Outline

1. Hanapin Marketing/PPC Hero Overview2. The State of EDU3. EDU Brand Management4. Multi-Device and Multi-Channel Outreach

Hanapin Marketing & PPC HeroThe Agency Other Agencies Turn To

Kayla Kurtz – Paid Search Consultant

• Has managed some of Hanapin’s largest clients

• 2nd most widely-read writer on PPC Hero

• Keynote Speaker at Search Exchange Internet Marketing Conf. 2013

• Emcee of HeroConf Paid Search Conference @one800kayla

Kristine Hyman – Client Manager

@ankamom

• Manages Client-side relationship for Hanapin’s largest accounts

• “The voice of the client” within Hanapin’s office

• 2007 Award-Winner: Outstanding Professionalism, Passion and Dedication

• Purdue University graduate, class of 1994

The PPC Power Plant – Since 2004

• The brains behind PPC Hero, the world’s most popular search marketing blog

• Hero Conf: The world’s leading PPC-only conference

• Webinars with hundreds of attendees including those co-branded with the brightest minds in our industry

• Daily display of expertise and acumen via our staff of Account Managers

All PPC, all the time…

…and THIS is why.

The State of EDUUnderstanding Existing Landscape of EDU

A Shift In The MarketplaceCost-per-click is rising

Click-through-rate is declining

Search queries are declining

Competition is increasing

Fewer conversions occurring, period.

-18%y/y decline for EDU converters

A Shift In The Marketplace

For-profit Value per Enrollment is declining

Churning students with streamlined sales process

Students ARE getting savvier & shying away

from for-profits

• Education in PPC is getting more expensive• Less people are looking • More for-profits are trying to compete• Competition is increasing

This shift demands that we move away from cost per lead and to lead quality & cost-per-enrollment-based optimizations.

COST PER LEAD AS A METRIC IS LOSING

RELEVANCY

A Shift In The Marketplace

You Know You, But Searchers Don’t

You Know You, But Searchers Don’t

You Know You, But Searchers Don’t

Top Competitors & Keywords

Top Performing Keywords

Temple UniversityUniversity of North CarolinaUniversity of PhoenixSyracuse UniversityArizona State UniversityDuke UniversityNew York UniversityUniversity of TexasWalden University

Indiana online mbaBusiness school rankingsEngineering management mastersTop ranked embaIndiana mbaArchitecture masters programs

Largest Competitors

Internal Competition

MULTIPLE SCHOOLS RUNNING THEIR OWN CAMPAIGNS CAN RESULT IN DUAL BIDS FOR THE

SAME KEYWORDS; DRIVING UP COSTS & LOWERING CONVERSION OPPORTUNITY

We’ve Seen It Before!

• Successful management of over $3 million in EDU spend annually

• Reduced fraudulent leads by 95%• Lowered CPA by 33% over 6 months• Grown locations by 500% and budget by 950%• Access to dedicated Google EDU associate

Direct Ad Space Competition

COMPETITION IS EXPANDING ACROSS BOTH FOR-PROFIT AND NON-PROFIT EDUCATION,

PICKING UP REAL ESTATE BY LEVERAGING GOOGLE QUALITY SCORE AND SMART BID

STRATEGIES.

SMART bidding, not just HIGH

bidding.

Evolving Strategies

• Geotargeting to identify regions of high enrollment

• Closer = more likely to enroll = increased

bids/budgets

• What locations don’t convert like we

thought?

EDU Brand ManagementStrategic Methods for a Unique Vertical

8 in 10Prospective Students don’t know which school

they want to attend as they initiate their journey-Google Think Education, 2013

Two Recommendations

AS COMPETITION HEATS UP KNOW WHAT YOUR SCHOOL STANDS FOR

#1

Two Recommendations

PROMOTE YOUR BRAND NOWSO PROSPECTIVE STUDENTS KNOW WHO YOU ARE BEFORE THEY WEIGH OTHER OPTIONS

#2

Timeline from 1st Visit to Conversion

More Brand Comparisons Before Converting

More Choice-Brand Visits Before Converting

Remarketing

“Are you telling me that you built a time machine… …out of a DeLorean?”

-Marty McFly, 1985

REMARKETING:

Remarketing

PROSPECTIVE STUDENTS EXPLORE MANY OPTIONS

LET THEM KNOW WHAT DIFFERENTIATES PURDUE THROUGH THEIR SEARCH

ENSURE PURDUE REMAINS TOP OF MIND

Remarketing

DISPLAY REMARKETING KEEPS YOUR MESSAGE IN FRONT OF PROSPECTIVE STUDENTS

Remarketing

GEOTARGETED CAMPAIGNS FOCUS BRANDING TO SPECIFIC TARGET MARKETS

Case Study – Orbis Education

Multi-Channel & Multi-Device Outreach

Reaching All Searchers, Wherever They Are

9 in 10Enrolled students use online to research

-Google Think Education, 2013

Higher Ed Research Resources

More reliance on ONLINE resources.

Social Media Channels

ABILITY TO REACH A WIDE AUDIENCE, IN A TARGETED MANNER, BASED ON THEIR

EXPLICITLY EXPRESSED INTERESTS.

Cross-Device Use Increasing

Unique to Mobile Searchers

25% OF US SEARCHERS RARELY, IF EVER, USE ANYTHING BUT THEIR MOBILE DEVICE(S) TO

BROWSE THE WEB.

More Online Applicants

2011 2012

Over the PhoneIn PersonOnline

+10%y/y rise in Online applicants

76%

86%

QUESTIONS?