Updated for 2014, this eduWEB workshop presentation reviews the potential and techniques for advertising on Facebook, YouTube+Google AdWords, LinkedIn, retargeting, display ads, group advertising and more. You'll find lots of screen shots from effective campi
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Bob Johnson Consulting, LLC 1
ADVERTISING ONLINE: STRATEGY & TACTICS FOR ENROLLMENT SUCCESS
• @highedmarketing… 6,600+ Twitter followers• “Higher Education Marketing” blog• Symposium for the Marketing of Higher Education… chair, 1994 to 2003
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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.
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OUR STRATEGY FOCUS…• Direct marketing…• For academic programs
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This morning we’ll cover…• Digital advertising today… an overview.• A little history.• Facebook.• YouTube & Google AdWords.• Retargeting.• Group Advertising.• LinkedIn.• A small, short, savvy ROI Tip.
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AT THE START, AN OVERVIEWThe rise of “mobile”…The continuation of “desktop”
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What’s growing & what’s not in 2014…http://bit.ly/1nRSO78
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Steady growth in online advertising…http://bit.ly/Xb67ob
Elements vary re decision impact…This is “Edu/Gov” category
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“Direct” is best for final action…
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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://
2014: 67% increase in FB ad revenue…http://usat.ly/1qNfjw4
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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
DIRECT RESPONSE DISPLAY ADVERTISINGFocus advertising on specific academic programs…
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Direct response… program ad matches placement
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Leads to a proper landing page…
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And a social media connection…
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Simple, clean, quick email response…
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And ongoing contact…
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Targeting online email readers…
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Strong, short landing page for inquiry…
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Innovative options after an inquiry…
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But nobody’s perfect…
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Really poor targeting…
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RETARGETED ADVERTISING:AFTER A WEB VISITCreepy to some, successful to others
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The retargeting trail…
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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?
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RETARGETING MESSAGE STRATEGY…Focus on academic program visited in response to program-focused advertising or organic search that brought people to your website.
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Retarget for individual programs…http://onlinemba.neu.edu/
Schools using the program today…• University of Maryland - College Park• Northeaster University• Boston University• Georgetown University• Colorado State University – Global Campus• University of Liverpool
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Program info to decide re inquiry…
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The inquiry form…
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LINKEDIN ADVERTISING…Best for young professionals in search of new credentials?
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Creating an ad starts here…
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Starting page for an ad campaign…
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Sort the details here…
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Select cost and campaign length…
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LinkedIn ad example…9:55 A.M. 4/19/2013
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After the LinkedIn ad…
The landing page… Immediate inquiry response…
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Continue with email follow-up…January 13, 2013 February 15, 2014
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FOR BEST ROI ON ANY ADVERTISINGAttention to the Inquiry Form…And a rapid first response time
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Just 4 items on this inquiry form…http://www.stonybrook.edu/spd/highered.html