University of Alberta Digital Analytics
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University of Alberta Digital Analytics

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Presentation from Sept 26, 2012 CCN meeting.

Presentation from Sept 26, 2012 CCN meeting.

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  • JC Intro
  • t.cp
  • 3 different campaigns have been run
  • Use graph to show dates of campaignsComparing: 5M+ visits with search during the same periodPaid search = New visits (31%) vs Organic (18%)
  • First round of adsTrying to be creative
  • Ads Targeted at OntarioCTR: 0.2%

Transcript

  • 1. CCN Presentation: September 26, 2012UALBERTA DIGITAL ANALYTICS
  • 2. Search
  • 3. Traffic Sources Search Referral Direct Campaign Augustana Nursing Business ExtensionPublic Health Rehab Med Phys Ed ALES Education Pharmacy Science Engineering Arts 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  • 4. Clicks on 1% 1% 1% 1% google / organic 1% 2% 4% (direct) / (none) 5% ualberta.ca / referral law.ualberta.ca / referral bing / organic19% 54% augustana.ualberta.ca / referral baidu / organic med.ualberta.ca / referral
  • 5. Festival of Ideas 2010 Source / Medium Visits Completions Conversion Rate(direct) / (none) 4,342 1,261 29.04%google / organic 3,951 1,352 34.22%ualberta_Home / web 3,817 456 11.95%ualberta.ca / referral 970 243 25.05%mailoutinteractive / email 858 320 37.30%facebook.com / referral 836 143 17.11%expressnews.ualberta.ca / referral 465 157 33.76%bing / organic 137 76 55.47%EdmontonJournal / web 125 9 7.20%Vue / web 120 16 13.33%
  • 6. Google AdWords• Paid search• Cost per Click (CPC)
  • 7. UAlberta Organic Search Result*Search made March 20th, 2012
  • 8. Why AdWords?• Top of search results• Customize ad headline and text• Pick your keywords• Customize landing page• Geo Targeting• Pay for clicks only• Adjust/pause any time
  • 9. Campaigns• Winter 2011-12• Winter 2011-12 (Ontario)• MBA
  • 10. Campaigns
  • 11. Creative ScreenshotsOriginal
  • 12. Creative ScreenshotsRevision #1Revision #2
  • 13. Ontario (first try)
  • 14. Ontario Refresh (Daring)
  • 15. What we learned• Effective for prospective student segment• SEO Matters• “University of Alberta” means more• CPC combined with other awareness (campaign)
  • 16. What else are we working on?
  • 17. 2011 Spring Convocation
  • 18. Convocation Search Volume200180160140120 2010100 201180604020 0
  • 19. 2012 Spring Convocation
  • 20. Convocation Search Volume200180160140120 2010100 201180 2012604020 0
  • 21. Week of Welcome
  • 22. QUESTIONS?