'

Education’s continuing journey

Понравилась презентация – покажи это...





Слайд 0

Education’s continuing journey Spring semester insights for digital marketers


Слайд 1

“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


Слайд 2

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


Слайд 3

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


Слайд 4

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.


Слайд 5

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. $511.6B Industry 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.


Слайд 6

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) $29.3B For-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.


Слайд 7

Mixed drivers will contribute to the slow growth of for-profit universities National unemployment rate An improving labor market will cause more individuals to enter jobs rather than schools. Controversy afoot The quality of education has come under scrutiny as many students cannot find gainful employment after graduating. Online services Growth 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.


Слайд 8

The economy is returning to pre-recession levels Projected Source: IBISWorld Business Environment Report, National unemployment rate, September 2014


Слайд 9

Projected The percentage of services conducted online continues to grow Source: IBISWorld Business Environment Report, Percentage of services conducted online, August 2014


Слайд 10

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.


Слайд 11

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. Nearly 60% of students have performed more than 10% of their higher education research on a mobile device. Almost all prospective students have used the Internet to research higher education institutions.


Слайд 12

Students’ ownership of digital devices exceeds the general adult population *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%


Слайд 13

58% of students own three or more Internet-capable devices. Sources: ECAR Study of Undergraduate Students and Information Technology, September 2013


Слайд 14

Windows is the most popular OS in desktop and laptop devices Source: ECAR Study of Undergraduate Students and Information Technology, September 2013


Слайд 15

Students use technology to prepare for education and work According 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


Слайд 16

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


Слайд 17

Yahoo Bing Network performance trends


Слайд 18

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. Education searches are growing on Mobile Source: Microsoft internal analytics, January-March 2013, 2014. Owned & Operated, US, EN.


Слайд 19

Steady search volumes and growing clicks and click-through-rates indicate improved monetization efficiency in the Yahoo Bing Network marketplace. PC and Tablet education clicks grew in January and March Source: Microsoft internal analytics, January-March 2013, 2014. Owned & Operated, US, EN.


Слайд 20

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%. Mobile education clicks continue to grow Source: Microsoft internal analytics, January-March 2013, 2014. Owned & Operated, US, EN.


Слайд 21

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


Слайд 22

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


Слайд 23

Yahoo Bing Network audience behaviors


Слайд 24

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


Слайд 25

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


Слайд 26

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 services Compared 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


Слайд 27

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 loan Compared 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


Слайд 28

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


Слайд 29

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


Слайд 30

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


Слайд 31

Help your search ads get smarter with Bing Ads ad copy research


Слайд 32

Ad Title Ad Description Here’s how to read a heatmap Our study results show that an education provider ad with “online” in the title and “time” in the description has high ad quality.


Слайд 33

Education providers Ad performance heatmap Ad Title Ad Description


Слайд 34

Top 5 word combos in education provider ad copy All Devices 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.


Слайд 35

Top education provider ad copy word combos by device PC/Tablet Mobile Phones 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.”


Слайд 36

Sitelink deep link analysis “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.


Слайд 37

Already advertising on Google AdWords? It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks. Learn how to import your campaigns


Слайд 38

Connect with a Search Specialist who can help you get started today. Call 1-800-518-5689 or check out Getting started @bingads linkedIn.com/company/bing-ads facebook.com/bingads blog.bingads.com instagram.com/bingads slideshare.net/bingads youtube.com/bingads


Слайд 39


×

HTML:





Ссылка: