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Advanced PPC and SEO for Higher Education

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While colleges and universities were among the first in terms of industries diving in to the abundant world of Internet marketing, they face very unique challenges when it comes to advertising online: Competing departments cannibalizing efforts and budget, disparate content management systems threatening accurate tracking and integration… the list goes on.

In these webinar slides we will focus on:

- What makes the EDU market so competitive when it comes to online advertising.
- How your SEO campaigns can help alleviate some of the competition through management of content sources, segmentation of users and a variety of other specific methods.
- How you can optimize your PPC efforts through cost per enrollment tracking, remarketing, and multi-channel marketing/attribution strategies and improve market share while maintaining campaign goals.
- The potential future of the EDU marketplace for both SEO & PPC, and how you can proactively be prepared for what’s next.

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Advanced PPC and SEO for Higher Education

  1. 1. ERIK DAFFORN • President of Intrapromote • Speaker at SMX Advanced • Co-Author of SEO Secrets • Editor of Search Engine Visibility @erikdafforn
  2. 2. KAYLA KURTZ • Paid Search Consultant @ Hanapin w/EDU account management experience • 2nd most widely-read writer on PPC Hero • Keynote Speaker at Search Exchange Internet Marketing Conf. 2013 • Emcee of HeroConf Paid Search Conference @one800kayla
  3. 3. Main Topics What makes the EDU market so competitive when it comes to online advertising? Have questions throughout the webinar? Use #ppcseo on Twitter!
  4. 4. Main Topics:Main Topics How can your SEO campaigns help alleviate some of this competition through management of content sources, segmentation of users and a variety of other specific methods? Have questions throughout the webinar? Use #ppcseo on Twitter!
  5. 5. Main Topics:Main Topics How can you optimize your PPC efforts through cost per enrollment tracking, remarketing, and multi-channel marketing/attribution strategies to improve market share while maintaining campaign goals? Have questions throughout the webinar? Use #ppcseo on Twitter!
  6. 6. Main Topics:Main Topics What does the future of PPC & SEO look like for the EDU vertical, and how can you be prepared for what’s next? Have questions throughout the webinar? Use #ppcseo on Twitter!
  7. 7. Main Topics:Poll Questions! How long have you been involved in SEM? A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years Have questions throughout the webinar? Use #ppcseo on Twitter!
  8. 8. Main Topics:Poll Questions! How do you manage your SEM accounts? A. I manage it myself B. I’m a part of a team that manages it C. I outsource my account management D. I’m rethinking how my account is managed Have questions throughout the webinar? Use #ppcseo on Twitter!
  9. 9. PPC & SEO for EDU A highly competitive marketplace
  10. 10. Fewer conversions occurring, period. -18% y/y decline for EDU converters
  11. 11. PPC & SEO for EDU A highly competitive marketplace Search Competition Factors • Waning Interest • External Perception • Internal Competition • External Competition
  12. 12. Waning Interest
  13. 13. External Perception "OUR ACADEMIC REPUTATION SPEAKS FOR ITSELF"
  14. 14. Internal Issues
  15. 15. Internal Issues
  16. 16. Internal Issues
  17. 17. External Issues
  18. 18. How can your SEO campaigns help alleviate some of this competition through management of content sources, segmentation of users and a variety of other specific methods? Have questions throughout the webinar? Use #ppcseo on Twitter!
  19. 19. SEO for EDU Knowing your potential users
  20. 20. SEO for EDU Knowing your potential users Segment your Audience! • Geography • Device • Internal Search
  21. 21. How can you optimize your PPC efforts through cost per enrollment tracking, remarketing, and multi-channel marketing/attribution strategies to improve market share while maintaining campaign goals? Have questions throughout the webinar? Use #ppcseo on Twitter!
  22. 22. PPC for EDU Campaign management & optimization • Education in PPC is getting more expensive • Less people are looking • More for-profits are trying to compete • Competition is increasing
  23. 23. COST PER LEAD AS A METRIC IS LOSING RELEVANCY NEW FOCUS: Lead Quality & Cost-Per- Enrollment
  24. 24. PPC for EDU How EDU brands can keep up • Set your brand apart from the rest • Stay top of mind for the student • Target your competition directly
  25. 25. 8 in 10 Prospective students don’t know which school they want to attend as they initiate their journey -Google Think Education, 2013
  26. 26. PPC for EDU Timeline from 1st visit to conversion
  27. 27. PPC for EDU Multi-brand comparison before conversion
  28. 28. PPC for EDU Choice brand visits before conversion
  29. 29. Remarketing “Are you telling me that you built a time machine… …out of a DeLorean?” -Marty McFly, 1985 REMARKETING:
  30. 30. PPC for EDU Direct geotargeting of brand & competitor locations
  31. 31. 9 in 10 Enrolled students use online to research -Google Think Education, 2013
  32. 32. PPC for EDU Higher Ed research sources More reliance on ONLINE resources.
  33. 33. PPC for EDU Cross-device use increasing
  34. 34. PPC for EDU More online applicants +10%y/y rise in Online applicants
  35. 35. Main Topics:Poll Questions! Which medium do you find more difficult to manage for EDU? A. SEO B. PPC C. Neither – we’re all dialed in! D. Both – we can’t seem to keep up! Have questions throughout the webinar? Use #ppcseo on Twitter!
  36. 36. What does the future of PPC & SEO look like for the EDU vertical, and how can you be prepared for what’s next? Have questions throughout the webinar? Use #ppcseo on Twitter!
  37. 37. The Future of EDU How can you be prepared? Students (and their parents) are consumers.
  38. 38. The Future of EDU How can you be prepared?
  39. 39. The Future of EDU How can you be prepared?
  40. 40. The Future of EDU How can you be prepared?
  41. 41. The Future of EDU How can you be prepared? • Assume the competition will continue to get smarter, as well as multiply • Likewise – how much longer can the ‘traditional’ mediums keep up? • More total university paid search programs
  42. 42. Round Up • All mediums of online marketing are becoming more competitive for the EDU vertical. • If you move with the market and changes in competition, you can still run profitable and sustainable PPC & SEO campaigns for EDU brands. • It isn’t done changing!
  43. 43. Main Topics:Poll Questions! Which exclusive webinar offer(s) are you interested in? A. Free Google Webmaster Tools audit from Intrapromote B. Free account consultation (Solutions Blueprint) with Hanapin Marketing C. Neither D. Both
  44. 44. Thank you for attending Intrapromote and Hanapin Marketing’s webinar on Advanced PPC & SEO for Higher Education. #ppcseo • Sign up for a Google Webmaster Tools audit from Intrapromote: http://www.thewebsiteaudit.com/contact/webinar-offer/ Password: webinar126 • Get a free account consultation (Solutions Blueprint) from Hanapin Marketing: http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or contact us directly: • Erik Dafforn: erik@intrapromote.com • Kayla Kurtz: kayla.kurtz@hanapinmarketing.com Your Questions!
  45. 45. THANK YOU!

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