Philippe Taza CEOHigher Education Marketing

ptaza@higher-education-marketing.com

PSEWEB 2015Student Recruitment for the Mobile Generation

• Why Mobile Marketing?• Mobile first design for lead generation and recruitment• Mobile SEO • Mobile PPC• Facebook on Mobile • Mobile Analytics

Today’s Presentation

Why Mobile Marketing?

http://wenr.wes.org/2014/10/bridging-the-digital-divide-segmenting-and-recruiting-international-millennial-students/

WES 2014 Report

https://www.youtube.com/watch?v=FSS8v8eH9GA

Why Mobile Marketing? Google Education Search Analysis

http://higheredexperts.com/edu/2015/07/06/june-2015-highered-benchmarking-web-analytics-report-research/

Google Analytics Benchmarking

http://www.slideshare.net/Intead/recruitment-strategies-for-a-mobile-generation

Mobile users behavior

• Keep it simple, easy to read

• Minimize keystrokes and clicks

• Maintain clear interaction cues

• Use large friendly CTAs

(design for thumbs)

• Use search and filters

Optimize for the mobile user experience

Using Responsive Landing Pages

• Lead with primary content

• Vertical navigation vs horizontal

• Enlarged interface elementsfor “fat finger” problem

Design & Content for Mobile Recruitment

• Minimal graphics, minimal footers

• Fewer in-page links• Task oriented home

pages • Easy to scan majors • Simple program pages

Design & Content for Mobile Recruitment

• Different goals from

desktop• Simplified, reduced

content and message

• Emphasize location

• Emphasize contact

• Emphasize action

Design & Content for mobile recruitment

Mobile functionality for recruitment

• Include geo-location

specific features & functions

• Integration with phone functions

• Google Analytics• Google Search Console• Google AdWords• Facebook Reports

Analytics Tools Used

The Mobile Overview Report

The Mobile Overview report under Audience, can tell you more about the types of devices which are

accessing your site.

The Channels Report

The Channels report under Acquisition, gives you macro level insights into the various channels you are

using to attract traffic to your website.

Mobile Search - Mobilegeddon

Find out if your website is mobile friendly here:www.google.com/webmasters/tools/mobile-friendly/

What is Mobilegeddon?

http://searchengineland.com/library/google/google-mobile-friendly-update

Mobile Friendly Pages

Google tell users in the search results if your web pages are mobile-friendly.

The Organic Search Channel by Device Category

This Google update affected the mobile device category within the Organic Search Channel

Year over Year Comparison:• Mobile Users are up 56%• Mobile Conversion Rate is up 91%• Mobile Leads are up 209%

Should we care about Mobile SEO?

• Google will try to result the most relevant page based on your location.

Mobile SEO Search Results

• Mobile friendly pages are a must• Think local search• Include GEO elements in Page

Titles, Headings and Content• Don’t forget to optimize your

Google My Business page• Mobile SEO rankings are often

different than on desktop

Mobile SEO basics

Google Search Console:Mobile Search Rankings

Google Search Console:Mobile Search Traffic

Google Search Console:Mobile Page Rankings

• Paid Search is converting at a higher rate than other channels on mobile devices

• BUT, Organic Search represents nearly 57% of Sessions and Goals

Mobile users behavior by channel

• Fewer ad positions are available• Use mobile bid

adjustments to ensure ad visibility• Use ad extensions (call, get

directions, etc.)• Use mobile/responsive landing

pages• Align user query with landing

page• Use programmatic landing pages

when possible

Google AdWords ABC’s for Mobile

Program Specific Landing Pages

• 26% of sessions - rapidly growing segment• 31% of Conversions• Great conversion rates• Cost per conversion usually very attractive

Comparing PPC performance by device type

• Higher Conversion Rate on Mobile Device• Cost per Conversion is Cheaper• Mobile Conversions Represents 31% of Overall

Comparing AdWords performance by device type

PHONE CALLS!!!!

How is mobile PPC different

• Enabling call extensions within your campaigns will help you generate more phone calls

Google AdWords mobile click to call

• Choose the correct adtype based on your campaign goals

• Tracking the results can be tricky!

Facebook Ads

• 5 types of placements for your ads• Mobile has a lower cost per click than

Desktops• Use caution when monitoring actions

Facebook ads

Tracking Facebook Campaign Results

https://developers.facebook.com/docs/facebook-login/overview/v2.0

Mobile campaigns on Facebook

• We notice discrepancies between tracking technologies

• Facebook PPC on mobile does better in Google Analytics than in Facebook Reports

Facebook Ad Conversion Rates

• Your prospects are immersed in the mobile world and you need to meet them there

• Best practices for mobile site content, design, and functionality are different from desktop

• Mobile SEO has its own rules• Mobile PPC produces good cost per lead• Use analytics to learn about mobile recruitment and

maximize your ROI• GET A MOBILE/RESPONSIVE WEBSITE!

Conclusions

• I’m easy to reach at:

Philippe Taza

Tel: 514-312-3968 ext:104

ptaza@higher-education-marketing.com

www.higher-education-marketing.comhttps://twitter.com/PhilippeTaza

Have questions about this presentation?