Advertising Online: Strategy and Tactics for Enrollment Success
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The document outlines strategies and tactics for online advertising aimed at enhancing enrollment in higher education institutions. It covers various platforms, including Facebook, YouTube, and LinkedIn, while emphasizing the importance of targeted campaigns and effective landing pages. Additionally, the presentation discusses trends in digital advertising and provides insights into retargeting and group advertising strategies.
Advertising Online: Strategy and Tactics for Enrollment Success
- 1. ADVERTISING ONLINE: STRATEGY & TACTICS FOR ENROLLMENT SUCCESS ©ROBERTE.JOHNSON,PH.D.2014 Robert E. Johnson, Ph.D. President, Bob Johnson Consulting Partner, Customer Carewords, Ltd. eduWeb2014 Conference Baltimore, MD August 4-6 Bob Johnson Consulting, LLC 1
- 2. Who is Bob Johnson? • Website marketing reviews & recommendations • “Top Task” partner w/Gerry McGovern at Customer Carewords, Ltd, Dublin, Ireland • 75 higher education clients since 2006 • “Your Higher Education Marketing Newsletter”… 3,600+ subscribers • @highedmarketing… 6,600+ Twitter followers • “Higher Education Marketing” blog • Symposium for the Marketing of Higher Education… chair, 1994 to 2003 Bob Johnson Consulting, LLC 2
- 3. We advertise online for… Brand awareness… • We want people to know who we are today so that tomorrow if they need what we offer they will include us in their choice. • Does not require call to action and landing page. • Institution focused (often). • Clicks on links optional. Direct response… • We want people who are ready (or nearly ready) to make a purchase to start today. • Requires a call to action and a landing page. • Academic program focus • Clicks on links mandatory. Bob Johnson Consulting, LLC 3
- 4. OUR STRATEGY FOCUS… • Direct marketing… • For academic programs Bob Johnson Consulting, LLC 4
- 5. This morning we’ll cover… • Digital advertising today… an overview. • A little history. • Facebook. • YouTube & Google AdWords. • Retargeting. • Group Advertising. • LinkedIn. • A small, short, savvy ROI Tip. Bob Johnson Consulting, LLC 5
- 6. AT THE START, AN OVERVIEW The rise of “mobile”… The continuation of “desktop” Bob Johnson Consulting, LLC 6
- 7. What’s growing & what’s not in 2014… http://bit.ly/1nRSO78 Bob Johnson Consulting, LLC 7
- 8. Steady growth in online advertising… http://bit.ly/Xb67ob Bob Johnson Consulting, LLC 8
- 9. Mobile vs. desktop to 2017… http://bit.ly/1lSPfrC Bob Johnson Consulting, LLC 9
- 10. Social media ad increase… http://bit.ly/12Ljb5p Bob Johnson Consulting, LLC 10
- 11. Not yet a mobile spending tsunami… http://bit.ly/1zrSAq3 Bob Johnson Consulting, LLC 11
- 12. THE GOOD NEWS… Facebook & Google in constant competition to allow better targeting… • “Guest Post: Facebook Is Now The Best Ad Targeting Platform Around”… March 2013 • http://bit.ly/17MDYGL Bob Johnson Consulting, LLC 12
- 13. ADVERTISING IN THE DIGITAL WORLD, A LITTLE HISTORY “Big Data” = Increase in “direct” capability… Bob Johnson Consulting, LLC 13
- 14. Evolution of digital advertising… http://bit.ly/OWRzn3 Bob Johnson Consulting, LLC 14
- 15. Google & high speed access in 2004… Bob Johnson Consulting, LLC 15
- 16. The iPhone in 2007… Bob Johnson Consulting, LLC 16
- 17. Rapid evolution continues… Bob Johnson Consulting, LLC 17
- 18. Many places for ad $$$…, old & new http://www.mediassociates.com/ Bob Johnson Consulting, LLC 18
- 19. “Journey to purchase…” http://www.google.com/think/tools/customer-journey-to-online-purchase.html Bob Johnson Consulting, LLC 19
- 20. Elements vary re decision impact… This is “Edu/Gov” category Bob Johnson Consulting, LLC 20
- 21. “Direct” is best for final action… Bob Johnson Consulting, LLC 21
- 22. Social media advertising dilemma… • “Social media is a very personal experience for most users and it is not clear yet just how much advertising they will tolerate from this medium.” • “Mobile social advertising makes quantum leap forward” at http://bit.ly/16mOktB Mobile Marketer, April 2013 • Quantum leap = increased ability to target • Facebook • LinkedIn • Twitter Bob Johnson Consulting, LLC 22
- 23. FACEBOOK… To advertise individual academic programs. Bob Johnson Consulting, LLC 23
- 24. 2013 prediction for Facebook on mobile… http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959 Bob Johnson Consulting, LLC 24
- 25. 2014: 67% increase in FB ad revenue… http://usat.ly/1qNfjw4 Bob Johnson Consulting, LLC 25
- 26. Facebook simplified ad options… http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads • Summer and Fall of 2013… from 27 to 8 • “Our vision is that over time, an advertiser can come to Facebook and tell us what they are trying to achieve, and our ads tools will automatically suggest the right combination of products to help them achieve it.” • Goal: easier for non-professionals to plan, place advertising Bob Johnson Consulting, LLC 26
- 27. Campaign goal choices… • Increase those who “like” you. • You need a FB page. • Convert those who “like” you on FB. • The News Feed is best (but only mobile). • Drive traffic to your website for brand awareness. • Right column ads. • Capture leads from a landing page. • Right column and/or news feed Bob Johnson Consulting, LLC 27
- 28. Starting your campaign… https://www.facebook.com/ads/manage/campaigns/ Bob Johnson Consulting, LLC 28
- 29. Pick a campaign objective… https://www.facebook.com/ads/create/?act=40154125 Bob Johnson Consulting, LLC 29
- 30. Create your ad… pick photo(s) Bob Johnson Consulting, LLC 30
- 31. Create the text for your ad… Bob Johnson Consulting, LLC 31
- 32. Define the audience… Bob Johnson Consulting, LLC 32
- 33. Set cost and length of campaign… Bob Johnson Consulting, LLC 33
- 34. Our landing page… http://www.bowdoin.edu/biology/ Bob Johnson Consulting, LLC 34
- 35. Track your conversions… https://www.facebook.com/help/435189689870514/ Bob Johnson Consulting, LLC 35
- 36. YOU TUBE + GOOGLE AD WORDS… Bob Johnson Consulting, LLC 36
- 37. The “get started” page… http://www.youtube.com/yt/advertise/get-started.html Bob Johnson Consulting, LLC 37
- 38. My CE video to promote… http://www.youtube.com/watch?v=s64B-NNRxTA Bob Johnson Consulting, LLC 38
- 39. Video links to this page… /http://che.engin.umich.edu Bob Johnson Consulting, LLC 39
- 40. After a “Chemical Engineering” search… Bob Johnson Consulting, LLC 40
- 41. Your ad in on this page… https://www.youtube.com/watch?v=iAWLMMZlkq4 Bob Johnson Consulting, LLC 41
- 42. Your choice… “In-stream” Bob Johnson Consulting, LLC 42
- 43. Your choice… “In-display” Bob Johnson Consulting, LLC 43
- 44. Your ad works on a specific video… http://bit.ly/1neA2kv Bob Johnson Consulting, LLC 44
- 45. Your ad works on YouTube searches… Bob Johnson Consulting, LLC 45
- 46. Your ad works on Internet searches… Bob Johnson Consulting, LLC 46
- 47. How much to spend? Bob Johnson Consulting, LLC 47
- 48. Select your video… http://www.youtube.com/watch?v=s64B-NNRxTA Bob Johnson Consulting, LLC 48
- 49. Keyword selection… Keywords in content… Keywords in searches… Bob Johnson Consulting, LLC 49
- 50. Pick the time for your ad to run… Bob Johnson Consulting, LLC 50
- 51. Your AdWords account page… Bob Johnson Consulting, LLC 51
- 52. Attention to campaign results… Bob Johnson Consulting, LLC 52
- 53. DIRECT RESPONSE DISPLAY ADVERTISING Focus advertising on specific academic programs… Bob Johnson Consulting, LLC 53
- 54. Direct response… program ad matches placement Bob Johnson Consulting, LLC 54
- 55. Leads to a proper landing page… Bob Johnson Consulting, LLC 55
- 56. And a social media connection… Bob Johnson Consulting, LLC 56
- 57. Simple, clean, quick email response… Bob Johnson Consulting, LLC 57
- 58. And ongoing contact… Bob Johnson Consulting, LLC 58
- 59. Targeting online email readers… Bob Johnson Consulting, LLC 59
- 60. Strong, short landing page for inquiry… Bob Johnson Consulting, LLC 60
- 61. Innovative options after an inquiry… Bob Johnson Consulting, LLC 61
- 62. But nobody’s perfect… Bob Johnson Consulting, LLC 62
- 63. Really poor targeting… Bob Johnson Consulting, LLC 63
- 64. RETARGETED ADVERTISING: AFTER A WEB VISIT Creepy to some, successful to others Bob Johnson Consulting, LLC 64
- 65. The retargeting trail… Bob Johnson Consulting, LLC 65
- 66. An agency asks these 5 questions… http://bit.ly/TjUlOz • Do you have an online marketing budget of at least a $1,000 dollars per month? • Do you have at least a few thousand visitors to your Website each month? • Do you sell a product or service with a long consideration cycle or customer research process? • Are you concerned with continued branding for your business online? • Do you have significant online competitors? Bob Johnson Consulting, LLC 66
- 67. RETARGETING MESSAGE STRATEGY… Focus on academic program visited in response to program-focused advertising or organic search that brought people to your website. Bob Johnson Consulting, LLC 67
- 68. Retarget for individual programs… http://onlinemba.neu.edu/ Bob Johnson Consulting, LLC 68
- 69. Starting with a search in May 2012… Bob Johnson Consulting, LLC 69
- 70. REJ on a automobile forum… Bob Johnson Consulting, LLC 70
- 71. REJ on Flyertalk… Bob Johnson Consulting, LLC 71
- 72. REJ on the Washington Post… http://wapo.st/HfuLaY Bob Johnson Consulting, LLC 72
- 73. Explore retargeting specialists… http://www.adroll.com/ Bob Johnson Consulting, LLC 73
- 74. Watch the videos… Bob Johnson Consulting, LLC 74
- 75. Perhaps a free 2-week trial? Bob Johnson Consulting, LLC 75
- 76. Where to advertise? Bob Johnson Consulting, LLC 76
- 77. Targeting options… • Worldwide • U.S. • Custom locations • U.S. zip codes only • Country • Region • Metro or city Bob Johnson Consulting, LLC 77
- 78. Create an ad… Bob Johnson Consulting, LLC 78
- 79. Use 2-week results for a decision… Bob Johnson Consulting, LLC 79
- 80. And check Google Remarketing… https://support.google.com/adwords/answer/2454000?hl=en Bob Johnson Consulting, LLC 80
- 81. GROUP ADVERTISING “Lead gen” for more leads at less cost, usually w/ 3rd party screening Bob Johnson Consulting, LLC 81
- 82. “Online masters degree finance”... Bob Johnson Consulting, LLC 82
- 83. 89 schools advertising here… http://www.elearners.com/online-degrees/finance/ Bob Johnson Consulting, LLC 83
- 84. Schools using the program today… • University of Maryland - College Park • Northeaster University • Boston University • Georgetown University • Colorado State University – Global Campus • University of Liverpool Bob Johnson Consulting, LLC 84
- 85. Program info to decide re inquiry… Bob Johnson Consulting, LLC 85
- 86. The inquiry form… Bob Johnson Consulting, LLC 86
- 87. LINKEDIN ADVERTISING… Best for young professionals in search of new credentials? Bob Johnson Consulting, LLC 87
- 88. Creating an ad starts here… Bob Johnson Consulting, LLC 88
- 89. Starting page for an ad campaign… Bob Johnson Consulting, LLC 89
- 90. Sort the details here… Bob Johnson Consulting, LLC 90
- 91. Select cost and campaign length… Bob Johnson Consulting, LLC 91
- 92. LinkedIn ad example… 9:55A.M. 4/19/2013 Bob Johnson Consulting, LLC 92
- 93. After the LinkedIn ad… The landing page… Immediate inquiry response… Bob Johnson Consulting, LLC 93
- 94. Continue with email follow-up… January 13, 2013 February 15, 2014 Bob Johnson Consulting, LLC 94
- 95. FOR BEST ROI ON ANY ADVERTISING Attention to the Inquiry Form… And a rapid first response time Bob Johnson Consulting, LLC 95
- 96. Just 4 items on this inquiry form… http://www.stonybrook.edu/spd/highered.html Bob Johnson Consulting, LLC 96
- 97. The whole form on a single screen… https://www.scps.nyu.edu/contactUs.htm Bob Johnson Consulting, LLC 97
- 98. A rare texting option… http://online.gannon.edu/webform/request-more-information Bob Johnson Consulting, LLC 98
- 99. More program specific examples… http://www.drexel.com/online-degrees/engineering-degrees/ms- eng-tech/index.aspx & http://www.wlc.edu/ags/maed/ Bob Johnson Consulting, LLC 99
- 100. IN THE (NEAR) FUTURE… Always a new frontier. Bob Johnson Consulting, LLC 100
- 101. Google glass… ????????? http://bit.ly/1sbRbSa Bob Johnson Consulting, LLC 101
- 102. RESOURCES… Bob Johnson Consulting, LLC 102
- 103. Keep up with current news… http://mashable.com/category/digital-advertising/ Bob Johnson Consulting, LLC 103
- 104. Internet advertising resource center… http://bit.ly/1tGQMJr Bob Johnson Consulting, LLC 104
- 105. Industry self-regulation… http://www.aboutads.info/ Bob Johnson Consulting, LLC 105
- 106. To watch the legalities… http://1.usa.gov/1oiQJLP Bob Johnson Consulting, LLC 106
- 107. Subscribe to ClickZ Newsletter… http://bit.ly/1uTB27j Bob Johnson Consulting, LLC 107
- 108. Subscribe to Search Engine Watch… http://bit.ly/1m3b33Z Bob Johnson Consulting, LLC 108
- 109. THANKS FOR BEING HERE IN BALTIMORE! Bob Johnson, Ph.D. (248.766.6425) [email protected] @HighEdMarketing www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC 109