I need to become a Media Manager/Planner/Buyer over night.—— Non-profit has 20-30k budget to inform ppl of certain gov. benefits in one state. I know social ads, but where can I learn optimal budget allocation? SEM? Freelancer workflow? (Client knows I'm winging it from day one).

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I have good news and bad news. First, the bad news is there’s no optimal budget allocation. You can get close to it through months and years of testing, but there’s no one size fits all formula.

The good news: there are a ton of resources online. I’ll give you a write up here and you can take it from there.

$30k is not a large budget by any means. First you’ll want to establish your KPI. My guess is your KPI will be # of people informed of your new govt benefits plan.

How will you measure your KPI? Clicks on your website. Impressions? Video views? All important questions to ask.

With the limited information I have here’s what I would do. Buy nonbrand keywords around the new government plan. Import a CRM list into Facebook/Google ads to set up display regathering campaigns. Set age and gender targeting per the audience for the plan.

Good luck!

likehelpful

Thank you! When you say "nonbrand" would that be common words the consumer is likely typing in search of a solution?

And "set up display regathering" results in Google Ads distributing the assets to publishers? Or for display on Google/Youtube/Gmail owned space?

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