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The Do's and Don’ts of Digital Marketing to Prospective Grad Students

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Catie Clark

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The Do's and Don’ts of Digital Marketing to Prospective Grad Students

  1. 1. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 1 Do’s and Don’ts of Higher Education Marketing Defining Terms and Establishing Best Practices &
  2. 2. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. THANK YOU! Questions? • Overview of common digital marketing terms • Evaluating the pros and cons of common digital marketing tactics • Recommendations for controlling digital marketing costs Today’s Agenda …
  3. 3. 3 Common Digital Marketing Terms
  4. 4. • Retargeting • Geofencing • PPC • SEM • Dayparting • Frequency Capping • SEO • Custom Audience • List Loads • Promoted Posts vs. Lookalike Audiences • IP Tagging • CPM • CPC Terms on top of terms on top of terms
  5. 5. Retargeting Re-Engage visitors once they have left your “.edu”
  6. 6. Retargeting mainly focuses on students who visited you
  7. 7. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
  8. 8. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. Pros and Cons of Retargeting Pros • Relatively easy to deploy in-house with cooperation between marketing and admissions (lowers cost!) • Students are generally not “annoyed” by retargeted ads • Research shows that visitors that return from retargeted ads convert at higher rates • Accelerate response to indication of interest to within minutes Cons • Easy to burn through budget quickly without proper controls in place • Difficult to ensure your message is being received by the appropriate visitor • Ex. Faculty off campus browsing your admissions content • Potential grad student that only visited general admissions landing page • Time devoted to creating fresh ads
  9. 9. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. PPC, SEO, SEM An approach to ensuring you are “found”
  10. 10. SEMPPC SEO • Defined as “Search Engine Marketing” • A blanket term for all activities (paid and un-paid) meant to boost your visibility on search engines • Some tactics are strategic priorities (SEO) while others may balloon your budget if not used strategically (PPC) • Defined as “Pay Per Click” Advertising • Search engine advertising (i.e. Google) that you “bid” to have your ads seen in search results based on terms • Opens opportunities to be discovered when someone is searching for specific terms related to your programs • Defined as “Search Engine Optimization” • Methods used to ensure your site is found organically on search engines • While you aren’t paying out of pocket to Google, this does involve investment of time and resources internally, and a certain expertise
  11. 11. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. Comparing SEO to PPC Ads SEO • The goal is to have your institution/programs appear higher in search results relative to your competitors • Higher appearance of your programs builds credibility • “We’re so good we don’t have to advertise!” PPC Ads • Your program appears at the top, however it is labeled “ad” • The “ad” label in the context of higher education may harm your brand • “We’re recruiting students, not selling treadmills”
  12. 12. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. IP Tagging Reaching students (and influencers) where they live (among other places)
  13. 13. What is IP Tagging? Generally, IP Tagging is the process of leveraging the home address (or other locations like college campuses, office parks, and more) to serve ads on any devices using that home IP address. Example: Using IP tagging you could serve an ad on the home PC of your prospect pool. Additionally, IP tagging can take the form of retargeting by identifying the IP address, rather than a cookie of a device that accesses your site.
  14. 14. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. Why IP target for retargeting?• Alleviate concerns about about users deleting cookies (potentially keeping them in your pool longer) What’s the big challenge? • While a cookie identifies a single computer, IP address identifies any computer accessing that network
  15. 15. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
  16. 16. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. Limitations of IP Tagging • While potentially good for reaching influencers (like parents), research indicates that students are using multiple devices • IP tagging, currently, is not always the most accurate method of reaching an audience based on their location. IPs can be masked, or simply inaccurate. • IP addresses may be static (easier to work with) or dynamic (change over time) • There are a diverse array of tools/resources/networks you can use to reach prospects without relying on IP tagging • IP tagging is one tool in the tool box that we are working on optimizing to help you reach your audience
  17. 17. Social Media Advertising List Loads, Lookalike Audiences, and More
  18. 18. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 40% 23% 34% 47% 53% 42% 36% 41% 45% 43% 16% 34% 24% 8% 4% TOTAL 65+ 50-64 30-49 18-29 Always/almost always Sometimes Never Source: Pew Research Center, “Online Shopping and E-Commerce”, December 2016 Millennial’s Trust Consumer Reviews Frequency of use of digital ratings and reviews by age % of respondents in each group
  19. 19. Device Use is Mobile-First, Legacy-Last 15:36 20:26 10:14 4:23 2:41 1:25 22:00 19:05 11:17 6:58 2:58 1:04 0:00 2:24 4:48 7:12 9:36 12:00 14:24 16:48 19:12 21:36 0:00 TV/DVR Apps/Web via Smartphone AM/FM Radio Internet via desktop/laptop Video via desktop/Laptop Video via smartphone 18-24 25-34 Weekly Time Spent with Select Media/Devices Among US Consumer by Age (hrs:mins) Source: Nielsen, “The Total Audience Report: Q4 2016”, April 2017
  20. 20. 13% 11% 15% 17% 44% # of Connected Devices None 1 2 3 4+ Digital Marketing is Multi-Channel 4 in 10 own 4 or more connected devices 6 in 10 own 3 or more. Source: Google and TNS, “Consumer Barometer,” August 2016
  21. 21. • Combined with the fact that Facebook and Instagram are top platforms for researching colleges, we recommend starting there when considering ad investments • While Snapchat is popular, growing and evolving, ROI is tough to measure and quantify • Proceed with caution as some strategies with Facebook are When thinking social, Facebook is (still) king Source: Social Fresh, “The Future of Social”, w/Firebrand Group and Simply Measured, April 2016 0% 20% 40% 60% 80% 100% Snapchat SlideShare Pinterest LinkedIn Instagram Twitter Facebook % of respondents
  22. 22. Example: Geo-Targeting on Facebook • Identify users in a specific geographic radius • Segment by demographics and interest • Not filtered by your audience specifically • Limited to Facebook users engaged on Facebook site/app
  23. 23. 31% 45% 24% 17% 45% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Everyone Else 18-29 Prefer to use multiple platforms Don't know/ no opinion Prefer to use one platform Source: Morning Consult in conjunction with Mashable, April 2017 Students are Multi-Platform Nearly Half Prefer to Use Multiple Platforms for Different Features Preference for Using One or Multiple Social Media Platforms (% of respondents)
  24. 24. Audience Targeting Advertising on Facebook Demographic Interests Behaviors Custom Audience List Loads Lookalike Audiences Broadest Most Precise
  25. 25. Custom Audience vs. Lookalike Audiences Custom Audience finds the students who you already have on your radar • Name Buys • Inquiries • Alumni (for giving campaigns) Lookalike Audiences finds people based on the people you know and want to find more of • More prospective students like the ones who enrolled last year Pro Tip: Leveraging your existing data sets with predictive models may be more cost effective than trying to cast a wider net with lookalike audiences
  28. 28. First-Party: Data YOU Own CRM Data • Purchased Lists• Referral Data Inquiries • Retargeting Data from .Edu Site
  29. 29. Make the most efficient use of your data Purchased Search Names Prospects Inquiry Data Applicants Step 1 Data files are onboarded to a data matching platform Admitted Students Step 2 Data is anonymized and matched to IDs 176749830 Step 3 Media is targeted to IDs across devices /channels
  30. 30. Location-Based Mobile Advertising Reach Students On-the-Go, Where They Are
  31. 31. 91% of consumers have their phones within arms reach 24 hours a day The average user checks their phone 150 TIMES / DAY Sources: Study by app Locket, 2014. Under the Cover with College Students. Chegg, 2015. 93% of students own a smartphone
  32. 32. Dynamic targeting zeros in on the strongest performing locations Standard Geo-fence Chegg’s Geo-fence Dynamic Geo-fence
  33. 33. 2-Year Schools Corporations, Military Bases ESL Centers & Boarding Schools Target potential students anywhere with location- verified media on their mobile devices High SchoolsHigh School & Transfer Fairs Concerts, Events, Open Houses, Airports, etc.
  34. 34. Reach students across various lifestyle apps Social Entertainment Sports News & Info Interests Local Music
  35. 35. 86% of time spent on mobile apps > 3 hours per day 14% of time spent on mobile web < 45 minutes per day app mobile app vs. mobile web media use eMarketer, September 2016
  36. 36. 0 10 20 30 40 50 60 70 In-App (billions) Mobile Web (Billions) Total billions 2014 2015 2016 2017 US Mobile Ad Spending, in-App vs. Mobile Web (2014-2017) Source: eMarketer, October 2016 75% of mobile ad spending will be in-App in 2017
  37. 37. CUSTOM INTERACTION CUSTOM LANDING PAGE .EDU SITE Reach students on their favorite apps and drive to your mobile EDU site or a custom landing page/interaction developed by a partner
  38. 38. Campaign Outcomes • 1.5 mm mobile ads driving over 5,200 visitors (0.35% CTR) • Open House promotion focused on career centers yielded CTR as high as 0.87% • Longer campaigns yielded higher CTR overall
  39. 39. CPM vs. CPC How your budget is going to be divided
  40. 40. There are two main ways you’ll pay for digital ads “Cost Per Click” As part of a PPC campaign, determines how much you are willing to pay for a single click. Guarantees a number of clicks but potentially at a lower overall performance CPC CPM “Cost Per 1,000 Impressions” For big brands, generally used for branding and visibility, For higher ed, CPM may be most cost effective if used with the appropriate targeting strategy
  41. 41. Example: CPC vs. CPM $15,000 investment on a CPM campaign $15 CPM = 1 million ad impressions Assuming a 1% CTR (Click-Through Rate) that drives 10,000 direct clicks to the desired web page and ensures visibility to persuade behavior for a larger audience Quality creative can boost CTR, lowering effective CPC while maintaining volume benefits $15,000 investment on a CPC campaign $1 CPC = 15,000 clicks to your website Volume of impressions may vary based on performance of the ad unit being used (strong call to action, Resonating with the audience, etc.) Poor ad creative with low CTR (Click- Through Rate) can damage your brand Click-Through Rate is one metric that should not be used in isolation. Attribution tracking provides a much clearer picture on impact of a campaign.
  42. 42. Cross-Channel Tracking & Attribution
  43. 43. 35% Hand Held Device Savvy Consumers 14% Desktop 50% Laptop Primary Device Used to Research College Which device do you primarily use to research colleges??
  44. 44. Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll? (select all that apply) The Application Process Rarely Ends on Mobile SUBMITTED AN APP THROUGH A MOBILE DEVICE 13%
  45. 45. Google Analytics evaluates performance via Cookie IDs In-app mobile advertising can only be tracked by Device IDs NOT Cookie IDs The biggest challenge to measuring mobile advertising
  46. 46. Track conversions from the initial click…
  47. 47. Track conversions from the initial click… …track conversions from other devices after the first view
  48. 48. Keeping it Under Control Methods for keeping your campaign running on a shoestring budget
  49. 49. How do I avoid doing this?
  50. 50. Frequency Caps & Dayparting Optimize Campaigns • These methods ensure that your ads are less “stalkerish” by limiting how many times or when your ad is seen by a prospect • By limiting views/restricting times you can maximize the duration of your campaign • These controls are a prudent way to ensure you are getting the most out of your digital advertising budget
  51. 51. Example of Frequency Capping • You are running an ad campaign where you are retargeting visitors to your “.edu” and want to drive them back to an open house registration form • Frequency caps can be put in to place to limit the number of times a visitor sees that ad • # of times in 1 day • # of times without taking an action • No more than 5 ad impressions served per day • Remove user from campaign if no action taken in 30 days
  52. 52. Example of Dayparting • You are using geofencing and are running an awareness campaign focused on feeder high schools and local malls • Dayparting ensures your ads only appear at the mall after school hours and at the high school an hour before school starts to an hour after school ends • High School ads run from 7 AM to 3 PM • Mall ads run from 3 PM – 9 PM* Additionally, ad unit can be adjusted based on goal … ex. Parents at the mall during the day
  53. 53. Thank you! Catie Clark, Regional Director, NRCCUA catie.clark@nrccua.org