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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
Citation preview
Education’s continuing journeySpring semester
insights for
digital 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
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
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
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.
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.
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.
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.
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
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
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.
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.
*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%
58% of students
own three or
more Internet-
capable devices.
Sources: ECAR Study of Undergraduate Students and Information Technology, September 2013
Windows is the most popular OS in desktop and laptop devices
Source: ECAR Study of Undergraduate Students and Information Technology, September 2013
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
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
Yahoo Bing
Network
performance
trends
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.
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.
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.
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
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
Yahoo Bing
Network
audience
behaviors
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
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
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
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
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
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
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
Help your
search ads
get smarterwith Bing Ads
ad copy research
% O
ff
Ava
ilab
ility
Call
To
Act
ion
Care
ers
Cla
sses
Co
urs
es
Deg
rees
Dyn
am
ic
Keyw
ord
In
sert
ion
Find
Free
Info
rmatio
n
Inst
itutio
n
Job
s
Learn
ing
Off
icia
l Site
Onlin
e
Para
mete
r In
sert
ion
Price
/Prici
ng
Pro
gra
ms
Recr
uitm
ent
Sup
erlative
Tim
e
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
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.
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
urs
es
Deg
rees
Dyn
am
ic
Keyw
ord
In
sert
ion
Find
Free
Info
rmatio
n
Inst
itutio
n
Job
s
Learn
ing
Off
icia
l Site
Onlin
e
Para
mete
r In
sert
ion
Price
/Prici
ng
Pro
gra
ms
Recr
uitm
ent
Sup
erlative
Tim
e
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
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.
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.”
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.
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© 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.