university of alberta digital analytics
DESCRIPTION
Presentation from Sept 26, 2012 CCN meeting.TRANSCRIPT
UALBERTA DIGITAL ANALYTICSCCN Presentation: September 26, 2012
Search
Arts
Engineering
Science
Pharmacy
Education
ALES
Phys Ed
Rehab Med
Public Health
Extension
Business
Nursing
Augustana
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Search Referral Direct Campaign
Traffic Sources
Clicks on
registrar.ualberta.ca / referral
yahoo / organic
med.ualberta.ca / referral
baidu / organic
augustana.ualberta.ca / referral
bing / organic
law.ualberta.ca / referral
ualberta.ca / referral
(direct) / (none)
google / organic
0 5000 10000 15000 20000 25000 30000 35000 40000 45000
54%19%
5%
4%2%
1% 1%1%1% 1%
google / organic(direct) / (none)ualberta.ca / referrallaw.ualberta.ca / referralbing / organicaugustana.ualberta.ca / re-ferralbaidu / organicmed.ualberta.ca / referralyahoo / organicregistrar.ualberta.ca / re-ferral
Clicks on
Festival of Ideas 2010Source / 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%
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 #2
Revision #1
Ontario (first try)
Ontario Refresh (Daring)
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?
2011 Spring Convocation
Convocation Search Volume
0
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120
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20102011
2012 Spring Convocation
Convocation Search Volume
0
20
40
60
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120
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201020112012
Week of Welcome
QUESTIONS?