This year Fathom Education released its first EDU Standard Marketing Report, summarizing all the latest important trends for higher ed in 2014. Today, we are introducing an infographic highlighting the big picture of education advertising—and everything you might have missed from the report!
If a picture is worth a thousand words, this infographic is certainly worth (at least) a $1,000 in ROI potential. No worries … I won’t be offended if you skip over my summary and go straight to the visually stimulating data. But if you’d like to stay, I’ll offer up some suggestions on how you can best use this information:
Online Advertising: Over 50% of inquiries come from Google/Bing. What does this mean? You need to be in Google and Bing. And you should think about expanding into third-tier engines.
Mobile/Tablets: We are aware of the importance of targeting these options, but remember to make sure your website and landing pages are rendering properly on all devices. It’s also important to have a mobile-optimized website to make it easy to navigate and convert or make a purchase.
Non-Branded vs. Branded: It’s more important than ever to make sure your keyword marketing efforts include both strategies. If you are excluding one side you could potentially be missing out on about half your potential traffic. Keep in mind that organic traffic does not make up for not having paid ads.
Bing Ads: We’ve already covered that you need to be using Bing Ads if you’re doing paid. Be sure to utilize (and optimize) it just as much as you would Google. Bing also offers great extensions such as sitelinks and call extensions. They also have formats of their own such as RAIS ads; powerful yet simple logo images on approved branded keywords.
Queries and CPCs: Higher ed is a competitive field by nature, but the good news is that there’s a lot of interest! Think about your business model and sales funnel. Run time-of-day and day-of-week reports, and layer them on top of your yearly data. Is there a spike in interest in January that you can more budget for? Find your most profitable times (hour, day, month, etc.) and be sure you are making the most of them—and saving your money during the off times.
Stay tuned to Fathom Education for our future releases of the EDU Standard, as well as our insights and recommendations for getting the most out of your education marketing for 2014 and beyond.
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