Marketing Tool: Media Budgeting: CPC/PPC, CPA, CPM explained
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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.
3.8 (6 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
1,219 students enrolled
Created by Jeannie Chan
Last updated 5/2016
English
Current price: $10 Original price: $20 Discount: 50% off
1 day left at this price!
30-Day Money-Back Guarantee
Includes:
  • 33 mins on-demand video
  • 3 Articles
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What Will I Learn?
Understand the different advertising pricing model
Create an advertising budget based on marketing objective
Compare advertising effectiveness across different pricing models and advertising channels
View Curriculum
Requirements
  • Basic spreadsheet skills (e.g. Excel, Google Sheet)
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!

Who 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.
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Curriculum For This Course
Expand All 13 Lectures Collapse All 13 Lectures 35:08
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Introduction to Media pricing
3 Lectures 09:45

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

Preview 05:54

Just one more jargon
00:11

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

Preview 03:40
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Practical examples in Spreadsheets
8 Lectures 19:06

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.

Downloadable reference material
00:16

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.

Preview 01:12

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.

How to set up a CPM budget?
05:55

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.

How to set up a CPC budget?
02:29

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.

How to set up a CPA budget?
01:04

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.

How to compare the different pricing models?
05:46

Class wrap up
00:49

Office Hours
01:34
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Bonus materials!
2 Lectures 06:17

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.

Bonus preview: Introduction to Market Sizing
02:58

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.

Bonus preview: Introduction to the Consumer Decision Journey
03:19
About the Instructor
Jeannie Chan
4.0 Average rating
46 Reviews
4,117 Students
7 Courses
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.