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with Faisal Tusher

Paid Media · Planning

Media Planning & Buying

A media plan is a set of bets. Planning decides where the money goes; buying decides how cheaply and safely it gets there.
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The building blocks

What goes into Media Planning & Buying

Media Budget Allocator

Split a budget across channels and see planned impressions and clicks (demo cost assumptions).

How I do it

The process

  1. 1

    Brief

    Objective and budget.

  2. 2

    Insight

    Audience and competitors.

  3. 3

    Mix

    Channels and formats.

  4. 4

    Allocate

    Budget split.

  5. 5

    Buy

    Setup/negotiation.

Principles I follow
  • Plan from objective to budget, not from last year's split.
  • Model reach and frequency before committing.
  • Negotiate added value on direct buys.

Measurement

The numbers I watch

Tools I use

  • GAGoogle Ads
  • AMMeta Ads Manager
  • LSGoogle Looker Studio

What you get

  • Media plan
  • Budget allocation sheet
  • Flighting calendar
Festival campaign

Heavy seasonal demand (e.g. Eid) with rising auction costs.

Front-load awareness before peak, reserve budget for search and retargeting during peak days.

Illustrative example
What's a testing reserve?

A fixed share of budget (often 10–20%) for new channels, audiences or creatives.

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