This presentation was given at both the National Conference on College Conference Centers 2008 and the University Continuing Education Assocation Annual Marketing Seminar 2009.

1. Slides available from UCEA or by e‐mail…
Attract, Track, and Capture the Elusive Web Visitor
ONLINE MARKETING SAFARI
Presented by
Adam Miller and Johnnie Blackburn
Ad Mill d J h i Bl kb
February 13, 2009

2. Introductions
Adam Miller
Ad Mill
Marketing Manager, Academic Outreach
Johnnie Blackburn
Marketing Manager, Academic Outreach

3. You re going on a safari!
You’re going on a safari!
 G l A
Goals: Attrack, track, and CAPTURE!
k k d CAPTURE!
 Where do They Come From?
 Tools and How to Use Them
 Practice Makes Perfect

4. It s your lucky day!
It’s your lucky day!
 W ’ll h l
We’ll help you prepare for your journey!
f j !
 In the beginning…
 Seeing the big picture
 Measurable Success:
 58% increase in site visits 2007 to 2008
 89% increase in inquiries 2007 to 2008
 Cost Per Lead as Low as $4 per lead
 Let’s Go!

5. Where are they found?
 www YourCollegeSite edu
www.YourCollegeSite.edu
 How’d they get there?
 Direct Traffic
 Print /Radio/TV Ads
 Direct Mail
 Browser Bookmarks
 Referral Sources
 Institutional Website
st tut o a ebs te
 Directory Sites
 Your students’ websites/Social Sites
 Partner Sites
 E‐mail Links

6. Where are they found?
 H ’d h h ?
How’d they get there?
 Online Advertising
BBanner Ads
Ad
 Search Engines
 Organic Search
 Paid Search
 How do you know?
y
 Website Analytics like (free) Google Analytics

7. What will you need?
A l i
Analytics
 Number of Visits (unique vs cumulative)
G
Geographical Location of Visitors
hi l L i f Vi i
 Funnels / Goals
Rf
Referral Sources
l S
 Keywords

8. What will you need?
A l i
Analytics
 Number of Visits (unique vs cumulative)
G
Geographical Location of Visitors
hi l L i f Vi i
 Funnels / Goals
Rf
Referral Sources
l S
 Keywords

9. What will you need?
A l i
Analytics
 Number of Visits (unique vs cumulative)
G
Geographical Location of Visitors
hi l L i f Vi i
 Funnels / Goals
Rf
Referral Sources
l S
 Keywords

10. What will you need?
A l i
Analytics
 Number of Visits (unique vs cumulative)
G
Geographical Location of Visitors
hi l L i f Vi i
 Funnels / Goals
Rf
Referral Sources
l S
 Keywords

11. What will you need?
A l i
Analytics
 Number of Visits (unique vs cumulative)
G
Geographical Location of Visitors
hi l L i f Vi i
 Funnels / Goals
Rf
Referral Sources
l S
 Keywords

12. What will you need?
A l i
Analytics
 Number of Visits (unique vs cumulative)
G
Geographical Location of Visitors
hi l L i f Vi i
 Funnels / Goals
Rf
Referral Sources
l S
 Keywords

13. What tools will you need?
 L di P
Landing Pages / Inquiry Forms
/ I i F
 Definition
M
More than just an e‐mail address!
h j il dd !
 Advantages
 L d G
Lead Generation
ti
 Measurability
 Control Info
 Universal Access
 Internal Routingg
 Automation of Conversation

14. What tools will you need?
 L di P
Landing Pages / Inquiry Forms
/ I i F
 Definition
M
More than just an e‐mail address!
h j il dd !
 Advantages
 L d G
Lead Generation
ti
 Measurability
 Control Info
 Universal Access
 Internal Routingg
 Automation of Conversation

15. What tools will you need?
S
Search Engine Optimization
h E i O i i i
 Definition
 Q i k Ti
Quick Tips
 Title Tags
 Description Tags
 Keywords in the Text
 Consultants

16. Title Tag Illustration
S
Search Engine Optimization
h E i O i i i
 Definition
 Q i k Ti
Quick Tips
 Title Tags
 Description Tags
 Keywords in the Text
 Consultants

17. What tools will you need?
S
Search Engine Marketing
h E i M k i
 Pay Per Click Advertising (PPC)
 Biddi K
Bidding on Keywordsd
 Writing Your Ad Text
 Creating Personas
 Deciding How Much to Bid
 Pay Per Lead Advertising (PPL)
 Advantages – ROI, Measurability, Geo‐Targeting
 Jungle Guide (or when to get a consultant)
g ( g )

18. Capture the Prize
 Y l i l
Your tools are in place, now what?
h?
 Benchmark Your Data with Others
 Ed
Eduventures Cli k Th R Q&A
Click Thru Rate Q&A
 In‐House Benchmarking Study

19. Banner ad campaigns
Average
0.45%
0.40%
0.35%
0 35%
0.30%
0.25%
0.20% Average
0.15%
0.10%
0 10%
0.05%
0.00%
Survey AL.com NSTA Chronicle AJC

20. PPC campaigns
Average
Average
2.00%
1.80%
1.60%
1.40%
Average
1.20%
1.00% 1.00%
0.80%
0 80% 0.80%
0 80%
0.60% 0.60%
0.40% 0.40% Average
0.20% 0.20%
0.00% 0.00%
AO Survey AO Survey

21. Capture the Prize
 Y l i l
Your tools are in place, now what?
h?
 Benchmark Your Data with Others
 T k D P
Track Data Patterns Over Time
O Ti
 Visits
 Conversions / Conversion Rate
 Most effective time of day, day of week, etc.
 For PPC, Keyword Performance

24. PPC campaigns
MSW PPC Inquiries
35
Campaign
30
Expired
25
20
15
10
MSW Inquiries
5
0

25. Monitoring Keywords
Contracted Clicks
Campaign Clicks To-Date Top 5 Keywords To-date Clicks
Social Work
(MSW) 1320 159 university of alabama msw 21
bamabydistance.ua.edu 15
MSW 13
social work degrees 12
Alabama MSW 8
Top Weekly Keywords
(1/26-2/1) Clicks
university of alabama msw
i i f lb 14
Alabama distance learning
msw 5
bamabydistance.ua.edu 5
MSW 5
Social Work Programs 5
Inquiries Generated Rate
13 20.31%

26. Capture the Prize
 Y l i l
Your tools are in place, now what?
h?
 Benchmark Your Data with Others
 T k D P
Track Data Patterns Over Time
O Ti
 Visits
 Conversions / Conversion Rate
 Most effective time of day, day of week, etc.
 Test Landing Page Variations

27. Original
Request
Information
Form

30. New Request Information Form

31. Test Results‐Surprising
p g

32. Capture the Prize
 Y l i l
Your tools are in place, now what?
h?
 Benchmark Your Data with Others
 T k D P
Track Data Patterns Over Time
O Ti
 Visits
 Conversions / Conversion Rate
 Most effective time of day, day of week, etc.
 Test Landing Page Variations
 Determine ROI

33. Determining ROI
O
Overall AO CPL = Approx. $89/Lead
ll AO CPL A 8 /L d
 Overall PPC CPL = Approx. $50/Lead
 What’s a Lead Worth to You?
 Each AO Lead worth Approx. $240/Lead
 Overall ROI = ($240‐$89)/$89 = 169%
 PPC ROI = ($240‐$50)/$50 = 380%
PPC ROI ($240 $50)/$50 380%

34. Capture the Prize
 Y l i l
Your tools are in place, now what?
h?
 Benchmark Your Data with Others
 T k D P
Track Data Patterns Over Time
O Ti
 Visits
 Conversions / Conversion Rate
 Most effective time of day, day of week, etc.
 Test Landing Page Variations
 Determine ROI
 Optimize, Optimize, Optimize
 Develop a Relationship with Your Leads!!!

35. Customer Relationship Mgt
 How do you manage leads?
 Automation – E‐mail
 Personal Phone Calls (In House/Out Sourced)
Personal Phone Calls (In‐House/Out‐Sourced)
 Direct Mail (personalized?)
 E‐Newsletters

36. Customer Relationship Mgt
 AO’s CRM System: Orion
AO s CRM System: Orion
 Inquiry Forms
 Cases & Contacts
 Templates
 Analytics
 E‐Mail Automation / Communication Plans

37. Congratulations!
You re ready to capture your big
You’re ready to capture your big
trophy…
The elusive web visitor!
Let s Explore the Jargon Jungle…
Let’s Explore the Jargon Jungle

38. Jargon Jungle Jeopardy
Answer:
A web page designed specifically to cater to the
interests of those searching the web for a
fh h h bf
specific product or service offered by your
organization. It usually has an enticing offer
i ti It ll h ti i ff
and a strong call to action.
Question:
What is a Landing Page?

39. Jargon Jungle Jeopardy
Answer:
A piece of HTML code that places descriptive
information in the title bar at the top of
f h lb h f
browser windows. Also, the most important
piece of info for search engines.
i f i f f h i
Question:
What is a Title Tag?

40. Jargon Jungle Jeopardy
Answer:
A search term of five or more words used by a
searcher to find a very specific organization
h fd f
or service.
Question:
What is a Long‐Tail Keyword?

41. Jargon Jungle Jeopardy
Answer:
Another website that contains a link to your
website.
b
Question:
What is a Referral Source?
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42. Jargon Jungle Jeopardy
Answer:
Free or purchased software designed to track
web traffic, referral sources, key words, etc.
b ff f l k d
Question:
What is an Analytics Program?
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43. Jargon Jungle Jeopardy
Answer:
The process of intentionally writing and
designing web content to be easily and
d b b l d
correctly indexed by search engines.
Question:
What is SEO or Search Engine Optimization?

44. Jargon Jungle Jeopardy
Answer:
Advertising purchased on search engines. The
advertiser is only charged when a web surfer
d lh dh bf
clicks on the ad.
Question:
What is PPC or Pay Per Click Advertising?

45. Jargon Jungle Jeopardy
Answer:
The “free” search results for any given keyword
– usually located in the largest block on the
ll l d hl bl k h
left‐hand side of a search engine.
Question:
What is Organic Search?

46. Jargon Jungle Jeopardy
Answer:
The search engine that currently commands
70% of search traffic on the Internet.
%f h ff h
Question:
What is Google.com?
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47. Jargon Jungle Jeopardy
Answer:
A series of theoretical traits or characteristics
put together to better understand and predict
h b d dd d
the search patterns of various web visitors.
Question:
What is a persona?

48. Questions?
Slides available from UCEA or by e‐mail…
y

49. Thank you!
Adam Miller
da e Jo
Johnnie Blackburn
e ac bu
amiller@ccs.ua.edu jblackburn@ccs.ua.edu
(205) 348 7587
(205) 348‐7587 (205) 348 5991
(205) 348‐5991
The University of Alabama
College of Continuing Studies
Box 870388
Tuscaloosa, AL 35487‐0388
www.BamaByDistance.ua.edu
www BamaByDistance ua edu