Advertising Online: Strategy & Tactics for Enrollment Success
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This document provides an overview of online advertising strategies and tactics for higher education institutions. It discusses using brand awareness ads to build recognition over time versus direct response ads that call users to immediate action. The bulk of the document then details approaches for different online advertising platforms like Facebook, Google AdWords, YouTube, Twitter, LinkedIn, and retargeted display ads. It emphasizes targeting ads towards specific academic programs and having a strong call to action and inquiry form for leads.
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Advertising Online: Strategy & Tactics for Enrollment Success
- 1. ADVERTISING ONLINE: STRATEGY & TACTICS FOR ENROLLMENT SUCCESS ©ROBERTE.JOHNSON,PH.D.2013 Bob Johnson, Ph.D. eduWeb2013 Boston, MA July 29-31 Bob Johnson Consulting, LLC 1
- 2. Who is Bob Johnson? • Website reviews and recommendations • “Top Task” partner w/Gerry McGovern at Customer Carewords, Ltd, Dublin, Ireland • 70 higher education clients since 2006 • “Your Higher Education Marketing Newsletter”… 3,600 subscribers • @highedmarketing… 6,300+ Twitter followers • “Higher Education Marketing” blog • Symposium for the Marketing of Higher Education… chair, 1994 to 2003 Bob Johnson Consulting, LLC 2
- 3. We advertise online for… Brand awareness… • We want people to know who we are today so that tomorrow if they need what we offer they will include us in their choice. • Does not require call to action and landing page. • Institution focused (often). • Clicks on links optional. Direct response… • We want people who are ready (or nearly ready) to make a purchase to start today. • Requires a call to action and a landing page. • Academic program focus • Clicks on links mandatory. Bob Johnson Consulting, LLC 3
- 4. OUR STRATEGY FOCUS TODAY… • Direct marketing… • For academic programs Bob Johnson Consulting, LLC 4
- 5. AT THE START, AN OVERVIEW The rise of “mobile”… The continuation of “desktop” Bob Johnson Consulting, LLC 5
- 6. Less $$$ spent on traditional areas… http://bit.ly/198OOov Bob Johnson Consulting, LLC 6
- 7. Desktop vs. mobile to 2017… http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959 Bob Johnson Consulting, LLC 7
- 8. Major players in mobile by revenue… http://bit.ly/ZPnokB Bob Johnson Consulting, LLC 8
- 9. Social media ad increase… http://bit.ly/12Ljb5p Bob Johnson Consulting, LLC 9
- 10. Not quite a mobile spending tsunami… http://bit.ly/154CvFm Bob Johnson Consulting, LLC 10
- 11. THE GOOD NEWS… Facebook & Google in constant competition to allow better targeting… • “Guest Post: Facebook Is Now The Best Ad Targeting Platform Around”… March 2013 • http://bit.ly/17MDYGL Bob Johnson Consulting, LLC 11
- 12. ADVERTISING IN THE DIGITAL WORLD, A LITTLE HISTORY “Big Data” = Increase in “direct” capability… Bob Johnson Consulting, LLC 12
- 13. Evolution of digital advertising… http://bit.ly/OWRzn3 Bob Johnson Consulting, LLC 13
- 14. Google & high speed access in 2004… Bob Johnson Consulting, LLC 14
- 15. Rapid evolution continues… Bob Johnson Consulting, LLC 15
- 16. Many places for ad $$$…, old & new http://www.mediassociates.com/ Bob Johnson Consulting, LLC 16
- 17. “Journey to purchase…” in 2013 http://www.google.com/think/tools/customer-journey-to-online-purchase.html Bob Johnson Consulting, LLC 17
- 18. “Direct” is most efficient… Bob Johnson Consulting, LLC 18
- 19. “Direct” is best for final action… Bob Johnson Consulting, LLC 19
- 20. Social media advertising dilemma… • “Social media is a very personal experience for most users and it is not clear yet just how much advertising they will tolerate from this medium.” • “Mobile social advertising makes quantum leap forward” at http://bit.ly/16mOktB Mobile Marketer, April 2013 • Quantum leap = increased ability to target ads • Facebook • Twitter • LinkedIn Bob Johnson Consulting, LLC 20
- 21. FACEBOOK… To advertise individual academic programs… “Power Editor” to manage campaigns Bob Johnson Consulting, LLC 21
- 22. Is Facebook a place for advertising? • The best place for advertising? • FB click through on ads is “well below” industry average • But FB is huge… • People spent 18% of their online time on FB in 2011 • Up from 8% in 2010 • More time on FB = less opportunity to engage elsewhere • FB advertising can be successful just because so many people spend so much time there that a high click through rate isn’t always necessary • “Why Facebook is becoming the media world’s black hole,” Simon Dumenco, 3 October 2011 Bob Johnson Consulting, LLC 22
- 23. Facebook on mobile… http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959 Bob Johnson Consulting, LLC 23
- 24. Facebook is simplifying ad options… http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads • Summer and Fall of 2013… from 27 to <13? • “Our vision is that over time, an advertiser can come to Facebook and tell us what they are trying to achieve, and our ads tools will automatically suggest the right combination of products to help them achieve it.” • Goal: easier for non-professionals to plan, place advertising Bob Johnson Consulting, LLC 24
- 25. Pay for FB results 3 ways… https://www.facebook.com/help/614797551881954 • Pay for views • Pay for clicks • Pay for actions (new in April) • More from Inside Facebook at http://bit.ly/1448PZY Bob Johnson Consulting, LLC 25
- 26. Power Editor… for multiple campaigns https://www.facebook.com/help/332626706817162/ Bob Johnson Consulting, LLC 26
- 27. Starting your campaign… https://www.facebook.com/ads/manage/campaigns/ Bob Johnson Consulting, LLC 27
- 28. Pick a landing point, create your ad… Bob Johnson Consulting, LLC 28
- 29. Our landing page… http://che.engin.umich.edu/ Bob Johnson Consulting, LLC 29
- 30. Where to show your ad? Bob Johnson Consulting, LLC 30
- 31. The first selection page… only for age Bob Johnson Consulting, LLC 31
- 32. Sort for “Chemical Engineering”… Bob Johnson Consulting, LLC 32
- 33. Limit to people in high school… Bob Johnson Consulting, LLC 33
- 34. Budget for 10% response… 198 Bob Johnson Consulting, LLC 34
- 35. Track your conversions… https://www.facebook.com/help/435189689870514/ Bob Johnson Consulting, LLC 35
- 36. YOU TUBE + GOOGLE AD WORDS… Bob Johnson Consulting, LLC 36
- 37. My CE video to promote… http://www.youtube.com/watch?v=s64B-NNRxTA Bob Johnson Consulting, LLC 37
- 38. Video links to this page… http://che.engin.umich.edu/ Bob Johnson Consulting, LLC 38
- 39. Your ad in top right position… Bob Johnson Consulting, LLC 39
- 40. After a “Chemical Engineering” search… Bob Johnson Consulting, LLC 40
- 41. Opening the campaign… Bob Johnson Consulting, LLC 41
- 42. Select your video… http://www.youtube.com/watch?v=s64B-NNRxTA Bob Johnson Consulting, LLC 42
- 43. Review advanced settings… Bob Johnson Consulting, LLC 43
- 44. Pick the time for your ad to run… Bob Johnson Consulting, LLC 44
- 45. Keyword selection… Keywords in content… Keywords in searches… Bob Johnson Consulting, LLC 45
- 46. Results page to monitor… Bob Johnson Consulting, LLC 46
- 47. DIRECT RESPONSE DISPLAY ADVERTISING Focus advertising on specific academic programs… Bob Johnson Consulting, LLC 47
- 48. Again, targeting is key… http://www.24mas.com/ • Age • Gender • Location • Behavior • Time • Handset • And more… Bob Johnson Consulting, LLC 48
- 49. Direct response… program ad matches placement Bob Johnson Consulting, LLC 49
- 50. Leads to a proper landing page… Bob Johnson Consulting, LLC 50
- 51. And a social media connection… Bob Johnson Consulting, LLC 51
- 52. Simple, clean, quick email response… Bob Johnson Consulting, LLC 52
- 53. And ongoing contact… Bob Johnson Consulting, LLC 53
- 54. Targeting online email readers… Bob Johnson Consulting, LLC 54
- 55. Strong, short landing page for inquiry… Bob Johnson Consulting, LLC 55
- 56. Innovative options after an inquiry… Bob Johnson Consulting, LLC 56
- 57. But nobody’s perfect… Bob Johnson Consulting, LLC 57
- 58. This is not good targeting… Bob Johnson Consulting, LLC 58
- 59. AFTER A WEB VISIT: RETARGETED ADVERTISING Creepy to some, successful to others Bob Johnson Consulting, LLC 59
- 60. The retargeting trail… http://area2oh3.com/have-you-been-retargeted/ Bob Johnson Consulting, LLC 60
- 61. Answer these 5 questions first… http://bit.ly/TjUlOz • Do you have an online marketing budget of at least a $1,000 dollars per month? • Do you have at least a few thousand visitors to your Website each month? • Do you sell a product or service with a long consideration cycle or customer research process? • Are you concerned with continued branding for your business online? • Do you have significant online competitors? Bob Johnson Consulting, LLC 61
- 62. RETARGETING MESSAGE STRATEGY… Focus on academic program visited in response to program-focused advertising or organic search that brought people to your website. Bob Johnson Consulting, LLC 62
- 63. Retarget for individual programs… Bob Johnson Consulting, LLC 63
- 64. Starting with a search in May 2012… Bob Johnson Consulting, LLC 64
- 65. REJ on a automobile forum… Bob Johnson Consulting, LLC 65
- 66. REJ on Flyertalk… Bob Johnson Consulting, LLC 66
- 67. REJ on the Washington Post… http://wapo.st/HfuLaY Bob Johnson Consulting, LLC 67
- 68. Explore retargeting specialists… http://www.adroll.com/ Bob Johnson Consulting, LLC 68
- 69. Retargeting on Facebook… Bob Johnson Consulting, LLC 69
- 70. New importance for Facebook… http://bit.ly/15httox Bob Johnson Consulting, LLC 70
- 71. GROUP ADVERTISING “Lead gen” for more leads at less cost, usually w/ 3rd party screening Bob Johnson Consulting, LLC 71
- 72. “Online masters degree finance”... Bob Johnson Consulting, LLC 72
- 73. Where will you be among 52 choices? http://www.elearners.com/online-degrees/master/finance.htm Bob Johnson Consulting, LLC 73
- 74. FOR BEST ROI ON ANY ADVERTISING Attention to the Inquiry Form… And a rapid first response time Bob Johnson Consulting, LLC 74
- 75. Just 4 items on this inquiry form… http://www.stonybrook.edu/spd/highered.html Bob Johnson Consulting, LLC 75
- 76. The whole form on a single screen… https://www.scps.nyu.edu/contactUs.htm Bob Johnson Consulting, LLC 76
- 77. A rare texting option… http://online.gannon.edu/webform/request-more-information Bob Johnson Consulting, LLC 77
- 78. More program specific examples… http://www.drexel.com/online-degrees/engineering-degrees/ms-eng- tech/index.aspx & http://www.wlc.edu/ags/maed/ Bob Johnson Consulting, LLC 78 Task #4: inquiries
- 79. BEWARE THE DEVIL’S DIGITAL DETAILS… Bad experiences kill brands… Don’t start with a bad landing page Bob Johnson Consulting, LLC 79
- 80. Focused online advertising is good… Bob Johnson Consulting, LLC 80
- 81. But not a w/o a good follow through… http://bit.ly/HghsZh • Don’t drop people into a regular web page • Be direct in asking for a response… • “If we can help you decide if this is the right program for your career advancement, please do not hesitate to contact us at 315-443-3368.” Bob Johnson Consulting, LLC 81
- 82. Another targeted banner ad…. Bob Johnson Consulting, LLC 82
- 83. And another not-so-good landing page… Bob Johnson Consulting, LLC 83
- 84. This one almost gets it right… Bob Johnson Consulting, LLC 84
- 85. Works well… except for the text block Bob Johnson Consulting, LLC 85
- 86. TWITTER ADVERTISING Open to anyone in the U.S. since April 2013 Bob Johnson Consulting, LLC 86
- 87. TWITTER SAYS… “Our system rewards marketers for being good, not for being loud.” • https://blog.twitter.com/2013/announcing- twitter-ads-api Bob Johnson Consulting, LLC 87
- 88. Twitter on mobile… http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959 Bob Johnson Consulting, LLC 88
- 89. 4 key questions… https://ads.twitter.com/start-now?ref=us-ps-go-branded-tw Bob Johnson Consulting, LLC 89
- 90. Selections for “Education” & Metro… Bob Johnson Consulting, LLC 90
- 91. LINKEDIN ADVERTISING… Best for young professionals in search of new credentials… Bob Johnson Consulting, LLC 91
- 92. LinkedIn ad example… 9:55A.M. 4/19/2013 Bob Johnson Consulting, LLC 92
- 93. After the LinkedIn ad… The landing page… Immediate inquiry response… Bob Johnson Consulting, LLC 93
- 94. EMAIL NEWSLETTER ADVERTISING Targeting to match email newsletter interest… Bob Johnson Consulting, LLC 94
- 95. An email invitation… Bob Johnson Consulting, LLC 95
- 96. Cluttered email message… Bob Johnson Consulting, LLC 96
- 97. Leads to a not-so-good landing page… Bob Johnson Consulting, LLC 97
- 98. IN THE (NEAR) FUTURE… Bob Johnson Consulting, LLC 98
- 99. Tablets get more important… http://www.creativefeed.net/blog/2011/05/ Bob Johnson Consulting, LLC 99
- 100. Google glass… ????????? http://www.google.com/glass/start/how-to-get-one/ Bob Johnson Consulting, LLC 100
- 101. Cross-device ads will increase impact… http://www.tapad.com/ Bob Johnson Consulting, LLC 101
- 102. LEARNING RESOURCES Bob Johnson Consulting, LLC 102
- 103. Bing monthly advertising updates… http://bit.ly/18Hqux6 Bob Johnson Consulting, LLC 103
- 104. http://rocketfuel.com/ Bob Johnson Consulting, LLC 104
- 105. THANKS FOR BEING HERE IN BOSTON! Bob Johnson, Ph.D. (248.766.6425) bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC 105