Learning Objectives
By the end of this lesson, learners should be able to:
- Set advertising budgets.
- Explain bidding concepts.
- Monitor campaign spending.
- Manage advertising campaigns effectively.
4.1 Advertising Budgets
Daily Budget
Amount spent each day.
Lifetime Budget
Total campaign budget.
Start with a manageable budget and scale based on results.
4.2 Bidding Models
|
Model |
Meaning |
|
CPC |
Pay per click |
|
CPM |
Pay per 1,000 impressions |
|
CPA |
Pay per acquisition |
|
CPV |
Pay per video view |
Choose the model that matches the campaign objective.
4.3 Campaign Structure
Campaign → Ad Set → Ad.
Organized structures simplify reporting and optimization.
4.4 Budget Allocation
Allocate more budget to:
- High-performing audiences,
- High-converting ads,
- Profitable campaigns.
Reduce spend on weak performers.
4.5 Monitoring
Track:
- Spend,
- CTR,
- CPC,
- Conversions,
- CPA,
- Â
4.6 Common Management Mistakes
- Changing ads too frequently,
- Ignoring data,
- Running campaigns without tracking,
- Overspending early.
Practical Activity
Prepare a KES 20,000 monthly advertising budget for a small training institution.
Lesson Summary
Budgeting and bidding determine how advertising funds are spent, while ongoing campaign management ensures efficient use of resources