Fall Semester Education Insights to Increase your Digital GPA

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Over the last eight years, the education market has thrived, thanks to a combination of social, economic, and technology trends that have sent legions of adult students back to school. For-profit universities have particularly benefited from this boom, with revenues expected to climb to $29.3 billion by 2019. Digital’s influence and impact on education has been significant. Find out more in the latest Bing Ads Fall Semester Education Insights presentation.

For more Bing Ads digital marketing insights, visit bingads.com/industryinsights

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Fall Semester Education Insights to Increase your Digital GPA

  1. Educate to Elevate Fall semester education insights to increase your digital GPA
  2. “Of all the forces impacting the education market, none is as fast moving or far-reaching as the transition to digital…” Source: Making the Digital Transition: Trends in the Education Market. EdNet Insight. April 20, 2012.
  3. Digital bolsters Education’s growth The 50/50 rule, which limits the number of students enrolled in online courses, is lifted. For-profit universities enjoy explosive growth during the Great Recession, as high unemployment encourages individuals to return to school. Source: IBISWorld Industry Report 61131b, For-Profit Universities in the US, Sally Lerma IBISWorld, March 2014.
  4. From 2014, for-profit universities will see an annualized growth of 1.2% to $29.3 billion by 2019. Source: IBISWorld Industry Report 61131b, For-Profit Universities in the US, Sally Lerma IBISWorld, March 2014. The number and type of degrees is expected to grow as more people consider for-profit schools for graduate and postgraduate education.
  5. 74% of students have taken at least one course that includes online components.1 34% of students have taken at least one course completely online.2 15% of students are studying fully online.3 * The rapid development of online courses has provided access to a growing market, bolstering industry growth. *Defined as 80% or more of study online. Sources: 1ECAR Study of Undergraduate Students and Information Technology, September 2012; 2Grade Change: Tracking Online Education in the United States, Babson Survey Research Group, 2013; 3Eduventures. Today, online courses are common place
  6. 6 of colleges receive their applications online.1 85% of colleges have integrated social media into their online recruitment offering.1 97% Almost all prospective students have used the Internet to research higher education institutions.2 Sources: 1State of College Admission, National Association for College Admission Counseling, 2012; 2Online Prospect Expectations: A Study of Prospective Student Experiences Online and Where Schools Fall Short, Velocify/PossibleNOW December 2013.
  7. 7 Source: Online Prospect Expectations: A Study of Prospective Student Experiences Online and Where Schools Fall Short, Velocify/PossibleNOW December 2013. Nearly 60% of students have performed more than 10% of their higher education research on a mobile device.
  8. Nearly all students own a laptop, and more students than ever before own and use handheld mobile devices for academic purposes. Source: ECAR Study of Undergraduate Students and Information Technology, September 2012. 91% 42% 56% 12% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Laptop Smartphone Desktop Computer Tablet E-reader Device ownership and academic usage Own device Of those who own the device, % of academic usage
  9. 76% use Windows/PC 21% use OS X/Mac Among students who use a laptop for academics Source: ECAR Study of Undergraduate Students and Information Technology, September 2012. 76% 21%
  10. 46% use an Android 44% use an iPhone Among students who use a smartphone for academics Source: ECAR Study of Undergraduate Students and Information Technology, September 2012. 46% 44%
  11. Education searchers tend to be 35-54 (54%) and female (57%). Source: Experian Hitwise, 12 rolling weeks ending November 30th, 2013. 6.79% 17.47% 26.86% 27.19% 21.69% 0% 5% 10% 15% 20% 25% 30% 18-24 25-34 35-44 45-54 55+ Age of visitors 43% 57% Gender of visitors Female Male
  12. Connect with educated searchers… Compared to Google, the Bing Network over indexes across: Source: comScore Explicit Core Search (custom), June 2013.. Education College graduates High school graduates
  13. …who value education Source: comScore Explicit Core Search (custom), June 2013.. September 2013 data was used to reflect fall semester season. 13% More likely to have bought educational software online in the last 6 months 18% More likely to have applied for an educational loan online in the last 6 months Compared to Google, the Bing Network over indexes across:
  14. Source: Microsoft internal data analysis: 8/1/2013-9/30/2013. Owned & Operated, US; PC + Tablet Only university phoenix phoenix university management colleges online colleges bachelor degree online schools online degrees online school online education universities technical college In August and September 2013, we saw these top searches … They are searching for…
  15. Bing Network performance trends
  16. Source: Microsoft internal analytics, August-December 2012, 2013. Owned & Operated, US, EN. Mobile searches grew 150% Year over Year in August. August September October November December Education searches on Mobile 2012 2013 PC searches were down, but offset by growing tablet searches, keeping search volume steady. August September October November December Education searches on PC and Tablet 2012 2013
  17. Steady search volumes and growing clicks and click- through-rates indicate improved monetization efficiency in the Bing Network marketplace. Source: Microsoft internal analytics, August-December 2012, 2013. Owned & Operated, US, EN. PC + Tablet PC and Tablet education clicks grew in August and September August September October November December PC and Tablet clicks on Education searches 2012 2013 0.0% 0.5% 1.0% 1.5% 2.0% August September October November December PC and Tablet click-through-rate 2012 2013
  18. Source: Microsoft internal analytics, August-December 2012, 2013. Owned & Operated, US, EN. Mobile Only (Smartphone) Users are clicking on your mobile campaigns! In August and September, Education clicks exceeded 230% Year over Year. Mobile click- through-rates increased approximately 15%, Year over Year. 230.5% 274.8% 171.4% 89.5% 116.0% 0% 50% 100% 150% 200% 250% 300% 0 50000 100000 150000 200000 250000 300000 350000 August September October November December Mobile clicks on Education searches 2012 2013 Year over Year growth 21.0% 14.9% 16.9% 14.2% 25.1% 0% 5% 10% 15% 20% 25% 30% 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% August September October November December Mobile click-through-rate 2012 2013 Year over Year growth
  19. Help your search ads get smarter with ad copy research from Bing Ads
  20. Accredited AtHome Bachelors Degree Career Certificatio n Classes College Courses Degree Diploma Earn EnrollNow Financial Aid Geo LearnMore Master's Degree Online Profession Program Request Info Resource School Training University NoVar Accredited At Home Bachelors Degree Career Certification Classes College Degree Diploma DKI Earn Enroll Now Financial Aid Geo Learn More Master's Degree Online Profession Program School Training University NoVar AdTitle Insufficient dataGreat Good Poor Ad Description
  21. Education Services ad performance heatmap - PCAdTitle Insufficient dataGreat Good Poor Ad Description Accredited AtHome Bachelors Degree Career Certification Classes College Courses Degree Diploma Earn EnrollNow Financial Aid Geo LearnMore Master's Degree Online Profession Program Request Info Resource School Training University NoVar Accredited At Home Bachelors Degree Career Certification Classes College Courses Degree Diploma DKI Earn Enroll Now Financial Aid Geo Learn More Master's Degree Online Profession Program School Training University NoVar
  22. Education Services ad performance heatmap - Mobile Insufficient dataGreat Good Poor AdTitle Ad Description Accredited AtHome Bachelors Degree Career Certificatio n Classes College Courses Degree Diploma Earn EnrollNow Financial Aid Geo Learn More Master's Degree Online Profession Program Request Info Resource School Training University NoVar Accredited At Home Bachelors Degree Career Certification Classes College Courses Degree Diploma DKI Earn Enroll Now Geo Learn More Master's Degree Online Profession Program School Training University NoVar
  23. Education Services ad performance heatmap - Tablet Accredite d AtHome Bachelors Degree Career Certificati on Classes College Courses Degree Diploma Earn Enroll Now Financial Aid Geo Learn More Master's Degree Online Profession Program Request Info Resource School Training University NoVar Accredited At Home Bachelors Degree Career Certification Classes College Courses Degree Diploma DKI Earn Enroll Now Geo Learn More Master's Degree Online Profession Program School Training University NoVar Insufficient dataGreat Good Poor AdTitle Ad Description
  24. Insights by device Ads with “school” in the title and “career” in the description do well on both PC and tablet, but are dunces on the mobile users screen. PC users appear very focused on education opportunities that can be accomplished online, “at home”. Mobile users seem very specific in their education search – they already know they’re interested in a Bachelor’s degree from a university. Tablet users appear open to possibility, responsive to a range of calls-to- action (“Learn more”, “Earn” and “Enroll now”).
  25. Education: Top word combos Mobile TITLE DESCRIPTION Bachelor’s degree Program Bachelor’s degree University Learn more Program Accredited Learn more Bachelor’s degree Geo Tablet TITLE DESCRIPTION School Career Enroll now School Profession Career Earn Bachelor’s degree At home Learn more PC TITLE DESCRIPTION School Career At home At home At home Earn Profession Career At home Profession
  26. Two significant things caught our attention right away: 1. People looking for education information match their devices: PC users want “at home” opportunities. 2. Mobile users respond to hurry- up words like “enroll now” and “learn more.”
  27. Before you pour this awesome info into your search ads, consider three important things: ONE Test. Then test again. Test some more. TWOUse Sitelink extensions. THREEScale your execution to all your ads. Testing is critical to understanding your ad copy performance across devices, categories and time periods. Understand the value of Sitelink lift and the impact it could have on an entire account. Implement and spread it to all your ads. Develop a framework for understanding the clickability of your ads and executing top performers on a large scale.
  28. Location ExtensionsSitelink Extensions Call Extensions
  29. ˗ Increase click-through rate (CTR) and conversions. ˗ Provide direct access to site content and more utility for end customers. ˗ Shorten the conversion funnel and improve profitability. ˗ Display up to four site links to your mobile search ads on smartphones. Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle. Education advertisers experienced up to 21% higher CTR using Sitelink Extensions than with standard text ads
  30. Location Extensions drive traffic to your campus Mobile users are more likely to be searching for a location on their mobile device, rather than on desktop or a tablet Up to 24% higher CTR was experienced by Education advertisers using Location Extensions than with standard text ads Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle.
  31. Source: 1comScore Explicit Core Search (custom), US, September 2013. Smartphones ˗ Tap phone number in the result ˗ Call is initiated Offline ˗ See phone number on web ˗ Dial landline or mobile manually Skype on PC or tablet ˗ Click phone number ˗ Free Skype call initiates in browser ˗ On Bing only. No Skype client is required
  32. It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks. Learn how to import your campaigns
  33. Connect with a Search Specialist who can help you get started today 1-800-518-5689 or check out Getting started @bingads facebook.com/bingads youtube.com/bingads Follow us Learn Engage linkedIn.com/company/bing-ads blog.bingads.com instagram.com/bingads slideshare.net/bingads
  34. © 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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