The Path to Conversion: Display Advertising


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CUnet display advertising strategist Alan Silverberg explains how schools can use display advertising to drive student acquisition.

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The Path to Conversion: Display Advertising

  1. 1. Higher Education Path to Conversion: The Display Media Approach
  2. 2. Agenda 1. What is the path to conversion 2. Media approach 3. Why display media? 4. Display media at each touch point 5. CUnet display media offerings 6. Questions
  3. 3. How does a potential student go from being unaware to an enrolled student?
  4. 4. They Take the “Path to Conversion” • Google reports that prospective students start searching for a school 6-9 months before they ultimately make a decision* *Source: Google Compete Study
  5. 5. The Path to Conversion Awareness Research Consideration Intent/ Lead Sale/Start
  6. 6. Advertising is a Means to the End If used correctly, advertising can follow the prospective student through their Path to Conversion.
  7. 7. Media Approach
  8. 8. Schools Need a 360° Media Mix • Consumption of media continues to diversify fragmenting the media marketplace. • To ensure effective reach, schools need to implement multi-media campaigns to hit their audience throughout their decision lifecycle.
  9. 9. However… Most schools are only leveraging the digital space to drive leads (the end of the user’s experience). Google reports that nearly a quarter of potential students that convert were exposed to a combination of Search and Display ads before making their decision
  10. 10. Why Display Media?
  11. 11. Value of Display Display can fulfill many of the goals a school requires while providing some things other channels cannot.
  12. 12. Decide When to Serve a Banner
  13. 13. And Learn
  14. 14. Display Media Allows for Targeting for Both Media and Creative Messaging Target specific audiences based on what we know about them.
  15. 15. Display Media at Each Touch Point
  16. 16. Meet Pam I need a better education.
  17. 17. The Path to Conversion Awareness Research Consideration Intent/ Lead Sale/Start
  18. 18. Awareness: Pam starts to hear about schools With many schools relying solely on local TV, radio, or out of home advertising they miss out on leveraging a media that potential students use 2 hours a day (second highest only to TV.)* Display Opportunity—Awareness • Display ads can leverage some of the same effective tools that traditional media use while being more targeted – Video & online radio/audio – Local and geo targeted media • Schools can also leverage information they know about people to decide who to have conversations with – Data targeting * Neilson Blog: Average U.S. Internet Usage, Combined Home & Work, Month of April 2010
  19. 19. Research: Pam starts researching schools to find one that fits her needs. The internet is a key source of information prospective students use to learn about schools and their key selling points.* Display Opportunity—Research • Leverage technology to surround the content and those viewing it – Contextual targeting – Keyword target – Search Targeting *Source: Google Compete Study
  20. 20. Consideration: Pam picks three schools in her consideration set. Potential students visit the school’s websites and continue to read up on the schools of thier choice Display Opportunity—Consideration • Schools should continue to communicate with the prospective student with a relevant message. – Retargeting – Look at what they did on the site to decide what to say
  21. 21. Experience Map Campus Locations Geo Specific Banner Admissions Page Program Targeted Program Specific Request Specific Program Page Banner Information Page Admissions page School benefits banner Why School Page Past Landing Banner Action Page
  22. 22. Intent: Pam gets accepted at two of the schools and decides on one. From the point a inquiry is submitted, a school should continue conversations with that user to ensure interest is maintained Display Opportunity—Intent • Retargeting with a new message. – Consider what they have applied for and where they are in the process when deciding what message to deliver.
  23. 23. Sale: Pam finishes the path to starting her education and starts her next path in life. Leverage what worked to drive future sales. • Look to find the most effective paths to conversion to generate the optimal media mix. • Pam viewed several ads (through online and traditional media) to drive her interest, searched for information about the programs, read content about the schools, visited the schools website, ultimately becoming a lead and enrolling. Display Opportunity—Sale • Display media not only helps you hit your audience but also helps you define them. – Leverage what you learn about Pam, both in her experience as well as her personal behaviors, to find 100 people that do the same thing online. – Target friends of Pam. If she is going to school, it is possible some of her close friends need to further education as well. – Targeting peer groups is 3x – 5x more effective.* * Network-Based Marketing: Statistical Science Vol 21, No 2, 256-276
  24. 24. Key takeaways Awareness Display media is a • Awareness is a key step in starting the ―Path to Conversion‖. Ensure a multi media approach to effectively educate potential students about a school. key component to achieving these Research goals. • Schools should maintain a presence in areas students are researching for schools to ensure your brand is top of mind. Consideration • Visitors to the school’s sites are valuable prospective students. Students that a school should continue messaging. Intent/Lead • From the point a lead is submitted, a school should continue conversations with that user to ensure interest is maintained. Sale/Start • Leverage what worked to drive future sales.
  25. 25. What are the CUnet Display Media Offerings?
  26. 26. CUnet Creative Development Research
  27. 27. Awareness Programs Target the Place Target the Person • Environments that showcase relevant • Buying against an audience content – Target based on their actions or provided – Users mindset is aligned with messaging data to ensure accuracy – Typically over index against audience – Media is more efficient – Full transparency – More opportunity to optimize to results
  28. 28. Direct Response Programs Cost Per Click Cost-per-Action/Lead • Advertiser only pays when a prospective • Advertiser only pays when a prospective student clicks on the message and arrives student takes a pre-determined action or at the site. completes a form. – Depending on the quality of the offer this may – Mitigates against risk result in a more cost efficient lead then a CPA deal
  29. 29. Alan Silverberg Display Media Strategist 201.477.7686