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Outline

Outline. Hanapin Marketing/PPC Hero Overview The State of EDU EDU Brand Management Multi-Device and Multi-Channel Outreach. Hanapin Marketing & PPC Hero. The Agency Other Agencies Turn To. Kayla Kurtz – Paid Search Consultant. Has managed some of Hanapin’s largest clients

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Outline

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  1. Outline • Hanapin Marketing/PPC Hero Overview • The State of EDU • EDU Brand Management • Multi-Device and Multi-Channel Outreach

  2. Hanapin Marketing & PPC Hero The Agency Other Agencies Turn To

  3. 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

  4. Kristine Hyman – Client Manager • 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 @ankamom

  5. The PPC Power Plant – Since 2004

  6. 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

  7. All PPC, all the time… …and THIS is why.

  8. The State of EDU Understanding Existing Landscape of EDU

  9. A Shift In The Marketplace Cost-per-click is rising Click-through-rate is declining Search queries are declining Competition is increasing

  10. Fewer conversions occurring, period. -18% y/y decline for EDU converters

  11. A Shift In The Marketplace For-profit Value per Enrollment is declining

  12. Churning students with streamlined sales process Students ARE getting savvier & shying away from for-profits

  13. A Shift In The Marketplace COST PER LEAD AS A METRIC IS LOSING RELEVANCY • 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.

  14. You Know You, But Searchers Don’t

  15. You Know You, But Searchers Don’t

  16. You Know You, But Searchers Don’t

  17. Top Competitors & Keywords Top Performing Keywords Largest Competitors • Indiana online mba • Business school rankings • Engineering management masters • Top ranked emba • Indiana mba • Architecture masters programs • Temple University • University of North Carolina • University of Phoenix • Syracuse University • Arizona State University • Duke University • New York University • University of Texas • Walden University

  18. Internal Competition MULTIPLE SCHOOLS RUNNING THEIR OWN CAMPAIGNS CAN RESULT IN DUAL BIDS FOR THE SAME KEYWORDS; DRIVING UP COSTS & LOWERING CONVERSION OPPORTUNITY

  19. 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

  20. 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.

  21. SMART bidding, not just HIGH bidding.

  22. 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?

  23. EDU Brand Management Strategic Methods for a Unique Vertical

  24. 8 in 10 Prospective Students don’t know which school they want to attend as they initiate their journey -Google Think Education, 2013

  25. Two Recommendations #1 AS COMPETITION HEATS UP KNOW WHAT YOUR SCHOOL STANDS FOR

  26. Two Recommendations #2 PROMOTE YOUR BRAND NOW SO PROSPECTIVE STUDENTS KNOW WHO YOU ARE BEFORE THEY WEIGH OTHER OPTIONS

  27. Timeline from 1st Visit to Conversion

  28. More Brand Comparisons Before Converting

  29. More Choice-Brand Visits Before Converting

  30. Remarketing REMARKETING: “Are you telling me that you built a time machine… …out of a DeLorean?” -Marty McFly, 1985

  31. Remarketing PROSPECTIVE STUDENTS EXPLORE MANY OPTIONS LET THEM KNOW WHAT DIFFERENTIATES PURDUE THROUGH THEIR SEARCH ENSURE PURDUE REMAINS TOP OF MIND

  32. Remarketing DISPLAY REMARKETING KEEPS YOUR MESSAGE IN FRONT OF PROSPECTIVE STUDENTS

  33. Remarketing GEOTARGETED CAMPAIGNS FOCUS BRANDING TO SPECIFIC TARGET MARKETS

  34. Case Study – Orbis Education

  35. Multi-Channel & Multi-Device Outreach Reaching All Searchers, Wherever They Are

  36. 9 in 10 Enrolled students use online to research -Google Think Education, 2013

  37. Higher Ed Research Resources More reliance on ONLINE resources.

  38. Social Media Channels Ability to reach a wide audience, in a targeted manner, based on their explicitly expressed interests.

  39. Cross-DeviceUse Increasing

  40. Unique to Mobile Searchers 25% of US searchers rarely, if ever, use anything but their mobile device(s) to browse the web.

  41. More Online Applicants +10% y/y rise in Online applicants 86% 76%

  42. QUESTIONS?

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