HOW DIGITAL MARKETING WORKS:A Day in the Life of an Expert Search Analyst

Why digital marketing?

Using an expert resource to avoid common road blocks

Day in the life of an expert search analyst

What to look for in an expert resource

Chat your questions to Hobsons Webinars using the chat feature.

2

Agenda

3Source: 2012 Higher Education Marketing Benchmarking Report: Not-for-Profit Schools, CUNet

4

Non-traditional is the new traditional

TRADITIONAL

As few as 16% of student population

NON-TRADITIONAL

Over 40% of the student population

SOURCE: http://www.aascu.org/uploadedFiles/AASCU/Content/Root/MediaAndPublications/PublicPurposeMagazines/Issue/10fall_adultstudents.pdf

5

Your students could be anywhere…

6

…And we mean anywhere.

7

85% of adults use the internet to research online degrees

Carol Aslanian, Education Dynamics, “Rock the Data! How Good Data Leads to Great Marketing and Even Better Results”, November 2011.

Undergraduate degreesGraduate degrees

8

60% of adults use Google to find your website

Carol Aslanian, Education Dynamics, “Rock the Data! How Good Data Leads to Great Marketing and Even Better Results”, November 2011.

9

Google Data 2010/2011 YOY

Source: Internal Google data. Data is based on sample keyword baskets. US, Google.com, exact match only.

Areas showing strongest growth

in queries

Certificates lead degree query

searches

TE

CH

NO

LOG

Y

LIB

ER

AL

AR

TS

EN

GIN

EE

RIN

G

10

Online tactics are a great way to find the students you need!

Retargeting

Display Advertising

Paid Search

Social Media

Marketing

Email Marketing

Student Search

Services

Partner Network

Using an expert to avoid commonroad blocks

12

Common roadblocks

Quickly spending money in

places that aren’t getting

you anywhere

Inability to properly

read metrics and use info

to make decisions

Lack of skill in analyzing

moving parts and what they tell you when

something’s not right

Proper allocation of

time to optimize campaigns and

set bids

A day in the life of an expert searchanalyst

14

Get to know your search neighbors

YOU THEM

Budget?Programs?

Strengths?Weaknesses?

15

Get to know your institution

YOU

What are our target markets

for each program?

Where is your target student

searching?

What is your target student searching for?

What are each program’s core

strengths?

What do we offer that sets us

apart?

What do we know about our target market’s online activity?

16

Build campaigns to reflect your institution’s goals

Drives enrollments for programs

Drives awareness

Granular enough so we’re not bidding only on top tier terms

General enough to harvest queries with a search query report

Multiple ad copy versions

17

Activity During Launch(Exceptions)

SPEND MONITORING

If it’s starting to spike, find the culprits and handle them!

MATCH TYPE MONITORING

Do keywords match anything that should be excluded?

18

Ongoing Optimizations & Testing

Bid & Keyword Optimization

Ad Copy Landing Pages

Always have tests of ad copy running

Know you’ll have winners and losers – new copy may not perform like the original

Test calls to action

Form spacing

Required fields

Steps vs. single page

What to look for in an expert resource

20

What should I look for in an expert resource?

21

Skilled in researching, bidding, managing, and optimizing key words

What should I look for in an expert resource?

KEY WORDS

Practiced at researching the

perfect student profile and where they are

online

Has access to tools and technology to

target properly and be successful

22

Questions?

Chat them now to Hobsons Webinars

Or submit your questions at http://go.hobsons.com/365question