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Marketing BudgetReallocation Proposal

From February 19th to the 29th, 2024, the objective is to strategically allocate the remaining marketing budget for February. The focus will be on running effective Google Ads and localized Facebook Ads campaigns.

The initial budget allocated for the month of February was $156,000. As of February 19th, the current spend has been broken down as follows:
Source
Spend
1
Google Ads
$28,765.82
2
Facebook Ads
$7,019.92
3
Events
$21,000.00
4
Total Spend
$56,785.74
5
Budget Remaining
$99,214.26
There are no rows in this table

The total spend up to this point is $56,785.74

Leaving a remaining budget of $99,214.26 available for ads.


Localized Facebook Ads Strategy

Localized Campaigns: Implement additional $36,500.00 for hyper-localized campaigns targeting Eastpoint, VivoCity, Nex, and Bedok.
Creative Optimization: Develop compelling ad creatives tailored to local interests and trends.
Audience Segmentation: Use granular targeting to reach specific demographics within each locality with 15km of each location for the time being.
Using Lead forms: Setting up lead forms to create cases in salesforce
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Facebook Ads Campaign Spend

February 19th - 29th
0
Date
Eastpoint
VivoCity
Nex
Bedok
Total Daily Spend
1
2/19
$375.00
$500.00
$500.00
$375.00
$1,750.00
2
2/20
$750.00
$1,000.00
$1,000.00
$750.00
$3,500.00
3
2/21
$750.00
$1,000.00
$1,000.00
$750.00
$3,500.00
4
2/22
$750.00
$1,000.00
$1,000.00
$750.00
$3,500.00
5
2/23
$750.00
$1,000.00
$1,000.00
$750.00
$3,500.00
6
2/24
$750.00
$1,000.00
$1,000.00
$750.00
$3,500.00
7
2/25
$750.00
$1,000.00
$1,000.00
$750.00
$3,500.00
8
2/26
$750.00
$1,000.00
$1,000.00
$750.00
$3,500.00
9
2/27
$750.00
$1,000.00
$1,000.00
$750.00
$3,500.00
10
2/28
$750.00
$1,000.00
$1,000.00
$750.00
$3,500.00
11
2/29
$750.00
$1,000.00
$1,000.00
$750.00
$3,500.00
12
TOTAL
$7,875.00
$10,500.00
$10,500.00
$7,875.00
$36,750.00
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Proposal for National Google Ads Campaign

Total Spend in Feb: $28,765.82

Google Ads Campaign Spend Allocation

Campaign Name
Spend
1
LN-search-music-lessons-sg-2024 - Previous campaign
$23,547.61
2
2024-Lessons-Search-Voice
$684.36
3
2024-Lessons-Search-Violin
$224.43
4
2024-Lessons-Search-Guitar
$550.61
5
2024-Lessons-Search-Piano
$1,749.28
6
2024-Lessons-Search-Drum
$374.16
7
2024-Lessons-Search-Cello
$28.10
8
2024-Lessons-Search-Ukulele
$187.01
9
2024-Lessons-Search-MusicExploration
$373.57
10
2024-Lessons-Branding
$121.08
11
LN-display-2024-cny-promo
$925.61
There are no rows in this table

Revised Google Ads Budget Allocation Plan

Reactivating the previous campaigns


1. Increase Budget on High-Performing Campaigns:
LN-search-music-lessons-sg-2024, this is the original campaign from 2023.
Additional Allocation: 75% of $62,464.26 = $46,848.20
Rationale: The campaign's high CTR and click volume indicate it's resonating well with the target audience, justifying a substantial increase to capitalize on this momentum.
2. Optimize and Scale Up Emerging Campaigns:
2024-Lessons-Search-Piano:
Additional Allocation: 15% of $62,464.26 = $9,369.64
Rationale: A high CTR suggests a significant interest level that could lead to increased conversions with additional exposure.
3. Support and Grow Mid-Performance Campaigns:
2024-Lessons-Search-Voice, Guitar, Drum, and Music Exploration:
Additional Allocation: 8% of $62,464.26 = $4,997.14 (divided proportionally based on performance metrics)
Rationale: These campaigns have shown moderate success and may benefit from further investment to improve their reach and conversion rates.
4. Revive and Enhance Branding Campaign:
2024-Lessons-Branding:
Additional Allocation: 2% of $62,464.26 = $1,249.29
Rationale: Although the spend has been low, the high CTR indicates that the campaign has potential for increasing brand visibility.

Total Additional Allocation:

LN-search-music-lessons-sg-2024: $46,848.20
2024-Lessons-Search-Piano: $9,369.64
Mid-Performance Campaigns: $4,997.14
2024-Lessons-Branding: $1,249.29
Total: $62,464.27
Budget in Google Ads
0
Campaign Name
Daily Budget (SGD)
Clicks
CTR (%)
CPC (SGD)
Total Cost (SGD)
1
LN-search-music-lessons-sg-2024
$7,500.00
5,626
3.64
4.19
$23,547.61
2
2024-Lessons-Search-Voice
$1,500.00
199
4.42
3.44
$684.36
3
2024-Lessons-Search-Violin
$1,200.00
73
2.15
3.07
$224.43
4
2024-Lessons-Search-Guitar
$1,000.00
286
1.5
1.93
$550.61
5
2024-Lessons-Search-Piano
$1,000.00
543
3.99
3.22
$1,749.28
6
2024-Lessons-Search-Drum
$1,000.00
121
3.97
3.09
$374.16
7
2024-Lessons-Search-Cello
$1,000.00
18
2.46
1.56
$28.10
8
2024-Lessons-Search-Ukulele
$1,000.00
105
2.84
1.78
$187.01
9
2024-Lessons-Search-MusicExploration
$1,000.00
100
4.58
3.74
$373.57
10
2024-Lessons-Branding
$1,000.00
161
22.39
0.75
$121.08
11
LN-display-2024-cny-promo
$100.00
1,333
0.5
0.69
$925.61
There are no rows in this table


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