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.
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1,213 students enrolled
Instructed by Jeannie Chan Marketing / Advertising
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  • Lectures 13
  • Length 35 mins
  • Skill Level Beginner Level
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 7/2015 English

Course Description

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!

What are the requirements?

  • Basic spreadsheet skills (e.g. Excel, Google Sheet)

What am I going to get from this course?

  • Understand the different advertising pricing model
  • Create an advertising budget based on marketing objective
  • Compare advertising effectiveness across different pricing models and advertising channels

What is the target audience?

  • Beginners to online advertising
  • Business owners starting to build an advertising budget
  • NOT for anyone who is already experienced with online advertising. This is a beginners course.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Introduction to Media pricing
05:54

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

Just one more jargon
Article
03:40

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

Section 2: Practical examples in Spreadsheets
Article

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.

01:12

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.

05:55

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.

02:29

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.

01:04

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.

05:46

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.

Class wrap up
00:49
Office Hours
Article
Section 3: Bonus materials!
02:58

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.

03:19

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.

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Instructor Biography

Jeannie Chan, Brand Manager / Strategy Consultant

I'm Jeannie Chan, a branding and marketing specialist based in New York City. I work full-time marketing million-dollar brands, and do pro-bono consulting and marketing for non-profit organizations. I have been a marketer for over a decade, with experience in a variety of industries. I have worked in categories ranging from pet food to electronics. My expertise and knowledge are based on my experience working with / for entrepreneurs, non-profit organizations, and Fortune 500 companies. Along the way, I picked up quite a few tricks of the trade. Now, I hope to share them with you here on Udemy.

I got my MBA concentrating in Brand Management from Washington University in St. Louis. During the day, I'm a Senior Brand Manager for a Global Fortune 500 company. In my free time, I eat my way around New York City.

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