university of alberta digital analytics

UALBERTA DIGITAL ANALYTICSCCN Presentation: September 26, 2012

Search

Arts

Engineering

Science

Pharmacy

Education

ALES

Phys Ed

Rehab Med

Public Health

Extension

Business

Nursing

Augustana

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Search Referral Direct Campaign

Traffic Sources

Clicks on

registrar.ualberta.ca / referral

yahoo / organic

med.ualberta.ca / referral

baidu / organic

augustana.ualberta.ca / referral

bing / organic

law.ualberta.ca / referral

ualberta.ca / referral

(direct) / (none)

google / organic

0 5000 10000 15000 20000 25000 30000 35000 40000 45000

54%19%

5%

4%2%

1% 1%1%1% 1%

google / organic(direct) / (none)ualberta.ca / referrallaw.ualberta.ca / referralbing / organicaugustana.ualberta.ca / re-ferralbaidu / organicmed.ualberta.ca / referralyahoo / organicregistrar.ualberta.ca / re-ferral

Clicks on

Festival of Ideas 2010Source / Medium Visits Completions Conversion Rate

(direct) / (none) 4,342 1,261 29.04%

google / organic 3,951 1,352 34.22%

ualberta_Home / web 3,817 456 11.95%

ualberta.ca / referral 970 243 25.05%

mailoutinteractive / email 858 320 37.30%

facebook.com / referral 836 143 17.11%

expressnews.ualberta.ca / referral 465 157 33.76%

bing / organic 137 76 55.47%

EdmontonJournal / web 125 9 7.20%

Vue / web 120 16 13.33%

Google AdWords

• Paid search• Cost per Click (CPC)

UAlberta Organic Search Result

*Search made March 20th, 2012

Why AdWords?

• Top of search results• Customize ad headline and text• Pick your keywords• Customize landing page• Geo Targeting• Pay for clicks only• Adjust/pause any time

Campaigns

• Winter 2011-12• Winter 2011-12 (Ontario)• MBA

Campaigns

Creative Screenshots

Original

Creative Screenshots

Revision #2

Revision #1

Ontario (first try)

Ontario Refresh (Daring)

What we learned

• Effective for prospective student segment• SEO Matters• “University of Alberta” means more• CPC combined with other awareness

(campaign)

What else are we working on?

2011 Spring Convocation

Convocation Search Volume

0

20

40

60

80

100

120

140

160

180

200

20102011

2012 Spring Convocation

Convocation Search Volume

0

20

40

60

80

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120

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201020112012

Week of Welcome

QUESTIONS?