pace annual recap 5-22-2015
TRANSCRIPT
© 2011 ReachLocal, Inc.
ReachLocal2014-2015
Annual Recap For Pace University
Presented by Andre ArchimbaudInternet Marketing ConsultantNew York City
© 2011 ReachLocal, Inc.
ReachLocal – Some Initial Notes• Discussion Opener.
• Overall, the last year has been a well-run year. We’ve seen improvement across the board on many key metrics.
• Page position, CTR, CPV have all generally been headed in the right direction.
• Generally speaking, the BM+ approach has worked very well.
• iPace – We may want to examine the landing pages for the iPace programs. In clicking around the site, we think there’s greater relevancy in landing on the program-specific pages.
• Other Possibilities:
• ReachEdge / ReachSEO• TotalLiveChat• Display
© 2011 ReachLocal, Inc.
DYSON COLLEGE OF ARTS AND SCIENCE
© 2011 ReachLocal, Inc.
ReachSearch – Psychology
Average CPV (Cost Per Visit): $12.66
Ad position: 4.7
Campaign Updates:
• Updated daily publisher budgets to keep pacing on track.
• Updated ad group focus to improve relevancy.
Year to Year Comparative Data
May 2013-April 2014
May 2014-April 2015
Cost Per Visit (Avg) $6.47 $6.38Page Position (Avg) 4.79 2.38
© 2011 ReachLocal, Inc.
ReachSearch – MPA
Current CPV (Cost Per Visit): $10.48
Current Ad position: 3.4
Campaign Updates:
• Updated budgets and bids in order to be as competitive as possible
• Paused terms that were not specific to MPA degree to narrow funnel and drive students looking specifically for this program.Year to Year Comparative Data
May 2013-April 2014
May 2014-April 2015
Cost Per Visit (Avg) $3.16 $2.50Page Position (Avg) 2.48 1.71
© 2011 ReachLocal, Inc.
ReachSearch – Media & CommCurrent CPV (Cost Per Visit): $0.61
Current Ad position: 1.2
Campaign Updates:
• Updated budgets at the campaign to improve the pacing.
• Increased bids at Google DMA to improve competitiveness.
Year to Year Comparative Data
May 2013-April 2014 2014-2015
Cost Per Visit (Avg) $2.74 $0.53Page Position (Avg) 2.41 1.23
© 2011 ReachLocal, Inc.
ReachSearch – Environmental ScienceCurrent CPV (Cost Per Visit): $0.53
Current Ad position: 1.1
Campaign Updates:
• Manually updated bids on individual KW to be more competitive and drive relevant clicks.
• Increased budgets to spend more throughout the day.
Year to Year Comparative Data
May 2013-April 2014*only two cycles ran during this time period
May 2014-April 2015
Cost Per Visit (Avg) $7.25 $1.61Page Position (Avg) 2.95 1.35
© 2011 ReachLocal, Inc.
ReachSearch – Forensic Science
Current CPV (Cost Per Visit): $8.56
Current Ad position: 3.2
Campaign Updates:
• Updated daily publisher budgets to keep pacing on track.
• I updated the bids for master(s) related terms.
Year to Year Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $6.40 $3.02Page Position (Avg) 3.9 1.7
© 2011 ReachLocal, Inc.
ReachSearch – Counseling
Current CPV (Cost Per Visit): $16.11
Current Ad position: 3.4
Campaign Updates:
• Adjusted bids on terms that were recently added to the campaign to help improve performance.
• Turned on location and call extensions to improve overall end user experience.
Year to Year Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $9.59 $7.91Page Position (Avg) 4.03 1.95
© 2011 ReachLocal, Inc.
ReachSearch – PhD Mental Health
Current CPV (Cost Per Visit): $7.04
Current Ad position: 5.2
Campaign Updates:
2015 Data
2015
Cost Per Visit (Avg) $8.58Page Position (Avg) 4.55
© 2011 ReachLocal, Inc.
ReachSearch – Homeland Security
Current CPV (Cost Per Visit): $17.76
Current Ad position: 2.8
Campaign Updates:
Year to Year Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $4.96 $9.26Page Position (Avg) 4.05 2.96
© 2011 ReachLocal, Inc.
SCHOOL OF EDUCATION
© 2011 ReachLocal, Inc.
ReachSearch – School of EdCurrent CPV (Cost Per Visit): $3.37
Current Ad position: 4.3
Campaign Updates:
• Negative keywords added to avoid unwanted, irrelevant traffic.
• Paused 'How to become a teacher' terms to better utilize budget and improve performance.
Year to Year Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $4.98 $3.76Page Position (Avg) 3.19 3.55
© 2011 ReachLocal, Inc.
LUBIN SCHOOL OF BUSINESS
© 2011 ReachLocal, Inc.
ReachSearch – MBACurrent CPV (Cost Per Visit): $10.17
Current Ad position: 3.0
Campaign Updates:
• Updated budgets at the campaign to improve the pacing.
Year to Year Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $4.43 $7.92Page Position (Avg) 2.87 2.79
© 2011 ReachLocal, Inc.
ReachSearch – MFPCurrent CPV (Cost Per Visit): $1.76
Current Ad position: 1.3
Campaign Updates:
• Increased bids at Google DMA to improve competitiveness.
• Updated daily publisher budgets to keep pacing on track.
Year to Year Comparative Data
Oct-Dec 2014 Jan-May 2015
Cost Per Visit (Avg) $1.16 $1.68Page Position (Avg) 1.3 1.3
© 2011 ReachLocal, Inc.
ReachSearch – Social Media MarketingCurrent CPV (Cost Per Visit): $13.95
Current Ad position: 2.3
Campaign Updates:
• Place more budget emphasis at Google to be more competitive.
• Set up Topic and Interest targeting using specific site qualifications that could attract students looking for advanced degrees in social media marketing.
Year to Year Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $0.96 $2.43Page Position (Avg) 1.31 1.22
© 2011 ReachLocal, Inc.
ReachSearch – BBA Sports ManagementLast CPV (Cost Per Visit): $0.42
Last Ad position: 1.6
2014 Data
2014
Cost Per Visit (Avg) $1.03Page Position (Avg) 1.7
© 2011 ReachLocal, Inc.
ReachSearch – BBA Healthcare ManagementLast CPV (Cost Per Visit): $1.08
Last Ad position: 1.3
2014 Data
2014
Cost Per Visit (Avg) $1.34Page Position (Avg) 1.65
© 2011 ReachLocal, Inc.
ReachSearch – EMBACurrent CPV (Cost Per Visit): $0.57
Current Ad position: 1.1
Campaign Updates:
• Place more budget emphasis at Google to be more competitive.
• Set up Topic and Interest targeting using specific site qualifications that could attract students looking for advanced degrees in social media marketing.
Year to Year Comparative Data
May 2014-Dec 2014 Jan 2014-April 2015
Cost Per Visit (Avg) $1.31 $0.27Page Position (Avg) 1.33 1.1
© 2011 ReachLocal, Inc.
SEIDENBERG
© 2011 ReachLocal, Inc.
ReachSearch – SeidenbergCurrent CPV (Cost Per Visit): $13.98
Current Ad position: 3.3
Campaign Updates:
Year to Year Comparative Data
May 2013- April 2014
May 2014- April 2015
Cost Per Visit (Avg) $2.72 $8.86Page Position (Avg) 2.52 2.21
© 2011 ReachLocal, Inc.
IPACE
© 2011 ReachLocal, Inc.
ReachSearch – Lubin Multi-Market
Current CPV (Cost Per Visit): $3.11
Current Ad position: 1.6
Campaign Updates:
• Updated dayparting setting to help improve ad serving.
• Minor bid adjustments to 'degree completion' KW to drive more traffic.
Year to Year Comparative Data
May 2013- April 2014
May 2014-April 2015
Cost Per Visit (Avg) $1.07 $1.47Page Position (Avg) 2.45 1.99
© 2011 ReachLocal, Inc.
ReachSearch – Lubin Multi-Market
May 2014 – April 2015 Multi-Location Data:
Location Clicks Impressions
CTR Avg. Pos.
New York NY 876 126,702 0.69% 4.0
Miami-Ft. Lauderdale FL
76 13,948 0.54% 4.2
Dallas-Ft. Worth TX
46 13,898 0.33% 4.5
Los Angeles, California
56 13,328 0.42% 3.9
Washington, District of Columbia
24 9,174 0.26% 4.1
Boston, Massachusett
s
48 12,022 0.40% 3.6
Total 1,126 189,072 0.60% 4.0
© 2011 ReachLocal, Inc.
ReachSearch – Pro CommCurrent CPV (Cost Per Visit): $10.37
Current Ad position: 1.9
Campaign Updates:
• Campaign budgets have been increased, daily budgets have been updated to help campaign to pace properly.
• Updated ad copy for primary ad group:Comm Degree Completion Learn about Pace University's Comm Degree Completion Program
Year to Year Comparative Data
May 2013-April 2014
May 2014-April 2015
Cost Per Visit (Avg) $4.24 $1.70Page Position (Avg) 2.66 1.45
© 2011 ReachLocal, Inc.
ReachSearch – Pro Comm
May 2014 – April 2015 Multi-Location Data:
Location Clicks Impressions
CTR Avg. Pos.
New York, New York
85 12,632 0.67% 3.2
Miami-Ft. Lauderdale FL
11 3,621 0.30% 2.9
Los Angeles, California
11 3,504 0.31% 3.3
Boston, Massachusetts
10 2,045 0.49% 2.8
Washington, District of Columbia
7 4,041 0.17% 2.5
Dallas-Ft. Worth TX, Texas
5 3,684 0.14% 3.5
Total 129 29,527 0.44%
3.1
© 2011 ReachLocal, Inc.
ReachSearch – Nursing
Current CPV (Cost Per Visit): $6.39
Current Ad position: 4.2
Campaign Updates:
• Updated daily publisher budgets to keep pacing on track.
• Paused keyword terms that have had 0 impressions for life of campaign to improve quality.
Year to Year Comparative Data
May 2013-April 2014
May 2014-April 2015
Cost Per Visit (Avg) $3.37 $6.42Page Position (Avg) 1.79 2.07
© 2011 ReachLocal, Inc.
ReachSearch – Nursing
May 2014 – April 2015 Multi-Location Data:
Location Clicks Impressions
CTR Avg. Pos.
New York, New York
369 17,520 2.11% 3.2
New York 139 12,968 1.07% 3.7New Jersey 69 7,985 0.86% 4.3
Pennsylvania 61 9,810 0.62% 4.7Massachusetts 52 8,694 0.60% 4.4
Dallas-Ft. Worth TX,
Texas
23 4,822 0.48% 5.7
Connecticut 22 3,679 0.60% 4.2Los Angeles,
California15 3,376 0.44% 5.2
Rhode Island 12 1,019 1.18% 3.9
© 2011 ReachLocal, Inc.
ReachSearch – Nursing
May 2014 – April 2015 Multi-Location Data:
Location Clicks Impressions
CTR Avg. Pos.
Washington, District of Columbia
10 1,805 0.55% 4.6
Miami-Ft. Lauderdale FL
9 2,696 0.33% 5.8
New Hampshire
8 1,207 0.66% 4.7
Maine 0 784 0.00% 5.1Vermont 0 477 0.00% 4.1
Total 789 76,842 1.03% 4.2
© 2011 ReachLocal, Inc.
ReachSearch – Seidenberg
Current CPV (Cost Per Visit): $4.06
Current Ad position: 1.3
Campaign Updates:
• Updated daily budgets for Google since pacing was slow.
• Paused all terms with 0 impressions for the life of the campaign to improve quality.
Year to Year Comparative Data
May 2013-April 2014
May 2014-April 2015
Cost Per Visit (Avg) $2.75 $1.03Page Position (Avg) 2.21 1.31
© 2011 ReachLocal, Inc.
ReachSearch – SeidenbergMay 2014 – April 2015 Multi-Location Data:
Location Clicks Impressions
CTR Avg. Pos.
New York, United States
24 4,866 0.49% 5.0
Los Angeles CA
23 4,441 0.52% 5.1
Philadelphia PA
14 2,644 0.53% 5.4
Massachusetts
13 3,728 0.35% 5.2
Connecticut 9 1,762 0.51% 5.2
Dallas-Ft. Worth TX,
Texas
7 2,421 0.29% 5.2
New Jersey 5 772 0.65% 5.7
© 2011 ReachLocal, Inc.
ReachSearch – SeidenbergMay 2014 – April 2015 Multi-Location Data:
Location Clicks Impressions
CTR Avg. Pos.
Miami-Ft. Lauderdale FL
5 1,416 0.35% 5.2
Pennsylvania 4 3,554 0.11% 5.3
Washington, District of Columbia
4 1,700 0.24% 5.1
Maine 1 480 0.21% 5.2
New Hampshire
1 470 0.21% 5.4
Rhode Island 0 574 0.00% 5.2
Vermont 0 509 0.00% 5.0
Total 305 44,095 0.69%
5.0
© 2011 ReachLocal, Inc.
ReachSearch – Competitive Campaign
Last CPV (Cost Per Visit): $0.70
Last Ad position: 1.3
2014 Data
2014
Cost Per Visit (Avg) $0.99Page Position (Avg) 1.6
© 2011 ReachLocal, Inc.
ReachSearch – Competitive Campaign
All Time Multi-Location Data:
Location Clicks Impressions
CTR Avg. Pos.
New York NY 14 4,022 0.35% 3.9
California 9 9,411 0.10% 5.7
Boston MA-Manchester
NH
1 468 0.21% 4.4
Philadelphia PA
0 570 0.00% 5.1
Hartford & New Haven
CT
0 122 0.00% 5.3
Total 24 14,593 0.16% 5.1
© 2011 ReachLocal, Inc.
UNDERGRAD TRANSFER
© 2011 ReachLocal, Inc.
ReachSearch – Undergraduate TransferLast CPV (Cost Per Visit): $1.24
Last Ad position: 2.4
Campaign Updates
• Updated daily publisher budgets to keep pacing on track.
• Increased bids at Google DMA to improve competitiveness.
Year to Year Comparative Data
Oct 2013- Dec 2014 Jan 2015-April 2015
Cost Per Visit (Avg) $1.69 $0.79Page Position (Avg) 1.47 1.46
© 2011 ReachLocal, Inc.
SUMMER UNDERGRAD
© 2011 ReachLocal, Inc.
ReachSearch – Summer UndergradCurrent CPV (Cost Per Visit): $4.03
Current Ad position: 2.8
Campaign Updates
• Updated daily publisher budgets to keep pacing on track.
• Increased bids at Google DMA to improve competitiveness.
Year to Year Comparative Data
April 2013- May 2014
Jan 2015-April 2015
Cost Per Visit (Avg) $3.19 $3.21Page Position (Avg) 2.58 2.52
© 2011 ReachLocal, Inc.
COLLEGE OF HEALTH PROFESSIONS
© 2011 ReachLocal, Inc.
ReachSearch – ACANPLast CPV (Cost Per Visit): $0.74
Last Ad position: 1.5
Campaign Updates
• Updated daily publisher budgets to keep pacing on track.
• Increased bids at Google DMA to improve competitiveness.
2014 Data
2014
Cost Per Visit (Avg) $1.02Page Position (Avg) 1.43
© 2011 ReachLocal, Inc.
ReachSearch – PNLLast CPV (Cost Per Visit): $0.75
Last Ad position: 1.4
Campaign Updates
• Updated daily publisher budgets to keep pacing on track.
• Increased bids at Google DMA to improve competitiveness.
2014 Data
2014
Cost Per Visit (Avg) $1.21Page Position (Avg) 1.37
© 2011 ReachLocal, Inc.
ReachSearch – Undergrad TransferCurrent CPV (Cost Per Visit): $1.83
Last Ad position: 5.6
Campaign Updates
• Updated daily publisher budgets to keep pacing on track.
• Increased bids at Google DMA to improve competitiveness.
April 2014 – May 2015 Data
April 2014 – May 2015 Data
Cost Per Visit (Avg) $3.21Page Position (Avg) 2.98
© 2011 ReachLocal, Inc.
ReachSearch – PA CompletionCurrent CPV (Cost Per Visit): $3.47
Last Ad position: 2.8
Campaign Updates
• Updated daily publisher budgets to keep pacing on track.
• Increased bids at Google DMA to improve competitiveness.
Year to Year Comparative Data
April 2013- May 2014
Jan 2015-April 2015
Cost Per Visit (Avg) $3.19 $3.21Page Position (Avg) 2.58 2.52
© 2011 ReachLocal, Inc.
Thank You!
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Andre ArchimbaudInternet Marketing Consultant – [email protected] x 136