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Live Q&A: Holiday Digital Advertising Strategies

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Tips to prepare your digital campaigns for the holiday season.

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Live Q&A: Holiday Digital Advertising Strategies

  1. 1. LIVE Q&A: HOLIDAY DIGITAL ADVERTISING STRATEGIES Tips to prepare your digital campaigns for the holiday season
  2. 2. QUESTION #1: IT’S THE HOLIDAYS… HOW DO WE MAKE OUR CAMPAIGNS SPARKLE?
  3. 3. TIP #1: SAVE $. DON’T LEAVE ALL THE LIGHTS ON. Digital advertising during the holiday season is competitive (and pricey). Think strategically about costs and audience recall before bidding.
  4. 4. QUESTION #2: OKAY, BUT WHAT CAN WE DO NOW TO GEAR UP FOR LIFE AFTER WINTER BREAK?
  5. 5. TIP #2: GET ORGANIZED AND OPTIMIZE. We all know that things move at hyper-speed when you get back after the break. Your team works hard—you deserve to enjoy the time out of office. Take some time to set your January bids before you head out and do a last round of optimizations to get things ready to rock when you return.
  6. 6. QUESTION #3: HOW DO THE HOLIDAYS IMPACT MY BUDGET ALLOCATION?
  7. 7. TIP #3: ADJUST SPEND BASED ON YOUR ADMISSIONS CYCLE. Still have seats to fill in the spring? Get aggressive with higher-intent strategies and messaging focused on filling those final spots. Heading into a new admissions cycle? Focus on channels that build awareness and strategies that complement your upcoming events.
  8. 8. Demographic Targeting Website Placement Targeting Contextual Targeting Location Targeting Purchased List Targeting Publication Targeting Behavioral Targeting Awareness & interest Consideration & intent Inquire/engage Application/ enrollment Display Advertising | Video Advertising | Social Media Advertising Search Engine Advertising Display, Search, Social Retargeting Landing Pages | Website CRM Keyword Targeting Website and Landing Page Visitor Targeting Prospect List Targeting Forms & CTAs Content Offers, Events, Webinars, Text, Chat Communications Workflow Emails, Phone Calls, Events
  9. 9. QUESTION #4: SHOULD WE JAZZ UP OUR MESSAGING FOR THE HOLIDAYS?
  10. 10. TIP #4: SPREAD SOME HOLIDAY CHEER WITH MESSAGING FOR THE SEASON. Personalize your campaigns with seasonal messaging. Get creative (and thoughtful) with the content you’re posting up to and following the holiday season.
  11. 11. The University of Wisconsin-Madison does a great job of tugging at the heartstrings of its students, alumni and community at large.
  12. 12. QUESTION #5: SHOULD WE TARGET OTHERS WITH OUR HOLIDAY SPIRIT WHILE STUDENTS ARE AWAY?
  13. 13. TIP #5: TRY NEW AUDIENCE TARGETING TACTICS. You spend a good portion of your marketing efforts focused on recruitment. The holidays provide an interesting opportunity to test messaging for other audiences while prospects might be less engaged.
  14. 14. QUESTION #6: IS IT THE MOST WONDERFUL TIME OF YEAR TO EXPLORE NEW AD CHANNELS?
  15. 15. TIP #6: OUR MOTTO? IT’S ALWAYS A GOOD TIME TO EXPLORE NEW CHANNELS. Spotify. Snapchat. Reddit. The social media landscape is constantly evolving and changing. New opportunities present themselves everyday. There are tons of unchartered (at least by EDU) channels to explore if you’ve got room in your budget in the new year.
  16. 16. American University 1B users each month 6B hours of video $0.10-$0.30 average cost per view 88% of 19-29 yr. olds Photo, video, carousel $1/day impressions $5/day engagement 90% users <35 yrs. old Photo, video, carousel $1/day impressions $5/day engagement 61% are 30-64 yrs. old Sponsored content, In- mail, lead gen, video $10/day minimum 85M monthly users Link, text, display $0.10-$0.30 average cost per view LEAD GENERATION BRAND AWARENESS
  17. 17. 315,000 impressions in first run
  18. 18. QUESTION #7: WE’VE GOT EVENTS COMING UP AFTER BREAK. HOW DO WE PROMOTE THEM?
  19. 19. TIP #7: FOCUS ON CONNECTING WITH QUALIFIED PROSPECTS. Open houses and info sessions are abundant in the new year. Align your digital campaigns with recruitment events by implementing strategies to engage higher-intent prospects in person.
  20. 20. https://youtu.be/VFE7aGF7x3s American University
  21. 21. QUESTION #8: WE HAVE THE LEADS, BUT WHAT HAPPENS AFTER A CONVERSION?
  22. 22. TIP #8: CONNECT THE DOTS AND CONTINUE NURTURING. A prospect inquired or started an application. Now what? Communication workflows and call tracking are your friend. A little organization and a set lead nurturing strategy makes it easy for prospects to further engage with you and enroll in your programs.
  23. 23. 25 emails for one pre-inquiry campaign 25% CTR Up 12.27% compared to previous 100 days 50.87% Open rate Up 9.9% compared to previous 100 days
  24. 24. QUESTION #9: WHAT ARE SOME SIMPLE WAYS TO SPICE UP OUR CREATIVE?
  25. 25. TIP #9: CREATE FUN (AND USEFUL) CONTENT. VIDS. GIFS. E-CARDS. There are many ways to incorporate motion into your holiday messaging, from fancy camerawork to simply animating text or graphics. Increase engagement by encouraging student participation in holiday videos. But keep it short and sweet!
  26. 26. American University
  27. 27. https://youtu.be/lm6Bxmp-H9s
  28. 28. QUESTION #10: HOW DO WE STAND OUT WHEN EVERYONE IS FOCUSED ON THE SEASON AT THE SAME TIME?
  29. 29. TIP #10: GET AHEAD OF THE CURVE IN 2018. NEW YEAR, NEW YOU. Time seems to fly by during the holiday season. It’s finals week for some of us and that means winter break is just around the corner. We’ve created a resource to help get your team organized for the new year.
  30. 30. WHAT QUESTIONS DO YOU HAVE FOR US?
  31. 31. Happy holidays From our team to yours Free digital resource! We’ll send a link in the webinar recap email.

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