PPC for EDU: A Digital Seminar - Kayla Kurtz at Purdue University
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Transcript of PPC for EDU: A Digital Seminar - Kayla Kurtz at Purdue University
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Outline
1. Hanapin Marketing/PPC Hero Overview2. The State of EDU3. EDU Brand Management4. Multi-Device and Multi-Channel Outreach
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Hanapin Marketing & PPC HeroThe Agency Other Agencies Turn To
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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
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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
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The PPC Power Plant – Since 2004
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• 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
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All PPC, all the time…
…and THIS is why.
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The State of EDUUnderstanding Existing Landscape of EDU
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A Shift In The MarketplaceCost-per-click is rising
Click-through-rate is declining
Search queries are declining
Competition is increasing
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Fewer conversions occurring, period.
-18%y/y decline for EDU converters
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A Shift In The Marketplace
For-profit Value per Enrollment is declining
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Churning students with streamlined sales process
Students ARE getting savvier & shying away
from for-profits
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• 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
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You Know You, But Searchers Don’t
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You Know You, But Searchers Don’t
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You Know You, But Searchers Don’t
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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
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Internal Competition
MULTIPLE SCHOOLS RUNNING THEIR OWN CAMPAIGNS CAN RESULT IN DUAL BIDS FOR THE
SAME KEYWORDS; DRIVING UP COSTS & LOWERING CONVERSION OPPORTUNITY
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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
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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.
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SMART bidding, not just HIGH
bidding.
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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?
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EDU Brand ManagementStrategic Methods for a Unique Vertical
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8 in 10Prospective Students don’t know which school
they want to attend as they initiate their journey-Google Think Education, 2013
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Two Recommendations
AS COMPETITION HEATS UP KNOW WHAT YOUR SCHOOL STANDS FOR
#1
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Two Recommendations
PROMOTE YOUR BRAND NOWSO PROSPECTIVE STUDENTS KNOW WHO YOU ARE BEFORE THEY WEIGH OTHER OPTIONS
#2
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Timeline from 1st Visit to Conversion
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More Brand Comparisons Before Converting
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More Choice-Brand Visits Before Converting
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Remarketing
“Are you telling me that you built a time machine… …out of a DeLorean?”
-Marty McFly, 1985
REMARKETING:
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Remarketing
PROSPECTIVE STUDENTS EXPLORE MANY OPTIONS
LET THEM KNOW WHAT DIFFERENTIATES PURDUE THROUGH THEIR SEARCH
ENSURE PURDUE REMAINS TOP OF MIND
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Remarketing
DISPLAY REMARKETING KEEPS YOUR MESSAGE IN FRONT OF PROSPECTIVE STUDENTS
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Remarketing
GEOTARGETED CAMPAIGNS FOCUS BRANDING TO SPECIFIC TARGET MARKETS
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Case Study – Orbis Education
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Multi-Channel & Multi-Device Outreach
Reaching All Searchers, Wherever They Are
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9 in 10Enrolled students use online to research
-Google Think Education, 2013
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Higher Ed Research Resources
More reliance on ONLINE resources.
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Social Media Channels
ABILITY TO REACH A WIDE AUDIENCE, IN A TARGETED MANNER, BASED ON THEIR
EXPLICITLY EXPRESSED INTERESTS.
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Cross-Device Use Increasing
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Unique to Mobile Searchers
25% OF US SEARCHERS RARELY, IF EVER, USE ANYTHING BUT THEIR MOBILE DEVICE(S) TO
BROWSE THE WEB.
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More Online Applicants
2011 2012
Over the PhoneIn PersonOnline
+10%y/y rise in Online applicants
76%
86%
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QUESTIONS?