An Excel spreadsheet to create an online marketing campaign media budget

Take control of your marketing plans and forecast your campaign ROI

Digital Marketing Strategy and Planning Toolkit
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Digital marketing planning spreadsheet

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The template includes these features to calculate your planned marketing outcomes from annual plans or campaigns where digital marketing is the main investment.

  • Set your overall budget and quickly adjust the % investment in different media channels to see the impact on your forecast results
  • Channel options available include SEO, AdWords,  Ad networks (Cost-per-click), Display (CPM), Social media, Remarketing, Sponsorship, Email marketing and owned media
  • Automatically calculates response, leads, sales and profit based on media investment
  • Allows you to specify different response rates for different media channels

About the Digital marketing planning spreadsheet

Dave Chaffey on how these spreadsheets originated:

I have developed and extended these spreadsheets since 2004 to help marketers plan their returns from digital marketing campaigns more precisely by developing more specific targets. Updated for all the main channels in 2017, you can use them for modelling response and ROI from an individual campaign or on an annual basis.”

This Microsoft Excel spreadsheet has been created to help you create a plan to improve leads and sales. The spreadsheet will enable you to create a budget for the year ahead to define and then optimise your investment in search marketing, display advertising, affiliate marketing and online PR to define realistic targets for leads, sales and profit.

These spreadsheets were previously included on the CD in the acclaimed book Web Analytics 2.0 by Avinash Kaushik, Google’s highly regarded Digital Marketing Evangelist.


Look Inside the Digital marketing planning spreadsheet

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I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Digital Marketing Strategy and Planning Toolkit

The Digital marketing planning spreadsheet is part of Smart Insights Digital Marketing Strategy and Planning Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 14 other resources in the toolkit.

..but that’s not all. With an Expert Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

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