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EM-PCID (performance log)

Summary (1st and 2nd run)

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Between the 1st and 2nd run, we see - 122% increase in gross revenue - Gross CM moving from negative to a healthy positive territory (+$35K). ​(To be noted that the 1st run started with a higher program price which was later revised down to the current $3,500)

What is working?

SEM
SEM has been the best performing channel for us on the paid front. - Delivered 57% (8/14) of the overall paid apps in the 1st run - 40% (10/25) in the 2nd run. - Moved from -$15K to +$8K gross CM
To maximize performance we have directed spends only on high quality, high intent exact and phrase match keywords. ​
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Affiliate
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We saw very good traction from an affiliate channel (impact) in the 2nd run of the program.
Being a low ARPU, niche program, this makes a case for concentrating efforts on identifying similar medium for lead generation and moving away from the traditional, high CAC performance marketing channels like social/discovery/linkedin.

What has not worked, yet!

Google Discovery
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Although we see an average L2A conversion rate here (~7%), the CPLs are on the higher side (considering the low ARPU of the program)
We need to generate more leads before taking a conclusive call here on the channel efficacy.



Status as on 8 June’23 ​
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We are at 6 paid apps @252% CAC;
Paid App Profiles: ​
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We have gotten 4 PAs from Google non-brand, 1 each from direct and organic
SEM NonBrand: ~9k additional spend, CPL reduction from $175 to $160
Social and other paid remain paused
Geo Expansion: ​We started targeting select non-US regions on google search given the significant price reduction in the program. We have gotten 1 PA from this campaign (from Canada) at 115% CAC. ​
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Below is the list of regions currently being targeted: ​
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Status as on 17 May’23
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The program is seeing a poor mid/bottom funnel conversion rate
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No traction seen on either paid/non-paid channels
Facebook - Targeting and Performance
Audience 1 - Interest
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Audience 2 - Education Industry ​
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Audience 3 - Job Titles ​
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Ad previews
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Campaign level performance
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There are marginal differences (in leading metrics) between the 3 audiences targeted. But none has shown any tangible traction through mid-bottom funnel.
Google ​Ad previews ​
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Targeting and Performance
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Poor L2A is seen on SEM (high intent keywords) - Currently trending at 5.3% vs Bootcamp category average of 13.22%
Optimizations
1.Introduction of image extensions in ads
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Initial results
CTR improvement observed from 4.42% to 4.84%
CPL drop from $149 to $112

2. Introduction of dynamic keywords
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3.Expansion into non-US geographies ​Currently being tested in the following regions - Canada, UK, Philippines, Nigeria, Mexico, Demark, Israel, India (Bengaluru and Pune) ​Initial Results ​
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Other improvements
‘Emeritus Advantage’ section revamp - stats highlighted better ​
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2. MDR activation on the landing page
3. Bundling ‘Emeritus Insights’ 1 year subscription Ref -
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4. Price revised to $3,500



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