54-media-plan-global
Use when a PAID MEDIA plan is needed — work backward from revenue to max CPA and required budget, split spend across channels, funnel stages, and campaign types, build a ramp-up timeline, set KPI targets per channel, and prepare a contingency plan. Trigger on 'media plan', 'paid media budget', 'how much should I spend on ads', 'channel mix for the campaign', 'plan the ad budget', 'we have 10k a month and no plan'. Also use when a budget number exists and nobody has decided where it goes. Not for — the pure revenue-to-budget math, see `10-reverse-kpi-global`; the whole marketing budget including non-paid, see `61-budget-planning-global`; the next period plan built from results, see `57-next-ads-plan-global`.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/54-media-plan-global && cp -r /tmp/54-media-plan-global/skills/en/54-media-plan-global ~/.claude/skills/54-media-plan-globalSKILL.md
# Media Plan (Global) A plan without hard numbers cannot tell you whether you are winning. Every figure in the plan must trace back to a revenue target. Run `10-reverse-kpi-global` for max CPA and required budget before allocating anything. ## Information gathering Read `.agents/product-marketing-context-global.md` plus any output from `51-audience-research-global` and `10-reverse-kpi-global`. If information is missing, ask up to 4 questions: 1. **Which offer, and what is the revenue target?** Target revenue for the period, AOV, and gross margin percentage. 2. **What is the budget?** A hard cap, or a number derived backwards from the revenue target? 3. **Which channels and markets?** Meta / Google Search / TikTok / YouTube / Pinterest / LinkedIn — and which countries. Primary objective? 4. **What is the timeline?** Number of weeks, plus any launch date or seasonal moment that cannot move. ## Principles 1. **Work backwards from revenue, never forwards from "the budget we have".** Revenue -> orders -> leads -> max CPA -> budget. If available budget is below required budget, lower the target or lower the CPA. Do not pretend. 2. **Market tier is a planning input, not a detail.** Per `references/benchmarks-global.md`, Tier 1 (US, Canada, Australia, Western EU) costs 6-7x Tier 2 (SEA, LATAM). A campaign profitable at 3x ROAS in a Tier 2 market may need 5-7x in the US for the same unit economics. Plan and report per market. 3. **Season changes the math.** Q1 is the cheapest window (January median CPM $15.74, about 21% below average). November peaks at $25.22, roughly 27% above average. A Q4 plan built on Q1 costs is already wrong. 4. **Spread across the funnel.** Running only bottom-funnel from day one produces high CPA because no trust exists yet. 5. **No blank KPIs.** Every channel gets its own CPA and efficiency target. 6. **Test first, scale second.** Weeks 1-2 are tuition. Do not judge ROAS in week one. 7. **Review weekly and adjust.** The plan is a hypothesis; live data decides. ## Workflow ### 1. Reverse-calculate the KPIs (run `10-reverse-kpi-global`) ``` Target revenue / AOV = Orders needed Orders / close rate = Leads needed Max CPA = (Revenue x gross margin %) / Leads needed Break-even ROAS = 1 / gross margin % Target ROAS = Break-even ROAS x 1.5 Required ad budget = Leads needed x target CPA ``` These must exist before step 2: leads needed, max CPA, target CPA, required budget, target ROAS. Build three scenarios (pessimistic / base / optimistic) and plan against base. Sanity-check the result against `references/benchmarks-global.md`: global Meta medians are CPA $18-38 and ROAS 1.93-2.79. Healthy ROAS rule of thumb is 3x at roughly 30% gross margin, 5x+ for commodity margins, and 1.5x can work for high-margin digital products. If your required CPA sits far below the bottom quartile for your industry and market tier, the plan is not achievable as written. ### 2. Regional cost baseline Set the expected cost floor per market before allocating budget: | Market tier | Examples | Meta CPM | Meta CPC | |-------------|----------|---------:|---------:| | Tier 1 premium | United States | $15-25 | $1.40-1.85 | | Tier 1 | Canada, Australia, UK | $10-22 | $1.10-1.80 | | Tier 1 Western EU | Germany and Western EU, Japan | $5-15 | $0.90-1.50 | | Tier 2 SEA lead | Singapore | $6-12 | $0.70-1.20 | | Tier 2 | Thailand, Malaysia, Indonesia, Philippines | $2-7 | $0.20-0.80 | | Tier 2 LATAM | Brazil and Latin America | $2-6 | $0.30-0.70 | Full table in `references/benchmarks-global.md`. Never blend Tier 1 and Tier 2 into one reported CPA — the average describes no real campaign. ### 3. Seasonality adjustment | Period | Median CPM | vs average | |--------|-----------:|-----------:| | January | $15.74 | -21% | | Q1 average | $18.29 | baseline | | Q2-Q3 | $18-21 | rising | | October | $22 | +10% | | November (peak) | $25.22 | +27% | | December | $22.04 | +11% | | Q4 average | $22.98 | +26% above Q1 | Planning implications: front-load acquisition into Q1 if cash flow allows; reserve at least 30% more budget for the same volume in Q4, or shift brand spend into Q3. In US election years, political spend displaces commercial inventory and adds roughly 20-40% to CPM in the last 30 days before the vote. ### 4. Channel allocation | Channel | % Budget | Amount | Objective | Primary KPI | |---------|---------|--------|-----------|-------------| | Meta | [%] | [amount] | [Lead/Conversion] | CPA, CTR, ROAS | | Google Search | [%] | [amount] | High intent capture | CPA, conversion rate | | TikTok | [%] | [amount] | Video-first prospecting | CPA, view rate | | YouTube | [%] | [amount] | Awareness, consideration | CPM, view rate | | Pinterest | [%] | [amount] | Discovery for home/fashion/DIY | CPA, saves | | LinkedIn | [%] | [amount] | B2B targeting | CPL, MQL rate | | **Total** | **100%** | | | | Starting archetypes, to be adjusted by real data: - **DTC ecommerce:** Meta 45% + Google (Search plus Shopping) 30% + TikTok 25% - **Lead gen B2C services:** Meta 50% + Google Search 30% + TikTok 20% - **B2B SaaS:** Google Search 45% + LinkedIn 30% + Meta 15% + YouTube 10% - **Creator, course, coaching:** Meta 50% + YouTube 25% + TikTok 25% - **Home, decor, fashion:** Meta 45% + Pinterest 25% + Google 30% Rule: a channel with proven performance takes 60-70%; a new channel gets a 15-20% test allocation. Do not spread evenly across channels you have never run. **LinkedIn changes the math for B2B.** At $30-100+ CPM versus Meta's $13-20, LinkedIn costs roughly 2-5x more per impression. It is often still correct for B2B because the targeting precision and deal size justify it — but B2B/SaaS CPL benchmarks are $80-300, so validate against LTV in `10-reverse-kpi-global` before committing more than a test budget. ### 5. Funnel allocation | Stage | % Budget | Audience | Creative | Primary KPI | |-------|---------|----------|----------|------
Ke hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.
Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.
Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.
Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`.