Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: How many of the people who saw your ad clicked on it?
What happens in it: Watch the idea unfold: millions of ads shown, the few that are clicked, and the share that tells you whether people acted. In Your call you make the decisions in a real case: our Q3 campaign for the winter boot range has just ended. It ran on display, paid search and paid social. Display: 5,000,000 impressions, 7,500 clicks, CTR 0.15%. Paid search: 120,000 impressions, 5,400 clicks, CTR 4.5%. Paid social: 800,000 impressions, 6,400 clicks, CTR 0.8%. 19,300 clicks in all. The agency recommends moving the whole Q4 budget into paid search, because its CTR of 4.5% is far higher than display’s 0.15%. Then, in the boardroom, you make the case to Rupert, the chief marketing officer, in three questions.
How it works: five scenes in about 35 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 2 of 6 in the Paid media performance season of the Marketing series.
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