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EM-PCID-23-02

RA
Rohit Agarwal
Status as on 13 Feb’23
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Currently seeing a poor L2PA conversion rate
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Marketing to continue not beyond $-10K CM
​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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Campaign level performance ​
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App profiles from FB
1
work_exp_slab
Job_title
industry
2
10-14 Years
Clinical Practice Specialist
Healthcare
3
15-19 Years
Educator
Education
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​Google - Targeting and Performance
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App profiles from Google
work_exp_slab
Job_title
industry
Column 4
1
20+ Years
Senior Director
Other-Military
paid app
2
<5 Years
ESL teacher
Education
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3
10-14 Years
Teacher
Education
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Optimizations
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

Introduction of dynamic keywords ​
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Initial results - currently performing similar to responsive search ads

Other improvements
‘Emeritus Advantage’ section revamp - stats highlighted better ​
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2. MDR activation on the landing page
​Next Steps
Bundling ‘Emeritus Insights’ 1 year subscription Ref -
https://programs.emeritus.org/isb/pcp-digital-marketing/index.php
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2. Discussion on possibility of B2B activation
3. Insights from the internal inaugural ‘Emeritus ID batch’ (customer acquisition)
4. Push marketing via email?
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