The State of the EDUnion: 10 Things You Should Know in Digital Marketing for Higher-Ed

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Check out our recap of the biggest trends in digital marketing for higher education institutions. This presentation answers these questions and more:

What does Hummingbird mean for my school’s website?

How can I recover all of the data now marked “not provided” in Google Analytics?

Is paid search worthwhile for colleges and universities?

How do I best serve all of our potential students who primarily use mobile?

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The State of the EDUnion: 10 Things You Should Know in Digital Marketing for Higher-Ed

  1. 1. State of the EDUnion Presented by: Jon Pogact |@Jpogact Amanda Jerele|@amjerele A Division of Fathom® SEO, LLC.
  2. 2. A SNAPSHOT OF OUR AGENCY LOCATIONS CLEVELAND, OH [HQ] COLUMBUS, OH DETROIT, MI SAN DIEGO, CA CHICAGO, IL 145 OUR PEOPLE DIGITAL MARKETING EXPERTS + OUR APPROACH ACQUIRE CONVERT AWARENESS DIFFERENTIATE ENGAGE RESEARCH CONSIDER COMMIT FULL VISITOR TO REVENUE DIGITAL FUNNEL MANAGEMENT NURTURE CHANNEL EXPERTISE AWARDS Northeast Ohio Top 100 Fastest-Growing Company 2010 - 2013 Included on List of Fastest Growing Companies 2010 - 2013 Named Among Top 25 Search Engine Marketing Firms Five Years in a Row CERTIFICATIONS
  3. 3. Queries grew by 8% in Q4 2013 in the Colleges, Universities & Post-Secondary Education Category • Source: Google internal search data, based on pre-categorised queries for the Colleges, Universities & Post-Secondary Education. Note: In-quarter metrics for Query Volume and Ad Depth are only available.
  4. 4. Source: Google internal search data, based on pre-categorised queries for the Colleges, Universities & Post-Secondary Education. Note: In-quarter metrics for Query Volume and Ad Depth are only available. 1 2 3 4 5 6 7 8 9 10 11 12 Months 2010 2011 2012 2013 Queries (Q4 2013 Y/Y: 8.40%) 1 2 3 4 5 6 7 8 9 10 11 12 Months 2010 2011 2012 2013 1 2 3 4 5 6 7 8 9 10 11 12 Months 2010 2011 2012 2013 $0.00 $2.00 $4.00 $6.00 1 2 3 4 5 6 7 8 9 10 11 12Months 2010 2011 2012 2013 Impressions (Q4 2013 Y/Y: 21.09%) Clicks (Q4 2013 Y/Y: 9.08%) Actual CPC (Q4 2013 Y/Y: 10.51%, Avg:$3.61) Colleges and Universities Category
  5. 5. Hummingbird • Algorithm change • Changes the way results show in the search engine What is Hummingbird? • Analyzes meaning behind searches • Interprets searches as “conversations” How does Hummingbird work? #EDUnion2014 1
  6. 6. “Colleges in Ohio” #EDUnion2014 1
  7. 7. “Colleges near me” #EDUnion2014 1
  8. 8. Hummingbird #EDUnion2014 1
  9. 9. Hummingbird #EDUnion2014 1 Program Curriculum Guides Career Paths Infographic of the application process “How to pay for college” guide Virtual tour video Testimonial videos Blog series “Which degree is for me?” Quiz Images of student work from your B.A. in Art and Design program
  10. 10. Enhanced Campaigns Key Takeaway: Optimizing PPC campaigns for mobile is a must! #EDUnion2014 2
  11. 11. Branded Search Keep Competitors from showing up above your organic listings Take up more real estate in the search results Help your overall account quality score with high scoring branded terms #EDUnion20143
  12. 12. Non-Branded Search #EDUnion20144 RESEARCH MODE Key Takeaway: Bid on non-branded terms to capture students in the “research” mode
  13. 13. Email Marketing Updates Gmail’s Tabbed Inbox Automatic Loading of Images Sponsored Promotions #EDUnion2014 5
  14. 14. Tabbed Inbox • Able to deactivate tabs • Able to pull messages over • Mobile email consumers will not see tabs • Engagement rates have not diminished. #EDUnion20145
  15. 15. Gmail Images #EDUnion20145 IMAGE-HEAVY EMAILS ____________________________ Previously, image-heavy emails were thought to be poor practice, in part due to slow load times and users not always loading images. With this change, those concerns no longer apply to Gmail. And with most mobile clients automatically loading images, image-heavy emails may become the norm AUTOMATIC LOADING ____________________________ Schools noticing a jump in Gmail open rates since this change is no surprise. Now that images are automatically being loaded every time, Gmail is counting every single ‘open’, whereas before, people who read the content but did not load the images were not counted as an ‘open’ unless they clicked.
  16. 16. Sponsored Promotions #EDUnion20145 51% of all emails are opened in a mobile device Show ads in Gmail’s promotion tabs and along the right hand side.
  17. 17. Mobile Growth6 #EDUnion2014 In Q4 2013, year over year… desktop queries declined by -0% while Mobile queries grew by 58% and Tablet searches grew by 50% *Google 52.5% Mobile Traffic
  18. 18. 6 Mobile Growth #EDUnion2014 Key Takeaway: Optimize and Target Mobile! A survey across Fathom EDU Clients..
  19. 19. 7 Bing Ads #EDUnion2014 Google Sites led the U.S. explicit core search market in March with 67.5 percent market share, followed by Microsoft Sites with 18.6 percent (up 0.2 percentage points) and Yahoo Sites with 10.1 percent. http://www.comscore.com/Insights/Press_Releases/2014/4/comScore_Releases_March_2014_U.S._Search_Engine_Rankings
  20. 20. 25% of all paid inquiries in EDU 60% lower CPC vs. Google AdWords Lower Competition! 7 #EDUnion2014Bing Ads
  21. 21. 8 Local Optimization #EDUnion2014 Location Matters. Geo terms +5% yoy
  22. 22. 8 Local Optimization #EDUnion2014
  23. 23. 8 Local Optimization #EDUnion2014 Include city, region and state keywords in your over optimization plan – metas and content Use structured content through Schema local markup – www.schema.org Claim your locations on Google+, places, Yahoo! Local and Bing Maps Optimize Social Media Profiles – be consistent and accurate with campus information
  24. 24. 9 Facebook Advertising #EDUnion2014 Facebook Organic Reach will be at 2% of total likes by 2015
  25. 25. 9 Facebook Advertising #EDUnion2014 Key Takeaway Facebook has the largest market share of teenagers – Great for Undergrad advertising
  26. 26. 9 Facebook Advertising #EDUnion2014 Facebook offers hyper targeting!
  27. 27. 10 Recommended Tools #EDUnion2014 Free Analytics Training from Google https://analyticsacademy.withgoogle.com/explorer
  28. 28. 10 Recommended Tools #EDUnion2014
  29. 29. Recommended Tools10 #EDUnion2014 Other Helpful Tools
  30. 30. Questions? Feel free to reach out to Jon and Amanda jpogact@fathomdelivers.com ajerele@fathomdelivers.com

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