advertising online: strategy & tactics for enrollment success

Bob Johnson Consulting, LLC 1

ADVERTISING ONLINE: STRATEGY & TACTICS FOR ENROLLMENT SUCCESS

©ROBERT E. JOHNSON, PH.D. 2013

Bob Johnson, Ph.D.eduWeb2013

Boston, MA

July 29-31

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

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.

OUR STRATEGY FOCUS TODAY…• Direct marketing…• For academic programs

AT THE START, AN OVERVIEWThe rise of “mobile”…

The continuation of “desktop”

Less $$$ spent on traditional areas…http://bit.ly/198OOov

Desktop vs. mobile to 2017…http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959

Major players in mobile by revenue…http://bit.ly/ZPnokB

Social media ad increase…http://bit.ly/12Ljb5p

Not quite a mobile spending tsunami… http://bit.ly/154CvFm

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

ADVERTISING IN THE DIGITAL WORLD, A LITTLE HISTORY “Big Data” = Increase in “direct” capability…

Evolution of digital advertising…http://bit.ly/OWRzn3

Google & high speed access in 2004…

Rapid evolution continues…

Many places for ad $$$…, old & newhttp://www.mediassociates.com/

“Journey to purchase…” in 2013http://www.google.com/think/tools/customer-journey-to-online-purchase.html

“Direct” is most efficient…

“Direct” is best for final action…

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

FACEBOOK… To advertise individual academic programs…

“Power Editor” to manage campaigns

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

Facebook on mobile…http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959

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

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

Power Editor… for multiple campaignshttps://www.facebook.com/help/332626706817162/

Starting your campaign…https://www.facebook.com/ads/manage/campaigns/

Pick a landing point, create your ad…

Our landing page…http://che.engin.umich.edu/

Where to show your ad?

The first selection page… only for age

Sort for “Chemical Engineering”…

Limit to people in high school…

Budget for 10% response… 198

Track your conversions…https://www.facebook.com/help/435189689870514/

YOU TUBE + GOOGLE AD WORDS…

My CE video to promote…http://www.youtube.com/watch?v=s64B-NNRxTA

Video links to this page…http://che.engin.umich.edu/

Your ad in top right position…

After a “Chemical Engineering” search…

Opening the campaign…

Select your video…http://www.youtube.com/watch?v=s64B-NNRxTA

Review advanced settings…

Pick the time for your ad to run…

Keyword selection…

Keywords in content… Keywords in searches…

Results page to monitor…

DIRECT RESPONSE DISPLAY ADVERTISINGFocus advertising on specific academic programs…

Again, targeting is key…http://www.24mas.com/

• Age• Gender• Location• Behavior• Time• Handset• And more…

Direct response… program ad matches placement

Leads to a proper landing page…

And a social media connection…

Simple, clean, quick email response…

And ongoing contact…

Targeting online email readers…

Strong, short landing page for inquiry…

Innovative options after an inquiry…

But nobody’s perfect…

This is not good targeting…

AFTER A WEB VISIT: RETARGETED ADVERTISINGCreepy to some, successful to others

The retargeting trail…http://area2oh3.com/have-you-been-retargeted/

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?

RETARGETING MESSAGE STRATEGY…

Focus on academic program visited in response to program-focused advertising or organic search that brought people to your website.

Retarget for individual programs…

Starting with a search in May 2012…

REJ on a automobile forum…

REJ on Flyertalk…

REJ on the Washington Post…http://wapo.st/HfuLaY

Explore retargeting specialists…http://www.adroll.com/

Retargeting on Facebook…

New importance for Facebook…http://bit.ly/15httox

GROUP ADVERTISING“Lead gen” for more leads at less cost, usually w/ 3rd party screening

“Online masters degree finance”...

Where will you be among 52 choices?http://www.elearners.com/online-degrees/master/finance.htm

FOR BEST ROI ON ANY ADVERTISINGAttention to the Inquiry Form…

And a rapid first response time

Just 4 items on this inquiry form…http://www.stonybrook.edu/spd/highered.html

The whole form on a single screen…https://www.scps.nyu.edu/contactUs.htm

A rare texting option…http://online.gannon.edu/webform/request-more-information

More program specific examples…http://www.drexel.com/online-degrees/engineering-degrees/ms-eng-tech/index.aspx & http://www.wlc.edu/ags/maed/

Task #4: inquiries

BEWARE THE DEVIL’S DIGITAL DETAILS…Bad experiences kill brands…

Don’t start with a bad landing page

Focused online advertising is good…

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.”

Another targeted banner ad….

And another not-so-good landing page…

This one almost gets it right…

Works well… except for the text block

TWITTER ADVERTISINGOpen to anyone in the U.S. since April 2013

TWITTER SAYS…“Our system rewards marketers for being good, not for being loud.”• https://blog.twitter.com/2013/announcing-t

witter-ads-api

Twitter on mobile…http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959

4 key questions…https://ads.twitter.com/start-now?ref=us-ps-go-branded-tw

Selections for “Education” & Metro…

LINKEDIN ADVERTISING…Best for young professionals in search of new credentials…

LinkedIn ad example…9:55 A.M. 4/19/2013

After the LinkedIn ad…

The landing page… Immediate inquiry response…

EMAIL NEWSLETTER ADVERTISINGTargeting to match email newsletter interest…

An email invitation…

Cluttered email message…

Leads to a not-so-good landing page…Bob Johnson Consulting, LLC

IN THE (NEAR) FUTURE…

Tablets get more important…http://www.creativefeed.net/blog/2011/05/

Google glass… ?????????http://www.google.com/glass/start/how-to-get-one/

Cross-device ads will increase impact…http://www.tapad.com/

LEARNING RESOURCES

Bing monthly advertising updates…http://bit.ly/18Hqux6

http://rocketfuel.com/

THANKS FOR BEING HERE IN BOSTON!Bob Johnson, Ph.D. (248.766.6425)

bob@bobjohnsonconsulting.com

www.bobjohnsonconsulting.com

advertising online: strategy & tactics for enrollment success

bob johnson

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mobile

advertising

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