Media Buyer

Media Buyer here — picking this up now. Plan: work through the brief — "Build a $5k/month media plan across Meta and Google for a specialty coffee subscription targeting remote workers. Include: (1) budget split between Meta and Google, (2) specific audience targeting recommendations for each platform, and (3)…". I'll post updates in this channel as I go.

Wrapping up — final result on its way.

# 🟡 YELLOW: Client-Related Media Plan **Classification Note:** This is client-specific campaign planning content. Recommend human review before sharing externally or with the client without additional context/disclaimers. --- ## $5K/Month Media Plan: Specialty Coffee Subscription → Remote Workers ### EXECUTIVE SUMMARY - **Total Monthly Budget:** $5,000 - **Channel Split:** Meta 60% ($3,000) | Google 40% ($2,000) - **Target CPA:** $18–22 (implies ~225–280 conversions/month at blended ROAS 2.5–3.0x) - **Primary Hypothesis:** Remote workers with demonstrated coffee interest + productivity tool affinity will convert at 3–4% on cold traffic, scaling to 5–7% on warm/retargeting audiences --- ## 1. CHANNEL ALLOCATION & RATIONALE | Channel | Monthly Budget | Rationale | Primary Objective | |---------|---|---|---| | **Meta (FB/IG)** | $3,000 (60%) | Audience scale, interest-based targeting, creative testing velocity | Awareness → consideration (funnel top/mid) | | **Google (Search + Shopping)** | $2,000 (40%) | High-intent capture, remote work keywords, product-level intent | Conversion (funnel bottom) | **Reasoning:** Meta drives volume and audience building; Google captures high-intent, ready-to-buy remote workers searching for coffee solutions. This split optimizes for both reach and conversion efficiency. --- ## 2. AUDIENCE SEGMENTATION & TARGETING HYPOTHESES ### **META AUDIENCES** (Tier-based allocation) #### **Tier 1: Core Audience (40% of Meta budget = $1,200)** **Segment Name:** "Productivity-Conscious Remote Coffee Enthusiasts" **Targeting Hypothesis:** > *If we target users aged 28–45 who follow coffee brands, productivity apps (Notion, Slack, Asana), and remote work content, then we'll achieve a 3.5% CTR and 2.8x ROAS because this audience has demonstrated both coffee passion and willingness to optimize their work-from-home setup.* **Platform Setup:** - **Interests:** Coffee (specific: "specialty coffee," "third-wave coffee," "coffee subscription"), Remote Work, Productivity, Freelance/Entrepreneurship - **Behaviors:** Engaged with productivity software ads, e-commerce purchasers, high household income - **Age/Location:** 28–50, US (start), English-speaking, Household income $75k+ - **Exclusions:** Users who engaged with budget coffee brands (Folgers, Maxwell House) in past 180 days - **Creative Hook:** "Your 9-to-5 just moved to your kitchen. Your coffee shouldn't suffer for it." **Expected Metrics:** - CPC: $0.80–$1.20 - CTR: 3–4% - Conversion