Which one works - Comparing online marketing channels at ACHE National 2013
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This document compares the effectiveness of various online marketing channels for educational programs. It analyzes data from $430,000 spent across Google, Bing, Facebook, LinkedIn and Google Display advertising. Search marketing through Google and Bing was most effective for generating inquiries and conversions, especially for programs related to career development and research. Facebook, LinkedIn and Google Display were better for raising broad awareness due to their ability to target users based on demographics and interests. The document provides recommendations for which channels to use based on program type and goals.
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Which one works - Comparing online marketing channels at ACHE National 2013
- 1. Which one works? Comparing the effectiveness of online marketing channels Jon Horn, JMH Consulting
- 2. A CONSULTING FIRM WITH MARKETING EXPERTISE RUTHLESSLY DATA-DRIVEN IN THE TRENCHES
- 5. Talk with admissions about whether this program is really, really going to help meet long-term goals Enroll Receive series of emails Attend info session Search on Bing Visit program website Click on organic listing Talk with admissions Receive series of emails Become nervous about enrolling Get approved for financial aid Arrive on landing page Complete form Talk with Receive calls Leave landing Click on paid admissions search ad from admissions Leave landing page page Ignore calls Search on Google Arrive on Receive a postcard landing page about program Click on See an ad on See 5 more ads Facebook ad facebook on Facebook
- 10. Comparing results across marketing channels
- 11. Our sample Combined data of 30 accounts from 8 clients with a total spend of $430,000 generating 384 million impressions and 220,000 clicks
- 12. Our sample
- 13. Generate awareness Impressions (millions) CPM Bing Paid Search 1.5 $26.36 Facebook 268 $0.27 Google Display 85 $0.98 Google Paid Search 2.8 $70.91 LinkedIn 27 $1.25 Total 384 $ 1.12
- 14. Increase website traffic Clicks CTR CPC Bing Paid Search 15166 0.98% $2.69 Facebook 64411 0.02% $1.13 Google Display 78445 0.09% $1.07 Google Paid Search 50393 1.78% $3.99 LinkedIn 12423 0.05% $2.67 Total 220838 0.06% $1.95
- 15. Generate leads Inquiries Conversion Rate Cost per Inquiry Bing Paid Search 706 4.7% $57.80 Facebook 676 1.1% $107.47 Google Display 1094 1.4% $76.46 Google Paid Search 3291 6.5% $61.07 LinkedIn 744 6.0% $44.63 Total 6511 3.0% $66.24
- 16. Search marketing (Google & Bing) Direct response marketing
- 17. Search marketing is… Good For • Marketing well known program topics (e.g. MBA) Not Good For • Reaching large audiences quickly • Reaching people doing research on a topic • Marketing obscure topics • Reaching people comparing educational programs • Reaching people ready to enroll • Awareness marketing
- 18. Google Adwords vs. Bing Ads Google Adwords Volume Bing Ads ~3X higher Cost per click $4.00 $2.70 Click through rate 1.8% 1.0% Conversion Rate 6.5% 4.7% $61.07 $57.80 Cost per Conversion
- 19. Facebook, LinkedIn, & Display Awareness marketing
- 21. Google Display Facebook LinkedIn Location Age Gender Income level Education level Marital status Parental status Occupation/Industry Seniority Job Title Interests Websites visited Groups/Affiliations Skills
- 22. LinkedIn is… Good For • Reaching professional audiences • Marketing graduate degrees and career advancement programs • Marketing to corporate representatives Not Good For • Reaching career changers • Marketing most undergraduate degrees or personal enrichment programs
- 23. Facebook is… Good For • Reaching people with particular interests Not Good For • Reaching professional audiences • Marketing personal enrichment programs • Generating high quality leads • Reaching large audiences fast • Staying top of mind with target audiences
- 24. Google Display is… Good For • Reaching large audiences fast • Placing ads on third-party sites about particular topics • Placing ads on particular websites such as YouTube or Gmail Not Good For • Generating low cost leads • Generating high quality leads
- 26. Degree completion program in liberal studies Which channels would you use? How would you target on each channel? How would you prioritize your budget?
- 27. 5-day project management certificate Which channels would you use? How would you target on each channel? How would you prioritize your budget?
- 28. Questions? Jon Horn JMH Consulting, Inc. www.jmhconsulting.com
Editor's Notes
- We’re a boutique consulting firm founded back in 1998 that works with colleges and university programs catering to non-traditional studentsWe’re frequent offenders at many association conferences, offer webinars, publish research etc. around continuing educationWe work with many schools around the country on services ranging from paid search to conversion optimizationMarketed tens of millions in CE programmingGrew Emory Professional Education from $75K to $3.2 million annually
- Jon We usually talk about the marketing and admissions process as a funnel. People move through the process of becoming aware of your program, getting interested, engaging with you, and converting.Some people drop off at each stage, but a few eventually make it to the bottom
- We usually talk about the marketing and admissions process as a funnel. People move through the process of becoming aware of your program, getting interested, engaging with you, and converting.Some people drop off at each stage, but a few eventually make it to the bottom
- Sometimes I feel like my marketing funnel actually looks more like this!We’ve all seen marketing funnels, but I’m going to suggest that marketing is more like CandyLandThe challenge is that:You never know when your going to shortcut people further into the process You don’t know when your going to be set back. You don’t know how fast they will move
- Sometimes I feel like my marketing funnel actually looks more like this!We’ve all seen marketing funnels, but I’m going to suggest that marketing is more like CandyLandThe challenge is that:You never know when your going to shortcut people further into the process You don’t know when your going to be set back. You don’t know how fast they will move
- Complex relationships between partsA community where every individual has a roleInfluenced by internal and external factorsEach part affects othersBalance can be upset if a part is removedComponents must be flexible and adaptCompetition and cooperation
- JonThis is a diagram of a mature student recruitment ecosystem. Not all of this is necessary, but all can be important and we at JMH help schools with all of these areas.In awareness, we’re looking for the opportunity to reach a large number of target audience members without spending a lot of money per person
- Some awareness, but mostly focused on lead generationCombination of degree programs and non-credit certificatesCombination of landing pages and program minisitesSome national targeting, but mostly geographically targeted in areas across the US.
- What do you think it costs to show your ad 1000 times on Facebook?On what channel do you think it costs most to have your ad show 1000 times?
- High return on spend, but hard to predict effectiveness.
- Generally, since CPConv is similar, we start with Adwords because of the greater reach. However, Bing search generally performs better for generating high quality traffic than other online channels, IF there is enough volume to justify setting up and managing the campaigns.
- JonIf we were not marketing to the niche, here’s what the approach would be.Since we are trying to reach a niche, we must have a different strategyAdd venn diagrams back in
- Jon
- Costly, but effectively way to reach targeted professional audiences not already looking for a program like yours. Lead quality is good.
- A cheap way to reach large audiences for awareness and some direct response.
- A cheap way to reach large audiences for awareness and some direct response.