ADVERTISING ONLINE: STRATEGY & TACTICS FOR ENROLLMENT SUCCESS ROBERTE.JOHNSON,PH.D.2014 Robert E. Johnson, Ph.D. President, Bob Johnson Consulting Partner, Customer Carewords, Ltd. eduWeb2014 Conference Baltimore, MD August 4-6 Bob Johnson Consulting, LLC 1

Who is Bob Johnson? Website marketing reviews & recommendations Top Task partner w/Gerry McGovern at Customer Carewords, Ltd, Dublin, Ireland 75 higher education clients since 2006 Your Higher Education Marketing Newsletter 3,600+ subscribers @highedmarketing 6,600+ Twitter followers Higher Education Marketing blog Symposium for the Marketing of Higher Education chair, 1994 to 2003 Bob Johnson Consulting, LLC 2

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

OUR STRATEGY FOCUS Direct marketing For academic programs Bob Johnson Consulting, LLC 4

This morning well cover Digital advertising today an overview. A little history. Facebook. YouTube & Google AdWords. Retargeting. Group Advertising. LinkedIn. A small, short, savvy ROI Tip. Bob Johnson Consulting, LLC 5

AT THE START, AN OVERVIEW The rise of mobile The continuation of desktop Bob Johnson Consulting, LLC 6

Whats growing & whats not in 2014 http://bit.ly/1nRSO78 Bob Johnson Consulting, LLC 7

Steady growth in online advertising http://bit.ly/Xb67ob Bob Johnson Consulting, LLC 8

Mobile vs. desktop to 2017 http://bit.ly/1lSPfrC Bob Johnson Consulting, LLC 9

Social media ad increase http://bit.ly/12Ljb5p Bob Johnson Consulting, LLC 10

Not yet a mobile spending tsunami http://bit.ly/1zrSAq3 Bob Johnson Consulting, LLC 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 12

ADVERTISING IN THE DIGITAL WORLD, A LITTLE HISTORY Big Data = Increase in direct capability Bob Johnson Consulting, LLC 13

Evolution of digital advertising http://bit.ly/OWRzn3 Bob Johnson Consulting, LLC 14

Google & high speed access in 2004 Bob Johnson Consulting, LLC 15

The iPhone in 2007 Bob Johnson Consulting, LLC 16

Rapid evolution continues Bob Johnson Consulting, LLC 17

Many places for ad $$$, old & new http://www.mediassociates.com/ Bob Johnson Consulting, LLC 18

Journey to purchase http://www.google.com/think/tools/customer-journey-to-online-purchase.html Bob Johnson Consulting, LLC 19

Elements vary re decision impact This is Edu/Gov category Bob Johnson Consulting, LLC 20

Direct is best for final action Bob Johnson Consulting, LLC 21

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 Facebook LinkedIn Twitter Bob Johnson Consulting, LLC 22

FACEBOOK To advertise individual academic programs. Bob Johnson Consulting, LLC 23

2013 prediction for Facebook on mobile http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959 Bob Johnson Consulting, LLC 24

2014: 67% increase in FB ad revenue http://usat.ly/1qNfjw4 Bob Johnson Consulting, LLC 25

Facebook simplified ad options http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads Summer and Fall of 2013 from 27 to 8 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 26

Campaign goal choices Increase those who like you. You need a FB page. Convert those who like you on FB. The News Feed is best (but only mobile). Drive traffic to your website for brand awareness. Right column ads. Capture leads from a landing page. Right column and/or news feed Bob Johnson Consulting, LLC 27

Starting your campaign https://www.facebook.com/ads/manage/campaigns/ Bob Johnson Consulting, LLC 28

Pick a campaign objective https://www.facebook.com/ads/create/?act=40154125 Bob Johnson Consulting, LLC 29

Create your ad pick photo(s) Bob Johnson Consulting, LLC 30

Create the text for your ad Bob Johnson Consulting, LLC 31

Define the audience Bob Johnson Consulting, LLC 32

Set cost and length of campaign Bob Johnson Consulting, LLC 33

Our landing page http://www.bowdoin.edu/biology/ Bob Johnson Consulting, LLC 34

Track your conversions https://www.facebook.com/help/435189689870514/ Bob Johnson Consulting, LLC 35

YOU TUBE + GOOGLE AD WORDS Bob Johnson Consulting, LLC 36

The get started page http://www.youtube.com/yt/advertise/get-started.html Bob Johnson Consulting, LLC 37

My CE video to promote http://www.youtube.com/watch?v=s64B-NNRxTA Bob Johnson Consulting, LLC 38

Video links to this page /http://che.engin.umich.edu Bob Johnson Consulting, LLC 39

After a Chemical Engineering search Bob Johnson Consulting, LLC 40

Your ad in on this page https://www.youtube.com/watch?v=iAWLMMZlkq4 Bob Johnson Consulting, LLC 41

Your choice In-stream Bob Johnson Consulting, LLC 42

Your choice In-display Bob Johnson Consulting, LLC 43

Your ad works on a specific video http://bit.ly/1neA2kv Bob Johnson Consulting, LLC 44

Your ad works on YouTube searches Bob Johnson Consulting, LLC 45

Your ad works on Internet searches Bob Johnson Consulting, LLC 46

How much to spend? Bob Johnson Consulting, LLC 47

Select your video http://www.youtube.com/watch?v=s64B-NNRxTA Bob Johnson Consulting, LLC 48

Keyword selection Keywords in content Keywords in searches Bob Johnson Consulting, LLC 49

Pick the time for your ad to run Bob Johnson Consulting, LLC 50

Your AdWords account page Bob Johnson Consulting, LLC 51

Attention to campaign results Bob Johnson Consulting, LLC 52

DIRECT RESPONSE DISPLAY ADVERTISING Focus advertising on specific academic programs Bob Johnson Consulting, LLC 53

Direct response program ad matches placement Bob Johnson Consulting, LLC 54

Leads to a proper landing page Bob Johnson Consulting, LLC 55

And a social media connection Bob Johnson Consulting, LLC 56

Simple, clean, quick email response Bob Johnson Consulting, LLC 57

And ongoing contact Bob Johnson Consulting, LLC 58

Targeting online email readers Bob Johnson Consulting, LLC 59

Strong, short landing page for inquiry Bob Johnson Consulting, LLC 60

Innovative options after an inquiry Bob Johnson Consulting, LLC 61

But nobodys perfect Bob Johnson Consulting, LLC 62

Really poor targeting Bob Johnson Consulting, LLC 63

RETARGETED ADVERTISING: AFTER A WEB VISIT Creepy to some, successful to others Bob Johnson Consulting, LLC 64

The retargeting trail Bob Johnson Consulting, LLC 65

An agency asks these 5 questions 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 66

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 67

Retarget for individual programs http://onlinemba.neu.edu/ Bob Johnson Consulting, LLC 68

Starting with a search in May 2012 Bob Johnson Consulting, LLC 69

REJ on a automobile forum Bob Johnson Consulting, LLC 70

REJ on Flyertalk Bob Johnson Consulting, LLC 71

REJ on the Washington Post http://wapo.st/HfuLaY Bob Johnson Consulting, LLC 72

Explore retargeting specialists http://www.adroll.com/ Bob Johnson Consulting, LLC 73

Watch the videos Bob Johnson Consulting, LLC 74

Perhaps a free 2-week trial? Bob Johnson Consulting, LLC 75

Where to advertise? Bob Johnson Consulting, LLC 76

Targeting options Worldwide U.S. Custom locations U.S. zip codes only Country Region Metro or city Bob Johnson Consulting, LLC 77

Create an ad Bob Johnson Consulting, LLC 78

Use 2-week results for a decision Bob Johnson Consulting, LLC 79

And check Google Remarketing https://support.google.com/adwords/answer/2454000?hl=en Bob Johnson Consulting, LLC 80

GROUP ADVERTISING Lead gen for more leads at less cost, usually w/ 3rd party screening Bob Johnson Consulting, LLC 81

Online masters degree finance... Bob Johnson Consulting, LLC 82

89 schools advertising here http://www.elearners.com/online-degrees/finance/ Bob Johnson Consulting, LLC 83

Schools using the program today University of Maryland - College Park Northeaster University Boston University Georgetown University Colorado State University Global Campus University of Liverpool Bob Johnson Consulting, LLC 84

Program info to decide re inquiry Bob Johnson Consulting, LLC 85

The inquiry form Bob Johnson Consulting, LLC 86

LINKEDIN ADVERTISING Best for young professionals in search of new credentials? Bob Johnson Consulting, LLC 87

Creating an ad starts here Bob Johnson Consulting, LLC 88

Starting page for an ad campaign Bob Johnson Consulting, LLC 89

Sort the details here Bob Johnson Consulting, LLC 90

Select cost and campaign length Bob Johnson Consulting, LLC 91

LinkedIn ad example 9:55A.M. 4/19/2013 Bob Johnson Consulting, LLC 92

After the LinkedIn ad The landing page Immediate inquiry response Bob Johnson Consulting, LLC 93

Continue with email follow-up January 13, 2013 February 15, 2014 Bob Johnson Consulting, LLC 94

FOR BEST ROI ON ANY ADVERTISING Attention to the Inquiry Form And a rapid first response time Bob Johnson Consulting, LLC 95

Just 4 items on this inquiry form http://www.stonybrook.edu/spd/highered.html Bob Johnson Consulting, LLC 96

The whole form on a single screen https://www.scps.nyu.edu/contactUs.htm Bob Johnson Consulting, LLC 97

A rare texting option http://online.gannon.edu/webform/request-more-information Bob Johnson Consulting, LLC 98

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 99

IN THE (NEAR) FUTURE Always a new frontier. Bob Johnson Consulting, LLC 100

Google glass ????????? http://bit.ly/1sbRbSa Bob Johnson Consulting, LLC 101

RESOURCES Bob Johnson Consulting, LLC 102

Keep up with current news http://mashable.com/category/digital-advertising/ Bob Johnson Consulting, LLC 103

Internet advertising resource center http://bit.ly/1tGQMJr Bob Johnson Consulting, LLC 104

Industry self-regulation http://www.aboutads.info/ Bob Johnson Consulting, LLC 105

To watch the legalities http://1.usa.gov/1oiQJLP Bob Johnson Consulting, LLC 106

Subscribe to ClickZ Newsletter http://bit.ly/1uTB27j Bob Johnson Consulting, LLC 107

Subscribe to Search Engine Watch http://bit.ly/1m3b33Z Bob Johnson Consulting, LLC 108

THANKS FOR BEING HERE IN BALTIMORE! Bob Johnson, Ph.D. (248.766.6425) bob@bobjohnsonconsulting.com @HighEdMarketing www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC 109