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Marketing Tool: Media Budgeting: CPC/PPC, CPA, CPM explained

Understand the different pricing models for the different advertising media, so you can budget according to your goals.
Instructor:
Jeannie Chan
1,261 students enrolled
English [Auto-generated]
Understand the different advertising pricing model
Create an advertising budget based on marketing objective
Compare advertising effectiveness across different pricing models and advertising channels

Are you new to the world of advertising?

You know you have a great product. But you want to get the words out about it. You decided to try advertising only to be overwhelmed by the industry jargon.

  • What is CPC?
  • What is PPC?
  • What is CPM?
  • What is CPA?
  • Which is best for me?
  • How do I budget?

If you have these questions, you've found the right course!

This course will explain these various pricing models, so you can create your advertising budget accordingly.

This course is designed for beginners. We'll go through each basic concept and industry jargon. We'll apply the concept into spreadsheet, showing you step-by-step how to set up your budget.

If you want to dive into online advertising, but don't know where to start, start here now! See you in class!

Introduction to Media pricing

1
Introduction

In this lecture, you will learn the various types of media pricing model, and learn the industry jargon.

2
Just one more jargon
3
How sales funnel affect advertising

In this lecture, you learn about the sales funnels and how that will affect your media budget.

Practical examples in Spreadsheets

1
Downloadable reference material

We will get started with setting up a spreadsheet, so you can build out your media budget. The spreadsheet is also downloadable as a class resource for your reference.

2
How to set up your sales funnel?

In this lecture, we will go step by step in setting up a spreadsheet for your sales funnel. We will show what are the formulas and how the different fields relate to each other.

3
How to set up a CPM budget?

In this lecture, we will go step by step in setting up a spreadsheet for your media budget based on a CPM pricing model. We will show what are the formulas needed to calculate your budget and how the different fields relate to each other. We will also look at how your sales funnel will affect your media budget.

4
How to set up a CPC budget?

In this lecture, we will go step by step in setting up a spreadsheet for your media budget based on a CPC pricing model. We will show what are the formulas needed to calculate your budget and how the different fields relate to each other. We will also look at how your sales funnel will affect your media budget.

5
How to set up a CPA budget?

In this lecture, we will go step by step in setting up a spreadsheet for your media budget based on a CPA pricing model. We will show what are the formulas needed to calculate your budget and how the different fields relate to each other. We will also look at how your sales funnel will affect your media budget.

6
How to compare the different pricing models?

In this lecture, we will go step by step in setting up a spreadsheet, so you can compare the different pricing models. By doing this, you can select the media method that would work best for you.

7
Class wrap up
8
Facebook group

Bonus materials!

1
Bonus preview: Introduction to Market Sizing

You cannot design an advertising budget if you do not have a good grasp of your revenue potential. This bonus lecture is a preview of the course Business Strategy: Find out your revenue potential in 15 min available here on Udemy. This introduction video showcases a common pitfall in revenue planning.

2
Bonus preview: Introduction to the Consumer Decision Journey

You cannot design an effective advertising plan if you do not have an understanding of the consumer's decision journey and the barriers in path-to-purchase. This bonus lecture is a preview of the course Marketing Strategy: Why are they not buying your product? available here on Udemy. This introduction video showcases a framework toward understanding path-to purchase and opportunities to intercept to advertising.

You can view and review the lecture materials indefinitely, like an on-demand channel.
Definitely! If you have an internet connection, courses on Udemy are available on any device at any time. If you don't have an internet connection, some instructors also let their students download course lectures. That's up to the instructor though, so make sure you get on their good side!
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Includes

1 hours on-demand video
3 articles
Full lifetime access
Access on mobile and TV
Certificate of Completion