5 Steps to Effective Media Planning for SEM Programs

SEM programs are always the ones that keep you on a tight rope. The precariousness of program management often gets to the manager, resulting in haphazard decisions and unarranged reporting. And like every other type of management, the best way to avoid getting nipped at the last moment is by taking on a paid search program with a clearly defined media plan. A plan of action, which clearly states what needs to be done, how it needs to be done and by when it has to meet its completion, is the only respite that exists for paid search managers who are desperate to draw some ease into the process.

1. Assign clearly defined duties: This is an underscored aspect for achieving some sort of clarity and ease while handing a paid search program. Everybody working on an SEM project must be well aware of what they are responsible for, who are they supposed to report to, from whom are they required to gather inputs from and who has be to be updated about any developments; if not more. A clear understanding of one’s duty helps systematise the course of handling an SEM program, ironing out much of the discrepancies that result from unfocused work duties. 

2. Explicitly define program objectives: Every SEM program manager will agree that clearly defined program objectives are crucial to handling a program. Objectives that are explicitly stated, rather than subjectively cocooned are essential for understanding what you are working towards. Stating that ‘you are working towards increasing profits by 15% to $150,000 by next quarter’ is a well-defined objective; merely expressing you are working towards ‘maximizing profits’ is simply an expression of your program goals, not its objectives. 

3. Work with a budget: To have an unlimited budget is an aspiration for any paid search program manager. But the possibilities of it being under-optimized are very high. A better measure would be to understand how many conversions you can achieve with a certain budget, and then circle your way out around it.

4. Report with clarity: It is hard to not be a diplomat when reporting results, particularly when they have not been up to the mark. But take it with a bullet, and state results with clarity. It is better to make stakeholders understand a situation as it is than have them amount to any surreal expectations in future. 

5. Working with a timeline helps: Timeline helps optimize priorities better. Moreover, by working with a timeline, you can hope to get access to seasonal information which can be just the catalysing ingredient for your program.

So, in essence, work with media plan that seeks to collaborate and co-ordinate with dependencies and helps define a proper work-flow and responsibility for everyone involved.  

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