earned and paid media - michael waxman-lenz
DESCRIPTION
Before making decision on which media strategy you should take, you need to first think about what is driving your web traffic, what media is bringing you action, and what media is helping you brand. This presentation gives examples about earned media and paid media, and how universities and institutions could better spend their budget in recruiting students using different media strategy.TRANSCRIPT
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?
• 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
Earned and Paid Media
Which search engines should you consider?
Source: Autosearchtech.com,11/2013
hMp://www.searchdecoder.com/largest-‐search-‐engine-‐in-‐china-‐baidu/
Market Share by Chinese Search Engine
Let’s talk Search:
SEO
PPC
Source: Econsultancy, search compendium October 2013
Earned and Paid Media
Ads vs. organic & sponsored posts
Example for ORGANIC post – Linked IN
Did you see our ads anywhere?
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
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
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
Did you see our ads anywhere?