on extensive experience and understanding of how each system operates; Budget flow, targeting accuracy, algorithms sensitivities, and limitations.


PPC and Social Media Advertising Platforms:

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Programmatic Advertising Platforms (DSPs):

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Special Interest Platforms:

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After creating the media plan, choosing the channels, and defining the audiences, the platform work begins.


There are a few actions that are critical when setting up new campaigns on paid advertising platforms:

Review tracking and pixels’ setting.

Plan campaign structure and flow.

Set up campaigns, audiences & creatives.

Align tracking and attribution mapping.


24/7 Optimisation

After we hit the ‘Launch’ button and the platforms have approved the creatives, the media buying begins, the data starts flowing, and the optimization work begins.


It is one of the essential parts of our work. In an average campaign, the planning and preparation will represent only around 25-30% of the work, and the rest is used for the always-on practice of optimizing the advertising campaigns.


The work we do in optimization is not single-dimensional. We analyze the KPIs across multiple dimensions, such as creatives, audiences, and platforms, and constantly looking for ways to improve the results. An optimization action can be, for example, a bid change, an exclusion of a placement or a website, or a change to the creatives..


 Identifying when a platform has reached its saturation point or doesn’t perform as expected are only a few signs that trigger a new budget allocation and swapping existing channels on the plan for new ones.


After all, when the goal is to drive growth for brands and companies, and clear KPIs have been set, it's easy to test new things because it's easy to evaluate whether a specific media channel is performing as we expected.

  • Is a media plan always complicated?
    No. Sometimes we conclude to use only 1-2 channels. Using too many channels creates budget inefficiency.
  • Do you have to create a media plan?
    No. We can start with individual channels, and that's not necessarily bad. It depends on our client's level of expertise and his existing setup. We're designing the best starting point for the media plan, not a static excel sheet. It will look different 2 months into the execution.
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