PPC for EDU: A Digital Seminar - Kayla Kurtz at Purdue University

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A few separate segments of the Purdue University brand have started to individually explore PPC and other online marketing channels, however they have done so without coordinating this conversation internally to allow for one all-campus encompassing strategy. I went on-site with Kristine H. to explain to a more comprehensive PU marketing team how not-for-profit universities can and should be taking advantage of PPC to engage as many potential student enrollments as possible year over year, especially in a vertical with ever increasing competition and costs.

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  • Students are obviously looking online
  • Where online? Not just one place…
  • Not just from one device…
  • PPC for EDU: A Digital Seminar - Kayla Kurtz at Purdue University

    1. 1. Outline 1. 2. 3. 4. Hanapin Marketing/PPC Hero Overview The State of EDU EDU Brand Management Multi-Device and Multi-Channel Outreach
    2. 2. Hanapin Marketing & PPC Hero The Agency Other Agencies Turn To
    3. 3. Kayla Kurtz – Paid Search Consultant • • • • @one800kayla Has managed some of Hanapin’s largest clients 2nd most widely-read writer on PPC Hero Keynote Speaker at Search Exchange Internet Marketing Conf. 2013 Emcee of HeroConf Paid Search Conference
    4. 4. Kristine Hyman – Client Manager • • • • @ankamom Manages Client-side relationship for Hanapin’s largest accounts “The voice of the client” within Hanapin’s office 2007 Award-Winner: Outstanding Professionalism, Passion and Dedication Purdue University graduate, class of 1994
    5. 5. The PPC Power Plant – Since 2004
    6. 6. • The brains behind PPC Hero, the world’s most popular search marketing blog • Hero Conf: The world’s leading PPC-only conference • Webinars with hundreds of attendees including those cobranded with the brightest minds in our industry • Daily display of expertise and acumen via our staff of Account Managers
    7. 7. All PPC, all the time… …and THIS is why.
    8. 8. The State of EDU Understanding Existing Landscape of EDU
    9. 9. A Shift In The Marketplace Cost-per-click is rising Click-through-rate is declining Search queries are declining Competition is increasing
    10. 10. Fewer conversions occurring, period. -18% y/y decline for EDU converters
    11. 11. A Shift In The Marketplace For-profit Value per Enrollment is declining
    12. 12. Churning students with streamlined sales process Students ARE getting savvier & shying away from for-
    13. 13. A Shift In The Marketplace COST PER LEAD AS A METRIC IS LOSING RELEVANCY • • • • Education in PPC is getting more expensive Less people are looking More for-profits are trying to compete Competition is increasing This shift demands that we move away from cost per lead and to lead quality&cost-perenrollment-based optimizations.
    14. 14. You Know You, But Searchers Don’t
    15. 15. You Know You, But Searchers Don’t
    16. 16. You Know You, But Searchers Don’t
    17. 17. Top Competitors & Keywords Top Performing Keywords Largest Competitors Indiana online mba Temple University Business school rankings University of North Carolina Engineering management masters University of Phoenix Top ranked emba Arizona State University Indiana mba Duke University Architecture masters programs New York University Syracuse University University of Texas Walden University
    18. 18. Internal Competition MULTIPLE SCHOOLS RUNNING THEIR OWN CAMPAIGNS CAN RESULT IN DUAL BIDS FOR THE SAME KEYWORDS; DRIVING UP COSTS & LOWERING CONVERSION OPPORTUNITY
    19. 19. We’ve Seen It Before! • Successful management of over $3 million in EDU spend annually • Reduced fraudulent leads by 95% • Lowered CPA by 33% over 6 months • Grown locations by 500% and budget by 950% • Access to dedicated Google EDU associate
    20. 20. Direct Ad Space Competition COMPETITION IS EXPANDING ACROSS BOTH FOR-PROFIT AND NON-PROFIT EDUCATION, PICKING UP REAL ESTATE BY LEVERAGING GOOGLE QUALITY SCORE AND SMART BID STRATEGIES.
    21. 21. SMART bidding, not just HIGH bidding.
    22. 22. Evolving Strategies 60 miles •Geotargeting to identify regions of high enrollment •Closer = more likely to enroll = increased bids/budgets •What locations don’t convert like we thought? -20% adjustment 40 miles 0% adjustment 20 miles +20% adjustment Campus location
    23. 23. EDU Brand Management Strategic Methods for a Unique Vertical
    24. 24. 8 in 10 Prospective Students don’t know which school they want to attend as they initiate their journey -Google Think Education, 2013
    25. 25. Two Recommendations #1 AS COMPETITION HEATS UP KNOW WHAT YOUR SCHOOL STANDS FOR
    26. 26. Two Recommendations #2 PROMOTE YOUR BRAND NOW SO PROSPECTIVE STUDENTS KNOW WHO YOU ARE BEFORE THEY WEIGH OTHER OPTIONS
    27. 27. Timeline from 1st Visit to Conversion
    28. 28. More Brand Comparisons Before Converting
    29. 29. More Choice-Brand Visits Before Converting
    30. 30. Remarketing REMARKETING: “Are you telling me that you built a time machine… …out of a DeLorean?” -Marty McFly, 1985
    31. 31. Remarketing PROSPECTIVE STUDENTS EXPLORE MANY OPTIONS LET THEM KNOW WHAT DIFFERENTIATES PURDUE THROUGH THEIR SEARCH ENSURE PURDUE REMAINS TOP OF MIND
    32. 32. Remarketing DISPLAY REMARKETING KEEPS YOUR MESSAGE IN FRONT OF PROSPECTIVE STUDENTS
    33. 33. Remarketing GEOTARGETED CAMPAIGNS FOCUS BRANDING TO SPECIFIC TARGET MARKETS
    34. 34. Case Study – Orbis Education THE PROBLEM Visitors not converting, requiring more touches & time THE SOLUTION Remarketing – various audiences & messaging THE RESULTS 5% increase in conversions @ same CPL
    35. 35. Multi-Channel & Multi-Device Outreach Reaching All Searchers, Wherever They Are
    36. 36. 9 in 10 Enrolled students use online to research -Google Think Education, 2013
    37. 37. Higher Ed Research Resources More reliance on ONLINE resources.
    38. 38. Social Media Channels ABILITY TO REACH A WIDE AUDIENCE, IN A TARGETED MANNER, BASED ON THEIR EXPLICITLY EXPRESSED INTERESTS.
    39. 39. Cross-DeviceUse Increasing
    40. 40. Unique to Mobile Searchers 25% OF US SEARCHERS RARELY, IF EVER, USE ANYTHING BUT THEIR MOBILE DEVICE(S) TO BROWSE THE WEB.
    41. 41. More Online Applicants 86% 76% +10% y/y rise in Online applicants Over the Phone In Person Online 2011 2012
    42. 42. QUESTIONS?

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