digital advertising: ask us anything
TRANSCRIPT
3.31.16|Webinar
DigitalAdvertising:AskUsAnythingPRESENTERSGinaPattersonMichelleRhatiganJohnStaakHayleyWarack
THEPRESENTERS
GinaPattersonDigitalStrategist
MichelleRhatiganDigitalStrategist
JohnStaakDigitalStrategist
HayleyWarackVicePresidentofDigitalStrategy
ABOUTCONVERGE
Title
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AGENDA
Today’sWebinar
• Answeryourtopdigitaladvertising questions
• …that’sit!
HOWDOESDIGITALADVERTISINGCOMPARETOTRADITIONALMARKETING?
HOWDOESDIGITALADVERTISINGCOMPARETOTRADITIONALMARKETING?
Getdatainreal-timetomakesmartermarketingdecisions
HOWDOESDIGITALADVERTISINGCOMPARETOTRADITIONALMARKETING?
CustomizeTargetAudiences
SEARCHVS.SOCIALVS.DISPLAY–WHATPERFORMS
BESTINHIGHERED?
SEARCH
DISPLAY/SOCIAL
SEARCHVS.SOCIALVS.DISPLAY– WHATPERFOMSBESTINHIGHERED?
TRADITIONALVS.NON-TRADITIONALSTUDENTS:WHATCHANNELSWORK
BEST?
TRADITIONALVS.NON-TRADITIONALSTUDENTS:WHATCHANNELSWORKBEST?
TRADITIONALVS.NON-TRADITIONALSTUDENTS:WHATCHANNELSWORKBEST?
Non-Traditional
TRADITIONALVS.NON-TRADITIONALSTUDENTS:WHATCHANNELSWORKBEST?
TraditionalUndergrad
SOCIALMEDIACHANNELS:POPULARITYANDTRENDS?
• 87%ofadults18-29useFacebook
• LevelofFacebookusebyeducation level:• 74%ofcollege gradsuseFacebook• 71%ofuserswith‘somecollege’ useFacebook• 70%ofhighschoolgradsuseFacebook
Mobile useincreased 23%from2014-15(1.3Billion currentusers)
sproutsocial.com,wsi.com
SOCIALMEDIACHANNELS:POPULARITYANDTRENDS?
• 37%ofadults18-29useTwitter
• Twitterusebyeducation level:• 30%havegraduatedcollege• 24%havesomecollege experience• 16%arehighschoolgradorless
• 86%oftimeonTwitter isspentonmobile device
SOCIALMEDIACHANNELS:POPULARITYANDTRENDS?
sproutsocial.com,wsi.com
LinkedInusersbyage:• 30-49– 31%• 50-54– 30%• 18-29– 23%
LevelofLinkedInusebyeducation level:• 50%havegraduatedcollege• 22%havesomecollege experience• 12%arehighschoolgradorless
• 74%oftimeonLinkedIn isspentondesktop
SOCIALMEDIACHANNELS:POPULARITYANDTRENDS?
sproutsocial.com,wsi.com
• 53%ofusersare18-29yearsold
• 23%ofusersarehighschoolgradsoryounger(7.4million)
• 24%ofusersarecollege graduates(7.7million)
SOCIALMEDIACHANNELS:POPULARITYANDTRENDS?
sproutsocial.com,
ActiveUsersbyPlatformWorldwide(InMillions)
1,550
400
320
100
- 500 1,000 1,500 2,000
SOCIALMEDIACHANNELS:POPULARITYANDTRENDS?
statistca.com
GOOGLEADWORDS:3BASICTHINGSTOKNOW?
ConversionTracking
GOOGLEADWORDS:3BASICTHINGSTOKNOW?
KeywordMatchTypes
mastersineducation
mastersin+education
“mastersineducation”
[mastersineducation]
GOOGLEADWORDS:3BASICTHINGSTOKNOW?
AdExtensions
SitelinksandCallExtensions
StructuredSnippets
CalloutExtensions
GOOGLEADWORDS:3BASICTHINGSTOKNOW?
HOWCANISIMPLIFYGOOGLEADWORDS?
KnowYourGoals
ConsistencyandRelevancy
UnderstandYourData
HOWCANISIMPLIFYGOOGLEADWORDS?
HOWDOIINCREASEMYVISIBILITYONSEARCH?
HOWDOIINCREASEMYVISIBILITYONSEARCH?
BESTPRACTICESFORRETARGETINGINHIGHERED?
ListTargeting
BESTPRACTICESFORRETARGETINGINHIGHERED?
GoogleAnalytics
BESTPRACTICESFORRETARGETING INHIGHERED?
THOUGHTSONPROGRAMMATICBUYING?
THOUGHTSONPROGRAMMATICBUYING?
IPADDRESSTARGETINGANDGEOFENCING?
Companiesknownforvaluableleads
ServeadsbasedoncompanyIPaddress
LandingPage
Leadsgenerated
PublicPolicy
Program
ISIPADDRESSTARGETINGAGOODBETIFYOUDON'TKNOWWHO'SVIEWINGYOURADS?
ISGEOFENCINGAROUNDHIGHSCHOOLSAGOODIDEA?
INDUSTRYBENCHMARKS:COSTPERLEAD,CLICKTHROUGH
RATE,ETC.?
INDUSTRYBENCHMARKS:COSTPERLEAD,CLICKTHROUGHRATE,ETC.?
INDUSTRYBENCHMARKS:COSTPERLEAD,CLICKTHROUGHRATE,ETC.?
INDUSTRYBENCHMARKS:COSTPERLEAD,CLICKTHROUGHRATE,ETC.?
ConversionRatebyMonth(2015)
INDUSTRYBENCHMARKS:COSTPERLEAD,CLICKTHROUGHRATE,ETC.?
DETERMININGBUDGETFORDIGITALADVERTISING?
GoogleKeywordPlanner
DETERMININGBUDGETFORDIGITALADVERTISING?
SocialMedia
DETERMININGBUDGETFORDIGITALADVERTISING?
BESTBANGFORMYBUCK?
Limitedbudget:
BESTBANGFORMYBUCK?
NegativeKeywords
Long-TailKeywords
TightGeographicalTargeting
SearchEngineMarketing
BESTBANGFORMYBUCK?
WHATTYPEOFDATASHOULDIBETRACKING?
LeadGeneration
CostperLead
ConversionRate
LeadtoEnrollment
Rate
Engagement
Click-ThroughRate
SessionDuration(GA)
SocialEngagement(Likes,Comments,Retweets,etc.)
CompetitiveMetrics
ImpressionShare
Cost-perClick
Averageposition
WHATTYPEOFDATASHOULDIBETRACKING?
WHATSHOULDWEBEDOINGINGOOGLEANALYTICSTHAT
WEAREN’TALREADY?
GoogleAnalytics
WHATSHOULDWEBEDOINGINGOOGLEANALYTICS THATWEAREN’TYET?
RemarketingLists
WHATSHOULDWEBEDOINGINGOOGLEANALYTICS THATWEAREN’TYET?
Funnel
WHATSHOULDWEBEDOINGINGOOGLEANALYTICS THATWEAREN’TYET?
TopConversionPaths
WHATSHOULDWEBEDOINGINGOOGLEANALYTICS THATWEAREN’TYET?
wordstream.com
WHATARESOMEGOODTOOLSTOKEEPTRACKANDMONITORCODESPLACEDON
OURWEBSITE?
TOOLSTOKEEPTRACKANDMONITOR CODESPLACEDONOURWEBSITE?
Google Tag Assistant
Ghostery
Facebook Pixel Helper
TOOLSTOKEEPTRACKANDMONITOR CODESPLACEDONOURWEBSITE?
BESTPRACTICESFORLANDINGPAGES?
Useofnumbers
BESTPRACTICESFORLANDING PAGES?
Highlightingoutcomes
BESTPRACTICESFORLANDING PAGES?
OngoingA/Btesting
Itemstotest:FormPlacement|Headline|CTACopy|Content|Layout|Imagery|Colors
BESTPRACTICESFORLANDING PAGES?
Monitorengagement
BESTPRACTICESFORLANDING PAGES?
TOPDIGITALADVERTISINGSTRATEGIESRIGHTNOW?
SponsoredContent
TOPDIGITALADVERTISING STRATEGIESRIGHTNOW?
ValueAddedContent
TOPDIGITALADVERTISING STRATEGIESRIGHTNOW?
Useofvideo
TOPDIGITALADVERTISING STRATEGIESRIGHTNOW?
Q&A
CONVERGERESOURCES
Blogs• HowtoSpreadBrandAwarenesswith
GmailSponsoredPromotions• HowtoSetupBingRemarketing Ads• NicheProgramsandSEM:ALoveStory• DigitalAdvertising intheEnrollment
Journey
#FACs• HowtoImproveYourAd’sQualityScore• SharingEngagingContentonFacebook• UsingDigitalAdvertisingforRecruitment• HowtoCreateanInstagram Ad• 5TipsforGettingtheMostOutofYour
TwitterAdvertising
#CONVERGE2017
UpcomingWebinar
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THANKYOU!