5 Reasons to Expand Beyond Google

Multi-Channel Marketing: Five Reasons to Expand your Higher Ed Online Marketing Beyond Google Paid SearchDecember 6, 2016

Five Reasons to Expand Your Higher Ed Online Marketing

Five Reasons to Expand| 2


1. Lower Average CPC’s

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Higher Ed CPCs

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2012 2013 2014 2015 20160

1

2

3

4

5

6

2.85

4.13

5.04 4.975.38

Cost Per Click

Cost Per Click


2. Bing’s uptick in market share

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Search Engine Market Share

2015 2016 2016Nov Feb Aug

0.55

0.56

0.57

0.58

0.59

0.6

0.61

0.62

0.63

0.64

0.65

Google

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2015 2016 2016Nov Feb Aug

0.15

0.16

0.17

0.18

0.19

0.2

0.21

0.22

0.23

Microsoft Sites


3. Reach & engagement on social

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Targeting on Paid Social

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Demographic & psychographic targeting options on paid social platforms allow advertisers to reach a new set of qualified prospects, generating awareness and leads.


Secondary value of paid social

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1. Users amplify your message by commenting, liking or sharing (actions you don’t pay for)

2. IF users interact with an ad, the advertiser can invite them to like the page, thus building organic followers


4. Retargeting

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*Image used courtesy of https://retargeter.com

https://retargeter.com/


Where can you retarget?

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Facebook Retargeting Performance

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Cost/conversion as much as 40% lower, compared to other FB targeting

Conversion rates up to 3x higher, compared to other FB targeting

Often accounts for significant percentage of all FB leads


Google Display Retargeting

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Cost/conversion as much as 60% lower, compared to other Display targeting

Conversion rates up to 2x higher, compared to other Display targeting

Often accounts for significant percentage of all Display leads


5. Robust Marketing Ecosystem

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Prospective students interact with the online sphere via multiple channels and on multiple devices. Make sure you are placing ladders in as many boxes as you can!

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So, What Now?Guidelines for how and when to incorporate new digital channels into your marketing mix

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First, consider your goals

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1. Build Awareness

2. Generate Leads

3. Increase Enrollments

4. ???


Next, look at your budgets

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Have to justify every dollar you ask for?

Just got handed a significant budget, and you need to spend it all?


Finally, consider your audience

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How can you align what you know about your program audience with the available targeting parameters for each channel?

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• Make sure you evaluate the performance of each new channel.

• 3-6 months is a good timeframe for evaluation


ScenariosSome scenarios you might encounter…

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Scenario 1: New HR Management Master’s Degree

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Budget: $1,500/month

Goal(s): • Build awareness (visits to site/landing page)• Generate leads (calls, form submissions)

Audience: HR professionals who live within 60 miles of campus and who are interested in earning a master’s to advance their career (earn a promotion or get a higher-paying job)


Scenario 2: Degree Completion Program

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Budget: $2,500/month

Goal(s): • Generate leads (calls, form submissions)• Drive student enrollments (cost per conversion)

Audience: Adults aged 25-55 who live in the U.S., have at least 45 college credits, and are interested in finishing their bachelor’s degree for professional or personal reasons.


In Summary, 3 Takeaways

• It’s time to move beyond paid search and consider a range of digital channels• Marketing must take into consideration the non-

linear path prospective students take when learning about and enrolling in your institution• Your goals, budget, and audience should drive

decision-making when determining which channels you leverage for your program marketing

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5 Reasons to Expand Beyond Google

Education

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