using search engine marketing to promote niche community college programs

Steve BacherDirector, e-MarketingBucks County Community Collegebachers@bucks.edu (215) 504-8543 NCMPR National Conference, March 16, 2010www.slideshare.net/SteveBacher

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Overview1. What is SEM?

2. Why use SEM?

3. Steps to Create an SEM Campaign

4. Case Study:

Bucks County Community College’s 1st SEM Campaign

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What is SEM?

Users search for Keywords on Search Engines such as Google

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Search for Bucks County Community College and www.bucks.edu comes out on top.

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Search for Dental Assistant training programs and there are 3,900,000 web pages.

Bucks isn’t on top.

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How do we help people interested in Dental Assistant training programs find ours?

One answer is Search Engine Marketing (SEM).

Google and other Search Engines sell Sponsored Links, which appear at the top of the Search Results List, above

the normal (or “organic”) search results.

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Here is an example of sponsored links above organic search results.

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Sponsored Links are shown to users who search for related keywords and phrases…

Keywords and phrases in this example include:

dental assistant dental assistant career

dental assistant certificate dental assistant college

dental assistant jobs dental assistant programs dental assistant resume dental assistant school dental assistant schools dental assistant training

dental college dental hygiene colleges 8

Sponsored links are only shown to users in targeted zip codes who search for related keywords.

In the Bucks pilot SEM campaign, sponsored links were purchased for zip codes that had

at least five enrolled students last semester.

There are 75 such zip codes, including some in Mercer County, NJ & Philadelphia.

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What happens when a potential student clicks on a sponsored link?

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Sponsored links connect to special website pages called Landing Pages.

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SEM combines the latest technology with old fashioned customer service:

When a potential student submits an online form from the landing page, a designated person from the program receives an email instantly.

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She responds – usually immediately -- in no more than two business days.

The sooner the call, the more likely the enrollment, according to some studies.

Program staff follow up in a couple of weeks with those who filled out the form but haven’t yet enrolled.

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Why use SEM?

* Measurable results

* Highly targeted

* Growing marketing channel

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Why use SEM?

* Measurable results

* Highly targeted

* Growing marketing channel

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What is measurable?

* Impressions* Click-throughs* Conversions (forms)* Enrollments* Revenue generated

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Impressions

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Click-throughs

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Conversions

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Enrollments & Revenue

Match conversion forms with new student database

Survey new students in targeted classes

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Why use SEM?

* Measurable results

* Highly targeted

* Growing marketing channel

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Why use SEM?

* Measurable results

* Highly targeted

* Growing marketing channel

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Targeting SEM brings specific programs to the attention of people who are searching for the programs and don’t know that they are offered by your college.

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Targeting Geographic: zip codes, city, county or state

Keyword/phrase

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Why use SEM?

* Measurable results

* Highly targeted

* Growing marketing channel

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Search is growing…

The U.S. core search market grew 16 percent overall in 2009, driven by a 6-percent gain in unique searchers and a 10-percent gain in searches per searcher.

—comScore 2009 Digital Year in Review

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SEM is growing

In 2006, North American advertisers spent $9.4 billion on search engine marketing, a 62% increase over the prior year and a 750% increase over the 2002 year.

As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing.[2]

--Wikipedia

And growing…

Year-to-date Internet advertising revenues through June 2008 totaled $11.5 billionup 15.2 percent from the $10 billion reported for the same six-month period in 2007. Search revenue accounted for 44 percent of 2008 second-quarter [internet advertising] revenues, up from the 40 percent reported in 2007.

—David Silverman, Partner, PricewaterhouseCoopers LLP, 10/08Source: Interactive Advertising Bureau (IAB) www.iab.net

“Due to the unique efficiency and effectiveness of targeted and measurable campaigns,

internet advertising has shown strong growth in the first six months of 2008, compared to the same time period last year.

This growth has come in spite of an environment that has put significant pressure on the advertising industry in general.”

—David Silverman, Partner, PricewaterhouseCoopers LLP, 10/08

Source: Interactive Advertising Bureau (IAB) www.iab.net

“While the overall advertising market has continued to be impacted by current economic conditions, marketers are allocating more of their dollars to digital media for its accountability and because consumers are spending more of their leisure time online.”

—David Silverman, Partner, PricewaterhouseCoopers LLP, 10/09

Source: Interactive Advertising Bureau (IAB) www.iab.net

In the first half of 2009, compared with the same period in 2008:

Search advertising revenue went upDigital video advertising revenue went upAll other sectors of internet advertising went down

Search was 47% of all internet advertising revenueDigital video was 4% of all internet advertising revenue

PricewaterhouseCoopers LLP, 10/09Source: Interactive Advertising Bureau (IAB) www.iab.net

Internet Ad Revenues: 1st Half Year’09 vs. ‘08 ($ millions)

Source: Interactive Advertising Bureau (IAB)/ PricewaterhouseCoopers LLP, 10/09

Internet Ad Revenues 1st Half of ’09 ($ millions)

Source: Interactive Advertising Bureau (IAB)/ PricewaterhouseCoopers LLP, 10/09

Why focus on Google search?

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What to Advertise with SEM

* new programs

* existing programs for which your college has many competitors

* online programs available to students nationwide

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Steps to Create Your SEM Campaign

Choose the program to advertiseAsk:• Which program offers the best

potential return on investment – where are your empty seats?

• Can prospects find it easily without SEM?

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Steps to Create Your SEM Campaign

Choose the program to advertiseAsk:• Which program offers you the most

reliable partner to:• Develop landing page(s)• Gather enrollment data• Survey students in class

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Choose which services to purchase

vs.

in-house staff creation/implementation

Steps to Create Your SEM Campaign

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Bucks SEM Pilot Program

Agency:Writes ad copy for sponsored links

Develops keyword and phrase lists

Manages sponsored link placement and daily word bidding

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Bucks SEM Pilot Program

Bucks Marketing & IT Staff develop landing pages:

Work with program area to write copy

Design graphic look

Develop computer programming infrastructure

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Bucks Marketing & IT Staff develop landing pages:

Work with program area to write copy

Design graphic look

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Setting Up Your SEM Campaign

Choose an SEM Consultant/Agency

Ask:• Set-up fees vs. rates• Experience with higher education

clients• Experience with your program area

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Setting Up Your SEM Campaign

Choose an SEM Consultant/Agency

Ask:

• Frequency of reports• College review of keywords • College review of ad copy• Campaign monitoring – frequency of

agency tweaking keyword groups and ad copy choices

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Steps to Create Your SEM Campaign

Create landing page content:

* copy

* photos

* video

* data collection form 48

Steps to Create Your SEM Campaign

Create landing pages (IT)

Communicate expectations for department prospect follow-up

Track impressions and conversions

Calculate Return on Investment49

Bucks SEM Pilot Program

Goal:To test the effectiveness of SEM to increase income and fill

empty seats with a high return on investment.

Funding:$9,000 grant from the Bucks County Community College

Foundation.

Targeted Programs:Medical Occupational Programsin Business Studies and Continuing Education.

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Bucks SEM Pilot Program: Dental Assistant Program, and:

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Bucks SEM Pilot Program

Timeline:Two months: 12/24/08 – 2/24/09.

Cost:$4,500/month: $3,600 ad spend, $900 agency fee.

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Pay Per Click -- Not Per Impression

Impressions (number of search results that showed a Bucks ad)

107,994

Clicks (number of times a Bucks ad was clicked on) 1,835

Conversions(number of landing page forms submitted) 129

Bucks SEM Campaign 12/24/08 – 3/3/0953

Bucks SEM Pilot Program

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Bucks SEM Pilot Program

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Bucks SEM Pilot Program

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Enrollment Results

Conversions(number of landing page forms submitted) 129

New Student Enrollments from conversions 7

Bucks SEM Campaign 12/24/08 – 3/3/09

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First Day of Class Survey:

Please check all that apply: I didn’t use Google to search for a class like this.I used Google but didn’t find Bucks.

If you remember which words you were searching for, please let us know: __________

I used Google, found Bucks, but didn’t click on the link.I used Google, clicked on the sponsored link at the top of the

page, viewed the page it linked me to, but didn’t fill out the form to request more information.

I used Google, clicked on the sponsored link at the top of the page, viewed the page it linked me to and filled out the form.

I used another search engine to search for a class like this (which one? ____________________)

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First Day of Class Survey:

I used Google, clicked on the sponsored link at the top of the page, viewed the page it linked me to, but didn’t fill out the form to request more information.

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First Day of Class Survey:

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Enrollment Results: Spring ‘09 (1st Semester)

Conversions(number of landing page forms submitted) 129

New Student Enrollments from conversions 7

New Student Enrollments 11from students who viewed landing page and enrolled directly without submitting landing page form

Total SEM New Student Enrollments 18

Bucks SEM Campaign 12/24/08 – 3/3/0963

Bucks SEM Pilot Program: Results

12/24 – 1/21 Registration for Spring Credit Courses:

Phlebotomy Certificate Program: 2 students at 12 credits each Tuition & Fees income =

$3,050

Required for completion: Additional 4 credit externship

Additional income anticipated = $ 936

1 student at 3 credits income = $ 350

Required for completion: Additional 13 credits Additional income anticipated = $1,521

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Bucks SEM Pilot Program: Results

12/24 – 3/3 Registration for Continuing Education Courses:

Dental Assisting Program7 @ $1,399

Pharmacy Technician Certificate Program3 @ $1,199

EKG Technician Certification2 @ 1,199

Nurse Aid Training 1 @ $659

Medical Billing & Coding Course2 @ $1,699

Total Income Generated to date: $19,845 65

Bucks SEM Pilot Program: Results

Income Summary Spring ‘09:

Continuing Education: $19,845

Credit Tuition & Tech. Fees: $ 3,159

Total: $23,004

Additional Tuition & Tech Fees Anticipated: $ 2,457

Conservative Anticipated Total Income: $25,461 66

Bucks SEM Pilot Program: Results

Possible Other Income:

Of the other 100+ conversions, how many will enroll in fall ‘09?

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Enrollment Results: Fall ‘09 (2nd Semester)

One prospect who completed the form went on to enroll in Fall ‘09.

However, based on the in-class survey, an additional 17 new students who viewed the pilot campaign enrolled in fall ’09.

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Return on Investment

Investment: $9,000

Income: $23,600 as of 3/09ROI = 164%

Income = $47,400 as of 10/09ROI = 427%

Total New Students = 3669

Enrollment Results: Spring ‘10 (3rd Semester)

One prospect who completed the form in February ’09 enrolled in Spring ‘10.

Based on the in-class survey, an additional 6 new students who viewed the pilot campaign enrolled in Spring ’10.

New students to date = 43

(Continuing Education surveys pending). 70

Return on Investment: Summer ‘09 Campaigns

New Applied Photography Credit Certificate

Investment: $5,000Fall ‘09 Income = $4,500New Students = 5

Total Income Fall ‘09 + Spring ‘10 = $6,800Spring ‘10 New Students = 1Returning Students = 3

ROI = 36%71

Return on Investment: Summer ‘09 Campaigns

IT Academy Programs

Investment: $5,000Fall ’09 Income = $5,655New Students = 3

Total Income Fall ‘09 + Spring ‘10 = $7,655New Students = 1

ROI = 53%72

Return on Investment: Summer ‘09 Campaigns

Historic Preservation Online Programs (national campaign)

Investment: $5,000Fall ’09 Income = $2,835New Students = 3

Total Income Fall ‘09 + Spring ‘10 = $5,654New Students = 1Returning Students = 1

ROI = 13%73

Bucks SEM Pilot Program: Results

Lessons Learned:

Put in writing the conditions for program area participation, such as:

Dissemination and collection of short survey in classes which might have people enrolled as a result of the campaign. Ideally for at least 3 semesters.

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Bucks SEM Pilot Program:

Is there a commitment to follow-up timetable , mode and reporting. Will the staff person call same day?Who will verify enrollments?Is there a commitment to an in-class survey?

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SEM Checklist:

Suitable program to promoteWilling academic/continuing education partner programIn-house or consultants to manage Google AdwordsIn-house IT or consultants to support landing pages and formsIn-house creative or consultants to create landing pages (photos, text, video)

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Questions?

Steve BacherDirector, e-MarketingBucks County Community College

bachers@bucks.edu (215) 504-8543

www.slideshare.net/SteveBacher 77

Why use facebook ads?

Social Networking Remains One of the Web’s Top Activities in 2009

Social networking continued to gain momentum in 2009 with nearly 4 out of 5 Internet users visiting a social networking site in December 2009. The activity now accounts for 11 percent of all time spent online in the U.S., making it one of the most engaging activities across the Web.

—comScore 2009 Digital Year in Review

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Why use facebook ads?

Facebook surged to the #1 position among social networks for the first time in May and continued its strong growth trajectory throughout the year, finishing with 112 million visitors in December 2009, up 105 percent during the year.

—comScore 2009 Digital Year in Review

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Do it Yourself? Facebook vs. Google

$50 each mini-campaigns, 2/9 – 3/9/10 promoting Historical Preservation nationally (no local targetting)

Facebook: Targeting users over 18 who like Historic PreservationResults: 171 click-throughs,

320,00 impressions

No enrollment data yet.

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Do it Yourself? Facebook vs. Google

$50 each mini-campaigns, 2/9 – 3/9/10 promoting Historical Preservation nationally (no local targetting)

Google Adwords: Targeting searchers for one of 60 different keyword phrases generated by Google for me.Results: 60 click-throughs,

22,000 impressions

No enrollment data yet.

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Steve BacherDirector, e-MarketingBucks County Community College

bachers@bucks.edu (215) 504-8543

www.slideshare.net/SteveBacher

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