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Education’s continuing journey Spring semester insights for digital marketers

Spring Semester insights for education marketers

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In 2014, “Get a better education” was one of the top 10 most popular New Year’s resolutions. And the most likely reason to head back to school? Job dissatisfaction. According to a recent Yahoo! Consumer Pulse survey, 57% of people pursue a degree or certification to help them get a better job. Read on for more tips on reaching prospective students. For more Bing Ads insights, check out bingads.com/industryinsights

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Page 1: Spring Semester insights for education marketers

Education’s continuing journeySpring semester

insights for

digital marketers

Page 2: Spring Semester insights for education marketers

“Get a better

education" was

one of the top 10

most popular

New Year’s

resolutions for 2014.

- USA.gov

Source: USA.Gov, “Popular New Year's Resolutions,” October 2014

Page 3: Spring Semester insights for education marketers

Everyone wants to be

better, which is why

47% of New

Year’s resolutions

involve self-

improvement or

education.

- University of Scranton, 2012

Source: University of Scranton, Journal of Clinical Psychology, January 2014

Page 4: Spring Semester insights for education marketers

53% of New Year’s

resolutions involve

saving money for

long-term goals.

Of this, 35% are

saving for

college.

Source: www.fidelity.com, Fidelity 2014 New Year Financial Resolutions Study

Page 5: Spring Semester insights for education marketers

Source: Online vs Traditional Education, Yahoo! Consumer Pulse, 2013 - Q6.Why did you choose to pursue your

degree(s)/certification(s)? Please select all that apply. (Base: done/doing any 'online/traditional' qualification, n=1214)

According to a recent Yahoo! Consumer

Pulse survey, 57% of people pursue a

degree or certification to help them get a

better job.

Page 6: Spring Semester insights for education marketers

Through 2019, not-for-profit colleges and universities will experience steady growth

Source: IBISWorld Industry Report 61131a, Colleges and Universities in the US, Lucas Isakowitz, October 2014

5.1%Projected annualized growth rate

of government funding over the

next five years to 2019.

$511.6BIndustry revenue is projected to grow an average of

3% per year over the five years to 2019.

Further implementation of online

courses will reduce costs and

provide access to new markets.

Page 7: Spring Semester insights for education marketers

For-profit universities will continue to grow, but at a slower rate

50%For-profit student loans

expected to go into default over

the next 20 years

(US Department of Education)

$29.3BFor-profit universities are projected to see an

annualized growth of 1.2% over the five years

to 2019.

Source: IBISWorld Industry Report 61131b, For-Profit Universities in the US, Sally Lerma IBISWorld, September 2014

Laws governing industry operators

are expected to increase during the

next five years.

Page 8: Spring Semester insights for education marketers

Mixed drivers will contribute to the slow growth of for-profit universities

National unemployment rateAn improving labor market will cause more individuals to enter jobs rather than schools.

Controversy afootThe quality of education has come under scrutiny as many students cannot find gainful employment after graduating.

Online servicesGrowth of online courses continues to broaden the industry’s customer base.

Source: IBISWorld Industry Report 61131b, For-Profit Universities in the US, Sally Lerma IBISWorld, September 2014.

Page 9: Spring Semester insights for education marketers

The economy is returning to pre-recession levels

Projected

5.8%

9.3%9.6%

9.0%

8.1%

7.4%

6.2%5.9% 5.8% 5.7% 5.6% 5.6%

0%

2%

4%

6%

8%

10%

12%

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

National unemployment rate

Source: IBISWorld Business Environment Report, National unemployment rate, September 2014

Page 10: Spring Semester insights for education marketers

Projected

The percentage of services conducted online continues to grow

6.4%

7.9% 8.2%8.7%

9.4%9.8% 10.1%

10.7% 10.9%11.4%

11.8%12.2%

12.7%

0%

2%

4%

6%

8%

10%

12%

14%

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Percentage of services conducted online

Source: IBISWorld Business Environment Report, Percentage of services conducted online, August 2014

Page 11: Spring Semester insights for education marketers

Digital education is brighter than ever

Source: elearninginfographics.com: Top 10 eLearning Statistics for 2014 Infographic, Dec 1, 2013

About 4.6 out of 10 college students are taking at least one course online.

By 2019, roughly 50% of college courses will be offered online.

Page 12: Spring Semester insights for education marketers

Researching education providers is largely done online

Source: Online Prospect Expectations: A Study of Prospective Student Experiences Online and Where Schools Fall Short,

Velocify/PossibleNOW December 2013.

60%

Almost all prospective

students have used the

Internet to research higher

education institutions.

Page 13: Spring Semester insights for education marketers

*Pew Research Center; Source: EDUCAUSE: ECAR Study of Undergraduate Students and Information Technology, 2013.

Laptop

Smartphone

Desktop

Computer

Tablet

E-reader

0% 25% 50% 75%

Page 14: Spring Semester insights for education marketers

58% of students

own three or

more Internet-

capable devices.

Sources: ECAR Study of Undergraduate Students and Information Technology, September 2013

Page 15: Spring Semester insights for education marketers

Windows is the most popular OS in desktop and laptop devices

Source: ECAR Study of Undergraduate Students and Information Technology, September 2013

Page 16: Spring Semester insights for education marketers

Students use technology to prepare for education and workAccording to a recent survey, students use technology to:

Source: ECAR Study of Undergraduate Students and Information Technology, September 2013

76%achieve their academic outcomes

76%prepare for future educational plans

61% prepare for the workplace

Page 17: Spring Semester insights for education marketers

Higher education is being impacted by technology trends

Moving

beyond

MOOCs* to

flipped

classrooms**

Better WiFi

Support

Degrees in big

data analytics

Smartphones/

tablets as a

common

platform

Social

platforms for

collaborative

work

*MOOCs: Massive Open Online Courses; **Flipped classrooms: Allow students to view lectures and content at home freeing up class

time to discuss and understand concepts; Source: eCampusNews.com: “5 technology trends poised to rock higher education”, April 2014

Page 18: Spring Semester insights for education marketers

Yahoo Bing

Network

performance

trends

Page 19: Spring Semester insights for education marketers

Mobile searches were

more aggressive.

There was a strong

January opening and

March end, with an

average 26% year

over year increase.

Year over year,

PC/Tablet search

volume has remained

consistent with last

year’s volume.January February March

Education provider-related searches on

PC/Tablet

2013 2014

January February March

Education searches on Mobile

2013 2014

Source: Microsoft internal analytics, January-March 2013, 2014. Owned & Operated, US, EN.

Page 20: Spring Semester insights for education marketers

Steady search volumes

and growing clicks and

click-through-rates

indicate improved

monetization efficiency

in the Yahoo Bing

Network marketplace.

January February March

PC/Tablet clicks on Education searches

2013 2014

0.0%

1.0%

2.0%

January February March

PC/Tablet click-through-rates

2013 2014

Source: Microsoft internal analytics, January-March 2013, 2014. Owned & Operated, US, EN.

Page 21: Spring Semester insights for education marketers

January February March

Mobile clicks on Education searches

2013 2014

0.0%

1.0%

2.0%

3.0%

January February March

Mobile click-through-rates

2013 2014

Mobile campaigns are

becoming more effective

– clicks are growing at a

faster rate than searches.

January 2014 grew 117%

year-over-year.

Mobile click-through-

rates increased for each

month, at rates ranging

from 37% to 58%.

Source: Microsoft internal analytics, January-March 2013, 2014. Owned & Operated, US, EN.

Page 22: Spring Semester insights for education marketers

best online colleges

college

phoenix

colleges

online schools

online colleges

online college

online education

online school

accredited online colleges

trade schools

online colleges universities

online certificate programs

vocational schools

January through March

2014 saw these

top education

searches…

Source: Microsoft internal data analysis: 1/1/2014-3/31/2014. Owned & Operated, US;

PC + Tablet Only

Page 23: Spring Semester insights for education marketers

Drive even better performance with Ad Extensions

Sitelink Extensions

Improve click-

through rate (CTR)

and conversions

by providing

direct access to

site content.

21%

lift in click-through-rates

Location Extensions

Mobile users are

more likely to be

searching for a

location on their

mobile device,

rather than on

desktop or a

tablet.

24.3%

lift in click-through-rates

Call Extensions

Connect

customers

quickly to your

representatives

with tap to call.

149M1

Source1: Source: comScore Explicit Core Search (custom), June 2014; Source: Microsoft internal data

Page 24: Spring Semester insights for education marketers

Yahoo Bing

Network

audience

behaviors

Page 25: Spring Semester insights for education marketers

Source: comScore Plan Metrix, US, February 2014, custom measure created using comScore indices and duplication. February

2014 data was used to reflect spring semester season.

Changing jobsCompared to Google,the Yahoo Bing Network audience is more likely to have planned to change jobs/careers in the next 12 months

Page 26: Spring Semester insights for education marketers

Source: comScore Plan Metrix, US, February 2014, custom measure created using comScore indices and duplication. February

2014 data was used to reflect spring semester season.

Compared to Google,the Yahoo Bing Network audience is more likely to use their mobile device almost every day to access job listings

Looking for jobs

Page 27: Spring Semester insights for education marketers

Source: comScore Plan Metrix, US, February 2014, custom measure created using comScore indices and duplication. February

2014 data was used to reflect spring semester season.

Interested in educational servicesCompared to Google,the Yahoo Bing Network audience is

33% more likely to have

bought online educational classes (for credit) offline in the last 6 months

7% more likely to have

searched for other literary or other educational products online in the last 6 months

Page 28: Spring Semester insights for education marketers

Source: comScore Plan Metrix, US, February 2014, custom measure created using comScore indices and duplication. February

2014 data was used to reflect spring semester season.

Applying for an education loanCompared to Google,the Yahoo Bing Network audience is

16% more likely to have

applied online for an education loan in the last 6 months

8% more likely to have

searched online for information on an education loan in the last 6 months

Page 29: Spring Semester insights for education marketers

Source: comScore Plan Metrix, US, February 2014, custom measure created using comScore indices and duplication. February

2014 data was used to reflect spring semester season.

Compared to Google,the Yahoo Bing Network audience is more likely to:

- Have attended graduate school, no degree

- Have attended college, no degree

- Have attended high school, no degree

Being a student

Page 30: Spring Semester insights for education marketers

Source: comScore Plan Metrix, US, February 2014, custom measure created using comScore indices and duplication. February

2014 data was used to reflect spring semester season.

Compared to Google,the Yahoo Bing Network audience is

8% more likely to be a

part-time college student

Attending college part-time

Page 31: Spring Semester insights for education marketers

Source: comScore Plan Metrix, US, February 2014, custom measure created using comScore indices and duplication. February

2014 data was used to reflect spring semester season.

Attending college full-timeCompared to Google,the Yahoo Bing Network audience is more likely to be a full-time college student

Page 32: Spring Semester insights for education marketers

Help your

search ads

get smarterwith Bing Ads

ad copy research

Page 33: Spring Semester insights for education marketers

% O

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Learning

Official Site

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Parameter Insertion

Price/ Pricing

Programs

Recruitment

SuperlativeAd

Title

Ad Description

Insufficient dataGreat Good Poor

Our study results show that an education provider

ad with “online” in the title and “time” in the

description has high ad quality.

Page 34: Spring Semester insights for education marketers

Ad performance heatmap

Ad

Title

Ad Description

Insufficient dataGreat Good Poor

% O

nlin

e

Ava

ilab

ility

Call

To

Act

ion

Care

ers

Cla

sses

Co

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Deg

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Recr

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Tim

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Call To Action

Careers

Classes

Courses

Degrees

Dynamic Keyword Insertion

Financial Aid

Find

Free

Information

Institution

Jobs

Learning

Official Site

Online

Parameter Insertion

Price/ Pricing

Programs

Recruitment

Superlative

Page 35: Spring Semester insights for education marketers

Top 5 word combos in education provider ad copy

All Devices

Title Description

Online Time

Courses Jobs

Courses Availability

Find [Parameter Insertion]

Jobs [Parameter Insertion]

Top performing ad copy across

all devices included “online”

words such as “degree(s) online”

and “apply online” in the title

and “time”-related words such

as “part-time,” “per hour,” or

“hour” in the ad description.

Page 36: Spring Semester insights for education marketers

Top education provider ad copy word combos by device

PC/Tablet

Title Description

Online Time

Mobile Phones

Title Description

Recruitment Price/Pricing

Top performing ad copy on

mobile devices included those

ad titles mentioning

recruitment-related words, such

as “hiring” or “hired,” combined

with ad descriptions that

contained pricing in the details

such as dollar amounts, “$__

hour,” “affordable,” or “paying.”

Page 37: Spring Semester insights for education marketers

Sitelink deep link analysis

Assets

Free

Information

DKI

Financial Aid

Jobs

Price/Pricing

Find

Learning

Recruitment

Education Provider: Top Sitelink Variables

Ad Quality & Usage

Ad Quality Advertiser #

“Recruitment” was a top performer when featured in Sitelink Extension ads and is

a relatively untapped opportunity. “Learning,” “Find,” “Price/Pricing,” and “Jobs”

also perform well, with “Price/Pricing” the most underutilized by advertisers. Take

advantage of these phrases before they become known tips.

Total Impressions Generated: 269 Million, Total Ads Analyzed = 248,000; Analysis Period: January-March, 2014.

Page 38: Spring Semester insights for education marketers

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Page 40: Spring Semester insights for education marketers

© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in

the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft

cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR

STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.