Course Overview

Course Overview

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Optimal Budget Allocation

Google Marketing Challenge

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Agenda

Brain TeaserMo 17:00

SEM & SEOTu 17:00

Display & Social Media MarketingWe 17:00

Synergies Across ChannelsTh 17:00

Final Budget DecisionTh 22:00

DisplayMedia

Social MediaMarketing

SEM SEO

€ 8

€ 6

€ 4

€ 2

Cost Per Acquisition

Brain Teaser

Cost of getting a new registered user on eBayImagine you need to take a budget allocation decision for Q1 2015 at eBay Spain1

Here you are the efficiency of each channel for acquiring new users measured in terms of cost per acquisition

2

You have € 1.000.000 and your primary goal is to maximize the number of new registered users on eBay

3

The question is: what criteria would you consider in order to allocate your budget among these 4 channels?

4

Would you invest all your budget in the most efficient channel? Is there any information you miss in order to make your decision?

5