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Digital Advertising: Ask Us Anything

Have questions about Google AdWords? Interested in Instagram advertising or video ads, but unsure where to start? We’ve got answers. Join Hayley Warack, Vice President of Digital Strategy, and the entire Digital Advertising team at Converge Consulting as they answer your top digital advertising questions.

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Digital Advertising: Ask Us Anything

  1. 1. 3.31.16 | Webinar Digital Advertising: Ask Us Anything PRESENTERS Gina Patterson Michelle Rhatigan John Staak Hayley Warack
  2. 2. THE PRESENTERS Gina Patterson Digital Strategist gina@convergeconsulting.org Michelle Rhatigan Digital Strategist michelle@convergeconsulting.org John Staak Digital Strategist john@convergeconsulting.org Hayley Warack Vice President of Digital Strategy hayley@convergeconsulting.org
  3. 3. ABOUT CONVERGE Title • Text
  4. 4. AGENDA Today’s Webinar • Answer your top digital advertising questions • … that’s it!
  5. 5. HOW DOES DIGITAL ADVERTISING COMPARE TO TRADITIONAL MARKETING?
  6. 6. HOW DOES DIGITAL ADVERTISING COMPARE TO TRADITIONAL MARKETING? Get data in real-time to make smarter marketing decisions
  7. 7. HOW DOES DIGITAL ADVERTISING COMPARE TO TRADITIONAL MARKETING? Customize Target Audiences
  8. 8. SEARCH VS. SOCIAL VS. DISPLAY – WHAT PERFORMS BEST IN HIGHER ED?
  9. 9. SEARCH DISPLAY / SOCIAL SEARCH VS. SOCIAL VS. DISPLAY – WHAT PERFOMS BEST IN HIGHER ED?
  10. 10. TRADITIONAL VS. NON- TRADITIONAL STUDENTS: WHAT CHANNELS WORK BEST?
  11. 11. TRADITIONAL VS. NON-TRADITIONAL STUDENTS: WHAT CHANNELS WORK BEST?
  12. 12. TRADITIONAL VS. NON-TRADITIONAL STUDENTS: WHAT CHANNELS WORK BEST? Non-Traditional
  13. 13. TRADITIONAL VS. NON-TRADITIONAL STUDENTS: WHAT CHANNELS WORK BEST? Traditional Undergrad
  14. 14. SOCIAL MEDIA CHANNELS: POPULARITY AND TRENDS?
  15. 15. • 87% of adults 18-29 use Facebook • Level of Facebook use by education level: • 74% of college grads use Facebook • 71% of users with ‘some college’ use Facebook • 70% of high school grads use Facebook Mobile use increased 23% from 2014-15 (1.3 Billion current users) sproutsocial.com, wsi.com SOCIAL MEDIA CHANNELS: POPULARITY AND TRENDS?
  16. 16. • 37% of adults 18-29 use Twitter • Twitter use by education level: • 30% have graduated college • 24% have some college experience • 16% are high school grad or less • 86% of time on Twitter is spent on mobile device SOCIAL MEDIA CHANNELS: POPULARITY AND TRENDS? sproutsocial.com, wsi.com
  17. 17. LinkedIn users by age: • 30-49 – 31% • 50-54 – 30% • 18-29 – 23% Level of LinkedIn use by education level: • 50% have graduated college • 22% have some college experience • 12% are high school grad or less • 74% of time on LinkedIn is spent on desktop SOCIAL MEDIA CHANNELS: POPULARITY AND TRENDS? sproutsocial.com, wsi.com
  18. 18. • 53% of users are 18-29 years old • 23% of users are high school grads or younger (7.4 million) • 24% of users are college graduates (7.7 million) SOCIAL MEDIA CHANNELS: POPULARITY AND TRENDS? sproutsocial.com,
  19. 19. Active Users by Platform Worldwide (In Millions) 1,550 400 320 100 - 500 1,000 1,500 2,000 Facebook Instagram Twitter LinkedIn SOCIAL MEDIA CHANNELS: POPULARITY AND TRENDS? statistca.com
  20. 20. GOOGLE ADWORDS: 3 BASIC THINGS TO KNOW?
  21. 21. Conversion Tracking GOOGLE ADWORDS: 3 BASIC THINGS TO KNOW?
  22. 22. Keyword Match Types masters in education masters in +education “masters in education” [masters in education] GOOGLE ADWORDS: 3 BASIC THINGS TO KNOW?
  23. 23. Ad Extensions Sitelinks and Call Extensions Structured Snippets Callout Extensions GOOGLE ADWORDS: 3 BASIC THINGS TO KNOW?
  24. 24. HOW CAN I SIMPLIFY GOOGLE ADWORDS?
  25. 25. Know Your Goals Consistency and Relevancy Understand Your Data HOW CAN I SIMPLIFY GOOGLE ADWORDS?
  26. 26. HOW DO I INCREASE MY VISIBILITY ON SEARCH?
  27. 27. HOW DO I INCREASE MY VISIBILITY ON SEARCH?
  28. 28. BEST PRACTICES FOR RETARGETING IN HIGHER ED?
  29. 29. List Targeting BEST PRACTICES FOR RETARGETING IN HIGHER ED?
  30. 30. Google Analytics BEST PRACTICES FOR RETARGETING IN HIGHER ED?
  31. 31. THOUGHTS ON PROGRAMMATIC BUYING?
  32. 32. THOUGHTS ON PROGRAMMATIC BUYING?
  33. 33. IP ADDRESS TARGETING AND GEOFENCING?
  34. 34. Companies known for valuable leads Serve ads based on company IP address Landing Page Leads generated Public Policy Program IS IP ADDRESS TARGETING A GOOD BET IF YOU DON'T KNOW WHO'S VIEWING YOUR ADS?
  35. 35. IS GEOFENCING AROUND HIGH SCHOOLS A GOOD IDEA?
  36. 36. INDUSTRY BENCHMARKS: COST PER LEAD, CLICK THROUGH RATE, ETC.?
  37. 37. INDUSTRY BENCHMARKS: COST PER LEAD, CLICK THROUGH RATE, ETC.?
  38. 38. INDUSTRY BENCHMARKS: COST PER LEAD, CLICK THROUGH RATE, ETC.?
  39. 39. INDUSTRY BENCHMARKS: COST PER LEAD, CLICK THROUGH RATE, ETC.?
  40. 40. Conversion Rate by Month (2015) INDUSTRY BENCHMARKS: COST PER LEAD, CLICK THROUGH RATE, ETC.?
  41. 41. DETERMINING BUDGET FOR DIGITAL ADVERTISING?
  42. 42. Google Keyword Planner DETERMINING BUDGET FOR DIGITAL ADVERTISING?
  43. 43. Social Media DETERMINING BUDGET FOR DIGITAL ADVERTISING?
  44. 44. BEST BANG FOR MY BUCK?
  45. 45. Limited budget: BEST BANG FOR MY BUCK?
  46. 46. Negative Keywords Long-Tail Keywords Tight Geographical Targeting Search Engine Marketing BEST BANG FOR MY BUCK?
  47. 47. WHAT TYPE OF DATA SHOULD I BE TRACKING?
  48. 48. Lead Generation Cost per Lead Conversion Rate Lead to Enrollment Rate Engagement Click-Through Rate Session Duration (GA) Social Engagement (Likes, Comments, Retweets, etc.) Competitive Metrics Impression Share Cost-per Click Average position WHAT TYPE OF DATA SHOULD I BE TRACKING?
  49. 49. WHAT SHOULD WE BE DOING IN GOOGLE ANALYTICS THAT WE AREN’T ALREADY?
  50. 50. Google Analytics WHAT SHOULD WE BE DOING IN GOOGLE ANALYTICS THAT WE AREN’T YET?
  51. 51. Remarketing Lists WHAT SHOULD WE BE DOING IN GOOGLE ANALYTICS THAT WE AREN’T YET?
  52. 52. Funnel WHAT SHOULD WE BE DOING IN GOOGLE ANALYTICS THAT WE AREN’T YET?
  53. 53. Top Conversion Paths WHAT SHOULD WE BE DOING IN GOOGLE ANALYTICS THAT WE AREN’T YET? wordstream.com
  54. 54. WHAT ARE SOME GOOD TOOLS TO KEEP TRACK AND MONITOR CODES PLACED ON OUR WEBSITE?
  55. 55. TOOLS TO KEEP TRACK AND MONITOR CODES PLACED ON OUR WEBSITE?
  56. 56. Google Tag Assistant Ghostery Facebook Pixel Helper TOOLS TO KEEP TRACK AND MONITOR CODES PLACED ON OUR WEBSITE?
  57. 57. BEST PRACTICES FOR LANDING PAGES?
  58. 58. Use of numbers BEST PRACTICES FOR LANDING PAGES?
  59. 59. Highlighting outcomes BEST PRACTICES FOR LANDING PAGES?
  60. 60. Ongoing A/B testing Items to test: Form Placement | Headline| CTA Copy| Content | Layout | Imagery | Colors BEST PRACTICES FOR LANDING PAGES?
  61. 61. Monitor engagement BEST PRACTICES FOR LANDING PAGES?
  62. 62. TOP DIGITAL ADVERTISING STRATEGIES RIGHT NOW?
  63. 63. Sponsored Content TOP DIGITAL ADVERTISING STRATEGIES RIGHT NOW?
  64. 64. Value Added Content TOP DIGITAL ADVERTISING STRATEGIES RIGHT NOW?
  65. 65. Use of video TOP DIGITAL ADVERTISING STRATEGIES RIGHT NOW?
  66. 66. Q&A
  67. 67. CONVERGE RESOURCES Blogs • How to Spread Brand Awareness with Gmail Sponsored Promotions • How to Setup Bing Remarketing Ads • Niche Programs and SEM: A Love Story • Digital Advertising in the Enrollment Journey #FACs • How to Improve Your Ad’s Quality Score • Sharing Engaging Content on Facebook • Using Digital Advertising for Recruitment • How to Create an Instagram Ad • 5 Tips for Getting the Most Out of Your Twitter Advertising
  68. 68. #CONVERGE2017 Upcoming Webinar • Text
  69. 69. THANK YOU!

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  • ericksonmagic

    Apr. 13, 2016
  • CherylLee34

    Jan. 21, 2017

Have questions about Google AdWords? Interested in Instagram advertising or video ads, but unsure where to start? We’ve got answers. Join Hayley Warack, Vice President of Digital Strategy, and the entire Digital Advertising team at Converge Consulting as they answer your top digital advertising questions.

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