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Maximizing Higher Education Marketing Channels

Learn how to effectively utilize digital marketing channels like paid search ads, organic listings, and targeted audience strategies to reach key demographics and market segments in higher education. Discover top strategies for search ads, display network, and YouTube video ads.

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Maximizing Higher Education Marketing Channels

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  1. TOPSPOT INTERNET MARKETING Digital Marketing in Higher Education

  2. TOPSPOT INTERNET MARKETING Digital Marketing Channels

  3. TOPSPOT INTERNET MARKETING Digital Marketing Channels Paid Search Ads – Google reserves up to 4 stops at the top of the search results page and up to 3 at the bottom for ads. These ads are paid for on a pay per click (PPC) basis, meaning an advertiser only pays when their ad gets clicked on. It’s free to show up. Organic Listings – There are at least 10 organic results on a search results page. These are completely free. Google tries to match the most relevant results to each search using many factors including website content, the searcher’s location and more.

  4. TOPSPOT INTERNET MARKETING Digital Marketing Channels Keywords are a carefully compiled list that help search engines match ads to the most relevant searches. Advertisers then bid on each keyword, telling search engines how much they’re willing to pay for ads that are triggered for each keyword. Your bid along with other factors determine where your ad will appear on each search results page.

  5. Campaign Strategy

  6. TOPSPOT INTERNET MARKETING Digital Marketing Channels Conversion Intent-Based Demographics-Based

  7. TOPSPOT INTERNET MARKETING Target Audiences & Markets • Audience Segments • High School Students • Influencers • Graduate Students • High School Counselors • Work in Higher Education • Legislators • Alumni • UH Community • Market Segments • Houston Metro Area • Conroe, Katy & The Woodlands • Southern California • Chicago Metro Area • Austin • Nationwide • Dallas • San Antonio

  8. Channel Strategies

  9. TOPSPOT INTERNET MARKETING Search Ads Strategy: Show ads at the exact moments important audiences are researching higher education institutions online. Two Areas of Focus: Branded and Non-Branded Keywords

  10. TOPSPOT INTERNET MARKETING Search Ads Strategy: Show ads at the exact moments important audiences are researching higher education institutions online. Keyword Examples: Branded Non-Branded

  11. TOPSPOT INTERNET MARKETING Search Ads Strategy: Precisely target users based on their physical locations.

  12. TOPSPOT INTERNET MARKETING Search Ads Strategy: Precisely target users based on their physical locations.

  13. TOPSPOT INTERNET MARKETING Search Ads Strategy: Use search ads to learn about how target audiences are researching higher education for better targeting and content expansion Over 36,000 searches for pharmacy schools or programs Over 27,000 searches for different types of engineering

  14. TOPSPOT INTERNET MARKETING Search Ads Strategy: Use search ads to learn about how target audiences are researching higher education for better targeting and content expansion

  15. TOPSPOT INTERNET MARKETING Search Ads Strategy: Use negative keywords to eliminate unrelated and unwanted search queries for more refined targeting

  16. TOPSPOT INTERNET MARKETING Search Ads Initial Findings Summary The current search campaigns have maintained a $1.47 CPC average across 6-months. The industry benchmark for education is $2.40 (WordStream) How do we achieve this? Targeting the top four ad positions but not number one

  17. TOPSPOT INTERNET MARKETING Search Ads Initial Findings Summary The current search campaigns have maintained a 4.21% CTR average across 6-months. The industry benchmark for education is 3.78% (WordStream) How do we achieve this? Adding strategic negative keywords

  18. TOPSPOT INTERNET MARKETING Google Display Network Strategy: Show banner ads to our target audiences on Google’s display network plays a pivotal role in helping reach a large audience with branded messages at the most cost-effective price. Targeted audiences by keyword matching:

  19. TOPSPOT INTERNET MARKETING Google Display Network Strategy: Refine advertising locations by device, website categories, mobile apps, etc.

  20. TOPSPOT INTERNET MARKETING Google Display Network Strategy: Refine advertising locations by device, website categories, mobile apps, etc. The current display ad campaigns have maintained a 0.64% CTR average across 6-months. The industry benchmark for education is 0.22% (Growth Point Solutions)

  21. TOPSPOT INTERNET MARKETING Google Display Network Top Performing Display Ads

  22. TOPSPOT INTERNET MARKETING YouTube Video Ads Strategy: YouTube is now the world’s second largest search engine and third most-visited website behind Google and Facebook. Generation Z also consumes 2-4 times more streamed video than network television. (Forbes)

  23. TOPSPOT INTERNET MARKETING YouTube Video Ads Strategy: YouTube is now the world’s second largest search engine and third most-visited website behind Google and Facebook. • UH YouTube videos have been shown to users prior to viewing a variety of content: • TED Talks • Fort Worth Star-Telegram • ProjectElon - Study Motivation • MTV • The Ellen Show • Today Show • Various Music Videos (95% interaction rate on music videos)

  24. TOPSPOT INTERNET MARKETING YouTube Video Ads Strategy: YouTube is now the world’s second largest search engine and third most-visited website behind Google and Facebook.

  25. TOPSPOT INTERNET MARKETING YouTube Video Ads Strategy: YouTube is now the world’s second largest search engine and third most-visited website behind Google and Facebook.

  26. TOPSPOT INTERNET MARKETING YouTube Video Ads Strategy: YouTube is now the world’s second largest search engine and third most-visited website behind Google and Facebook.

  27. Targeting by Audience

  28. TOPSPOT INTERNET MARKETING High School Students Strategy: Leverage multiple channels to showcase campus life, and share the UH experience though video, social, and search to a high school market to generate modern brand engagement.

  29. TOPSPOT INTERNET MARKETING High School Students Strategy: Leverage multiple channels to showcase campus life, and share the UH experience though video, social, and search to a high school market to generate modern brand engagement.

  30. TOPSPOT INTERNET MARKETING Graduate Students Houston Strategy: View UH as a top choice and believe a UH graduate degree will elevate their career

  31. TOPSPOT INTERNET MARKETING Undergraduate Students Chicago Strategy: View UH as a top choice and believe a UH undergraduate degree will elevate their career

  32. TOPSPOT INTERNET MARKETING Undergraduate Students Southern California Strategy: View UH as a top choice and believe a UH undergraduate degree will elevate their career

  33. Digital Analytics

  34. TOPSPOT INTERNET MARKETING Google DataStudio

  35. TOPSPOT INTERNET MARKETING HotJar & Conversion Optimization Click Heat Maps Scroll Heat Maps

  36. TOPSPOT INTERNET MARKETING Overall Metrics & Results May – November 2018

  37. Questions?

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