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CCN Presentation: September 26, 2012

UALBERTA DIGITAL ANALYTICS
Search
Traffic Sources
                           Search   Referral     Direct   Campaign

  Augustana
     Nursing
    Business
   Extension
Public Health
 Rehab Med
     Phys Ed
        ALES
   Education
   Pharmacy
     Science
 Engineering
        Arts
                0%   10%     20%    30%    40%     50%    60%   70%   80%   90%   100%
University of Alberta Digital Analytics
Clicks on
                      1%
                           1%   1%
                      1%
                                           google / organic
                     1%
                2%
           4%
                                           (direct) / (none)
      5%
                                           ualberta.ca / referral

                                           law.ualberta.ca / referral

                                           bing / organic
19%


                                     54%   augustana.ualberta.ca /
                                           referral
                                           baidu / organic

                                           med.ualberta.ca / referral
Festival of Ideas 2010
            Source / Medium          Visits           Completions       Conversion Rate

(direct) / (none)                             4,342          1,261                29.04%
google / organic                              3,951          1,352                34.22%
ualberta_Home / web                           3,817            456                11.95%
ualberta.ca / referral                         970             243                25.05%
mailoutinteractive / email                     858             320                37.30%
facebook.com / referral                        836             143                17.11%
expressnews.ualberta.ca / referral             465             157                33.76%
bing / organic                                 137              76                55.47%
EdmontonJournal / web                          125                  9              7.20%
Vue / web                                      120              16                13.33%
University of Alberta Digital Analytics
University of Alberta Digital Analytics
Google AdWords
• Paid search
• Cost per Click (CPC)
UAlberta Organic Search Result




*Search made March 20th, 2012
Why AdWords?
•   Top of search results
•   Customize ad headline and text
•   Pick your keywords
•   Customize landing page
•   Geo Targeting
•   Pay for clicks only
•   Adjust/pause any time
Campaigns
• Winter 2011-12
• Winter 2011-12 (Ontario)
• MBA
Campaigns
Creative Screenshots
Original
Creative Screenshots
Revision #1




Revision #2
Ontario (first try)
University of Alberta Digital Analytics
Ontario Refresh (Daring)
University of Alberta Digital Analytics
What we learned
•   Effective for prospective student segment
•   SEO Matters
•   “University of Alberta” means more
•   CPC combined with other awareness
    (campaign)
What else are we working on?
University of Alberta Digital Analytics
University of Alberta Digital Analytics
2011 Spring Convocation
Convocation Search Volume
200
180
160
140
120
                                  2010
100
                                  2011
80
60
40
20
 0
2012 Spring Convocation
Convocation Search Volume
200
180
160
140
120                               2010
100                               2011
80                                2012

60
40
20
 0
University of Alberta Digital Analytics
University of Alberta Digital Analytics
Week of Welcome
University of Alberta Digital Analytics
University of Alberta Digital Analytics
University of Alberta Digital Analytics
QUESTIONS?

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University of Alberta Digital Analytics

Hinweis der Redaktion

  1. JC Intro
  2. t.cp
  3. 3 different campaigns have been run
  4. Use graph to show dates of campaignsComparing: 5M+ visits with search during the same periodPaid search = New visits (31%) vs Organic (18%)
  5. First round of adsTrying to be creative
  6. Ads Targeted at OntarioCTR: 0.2%