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closer to 15-20%
Probably 5-7% of it. How many channels?
Depending on the channel mix and complexity of reporting, between 15-25%. We've gone as high as 40% for a buy that size, but it was for a client that required an insane amount of care and feeding.
Planning costs more than execution so swing up there, and consider scoping planning first and separate it from execution and reporting. Tell the client, "I only want to charge you execution for what you end up running and I won't know that until after the plan is done."
Then for execution, high-touch channels like paid search costs more than low-touch ROS direct, so assess the balance of the plan before finalizing.
We price reporting separately as a flat rate within the execution estimate depending on the number of data sources, reporting frequency, and report format (PowerPoint, Excel, custom interactive dashboard).
12.5-15% is a likely landing zone for a buy of this size.