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Here is an introduction to student recruitment strategy, tactics and ROI analysis to reach the mobile prospective student.
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Student Recruitment for the Mobile Generation
Slide 1
Philippe Taza CEO
Higher Education [email protected]
Student Recruitment for the Mobile GenerationThursday October 8th 2014
Student Recruitment for the Mobile Generation
Today’s Presentation• Why mobile marketing?• Website formats• Mobile visitors behavior• Design, functionality and content for mobile recruitment• Mobile tools/applications used• Mobile SEO• Mobile PPC• Mobile SMM – Facebook• Mobile Analytics used throughout the webinar
Student Recruitment for the Mobile Generation
Context for today’s presentation• We assume that all of you know how to measure
conversions on your website using Google Analytics. If you are not sure, contact us we will help you
• Typical conversions: request information, apply now, chat with an advisor, etc.
• Most conversions in student recruitment happen on the school’s main website, microsite or landing pages
Student Recruitment for the Mobile Generation
https://www.youtube.com/watch?v=FSS8v8eH9GA
Why mobile marketing? Google Education search analysis: Q2 review
Student Recruitment for the Mobile Generation
Why mobile marketing?
• 22% mobile traffic• 25% of website goals
Student Recruitment for the Mobile Generation
Website formats used today
http://www.nonlinearcreations.com/Digital/how-we-think/articles/2014/04/Higher-education-and-mobile-strategy.aspx
Student Recruitment for the Mobile Generation
Three mobile website formats
DEDICATED RESPONSIVE AND APPS
Student Recruitment for the Mobile Generation
Mobile visitors behavior
http://www.slideshare.net/AaronLindsay11/google-mobile-search-report
Student Recruitment for the Mobile Generation
Design for mobile recruitment• Lead with primary content• Vertical navigation
vs horizontal• Minimal graphics,
minimal footers• Fewer in-page links• Breadcrumbs are rare
Student Recruitment for the Mobile Generation
Functionality for mobile recruitment • Include geo-location specific
features & functions• Integration with phone
functions• Enlarged interface elements
for “fat finger” problem
Student Recruitment for the Mobile Generation
Content for mobile recruitment• Different goals from desktop• Simplified, reduced content
and message• Emphasize location• Emphasize contact• Emphasize action
Student Recruitment for the Mobile Generation
• Google Analytics• Google AdWords• Google Webmaster Tools• Gshift Labs• Facebook Reports
Mobile tools/platforms used
Student Recruitment for the Mobile Generation
How do mobile users perform by channel?
• In this example, Paid Search is converting at a higher rate than other channels on mobile devices
• BUT, Organic Search represents nearly 60% of sessions and Goals
Student Recruitment for the Mobile Generation
Mobile SEO ABC’S• Mobile Friendly Pages are a
must• Think Local Search• Include GEO elements in Page
Titles, Headings and Content• Don’t forget to optimize your
Google My Business page• Mobile SEO Rankings are often
different than on Desktops
Student Recruitment for the Mobile Generation
Mobile SEO rankings• Google will try to
result the most relevant page based on location and device
• Google.ca is a blended result from all devices and locations
• Vancouver mobile is specific to that combination
Student Recruitment for the Mobile Generation
Google Webmasters mobile search queries
Student Recruitment for the Mobile Generation
Google Webmasters mobile search queries
Student Recruitment for the Mobile Generation
Comparing PPC performance by device type
• 20% of sessions - rapidly growing segment• Spends less time on site• Great conversion rates• Cost per conversion usually very attractive
Student Recruitment for the Mobile Generation
Slide 19
• Fewer ad positions available• Use mobile bid adjustments• Use ad extensions• Use mobile landing pages
Google AdWords for mobile
Student Recruitment for the Mobile Generation
Slide 20
Google AdWords mobile conversions
Be sure to segment your AdWords activity by device or you may have some surprises!
Adjust the mobile and tablets bids based on performance and goals
Student Recruitment for the Mobile Generation
How is mobile PPC different?
PHONE CALLS!!!!
Student Recruitment for the Mobile Generation
Slide 22
Google AdWords mobile clicks to calls
Enabling call extensions within your campaigns will help you generate more phone calls
Student Recruitment for the Mobile Generation
Facebook audiences
Student Recruitment for the Mobile Generation
Facebook ads
• Choose the correct ad type based on your campaign goals
• Tracking the results could be tricky!
Student Recruitment for the Mobile Generation
Facebook ads
• 4 types of placements for your ads• Mobile has a lower cpc• Use caution when monitoring actions
Student Recruitment for the Mobile Generation
Tracking your Facebook Campaign results
Student Recruitment for the Mobile Generation
Mobile campaign on Facebook
https://developers.facebook.com/docs/facebook-login/overview/v2.0
Student Recruitment for the Mobile Generation
Facebook ads conversion rates
• We notice discrepancies between tracking technologies
• Facebook PPC on Mobile does better in Google Analytics but not in Facebook Reports
Student Recruitment for the Mobile Generation
International student recruitment• Of international students seeking a US school
- 91 % use a PC- 56 % use a smartphone- 26 % use a tablet
Student Recruitment for the Mobile Generation
Conclusions• Your prospects live in the mobile world and you need
to meet them there• Best practices for mobile site content, design, and
functionality are unique from desktop• Mobile SEO has its own rules• Mobile PPC produces good cost per lead• Use analytics to learn about mobile recruitment and
maximize your ROI• GET A MOBILE/RESPONSIVE WEBSITE!
Student Recruitment for the Mobile Generation
Slide 31
Improve your International Student Recruitment with Digital Marketing
Thursday November 13th, 20141:30PM- 2:00PM EST
Upcoming webinar
Student Recruitment for the Mobile Generation
Philippe TazaTel: 514-312-3968 ext:[email protected] www.higher-education-marketing.comhttps://twitter.com/PhilippeTaza
Contact us