Advertising tactics and media planning
The same budget can bring completely different results, depending on how it is divided. The media plan determines how much goes to each platform, each audience and each period, and what is measured in each.
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What the work includes
Inon builds a monthly and quarterly media plan: allocation between Meta, Google, TikTok, native and other channels, according to each channel's role in the customer journey and its actual performance. The plan also covers seasonality, promotions and peak periods.
Alongside the plan the tactics are set: which campaign types, which messages for each audience, how the customer journey is built from first exposure to repeat purchase, and what the rules are for changing budget during the month.
Included in the service
Sound familiar?
Most of the budget in one channel
Dependence on one platform, where every algorithm change is felt in revenue immediately.
The same budget all year
The same amount in a quiet month and at peak season, and opportunities are lost.
Unclear what each channel does
No distinction between a channel that creates demand and one that only captures it.
Changes without rules
Budget is moved mid-month without clear criteria for when to scale and when to stop.
An illustration from the work
Each channel gets a share, a role and a target. Seasonality decides when to scale.
For illustration only. The names and numbers are not those of a real client.
How it works
Analysis of current performance
What each channel brings today, at what cost, and its share of revenue.
Building the plan
Allocating the budget by targets, with a flexibility range for each channel.
Tactics and messages
Campaign types, audiences and messages for each stage of the customer journey.
Tracking and updating
A weekly check against the plan, moving budget according to what actually works.
Want to know how to split your budget right?
Leave your details and Inon will get back to you personally within 48 hours. Already in the introductory call you will get a few first directions for improvement.
The metrics at the centre of the work
Budget share per channel
What share of the budget each channel gets, and why.
Acquisition cost per channel
What a customer costs on each platform, against its target.
Contribution to revenue
Each channel's share of revenue, not only in its own report.
Budget pacing
Whether spend is progressing according to plan through the month.
What you receive at the end
Media plan
A monthly and quarterly budget allocation, with a target per channel.
Seasonality and promotions calendar
Peak periods, promotions and holidays, and the budget assigned to each.
Decision rules
When to scale up, when to cut, and where non-performing budget moves.
Who it is for
Companies advertising on several channels
When there is more than one platform, the important question is how to divide between them.
Agencies that need planning
An orderly media plan for the agency's clients, as a complement to campaign management.
Frequently asked questions
Does the plan include campaign management?
Not necessarily. You can order the plan alone and hand it to the team that manages the campaigns, or combine it with ongoing management.
How often is the plan updated?
A weekly check with small adjustments, and a full update once a month or ahead of special periods.
What happens if a channel does not work?
The plan includes rules for that in advance: when to reduce, when to stop, and where the budget moves.
Working directly, with no layers in between
Agency experience, freelance flexibility
Campaign management for some of the largest clients in the economy, and since 2022 independent work with budgets of tens to hundreds of thousands of shekels a month.
Measured against the till
Decisions follow the company's sales data, not what the ad platforms report.
Full transparency
The accounts stay yours, with full access, a fixed weekly report and replies during Israeli business hours.
I recommend that anyone who has a business and wants to move forward in marketing, to get leads and close deals, work with Inon Cohen Raz. I had two marketers before who simply did not understand the needs of my business and brought me cold leads. Thanks to Inon we focused our campaigns; now the volume of leads is huge, the leads are warm and relevant, and we are reaching very, very good results.
Works well together with
Business strategy
A working plan that connects the company's revenue targets to its advertising budget and channels.
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