Student Recruitment for the Mobile Generation Slide 1 Philippe Taza CEO Higher Education Marketing ptaza@higher-education-marketing.com Student Recruitment.

Student Recruitment for the Mobile Generation

Slide 1

Philippe Taza CEO

Higher Education Marketingptaza@higher-education-marketing.com

Student Recruitment for the Mobile Generation

Student Recruitment for the Mobile Generation

Today’s Presentation• Why mobile marketing?• Website formats• Mobile visitors behavior• Design, functionality and content for mobile recruitment• Mobile tools/applications used• Mobile SEO• Mobile PPC• Mobile SMM – Facebook ads• Mobile Analytics• Text messaging research

Student Recruitment for the Mobile Generation

Why mobile marketing?

Student Recruitment for the Mobile Generation

Google Education search analysis: Q1 review

https://www.youtube.com/watch?v=jA-UBKU05cI

Student Recruitment for the Mobile Generation

Why mobile marketing?

• 22% mobile traffic• 25% of lead flow

Student Recruitment for the Mobile Generation

Website formats used today

http://www.nonlinearcreations.com/Digital/how-we-think/articles/2014/04/Higher-education-and-mobile-strategy.aspx

Student Recruitment for the Mobile Generation

Three mobile website formats

DEDICATED, RESPONSIVE AND APPS

Student Recruitment for the Mobile Generation

Mobile visitors behavior

http://www.slideshare.net/AaronLindsay11/google-mobile-search-report

Student Recruitment for the Mobile Generation

Design for mobile recruitment• Lead with primary content• Vertical navigation

vs horizontal• Minimal graphics,

minimal footers• Fewer in-page links• Breadcrumbs are rare

Student Recruitment for the Mobile Generation

Functionality for mobile recruitment • Include geo-location specific

features & functions• Integration with phone

functions• Enlarged interface elements

for “fat finger” problem

Student Recruitment for the Mobile Generation

Content for mobile recruitment• Different goals from desktop• Simplified, reduced content

and message• Emphasize location• Emphasize contact• Emphasize action

Student Recruitment for the Mobile Generation

• Google Analytics• Google AdWords• Google Webmaster Tools• Gshift Labs• Facebook Reports

Mobile tools/platforms used

Student Recruitment for the Mobile Generation

Mobile SEO ABC’S• Mobile Friendly Pages are a

must• Think Local Search• Include GEO elements in Page

Titles, Headings and Content• Don’t forget to optimize your

Google Listing• Mobile SEO Rankings are often

different than on Desktops

Student Recruitment for the Mobile Generation

Mobile SEO rankings• Google will try to

result the most relevant page based on location and device

• Google.ca is a blended result from all devices, and locations

• Vancouver mobile is specific to that combination

Student Recruitment for the Mobile Generation

Google Webmasters mobile search queries

Student Recruitment for the Mobile Generation

Google Webmasters mobile search queries

Student Recruitment for the Mobile Generation

Do mobile visitors convert to leads?

Paid Search is converting at a higher rate than other channels on mobile devices

Student Recruitment for the Mobile Generation

Typical mobile PPC performance

• Lower volume of traffic than desktops• Spends less time on site• Great conversion rate to lead• Lower cost per lead

Student Recruitment for the Mobile Generation

Slide 19

Google AdWords by device type

• Lower volume of traffic than desktops• Spends less time on site• Great conversion rate to lead• Lower cost per lead

Student Recruitment for the Mobile Generation

Slide 20

• Fewer ad positions available• Use mobile bid adjustments• Use ad extensions• Use mobile landing pages

Google AdWords for mobile

Student Recruitment for the Mobile Generation

Slide 21

Google AdWords mobile clicks to calls

Student Recruitment for the Mobile Generation

How is mobile PPC different?

PHONE CALLS!!!!

Student Recruitment for the Mobile Generation

Facebook ads

• 4 types of placements for your ads• Mobile has a lower cpc• Use caution when monitoring actions

Student Recruitment for the Mobile Generation

Facebook actions

Student Recruitment for the Mobile Generation

Mobile campaign on Facebook

https://developers.facebook.com/docs/facebook-login/overview/v2.0

Student Recruitment for the Mobile Generation

Facebook ads conversion rates

• We are noting discrepancies between tracking technologies

• Facebook PPC on Mobile does better in Google Analytics but not in Facebook Reports

Student Recruitment for the Mobile Generation

Mobile Analytics – Calls and More

Student Recruitment for the Mobile Generation

Text messaging

Student Recruitment for the Mobile Generation

Conclusions• Your prospects live in the mobile world and you need

to meet them there• Best practices for mobile site content, design, and

functionality are unique from desktop• Mobile SEO has its own rules• Mobile PPC produces good cost per leads• Use analytics to learn about mobile recruitment and

maximize your ROI• GET A MOBILE/RESPONSIVE WEBSITE!

Student Recruitment for the Mobile Generation

Philippe TazaTel: 514-312-3968 ext:104ptaza@higher-education-marketing.com www.higher-education-marketing.comhttps://twitter.com/PhilippeTaza

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