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Fall semester education insights to increase your digital GPA
Fall semester education insights to increase your digital GPA
“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.
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.
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.
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
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.
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.
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
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%
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%
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
Connect with educated searchers…
Compared to
Google,
the Yahoo Bing
Network over
indexes across:
Source: comScore Plan Metrix, US, June 2013, custom measure created using comScore indices and duplication.
Education
College graduates
High school graduates
…who value education
Source: comScore Plan Metrix, US, September 2013, custom measure created using comScore indices and duplication.
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 Yahoo Bing
Network over
indexes across:
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…
Yahoo Bing Network
performance trends
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
Steady search volumes and growing clicks and click-through-rates indicate improved monetization efficiency in the Yahoo Bing Network marketplace.
Source: Microsoft internal analytics, August-December 2012, 2013. Owned & Operated, US, EN. PC + Tablet
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
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
Help your search
ads get smarter with ad copy research
from Bing Ads
Acc
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Master's Degree
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NoVar Ad
Title
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Ad Description
Our study results show that an education services ad
with “at home” in the title and “profession” in the
description has high ad quality.
Education Services ad performance heatmap - PC A
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Ad Description
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Education Services ad performance heatmap - Mobile
Insufficient data Great Good Poor
Ad
Title
Ad Description
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Program
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Education Services ad performance heatmap - Tablet
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Insufficient data Great Good Poor
Ad
Title
Ad Description
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”).
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
Two significant things rapped our knuckles 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.”
Before you pour this awesome info into your search ads, consider
three important things:
ONE Test. Then test again. Test some more.
Testing is critical to understanding your ad copy performance across devices, categories and time periods.
TW0 Use Sitelink extensions.
Understand the value of Sitelink lift and the impact it could have on an entire account. Implement and spread it to all your ads.
THREE Scale your execution to all your ads.
Develop a framework for understanding the clickability of your ads and executing top performers on a large scale.
Location Extensions Sitelink Extensions Call Extensions
˗ 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.
Up to 13% higher CTR using Sitelink Extensions than with standard text ads
Mobile users are more likely to be searching for a location on their mobile device, rather than on desktop or a tablet
Up to 9% higher CTR using Location Extensions than with standard text ads
Source: 1comScore Explicit Core Search (custom), US, September 2013.
˗ Tap phone number in the result
˗ Call is initiated
˗ See phone number on web
˗ Dial landline or mobile manually
˗ Click phone number
˗ Free Skype call initiates in browser
˗ On Bing only. No Skype client is required
Bing Ads Express enables you to find customers easier
Want to reach millions of
prospective students
looking for institutions
like yours?
Just tell us about your
business and we will do
the rest.
Getting started with Bing
Ads Express
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
Connect with a
Search Specialist who
can help you get
started today
1-800-518-5689 or check out
Getting started
@bingads
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© 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.
