Student Recruitment for the Mobile Generation Slide 1 Philippe Taza CEO Higher Education Marketing [email protected] Student Recruitment for the Mobile Generation
Mar 31, 2015
Student Recruitment for the Mobile Generation
Slide 1
Philippe Taza CEO
Higher Education [email protected]
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:[email protected] www.higher-education-marketing.comhttps://twitter.com/PhilippeTaza
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