1.
Paid Social Proposal for
MUA
BY: SHAILENDRA SINGH BAIS
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2.
Content
 Campaign launch strategy.
 Media plan (Phase 1 & Phase 2).
 Campaign Setup – Structure, Ad copy and Landing Page.
 Campaign Optimization.
 Use of auto bidding tool if any.
 Reporting.
 Return on Investment (ROI).
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3.
Campaign Launch Strategy
 Goal: Increase admissions to “Medical University of the Americas” by running Paid Socil campaigns on social
media through website traffic, lead acquisition, and lead conversion.
 Audiences (Social Media – US, Canada & South America): People following top medical field magazines, any
TV or OTT show on doctors, People following – famous doctors, top hospitals & medical research centers &
exam aspirants - USMLE & MCCQE.
 People interested in: Clinical Medicine, Surgery, Internal Medicine, Pediatrics, Psychiatry, Obstetrics &
Gynecology, Cardiology, Primary Care Medicine, Dermatology, Emergency Medicine, Anaesthesiology, Intensive
Care Medicine, Neurology, Pathology, Plastic Surgery, Radiology, Urology, Vascular Surgery. Metabolism &
Nutrition, Genetics & Heredity, Neuroscience, Neurology, Clinical Anatomy, Cell and Molecular Biology, Medical
Physiology.
 Budget: We have £100,000 in total. 20% is for brand awareness. 60% is for lead generation. 15% is for
remarketing & 5% for other tools. Budget may change in future depending on the performance of the
campaigns.
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4.
Media Plan (Phase 1 – Brand Awareness)
Platform
Chosen
Target
Budget
Split in
%
Actual
Budget
Age &
Gender
Average
Reach
Estimated
Audience
Size
CPM
Average
Frequency
Average Spend for
days
LinkedIn
United States
4% £ 4,000
Test a ad
group for
students (18
– 35). Test
another ad
group
targeting
parents with
specific
creatives. As
even parents
sometimes
are supporter
in decision
making
93,500 1,700,000+ NA 1.9 £ 2436.17
Canada 13,400 110,000+ NA 2.15 £ 321.86
South America 3% £ 3,000 5,550 490,000+ NA 2.05 £ 54.25
Facebook/
Instagram
United States
2% £ 2,000
785,893 168.25 M £ 1.65 1.54 NA
Canada 920,715 18.95 M £ 1.23 1.77 NA
South America 7,399,138 240.05 M £ 0.16 1.72 NA
Quora
United States
1% £ 1,000
37.5 M NA NA NA NA
Canada 35 M NA NA NA NA
South America 35 M NA NA NA NA
TikTok Since TikTok is banned in India, We can’t get the estimates easily
All estimates are for a period of 30 days & for a budget of £ 20,000
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5.
Media Plan (Phase 2 – Lead Generation)
Platform
Chosen
Target
Market
Budget
Split in
Actual
Budget
Gender
& Age
Remarketing
Budget
Avg.
Monthly
Clicks
Avg.
Monthly
CTR
Reach
Potential
Weekly
Impressions
Average
Monthly
Leads
LinkedIn
United
States
12% £ 12,000 Test a ad
group for
students
(18 – 35).
Test
another ad
group
targeting
parents
with
specific
creatives.
As even
parents
sometimes
are
supporter
in decision
making
£ 3,000 63,000 0.67 NA NA 5.700
Canada 12% £ 12,000 £ 3,000 18,100 0.62 NA NA 1,625
South
America
9% £ 9,000 £ 2,250 6,800 0.90 NA NA 600
Facebook /
Instagram
United
States
6% £ 6,000 £ 1,500 NA NA 15,500 NA 206
Canada 6% £ 6,000 £ 1,500 NA NA 28,500 NA 168
South
America
6% £ 6,000 £ 1,500 NA NA 131.5k NA 878
Quora
United
States
3% £ 4,250 £ 1,000 NA NA NA 1.5K NA
Canada 3% £ 4,250 £ 1,000 NA NA NA 2,500 NA
South
America
3% £ 500 £ 250 NA NA NA
<100 (Location
not available)
NA
TikTok Since TikTok is banned in India, We can’t get the estimates easily
All estimates are for a period of 30 days. Lead Generation budget is £ 60,000 & Remarketing Budget is £ 15,000
Even use 1st party customer data + signups enquires registered on the website organically and retarget these customers in phase 2
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6.
Campaign Setup
 Structure: Separate 3 campaigns for locations US, Canada & South America respectively. These 3
campaigns will have 3 ad sets covering all 3 MD Programs. Further, these each ad sets will initially have 7
ads each; one targeting Generic Keywords plus Competitor Keywords, six more for testing creative-wise,
audience-wise and copy-wise & seventh for Remarketing (also include 1st party data into this).
 Ad copy: Headline will speak directly to the reader with a bold & empowering statement. Sub heading
should have an empowering message that appeals to their target audience. Addres the reader directly.
using simple, conversational language that appeals to our target audiences – students & parents,
 Landing Page: University logo, big image of any doctor, Much white spaces, accreditation badges,
courses offered, scholarship in tabs, a form, short video (virtual tour of campus), slider of student
Testimonials, privacy policy, disclaimer, FAQ section & contrast color CTA button.
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7.
Campaign Optimization
 We make sure, are clear on goals & KPIs based on changing business goals over time.
 If ads don't seem to be performing well with your existing audiences, it's time to re-assess the
buyer persona & target audience with analytics data.
 Creatives - Images, carousels & video, is the crux of successful social media advertising. We
make them eye-catching, well designed, and look relevant.
 Maintaining consistent brand identity, tell story, address pain points & invite action (subscribe,
download, etc.).
 Setting ads on daily spend. If lifetime budget is chosen, display ads only when your ideal
audience is online.
 We keep an eye on analytics. Let your ads run for a while to see how they perform, make sure
we're checking in regularly to see how your budget is spent.
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8.
Use of Auto Bidding Tool
Optimization technology takes the guess work out of social media’s unparalleled audience targeting tools,
enabling you to place that carefully crafted message in front of the right people at the right time, giving
more conversions.
Out of the various PPC bidding tools in market, these cover all the platforms we want to advertise:
1. MarinSoftware: Marin is a powerful and easy-to-use bid management software. It uses vast chunks of
data and patented machine-learning algorithms to assign budgets and calculate bids. The tool provides
analytics so that you know how your campaign is performing.
2. Shape.io: Provides agencies with powerful tools to take control of PPC spend. Never worry about pacing
or over/underspend again with PPC automation software.
3. Adstage: Empowers marketers with PPC software, connecting marketers to the data they need to
analyze, optimize, automate, and report on paid ad campaigns.
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9.
Reporting
Without the right analytics, one is kind of flying blind. Analytics help you figure out what we are doing right &
wrong. There are many analytics or reporting tools in market, but we will use a free tool by Google Data
Studio.
 We track progress & showcase work based on end goal or North Star metric that important for MUA.
 Our key elements in reports will include - Date range, Campaign goals, Audience targeted, Clickthrough
Rate, Cost per Click, Conversions, Cost per Acquisition. Return on Ad Spend.
 A short note with what’s going on with the data. Explaining down performance if any.
 Recommendations section with what should be the next few action items based on the data.
 Weekly, monthly or quarterly reports as desired by the business by using the right chart.
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10.
Return on Investment
:
:
:
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Spend Amount
Brand Awareness Campaigns £ 20,000
Lead Generation Campaigns £ 60,000
Remarketing Campaigns £ 15,000
AdStage (Auto Bidding & Reporting) Tool £ 310
SwipePages (5 Lakh Traffic) – Landing Page Tool £ 210
Zapier (2 Lakh tasks / month) – Automation Tool £ 640
Mailchimp (Standard) – Email Marketing Tool £ 400
Supermetrics for Google Sheets £ 240
Content Writing + Miscellaneous (Extra) £ 3,200
Total Spend £ 100,000
ROAS = Revenue (total income from
advertising) / Cost (total ads spend)
ACoS = (Ad Spend ÷ Ad Revenue) *
100
ROI% = (Revenue - Cost)/Cost x 100

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