UK Media Plan | eToro UK

💷 Monthly Budget Allocation (Suggested)

Recommended monthly paid media budget for UK market. Actual budget to be confirmed by marketing leadership.

Google 30%

Meta 25%

TikTok 12%

Display 10%

X 8%

Bing 8%

Other 7%

Channel	% of Budget	Primary Objective	Key Products	Target Audience
Google (Search + YouTube)	30%	High-intent conversions (FTDs)	All products	All segments
Meta (FB + IG)	25%	Awareness + Conversions	Stocks, CopyTrader™	25-44, beginners
TikTok	12%	Awareness (Gen Z)	Stocks, Crypto, Copy	18-30
DV360 / Taboola	10%	Premium awareness	Gold, All-in-one	35-55, HNW
X (Twitter)	8%	Brand + real-time	CFDs, Crypto	Active traders
Bing	8%	Search conversions	Stocks, CFDs	35+, desktop
Affiliates / Other	7%	Performance	All	All
Total	100%	Diversified across awareness, consideration, and conversion

🎯 UK KPI Targets (Monthly)

X,XXX

FTDs (First Time Deposits)

£XX

Cost per FTD

X.X%

Registration → FTD Rate

XX,XXX

New Registrations

X.X

ROAS Target

>£XXX

Avg First Deposit

Exact targets to be set by marketing leadership based on budget allocation.

📅 Campaign Timeline — Q1 2026

Phase 1: Foundation (Jan 1-14)

Week 1-2

Launch always-on Google Search campaigns. Set up Meta pixels + audiences. Deploy 0% commission stock ads. Begin welcome email sequences.

Phase 2: Expansion (Jan 15 — Feb 15)

Week 3-6

Launch TikTok campaigns. Gold campaign blast. CopyTrader™ campaign on Meta. YouTube pre-rolls. Begin DV360 premium placements on FT, BBC Business.

Phase 3: Optimise (Feb 15 — Mar 15)

Week 7-10

Scale winning creatives. Kill underperformers. Launch competitor conquest campaigns. Re-engagement email sequences. A/B test landing page variants.

Phase 4: ISA Push (Mar 15 — Apr 5)

Week 11-14

Maximum budget on ISA deadline messaging. "Last chance" urgency across all channels. Push for highest monthly FTDs. Final quarter performance review.

🔄 Test → Validate → Scale

Every campaign follows this framework:

Phase	Budget %	Duration	Action
Test	20%	1-2 weeks	Test 3-5 creative variants. Multiple audiences. Measure CPA + ROAS.
Validate	30%	1-2 weeks	Double down on winners. Kill losers. Refine targeting.
Scale	50%	Ongoing	Scale proven campaigns. Maintain ROAS. Expand to new audiences.

📊 Reporting Cadence

Report	Frequency	Audience	Contents
Daily Dashboard	Daily	Performance team	Spend, registrations, FTDs, CPA by channel
Weekly Summary	Monday AM	Marketing team	Week-over-week trends, top performers, issues
Monthly Review	1st of month	CMO + Leadership	Full analysis, ROAS, channel performance, insights, recommendations
Quarterly Strategy	End of quarter	All stakeholders	Deep dive, competitive review, budget reallocation, next quarter plan

📊 UK Media Plan