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ADVERTISING ONLINE: STRATEGY & TACTICS FOR ENROLLMENT SUCCESS ©ROBERT E. JOHNSON, PH.D. 2014 Robert E. Johnson, Ph.D. President, Bob Johnson Consulting Partner, Customer Carewords, Ltd. eduWeb2014 Conference Baltimore, MD August 4-6 Bob Johnson Consulting, LLC 1

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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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Page 1: Advertising Online: Strategy and Tactics for Enrollment Success

Bob Johnson Consulting, LLC 1

ADVERTISING ONLINE: STRATEGY & TACTICS FOR ENROLLMENT SUCCESS

©ROBERT E. JOHNSON, PH.D. 2014

Robert E. Johnson, Ph.D.President, Bob Johnson ConsultingPartner, Customer Carewords, Ltd.

eduWeb2014 ConferenceBaltimore, MD

August 4-6

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Who is Bob Johnson?• Website marketing reviews & recommendations• “Top Task” partner w/Gerry McGovern at Customer Carewords, Ltd, Dublin, Ireland

• 75 higher education clients since 2006• “Your Higher Education Marketing Newsletter”… 3,600+ subscribers

• @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

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Mobile vs. desktop to 2017…http://bit.ly/1lSPfrC

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Social media ad increase…http://bit.ly/12Ljb5p

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Not yet a mobile spending tsunami…http://bit.ly/1zrSAq3

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THE GOOD NEWS…Facebook & Google in constant competition to allow better targeting…• “Guest Post: Facebook Is Now The Best Ad

Targeting Platform Around”… March 2013• http://bit.ly/17MDYGL

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ADVERTISING IN THE DIGITAL WORLD, A LITTLE HISTORY “Big Data” = Increase in “direct” capability…

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Evolution of digital advertising…http://bit.ly/OWRzn3

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Google & high speed access in 2004…

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The iPhone in 2007…

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Rapid evolution continues…

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Many places for ad $$$…, old & newhttp://www.mediassociates.com/

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“Journey to purchase…” http://www.google.com/think/tools/customer-journey-to-online-purchase.html

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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://

bit.ly/16mOktB Mobile Marketer, April 2013

• Quantum leap = increased ability to target• Facebook• LinkedIn• Twitter

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FACEBOOK… To advertise individual academic programs.

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2013 prediction for Facebook on mobile…http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959

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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

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Campaign goal choices…• Increase those who “like” you.

• You need a FB page.• Convert those who “like” you on FB.

• The News Feed is best (but only mobile).• Drive traffic to your website for brand awareness.• Right column ads.

• Capture leads from a landing page.• Right column and/or news feed

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Starting your campaign…https://www.facebook.com/ads/manage/campaigns/

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Pick a campaign objective…https://www.facebook.com/ads/create/?act=40154125

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Create your ad… pick photo(s)

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Create the text for your ad…

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Define the audience…

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Set cost and length of campaign…

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Our landing page…http://www.bowdoin.edu/biology/

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Track your conversions…https://www.facebook.com/help/435189689870514/

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YOU TUBE + GOOGLE AD WORDS…

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The “get started” page…http://www.youtube.com/yt/advertise/get-started.html

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My CE video to promote…http://www.youtube.com/watch?v=s64B-NNRxTA

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Video links to this page…/http://che.engin.umich.edu

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After a “Chemical Engineering” search…

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Your ad in on this page…https://www.youtube.com/watch?v=iAWLMMZlkq4

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Your choice… “In-stream”

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Your choice… “In-display”

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Your ad works on a specific video…http://bit.ly/1neA2kv

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Your ad works on YouTube searches…

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Your ad works on Internet searches…

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How much to spend?

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Select your video…http://www.youtube.com/watch?v=s64B-NNRxTA

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Keyword selection…

Keywords in content… Keywords in searches…

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Pick the time for your ad to run…

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Your AdWords account page…

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Attention to campaign results…

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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/

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Starting with a search in May 2012…

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REJ on a automobile forum…

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REJ on Flyertalk…

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REJ on the Washington Post…http://wapo.st/HfuLaY

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Explore retargeting specialists…http://www.adroll.com/

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Watch the videos…

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Perhaps a free 2-week trial?

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Where to advertise?

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Targeting options…• Worldwide• U.S.• Custom locations

• U.S. zip codes only• Country• Region• Metro or city

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Create an ad…

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Use 2-week results for a decision…

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And check Google Remarketing…https://support.google.com/adwords/answer/2454000?hl=en

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GROUP ADVERTISING“Lead gen” for more leads at less cost, usually w/ 3rd party screening

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“Online masters degree finance”...

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89 schools advertising here…http://www.elearners.com/online-degrees/finance/

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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

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The whole form on a single screen…https://www.scps.nyu.edu/contactUs.htm

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A rare texting option…http://online.gannon.edu/webform/request-more-information

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More program specific examples…http://www.drexel.com/online-degrees/engineering-degrees/ms-eng-tech/index.aspx & http://www.wlc.edu/ags/maed/

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IN THE (NEAR) FUTURE…Always a new frontier.

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Google glass… ?????????http://bit.ly/1sbRbSa

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RESOURCES…

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Keep up with current news…http://mashable.com/category/digital-advertising/

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Internet advertising resource center…http://bit.ly/1tGQMJr

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Industry self-regulation…http://www.aboutads.info/

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To watch the legalities…http://1.usa.gov/1oiQJLP

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Subscribe to ClickZ Newsletter…http://bit.ly/1uTB27j

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Subscribe to Search Engine Watch… http://bit.ly/1m3b33Z

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THANKS FOR BEING HERE IN BALTIMORE!Bob Johnson, Ph.D. (248.766.6425)[email protected]@HighEdMarketingwww.bobjohnsonconsulting.com

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