In the first six months of the program, Ms. Bouthillet says, the search-engine ads delivered 5,250 applicants, at an average cost of $4. By contrast, Baylor paid an average of $30 for each of the 3,125 applicants who came via job boards, and $750 each for the 215 applicants who replied to a newspaper or magazine ad.
If you wrangle that into a spreadsheet…and I’m sure I’ve done my math wrong in here somewhere, so feel free to correct me in the comments, but we find that the Google/Search ad campaign is 768% more effective than the print ad campaign.
Here’s my logic:
With those kinds of numbers, why would you buy a print ad?