Higher education search analysis
 

Higher education search analysis

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Higher education search analysis Higher education search analysis Presentation Transcript

  • Google’s Q3 Higher Education Search Analysis Report Highlights Google’s Q3 Higher Education Search Analysis Report Highlights Slide 1
  • Google’s Q3 Higher Education Search Analysis Report Highlights Overview  Google’s Education team recently hosted a Google Hangout that provided their 2013 Q3 report on the state of Google search and pay-per-click marketing dynamics for the higher education marketplace.  We've provided report highlights Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations Slide 2
  • Google’s Q3 Higher Education Search Analysis Report Highlights Total search query volume increased by 3% on all education terms, (not including MOOC related terms) Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations Slide 3
  • Google’s Q3 Higher Education Search Analysis Report Highlights Search on “traditional’ schools grew by 7% Significant search growth was seen for branded terms related to "traditional schools" (in this context “traditional” means not-for-profits). This category also including search term modifiers related to “online” courses and programs. Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations Slide 4
  • Google’s Q3 Higher Education Search Analysis Report Highlights Search terms including “geographic” modifiers increased by 10% These are difficult figures to derive specific insights from given how they are bundled, but it does make sense that local would eventually dominate a searcher's intent, with more search term precision used to describe online degrees and programs. Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations Slide 5
  • Google’s Q3 Higher Education Search Analysis Report Highlights Nursing saw the fastest growth in program related search queries at 15% It was also mentioned that overall, health care has the overall highest search query volume of all areas, growing by 4% over Q2. Education was notable with a 20% year over year growth. Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations Slide 6
  • Google’s Q3 Higher Education Search Analysis Report Highlights MBA remains the most searched degree area, with 2% growth, with Bachelors as the fastest growing degree search area with 12% growth Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations Slide 7
  • Google’s Q3 Higher Education Search Analysis Report Highlights Pay-Per-Click is getting more competitive and more expensive As "traditional" schools enter the PPC market they really need to carefully position themselves along the lines of their brand's differentiating characteristics. Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations Slide 8
  • Google’s Q3 Higher Education Search Analysis Report Highlights Cost per lead is increasing, but in Q3 2013 was modestly buffered by increasing conversion rates Conversion rates might be increasing as a result of the growing experience with PPC by traditional schools, who are getting better at aligning the scent trail across keywords, ad copy and landing pages. Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations Slide 9
  • Google’s Q3 Higher Education Search Analysis Report Highlights Questions? 1.514.312.3968 info@higher-education-marketing.com FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+ Visit our Website: Higher Education Marketing Slide 10