Top Banner
Earned and Paid Media
27

Earned and Paid Media

Jan 09, 2017

Download

Marketing

Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Earned and Paid Media

Earned  and  Paid  Media  

Page 2: Earned and Paid Media

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?  

Page 3: Earned and Paid Media

•  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  

Page 4: Earned and Paid Media

Earned  and  Paid  Media    

Page 5: Earned and Paid Media

Which  search  engines  should  you  consider?  

Source:  Autosearchtech.com,11/2013  

Page 6: Earned and Paid Media

hMp://www.searchdecoder.com/largest-­‐search-­‐engine-­‐in-­‐china-­‐baidu/  

Market  Share  by  Chinese  Search  Engine  

Page 7: Earned and Paid Media

Let’s  talk  Search:    

SEO  

PPC  

Page 8: Earned and Paid Media

Source:  Econsultancy,  search  compendium  October  2013    

Page 9: Earned and Paid Media

Earned  and  Paid  Media

Page 10: Earned and Paid Media
Page 11: Earned and Paid Media

Ads  vs.  organic  &  sponsored  posts  

Page 12: Earned and Paid Media

Example  for  ORGANIC  post  –  Linked  IN  

Page 13: Earned and Paid Media
Page 14: Earned and Paid Media
Page 15: Earned and Paid Media

Did  you  see  our  ads  anywhere?  

Page 16: Earned and Paid Media

RetargeMng  

RetargeMng  web  visitors  

from  your  website:    

 

Qualified  audience  that  has  

shown  interest  in  your  

academic  programs    

 

Page 17: Earned and Paid Media
Page 18: Earned and Paid Media
Page 19: Earned and Paid Media
Page 20: Earned and Paid Media

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  

Page 21: Earned and Paid Media

Earned  and  Paid  Media

Page 22: Earned and Paid Media

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  

Page 23: Earned and Paid Media

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  

Page 24: Earned and Paid Media

Facebook

Page 25: Earned and Paid Media

Facebook

Page 26: Earned and Paid Media

Facebook

Page 27: Earned and Paid Media

Did  you  see  our  ads  anywhere?