Q3- social has seen a downfall to reduce -ve CM. Paid uplift has come from Google.
Q3 Direct:
Channel contribution
No major shifts in PA but CM contribution has increased for non brand (through keywords and match type selection) while SEM brand, and direct has declined.
Q3 2023
Q2 2023
Course wise performance
Across all March cohorts, we have been able to increase the CM v/s last run except;
KLG_PCPM - lacking in school 13 v/s 5 PAs
Major wins: PCCY for the following reasons
More of non paid contribution
Better paid performance with Re-marketing and RLSA
MO-PCCO
Major drop from non-paid.
Major + ve
IM-PCMLAI
Paid performance
Reasons;
Spends have nearly halved with keyword exclusion
PAs have increased marginally
KLG-PCDM
Reasons:
Spends down from 100K to 60K with almost same PA. Majorly removed from Phrase and non-performing keywords with 49 vs 45 more Pipeline PAs.
MO-PCCY
Paid performance
Both paid and non paid performed better this time.
On paid the following were the reasons;
4 PA from re-marketing and RLSA
Phrase match to exact match
Q4 marketing active
EMPCID not getting +ve CM even after bundling EI and landing page experiments. Direct contributed to 26 leads and 9 apps 0 PAs. not sure if organic traction is there.
Key initiatives;
Experiment with A+SC with MO-PCCO for purchase pixel
Linkedin RH-PCHCM and Bing rollout
MDR as price extension (looks indifferent)
Remarketing and RLSA (looks +ve)
Issues:
EMPCID SEO package for $4.5K
EMPCID sunsetting?
Better visibility is required for bing, discovery and display
Next up:
Phrase match curtail
Experiment with videosfor MO-PCCO and KLG-PCDM (waiting for videos)
Single landing page for MO-PCCO and MO-PCCO.W
Facebook update:
A+ SC turned for PCCO (6K) now 5K remaining
Purchase event fix still in progress
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