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
2. 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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3. 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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5. 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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6. AT THE START,
AN OVERVIEW
The rise of “mobile”…
The continuation of “desktop”
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7. What’s growing & what’s not in 2014…
http://bit.ly/1nRSO78
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8. Steady growth in online advertising…
http://bit.ly/Xb67ob
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9. Mobile vs. desktop to 2017…
http://bit.ly/1lSPfrC
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10. Social media ad increase…
http://bit.ly/12Ljb5p
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11. Not yet a mobile spending tsunami…
http://bit.ly/1zrSAq3
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12. 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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13. ADVERTISING IN THE DIGITAL
WORLD, A LITTLE HISTORY
“Big Data” = Increase in “direct”
capability…
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14. Evolution of digital advertising…
http://bit.ly/OWRzn3
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15. Google & high speed access in 2004…
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20. Elements vary re decision impact…
This is “Edu/Gov” category
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21. “Direct” is best for final action…
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22. 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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24. 2013 prediction for Facebook on mobile…
http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
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25. 2014: 67% increase in FB ad revenue…
http://usat.ly/1qNfjw4
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26. 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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27. 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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66. 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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67. 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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83. 89 schools advertising here…
http://www.elearners.com/online-degrees/finance/
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84. 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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85. Program info to decide re inquiry…
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93. After the LinkedIn ad…
The landing page…
Immediate inquiry
response…
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94. Continue with email follow-up…
January 13, 2013 February 15, 2014
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95. FOR BEST ROI ON ANY
ADVERTISING
Attention to the Inquiry Form…
And a rapid first response time
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96. Just 4 items on this inquiry form…
http://www.stonybrook.edu/spd/highered.html
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97. The whole form on a single screen…
https://www.scps.nyu.edu/contactUs.htm
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98. A rare texting option…
http://online.gannon.edu/webform/request-more-information
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99. 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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100. IN THE (NEAR) FUTURE…
Always a new frontier.
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106. To watch the legalities…
http://1.usa.gov/1oiQJLP
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107. Subscribe to ClickZ Newsletter…
http://bit.ly/1uTB27j
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108. Subscribe to Search Engine Watch…
http://bit.ly/1m3b33Z
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109. THANKS FOR BEING
HERE IN BALTIMORE!
Bob Johnson, Ph.D. (248.766.6425)
bob@bobjohnsonconsulting.com
@HighEdMarketing
www.bobjohnsonconsulting.com
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