Hobsons365: Day in the Life of a Search Analyst


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Hobsons 365 seminar: Higher Education Digital Search Analyst. Learn more about what goes into a successful higher ed online marketing campaign for colleges and universities. Agenda includes, why digital marketing in higher education and enrollment management, how to use expert resources to avoid common road blocks with digital marketing campaigns, day-in-the-life an search analyst, and what to look for in a enrollment management resource partner for digital higher education marketing.

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  • Welcome to today’s webinarWe’re here to talk about how digital marketing works, and get an inside glimpse into a day in the life of a search analyst.By the end of today’s event, you’ll have a solid understanding of what goes into a successful online marketing campaign, so you can either run them on your own, or partner with an organization that can help you achieve your goals.
  • Here’s what we’re going to talk about today…If you have questions, please chat them using the chat feature to “Hobsons Webinars”
  • According to a recent benchmarking report for higher ed, 42% of schools were outsourcing some marketing or recruiting function in 2012
  • Recent reports show that as few as 16% of the higher ed student body population are considered traditional students. And over 40% are non-traditional, meaning they are older students or did not enter a higher ed institution straight from high school. While it’s easy for institutions to target high school students, it’s more difficult to target adult students.
  • Adult students you seek could be anywhere, and have any sort of background
  • Literally anywhere. How are you going to find them when you don’t know who they are?
  • Digital marketing is a great way to reach the growing adult audience, because 85% of adults use the internet to research online degrees
  • And it’s shown that 60% of adults use Google to find your website.
  • For example, here are areas seeing strong growth in queries: Technology, Liberal Arts and Engineering. And certificates lead degree query searches
  • Online marketing may be the way to go!It’s not uncommon to feel like you’re maxing out traditional marketing channels and not seeing incremental growth needed. Many who turn to online marketing tactics to grow performance see positive results.
  • All of this is great, but how do you get there? The answer is: carefully, as there are several road blocks to look out for when executing a successful digital campaign…
  • Don’t realize how quickly they can spend money in places that aren’t getting them anywhereAren’t practiced in reading metrics and using information to help them make decisionsAren’t skilling in analyzing the moving parts and what they tell you when they’re not right. Ie – if you’re click through isn’t high but conversion is OK, what do you do?Proper allocation of time to optimize campaigns and set bids
  • So at this juncture, I’d like to to turn it over to Lauren Ramey, and expert search analyst here at Hobsons. Lauren can shed some light on what some of this SHOULD look like, and the tactics he uses to execute successful campaigns.
  • When I start a new project, the first thing I do is get to know my search neighborsI need to learn all about my competition, their budgets, their programs, and evaluate their weaknesses.
  • Get to know your college or university.Identify each program’s target market and their activity online.Where are they searching? What are they searching for?Identify your core strengths.What does my university have to offer that sets them apart?
  • Campaign builds should reflect your institution’s goals.Driving enrollments for programs?Driving enrollments for colleges within the institution?Awareness?The campaign should be granular enough that you are not bidding solely on top tier terms, but general enough that you will be able to harvest queries with a search query report.
  • Spend MonitoringBe sure to check spend. If it’s starting to spike, find the culprits and deal with them.Match Type MonitoringAlways check to see if your keywords are matching to anything that’s worthy of being excluded. If so, immediately add as a negative to mitigate more wasted spend.
  • Bid & Keyword OptimizationsAd CopyAlways have tests of ad copy running.Know that you will have winners and losers and the new copy introduced may not perform as good as the original.Landing PagesTest calls to actionForm spacingRequired fieldsSteps vs Single PageMatch TypesHarvest converting keywords with a lower CPC and higher quality score.
  • Yes, this is a lot, and if it overwhelms you, now’s the perfect time to hand it back over to Catherine to tell us a little more about what you should look for in an outside resource, should you choose to partner with an organization on digital initiatives.
  • They should be ad words certified
  • Hobsons365: Day in the Life of a Search Analyst

    1. 1. HOW DIGITAL MARKETING WORKS:A Day in the Life of an Expert Search Analyst
    2. 2. Why digital marketing?Using an expert resource to avoid common roadblocksDay in the life of an expert search analystWhat to look for in an expert resourceChat your questions to Hobsons Webinars usingthe chat feature.2Agenda
    3. 3. 3Source: 2012 Higher Education Marketing Benchmarking Report: Not-for-Profit Schools, CUNet
    4. 4. 4Non-traditional is the newtraditionalTRADITIONALAs few as 16% ofstudent populationNON-TRADITIONALOver 40% of the studentpopulationSOURCE:http://www.aascu.org/uploadedFiles/AASCU/Content/Root/MediaAndPublications/PublicPurposeMagazines/Issue/10fall_adultstudents.pdf
    5. 5. 5Your students could be anywhere…
    6. 6. 6…And we mean anywhere.
    7. 7. 785% of adults use the internet toresearch online degreesCarol Aslanian, Education Dynamics, “Rock the Data! How Good Data Leads to Great Marketing and EvenBetter Results”, November 2011.Undergraduate degreesGraduate degrees
    8. 8. 860% of adults use Google to findyour websiteCarol Aslanian, Education Dynamics, “Rock the Data! How Good Data Leads to Great Marketing and EvenBetter Results”, November 2011.
    9. 9. 9Google Data 2010/2011 YOYSource: Internal Google data. Data is based on sample keyword baskets.US, Google.com, exact match only.Areas showingstrongest growthin queriesCertificates leaddegree querysearchesTECHNOLOGYLIBERALARTSENGINEERING
    10. 10. 10Online tactics are a great way tofind the students you need!RetargetingDisplayAdvertisingPaidSearchSocialMediaMarketingEmailMarketingStudentSearchServicesPartnerNetwork
    11. 11. Using an expert to avoid commonroad blocks
    12. 12. 12Common roadblocksQuicklyspendingmoney inplaces thataren’t gettingyouanywhereInability toproperlyread metricsand use infoto makedecisionsLack of skill inanalyzingmoving partsand what theytell you whensomething’s notrightProperallocation oftime to optimizecampaigns andset bids
    13. 13. A day in the life of an expert searchanalyst
    14. 14. 14Get to know your search neighborsYOU THEMBudget?Programs?Strengths?Weaknesses?
    15. 15. 15Get to know your institutionYOUWhat are ourtarget markets foreach program?Where is yourtarget studentsearching?What is yourtarget studentsearching for?What are eachprogram’s corestrengths?What do we offerthat sets usapart?What do weknow about ourtarget market’sonline activity?
    16. 16. 16Build campaigns to reflect yourinstitution’s goalsDrives enrollments for programsDrives awarenessGranular enough so we’re not biddingonly on top tier termsGeneral enough to harvest querieswith a search query reportMultiple ad copy versions
    17. 17. 17Activity During Launch(Exceptions)SPEND MONITORINGIf it’s starting to spike, find theculprits and handle them!MATCH TYPE MONITORINGDo keywords match anythingthat should be excluded?
    18. 18. 18Ongoing Optimizations & TestingBid & KeywordOptimizationAd Copy Landing PagesAlways have testsof ad copyrunningKnow you’ll havewinners andlosers – new copymay not performlike the originalTest calls to actionForm spacingRequired fieldsSteps vs. singlepage
    19. 19. What to look for inan expert resource
    20. 20. 20What should I look for in an expertresource?
    21. 21. Skilled inresearching, bidding, managing, and optimizing keywords21What should I look for in an expertresource?KEY WORDSPracticed atresearching theperfect student profileand where they areonlineHas access to toolsand technology totarget properly and besuccessful
    22. 22. 22Questions?Chat them now to Hobsons WebinarsOr submit your questions athttp://go.hobsons.com/365question