Should community colleges use search engine marketing (SEM) such as Google AdWords to promote niche programs? Is it cost effective? This presentation gives a brief explanation of what SEM is, how it is a growing marketing channel, and the ROI results of a $9,000 pilot campaign to promote medical occupational programs at Bucks County Community College. The campaign in the case study example won a 2009 Paragon Award for Best Online Advertising/Marketing.

1. Steve Bacher Director, e-Marketing Bucks County Community College bachers@bucks.edu (215) 504-8543 NCMPR National Conference, March 16, 2010 www.slideshare.net/SteveBache r

2. Overview 1. What is SEM? 2. Why use SEM? 3. Steps to Create an SEM Campaign 4. Case Study: Bucks County Community College’s 1 st SEM Campaign

3. What is SEM? Users search for Keywords on Search Engines such as Google

4. Search for Bucks County Community College and www.bucks.edu comes out on top.

5. Search for Dental Assistant training programs and there are 3,900,000 web pages. Bucks isn’t on top.

6. How do we help people interested in Dental Assistant training programs find ours? One answer is Search Engine Marketing (SEM). Google and other Search Engines sell Sponsored Links , which appear at the top of the Search Results List, above the normal (or “organic”) search results.

7. Here is an example of sponsored links above organic search results.

8. Sponsored Links are shown to users who search for related keywords and phrases… Keywords and phrases in this example include: dental assistant dental assistant career dental assistant certificate dental assistant college dental assistant jobs dental assistant programs dental assistant resume dental assistant school dental assistant schools dental assistant training dental college dental hygiene colleges

9. Sponsored links are only shown to users in targeted zip codes who search for related keywords. In the Bucks pilot SEM campaign, sponsored links were purchased for zip codes that had at least five enrolled students last semester. There are 75 such zip codes, including some in Mercer County, NJ & Philadelphia.

10. What happens when a potential student clicks on a sponsored link?

11. Sponsored links connect to special website pages called Landing Pages.

14. SEM combines the latest technology with old fashioned customer service: When a potential student submits an online form from the landing page, a designated person from the program receives an email instantly.

16. She responds – usually immediately -- in no more than two business days. The sooner the call, the more likely the enrollment, according to some studies. Program staff follow up in a couple of weeks with those who filled out the form but haven’t yet enrolled.

17. Why use SEM? * Measurable results * Highly targeted * Growing marketing channel

18. Why use SEM? * Measurable results * Highly targeted * Growing marketing channel

19. What is measurable? * Impressions * Click-throughs * Conversions (forms) * Enrollments * Revenue generated

20. Impressions

21. Click-throughs

22. Conversions

23. Enrollments & Revenue Match conversion forms with new student database Survey new students in targeted classes

24. Why use SEM? * Measurable results * Highly targeted * Growing marketing channel

25. Why use SEM? * Measurable results * Highly targeted * Growing marketing channel

26. Targeting SEM brings specific programs to the attention of people who are searching for the programs and don’t know that they are offered by your college.

27. Targeting Geographic: zip codes, city, county or state Keyword/phrase

28. Why use SEM? * Measurable results * Highly targeted * Growing marketing channel

29. Search is growing… The U.S. core search market grew 16 percent overall in 2009, driven by a 6-percent gain in unique searchers and a 10-percent gain in searches per searcher. —comScore 2009 Digital Year in Review

37. Why focus on Google search?

38. What to Advertise with SEM * new programs * existing programs for which your college has many competitors * online programs available to students nationwide

48. Steps to Create Your SEM Campaign Create landing page content: * copy * photos * video * data collection form

49. Steps to Create Your SEM Campaign Create landing pages (IT) Communicate expectations for department prospect follow-up Track impressions and conversions Calculate Return on Investment

51. Bucks SEM Pilot Program: Dental Assistant Program, and:

54. Bucks SEM Pilot Program

55. Bucks SEM Pilot Program

56. Bucks SEM Pilot Program

77. Questions? Steve Bacher Director, e-Marketing Bucks County Community College bachers@bucks.edu (215) 504-8543 www.slideshare.net/SteveBache r

78. Why use facebook ads? Social Networking Remains One of the Web’s Top Activities in 2009 Social networking continued to gain momentum in 2009 with nearly 4 out of 5 Internet users visiting a social networking site in December 2009. The activity now accounts for 11 percent of all time spent online in the U.S., making it one of the most engaging activities across the Web. —comScore 2009 Digital Year in Review

79. Why use facebook ads? Facebook surged to the #1 position among social networks for the first time in May and continued its strong growth trajectory throughout the year, finishing with 112 million visitors in December 2009, up 105 percent during the year. —comScore 2009 Digital Year in Review

80. Do it Yourself? Facebook vs. Google $50 each mini-campaigns, 2/9 – 3/9/10 promoting Historical Preservation nationally (no local targetting) Facebook: Targeting users over 18 who like Historic Preservation Results: 171 click-throughs, 320,00 impressions No enrollment data yet.

81. Do it Yourself? Facebook vs. Google $50 each mini-campaigns, 2/9 – 3/9/10 promoting Historical Preservation nationally (no local targetting) Google Adwords: Targeting searchers for one of 60 different keyword phrases generated by Google for me. Results: 60 click-throughs, 22,000 impressions No enrollment data yet.

82. Steve Bacher Director, e-Marketing Bucks County Community College bachers@bucks.edu (215) 504-8543 www.slideshare.net/SteveBache r