CCN Presentation: September 26, 2012UALBERTA DIGITAL ANALYTICS
Search
Traffic Sources                           Search   Referral     Direct   Campaign  Augustana     Nursing    Business   Ext...
Clicks on                      1%                           1%   1%                      1%                               ...
Festival of Ideas 2010            Source / Medium          Visits           Completions       Conversion Rate(direct) / (n...
Google AdWords• Paid search• Cost per Click (CPC)
UAlberta Organic Search Result*Search made March 20th, 2012
Why AdWords?•   Top of search results•   Customize ad headline and text•   Pick your keywords•   Customize landing page•  ...
Campaigns• Winter 2011-12• Winter 2011-12 (Ontario)• MBA
Campaigns
Creative ScreenshotsOriginal
Creative ScreenshotsRevision #1Revision #2
Ontario (first try)
Ontario Refresh (Daring)
What we learned•   Effective for prospective student segment•   SEO Matters•   “University of Alberta” means more•   CPC c...
What else are we working on?
2011 Spring Convocation
Convocation Search Volume200180160140120                                  2010100                                  2011806...
2012 Spring Convocation
Convocation Search Volume200180160140120                               2010100                               201180       ...
Week of Welcome
QUESTIONS?
University of Alberta Digital Analytics
University of Alberta Digital Analytics
University of Alberta Digital Analytics
University of Alberta Digital Analytics
University of Alberta Digital Analytics
University of Alberta Digital Analytics
University of Alberta Digital Analytics
University of Alberta Digital Analytics
University of Alberta Digital Analytics
University of Alberta Digital Analytics
University of Alberta Digital Analytics
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.

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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 of "University of Alberta Digital Analytics"

    1. 1. CCN Presentation: September 26, 2012UALBERTA DIGITAL ANALYTICS
    2. 2. Search
    3. 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. 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. 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. 6. Google AdWords• Paid search• Cost per Click (CPC)
    7. 7. UAlberta Organic Search Result*Search made March 20th, 2012
    8. 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. 9. Campaigns• Winter 2011-12• Winter 2011-12 (Ontario)• MBA
    10. 10. Campaigns
    11. 11. Creative ScreenshotsOriginal
    12. 12. Creative ScreenshotsRevision #1Revision #2
    13. 13. Ontario (first try)
    14. 14. Ontario Refresh (Daring)
    15. 15. What we learned• Effective for prospective student segment• SEO Matters• “University of Alberta” means more• CPC combined with other awareness (campaign)
    16. 16. What else are we working on?
    17. 17. 2011 Spring Convocation
    18. 18. Convocation Search Volume200180160140120 2010100 201180604020 0
    19. 19. 2012 Spring Convocation
    20. 20. Convocation Search Volume200180160140120 2010100 201180 2012604020 0
    21. 21. Week of Welcome
    22. 22. QUESTIONS?
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

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