STEP 1 - PAGE VIEWS
Estimate the # of online page views the site will have for the campaign period. Use Google Analytics for reference and consider the following things:
STEP 2 - PERCENT OF PAGE VIEWS ON WHICH EACH AD PLACEMENT APPEARS Estimate the % of online page views that include each ad placement. I reviewed with Scott the # of actual impressions delivered for our different placements, and here are some general guidelines:
STEP 3 - SHARE OF VOICE Determine the "Share of Voice" (SOV) you will be committing to this particular campaign, for each ad placement. (i.e., what % of the impressions in each ad placement will actually be dedicated to this particular campaign). Example: If you will have 4 different Featured Event ads in rotation during the campaign, then the SOV for any one of the Featured Event ads will be 25%. STEP 4 - CALCULATING ONLINE IMPRESSIONS Calculate total online impressions for each ad placement by multiplying the following:
STEP 5 - CALCULATING EMAIL IMPRESSIONS Estimate the # of impressions that will come from your email by multiplying the following:
STEP 6 - CALCULATING SOCIAL IMPRESSIONS Estimate the # of impressions that will come from your social postings by multiplying the following for each social channel that you will use in the campaign:
STEP 7 - PROPOSAL Lay out the # of impressions for each ad placement and each channel (online, email, social) in your proposal. Add them together to get a total estimated # of impressions delivered. |