Higher education search analysis

•

1 gostou•1,944 visualizações

Higher Education Marketing

Educação Tecnologia Negócios

Google’s Q3 Higher Education Search Analysis
Report Highlights

Google’s Q3 Higher Education
Search Analysis Report
Highlights
Slide 1

Google’s Q3 Higher Education Search Analysis
Report Highlights

Overview


Google’s Education team recently hosted a Google
Hangout that provided their 2013 Q3 report on the state of
Google search and pay-per-click marketing dynamics for
the higher education marketplace.



We've provided report highlights

Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations

Slide 2

Google’s Q3 Higher Education Search Analysis
Report Highlights

Total search query volume increased by 3% on
all education terms, (not including MOOC
related terms)

Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations

Slide 3

Google’s Q3 Higher Education Search Analysis
Report Highlights

Search on “traditional’ schools grew by 7%

Significant search growth was seen for branded terms
related to "traditional schools" (in this context “traditional”
means not-for-profits). This category also including search
term modifiers related to “online” courses and programs.
Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations

Slide 4

Google’s Q3 Higher Education Search Analysis
Report Highlights

Search terms including “geographic” modifiers
increased by 10%

These are difficult figures to derive specific insights from
given how they are bundled, but it does make sense that
local would eventually dominate a searcher's intent, with
more search term precision used to describe online degrees
and programs.
Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations

Slide 5

Google’s Q3 Higher Education Search Analysis
Report Highlights

Nursing saw the fastest growth in program
related search queries at 15%

It was also mentioned that overall, health care has the
overall highest search query volume of all areas, growing by
4% over Q2. Education was notable with a 20% year over
year growth.
Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations

Slide 6

Google’s Q3 Higher Education Search Analysis
Report Highlights

MBA remains the most searched degree area,
with 2% growth, with Bachelors as the fastest
growing degree search area with 12% growth

Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations

Slide 7

Google’s Q3 Higher Education Search Analysis
Report Highlights

Cost per lead is increasing, but in Q3 2013 was
modestly buffered by increasing conversion
rates

Conversion rates might be increasing as a result of the growing
experience with PPC by traditional schools, who are getting
better at aligning the scent trail across keywords, ad copy and
landing pages.
Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations

Slide 9

Google’s Q3 Higher Education Search Analysis
Report Highlights

Questions?
1.514.312.3968
info@higher-education-marketing.com

FOLLOW US ON FACEBOOK
FOLLOW US ON LINKEDIN
FOLLOW US ON TWITTER

FOLLOW US ON PINTEREST
FOLLOW US ON GOOGLE+

Visit our Website: Higher Education Marketing

Slide 10

Mais conteúdo relacionado

Mais de Higher Education Marketing

The New Year is a time of new beginnings. Whether it's training for career advancement or seeking a course to break into a new industry, countless people take this opportunity to go back to school. We call behavior like this the "Fresh Start" effect and educational institutions that capitalize on it can see measurable gains in their recruitment efforts. In this month's webinar, the HEM team will walk you through the importance of advertising during the holiday period leading up to the new year and outline key strategies for advertising to this cohort. You'll learn how to craft ideal messaging and plan your advertising push, along with discovering which best practices ensure your institution will be ready to start the new year strong.

The Fresh Start Effect: Proven Strategies to Kickstart Your Enrollment in the...

Higher Education Marketing

Your school is unique in the way you operate and the audience you attract. You may offer similar programs, classes, or diplomas as your competitors, but have you identified, embraced, and effectively communicated what sets you apart? These subtle, and not-so-subtle, distinctions are the cornerstone of Inbound Marketing and have the potential to draw more organic visitors to your website who closely align with your school's offerings. Discover how to authentically convey your school's identity to an audience that genuinely cares. This presentation will guide you through the process of creating customer Personas, then aligning the insights gained from these Personas with your school's unique qualities by crafting Key Marketing Messages. Subsequently, you will learn how these elements coalesce into a targeted Content Strategy, putting your SEO keywords into action to enhance your website's visibility and generate more clicks on organic search results.

Bring More Organic Traffic to Your School's Website with Inbound Marketing

Higher Education Marketing

Since the end of the pandemic, the online landscape for education options can oftentimes feel more crowded and competitive than ever before. In situations like this, how do you ensure that your latest program or course offering that you're looking to launch receives the attention it deserves from the prospective students you need? HEM will walk you through the best practices and the top tips for promoting new programs in the webinar, "How to Launch a New School Program: Online Marketing to Stand Out and Bring Students In." We'll cover the groundwork of what you need before you start advertising, what channels and strategies your school should consider, and how to take your offerings to the next level and stand out. We'll also clear up common misconceptions about when it's the right time to advertise.

How to Launch a New School Program: Online Marketing to Stand Out and Bring S...

Higher Education Marketing

The competition has never been more fierce to rank as the first school in front of a prospective student’s online search for a program you offer. Even the places where they’re searching online are shifting. It’s proven that organic leads are more valuable than those acquired by advertising, so what can you do to attract more organic traffic in this evolving marketplace? HEM will share its insights of building organic followings for schools in this webinar, “SEO and Inbound Marketing for Schools - New Answers to Old Questions of Growing Organic Website Traffic”. We’ll cover the still-relevant foundational aspects of SEO keyword research, audience research, and content creation. We’ll also help you understand the new factors of SERP Features, AI, and Content Clusters and provide HEM’s answers to their developing questions. Make sure your school is prepared to meet and beat the opposition in this evolving battle for organic website traffic.

SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...

Higher Education Marketing

The countdown is on! July 1, 2023 Google Analytics will be switching to its new system called Google Analytics 4. Some of the transition tasks are straightforward, but others are not. Is your school ready? HEM is here to help. This webinar, Make Google Analytics 4 a Powerful Marketing Tool for Your School, explains what’s going to happen in the change and how your school or agency can be prepared to complete this task yourself. Plus, we will show how you can unleash the power that a smart digital data-collection strategy can have on the insights you gather about your audience and the actions they take on your websites.

Make Google Analytics 4 A Powerful Marketing Tool for Your School

Higher Education Marketing

Digital advertising has evolved into a complex and ever-changing ecosystem. With numerous platforms offering advanced features, students now utilize these channels in innovative ways throughout their enrollment journey. In this dynamic and competitive landscape, it is crucial for your school to have effective lead generation strategies. This presentation reveals the best practices plus lesser-known opportunities to generate and convert leads in 2023. It focuses on popular platforms such as Google, Facebook, Instagram, LinkedIn, and TikTok. This webinar is designed for digital marketers, enrollment managers, admissions officers, and anyone responsible for lead generation in educational institutions. Whether you're a beginner or an experienced professional, this webinar will provide valuable insights to enhance your lead generation strategies.

Next Gen Lead Gen for Schools: Digital Marketing Strategies for 2023

Higher Education Marketing

How successful have you been at delivering a lead nurturing strategy to attract prospective students and advance & nurture them to fill out your online application? Are you using technology in the online tools that can help you deliver and track each of those interactions? This presentation on 'How to Empower your Admissions Process through CRM Technology' will show how to use CRM and Online Application Portal Technology to manage a methodical recruitment strategy to streamline your school's lead management and ultimately raise the value of your recruitment efforts.

How to Empower Your Admissions Process through Online Technology

Higher Education Marketing

Are you wondering if your school should be on TikTok and, if so, how to drive traffic and leads effectively from this fast-growing platform? Learn about the latest TikTok facts and trends as they relate to schools and tackle topics like: - TikTok stats you need to know - How do potential students use TikTok and what does this mean for you? - Do TikTok ads for schools pay off? - What is social SEO and how does it work?

TikTok Essentials for Schools - Top Tips for Organic, Paid and Social SEO.pdf

Higher Education Marketing

Digital advertising has become more and more complex. There are more platforms with more advanced features which students are using along the enrollment journey in new ways. In this increasingly complex and crowded ecosystem, how can you ensure your school’s lead generation strategies hit the mark? In this webinar, HEM Director of Paid Ads, Alexander Nachaj, and HEM Director of and Business Development, David Kynan, will explore the art of lead generation for schools, revealing best practices and little-known opportunities to generate (and convert) leads in 2023.

Next Gen Lead Gen for Schools - Digital Ad Strategies for 2023

Higher Education Marketing

2022 was a big year for social… and 2023 will be no different. But what do schools need to know about marketing on social media in 2023? Join us for a briefing on the latest trends and developments in social media for school marketers and make 2023 the year where your social media efforts hit the mark. This presentation explores how social transformed in 2022, what’s new across the growing array of social platforms, and what you need to know to create a winning social strategy in 2023.

Social Media Trends for Schools: 2023

Higher Education Marketing

There are more opportunities for your school’s content to show up on search engines today than ever before, such as “structured snippets”, “people also ask", and the list goes on. The problem is that the SEO needed to win those spots has become incredibly complex and technical. But if you’re not optimizing your content with the right SEO, you’re losing critical opportunities to reach prospects when they’re searching for you and letting your competitors attract those users and build relationships with them. Winning the SEO Game for Schools: How to Dominate Organic Search and Get in Front of the Right Students in 2023, a fast-paced executive briefing for schools on what you need to know about SEO in 2023 and how to ensure you “steals” every opportunity to show up on search engines for relevant searches entered by your potential students.

Winning the SEO Game for Schools

Higher Education Marketing

Through “conversion tracking” in GA4 and your CRM, you can track and measure the impact of each of your digital marketing efforts, including paid advertising, social media, emails, website content and your CRM to determine how each touchpoint contributes to successfully converting leads throughout the enrollment journey. This presentation will provide pro tips you can use to determine what’s working and what’s not and will leave you with actionable strategies to drive sustainable increases in enrollment.

Secrets of Attribution and Conversion Tracking.pdf

Higher Education Marketing

Google Analytics 4: A Quick Start Guide

Higher Education Marketing

Generating a consistent and growing flow of qualified leads is a sign of a healthy recruiting and enrollment process. Leveraging Facebook and Instagram using lead campaigns have become a critical part of that practice especially as the education space becomes more competitive and platform functionalities evolve. In this webinar, we’ll be showing you innovative ways to best use these tools to reach and exceed your school’s recruitment objectives.

Practical methods to maximize your student lead flow using FB& Instagram.pdf

Higher Education Marketing

Critical changes are coming from Google that will impact your current web analytics set up, reporting, and ultimately your school’s business outcomes. Effective July 1, 2023, Google is sunsetting Google Analytics (aka Universal Analytics). There’s no escaping the fact that GA is going away and will be replaced with GA4 less than 12 months from now. It’s time to get ready! On this presentation we will share with you what you need to know to prepare for a smooth transition for this significant change. Enjoy at your leisure!

Google Analytics Migration to GA4. What You Need to Know to Prepare.pdf

Higher Education Marketing

Email has been around forever, it seems, and it has gotten lost in the fast-paced evolution of digital marketing’s omni-channel explosion . So it might surprise you to know that today, email has become more viable and valuable since perhaps its introduction as a tool to attract, engage, nurture, and convert potential students. We’ll teach you how a prospect’s crowded inbox can become your arena where a targeted, relevant, useful marketing messages can stand out and set you high above the rest.

Email Marketing The Hidden Hero of Attracting and Nurturing Prospective Stude...

Higher Education Marketing

What’s the purpose of #hashtags? Why are #hashtags important in social media marketing? How do you choose the right #hashtag? Use them correctly and you can dramatically expand the reach of your social posts. However, as a social media tool, hashtags remain under or poorly used. This webinar's presentation will demystify and explain how to effectively use hashtags in your school’s social media marketing

HEM Demystifying Hashtags: How they work in Social Media.pdf

Higher Education Marketing

You’ve launched your ads on search platforms like Google and they are set to achieve your objective of generating leads. Now what? How often should you check their performance? What metrics are most relevant? How do you know if it’s performing at its best? And when should you change something? This webinar will answer these questions and more as we define the most relevant Google Ads metrics. Our resident Google Ads HEM expert gives us actionable insights on how to measure and optimize the performance of your campaigns to convert more leads for your school. Read this presentation at your leisure!

Measuring and Optimizing Google Search Ads for Schools

Higher Education Marketing

How well does your school make use of social media's lead-generating capabilities? What social media channel is the best option for your school to use? What social media goals should be in place? Not only does social media enable you to showcase your school to an interested audience, you can also directly connect with prospects and guide them along the enrollment funnel towards conversion. From the awareness stage right up to enrollment, this webinar walks through each stage of the student's journey and shows schools how to craft a social media strategy that effectively generates inquiries and applications. Read this presentation at your leisure!

Social Media Through the Enrollment Journey

Higher Education Marketing

Are you measuring what matters? If you want to improve your student recruitment strategy, data will give you the insights you need to optimize every stage of the admissions funnel. Our webinar, Critical KPIs to Measure your School’s Digital Marketing Success outlines the key performance indicators (KPIs) that schools should be tracking from the moment a prospective student inquires, to application, and enrollment. We hope this presentation will help you learn how to measure your digital marketing initiatives for maximum recruitment success

Critical KPIs to Measure your School's Digital Marketing Success

Higher Education Marketing

Mais de Higher Education Marketing (20)