Student recruitment for the mobile generation webinar

Student Recruitment for the Mobile Generation

Slide 1

Philippe Taza CEO

Higher Education [email protected]

Student Recruitment for the Mobile GenerationThursday October 8th 2014

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• Mobile Analytics used throughout the webinar

Student Recruitment for the Mobile Generation

Context for today’s presentation• We assume that all of you know how to measure

conversions on your website using Google Analytics. If you are not sure, contact us we will help you

• Typical conversions: request information, apply now, chat with an advisor, etc.

• Most conversions in student recruitment happen on the school’s main website, microsite or landing pages

Student Recruitment for the Mobile Generation

https://www.youtube.com/watch?v=FSS8v8eH9GA

Why mobile marketing? Google Education search analysis: Q2 review

Student Recruitment for the Mobile Generation

Why mobile marketing?

• 22% mobile traffic• 25% of website goals

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

How do mobile users perform by channel?

• In this example, Paid Search is converting at a higher rate than other channels on mobile devices

• BUT, Organic Search represents nearly 60% of sessions and Goals

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 My Business page• 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

Comparing PPC performance by device type

• 20% of sessions - rapidly growing segment• Spends less time on site• Great conversion rates• Cost per conversion usually very attractive

Student Recruitment for the Mobile Generation

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• 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 20

Google AdWords mobile conversions

Be sure to segment your AdWords activity by device or you may have some surprises!

Adjust the mobile and tablets bids based on performance and goals

Student Recruitment for the Mobile Generation

How is mobile PPC different?

PHONE CALLS!!!!

Student Recruitment for the Mobile Generation

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Google AdWords mobile clicks to calls

Enabling call extensions within your campaigns will help you generate more phone calls

Student Recruitment for the Mobile Generation

Facebook audiences

Student Recruitment for the Mobile Generation

Facebook ads

• Choose the correct ad type based on your campaign goals

• Tracking the results could be tricky!

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

Tracking your Facebook Campaign results

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 notice discrepancies between tracking technologies

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

Student Recruitment for the Mobile Generation

International student recruitment• Of international students seeking a US school

- 91 % use a PC- 56 % use a smartphone- 26 % use a tablet

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 lead• Use analytics to learn about mobile recruitment and

maximize your ROI• GET A MOBILE/RESPONSIVE WEBSITE!

Student Recruitment for the Mobile Generation

Slide 31

Improve your International Student Recruitment with Digital Marketing

Thursday November 13th, 20141:30PM- 2:00PM EST

Upcoming webinar

Student Recruitment for the Mobile Generation

Philippe TazaTel: 514-312-3968 ext:[email protected] www.higher-education-marketing.comhttps://twitter.com/PhilippeTaza

Contact us