earned and paid media
Post on 09-Jan-2017
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Earned and Paid Media
What is driving your web traffic?
What media is bringing you the registra7ons,
applica7ons and enrollment?
What media type is driving your branding efforts?
• Paid media – Adver7sing (display, performance based)
– Paid search – Lead purchases – Social media paid ac7vi7es
Earned and Paid Media
• Earned media – Website traffic – Blogs – SEO – Social media ac7vi7es
hMp://www.searchdecoder.com/largest-‐search-‐engine-‐in-‐china-‐baidu/
Market Share by Chinese Search Engine
RetargeMng
RetargeMng web visitors
from your website:
Qualified audience that has
shown interest in your
academic programs
Earned and Paid Media
• All of this is about targe7ng your audience and driving them to highly relevant content on your website.
• Traffic should NOT land on your homepage – you need targeted landing pages with relevant content
• Like search engine marke7ng – earned and paid media work together
Purchase of 10,000 TOEFL" Volume" Cost per email" Cost"
E-mail addresses" 10,000" $0.43" $4,300.00"
Scenario I" Scenario II"
Email distribution" 10,000" 10,000"
Email open rate" 12%" 7%"
Net views" 1200" 700"
Click-through to registration" 20%" 20%"
Net registrations/inquieries" 240" 140"
% starting an application" 15%" 15%"
% completing an application" 5%" 5%"
# of completed applications" 12" 7"
% of students enrolling" 30%" 30%"
# of students enrolled" 1.8! 1.05!
Direct cost of lead per enrolled student from this email purchase Cost of total list/# of enrolled students"
$2,389.00! $4,095.00!
Calcula7ng Cost of Acquisi7on
PPC" Volume" PPC" Cost"
Cost per click" 1,000" $1.25" $1,250.00"
Scenario I" Scenario II"
Clicks" 1,000" 1,000"
Registration %" 12%" 7%"
Registration #" 120" 70"
Response to follow up communication"
60%" 80%"
Net registration/inquieries" 72" 56"
% completing an application" 20%" 20%"
# of completed applications" 14.4" 11.2"
% of students admitted" 50%" 50%"
# of students admitted" 7.2" 5.6"
% of students enrolling" 30%" 30%"
# of students enrolled" 2.16! 1.68!
Direct cost of lead per enrolled student from this PAID SEARCH CLICK"
$579.00" $744.00!
Calcula7ng Cost of Acquisi7on
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