A few separate segments of the Purdue University brand have started to individually explore PPC and other online marketing channels, however they have done so without coordinating this conversation internally to allow for one all-campus encompassing strategy. I went on-site with Kristine H. to explain to a more comprehensive PU marketing team how not-for-profit universities can and should be taking advantage of PPC to engage as many potential student enrollments as possible year over year, especially in a vertical with ever increasing competition and costs.

2. Outline
1.
2.
3.
4.
Hanapin Marketing/PPC Hero Overview
The State of EDU
EDU Brand Management
Multi-Device and Multi-Channel Outreach

3. Hanapin Marketing & PPC Hero
The Agency Other Agencies Turn To

4. Kayla Kurtz – Paid Search Consultant
•
•
•
•
@one800kayla
Has managed some of Hanapin’s
largest clients
2nd most widely-read writer on
PPC Hero
Keynote Speaker at Search
Exchange Internet Marketing
Conf. 2013
Emcee of HeroConf Paid Search
Conference

5. Kristine Hyman – Client Manager
•
•
•
•
@ankamom
Manages Client-side relationship
for Hanapin’s largest accounts
“The voice of the client” within
Hanapin’s office
2007 Award-Winner: Outstanding
Professionalism, Passion and
Dedication
Purdue University graduate, class
of 1994

6. The PPC Power Plant – Since 2004

7. • The brains behind PPC
Hero, the world’s most popular
search marketing blog
• Hero Conf: The world’s leading
PPC-only conference
• Webinars with hundreds of
attendees including those cobranded with the brightest
minds in our industry
• Daily display of expertise and
acumen via our staff of
Account Managers

8. All PPC, all the time…
…and THIS is why.

9. The State of EDU
Understanding Existing Landscape of EDU

10. A Shift In The Marketplace
Cost-per-click is rising
Click-through-rate is declining
Search queries are declining
Competition is increasing

11. Fewer
conversions
occurring, period.
-18%
y/y decline for EDU converters

12. A Shift In The Marketplace
For-profit Value per
Enrollment is declining

13. Churning
students with
streamlined
sales process
Students ARE
getting
savvier &
shying away
from for-

14. A Shift In The Marketplace
COST PER LEAD AS A METRIC IS
LOSING RELEVANCY
•
•
•
•
Education in PPC is getting more expensive
Less people are looking
More for-profits are trying to compete
Competition is increasing
This shift demands that we move away from cost
per lead and to lead quality&cost-perenrollment-based optimizations.

15. You Know You, But Searchers Don’t

16. You Know You, But Searchers Don’t

17. You Know You, But Searchers Don’t

18. Top Competitors & Keywords
Top Performing Keywords
Largest Competitors
Indiana online mba
Temple University
Business school rankings
University of North Carolina
Engineering management
masters
University of Phoenix
Top ranked emba
Arizona State University
Indiana mba
Duke University
Architecture masters programs
New York University
Syracuse University
University of Texas
Walden University

19. Internal Competition
MULTIPLE SCHOOLS RUNNING THEIR OWN CAMPAIGNS
CAN RESULT IN DUAL BIDS FOR THE SAME KEYWORDS;
DRIVING UP COSTS & LOWERING CONVERSION
OPPORTUNITY

20. We’ve Seen It Before!
• Successful management of over $3 million in
EDU spend annually
• Reduced fraudulent leads by 95%
• Lowered CPA by 33% over 6 months
• Grown locations by 500% and budget by 950%
• Access to dedicated Google EDU associate

21. Direct Ad Space Competition
COMPETITION IS EXPANDING ACROSS BOTH FOR-PROFIT AND
NON-PROFIT EDUCATION, PICKING UP REAL ESTATE BY LEVERAGING
GOOGLE QUALITY SCORE AND SMART BID STRATEGIES.

22. SMART
bidding, not
just HIGH
bidding.

23. Evolving Strategies
60 miles
•Geotargeting to identify
regions of high enrollment
•Closer = more likely to
enroll = increased
bids/budgets
•What locations don’t
convert like we thought?
-20%
adjustment
40 miles
0% adjustment
20 miles
+20%
adjustment
Campus
location

24. EDU Brand Management
Strategic Methods for a Unique Vertical

25. 8 in 10
Prospective Students don’t know which school
they want to attend as they initiate their journey
-Google Think Education, 2013

26. Two Recommendations
#1
AS COMPETITION
HEATS UP
KNOW WHAT YOUR SCHOOL
STANDS FOR

27. Two Recommendations
#2
PROMOTE YOUR
BRAND NOW
SO PROSPECTIVE
STUDENTS KNOW WHO YOU
ARE BEFORE THEY WEIGH
OTHER OPTIONS

28. Timeline from 1st Visit to Conversion

29. More Brand Comparisons Before Converting

30. More Choice-Brand Visits Before Converting

31. Remarketing
REMARKETING:
“Are you telling me that you built a time machine…
…out of a DeLorean?”
-Marty McFly, 1985

32. Remarketing
PROSPECTIVE STUDENTS
EXPLORE MANY OPTIONS
LET THEM KNOW WHAT
DIFFERENTIATES PURDUE
THROUGH THEIR SEARCH
ENSURE PURDUE REMAINS
TOP OF MIND

33. Remarketing
DISPLAY REMARKETING
KEEPS YOUR MESSAGE IN
FRONT OF PROSPECTIVE
STUDENTS

34. Remarketing
GEOTARGETED CAMPAIGNS
FOCUS BRANDING TO
SPECIFIC TARGET MARKETS

35. Case Study – Orbis Education
THE PROBLEM
Visitors not converting, requiring more touches & time
THE SOLUTION
Remarketing – various audiences & messaging
THE RESULTS
5% increase in conversions @ same CPL

36. Multi-Channel & Multi-Device
Outreach
Reaching All Searchers, Wherever They Are

37. 9 in 10
Enrolled students use online to research
-Google Think Education, 2013

38. Higher Ed Research Resources
More reliance on ONLINE resources.

39. Social Media Channels
ABILITY TO REACH A WIDE AUDIENCE, IN A TARGETED
MANNER, BASED ON THEIR EXPLICITLY EXPRESSED INTERESTS.

41. Cross-DeviceUse Increasing

42. Unique to Mobile Searchers
25% OF US SEARCHERS RARELY, IF EVER, USE ANYTHING BUT
THEIR MOBILE DEVICE(S) TO BROWSE THE WEB.

44. More Online Applicants
86%
76%
+10%
y/y rise in Online applicants
Over the Phone
In Person
Online
2011
2012

45. QUESTIONS?