Need some tips and tricks on student recruitment strategy and ROI analysis to reach the mobile prospective student? Here is our presentation from the 2015 PSEWEB Conference.

1. Philippe Taza CEO
Higher Education Marketing
ptaza@higher-education-marketing.com
PSEWEB 2015
Student Recruitment for the Mobile
Generation

2. • Why Mobile Marketing?
• Mobile first design for lead generation and recruitment
• Mobile SEO
• Mobile PPC
• Facebook on Mobile
• Mobile Analytics
Today’s Presentation

3. Why Mobile Marketing?

4. http://wenr.wes.org/2014/10/bridging-the-digital-divide-segmenting-and-recruiting-international-millennial-students/
WES 2014 Report

5. https://www.youtube.com/watch?v=FSS8v8eH9GA
Why Mobile Marketing? Google Education Search
Analysis

6. http://higheredexperts.com/edu/2015/07/06/june-2015-highered-benchmarking-web-analytics-report-research/
Google Analytics Benchmarking

7. http://www.slideshare.net/Intead/recruitment-strategies-for-a-mobile-generation
Mobile users behavior

8. • Keep it simple, easy to read
• Minimize keystrokes and clicks
• Maintain clear interaction cues
• Use large friendly CTAs
(design for thumbs)
• Use search and filters
Optimize for the mobile user experience

9. Using Responsive Landing Pages

10. • Lead with primary
content
• Vertical navigation
vs horizontal
• Enlarged interface elements
for “fat finger” problem
Design & Content for Mobile Recruitment

11. • Minimal graphics,
minimal footers
• Fewer in-page links
• Task oriented home
pages
• Easy to scan majors
• Simple program pages
Design & Content for Mobile Recruitment

12. • Different goals from desktop
• Simplified, reduced content
and message
• Emphasize location
• Emphasize contact
• Emphasize action
Design & Content for mobile recruitment

13. Mobile functionality for recruitment
• Include geo-location
specific features &
functions
• Integration with phone
functions

14. • Google Analytics
• Google Search Console
• Google AdWords
• Facebook Reports
Analytics Tools Used

15. The Mobile Overview Report
The Mobile Overview report under Audience, can tell you more about the
types of devices which are accessing your site.

16. The Channels Report
The Channels report under Acquisition, gives you macro level insights into
the various channels you are using to attract traffic to your website.

17. Mobile Search - Mobilegeddon

18. Find out if your website is mobile friendly here:
www.google.com/webmasters/tools/mobile-friendly/
What is Mobilegeddon?
http://searchengineland.com/library/google/google-mobile-friendly-update

19. Mobile Friendly Pages
Google tell users in the search results if
your web pages are mobile-friendly.

20. The Organic Search Channel by Device Category
This Google update affected the mobile device category within the
Organic Search Channel

21. Year over Year Comparison:
• Mobile Users are up 56%
• Mobile Conversion Rate is up 91%
• Mobile Leads are up 209%
Should we care about Mobile SEO?

22. • Google will try to result the most
relevant page based on your
location.
Mobile SEO Search Results

23. • Mobile friendly pages are a must
• Think local search
• Include GEO elements in Page Titles, Headings
and Content
• Don’t forget to optimize your Google My
Business page
• Mobile SEO rankings are often different than on
desktop
Mobile SEO basics

24. Google Search Console:
Mobile Search Rankings

25. Google Search Console:
Mobile Search Traffic

26. Google Search Console:
Mobile Page Rankings

27. • Paid Search is converting at a higher rate than other channels on mobile
devices
• BUT, Organic Search represents nearly 57% of Sessions and Goals
Mobile users behavior by channel

28. • Fewer ad positions are available
• Use mobile bid
adjustments to ensure ad visibility
• Use ad extensions (call, get directions, etc.)
• Use mobile/responsive landing
pages
• Align user query with landing page
• Use programmatic landing pages when
possible
Google AdWords ABC’s for Mobile

29. Program Specific Landing Pages

30. • 26% of sessions - rapidly growing segment
• 31% of Conversions
• Great conversion rates
• Cost per conversion usually very attractive
Comparing PPC performance by device type

31. • Higher Conversion Rate on Mobile Device
• Cost per Conversion is Cheaper
• Mobile Conversions Represents 31% of Overall
Comparing AdWords performance by device type

32. PHONE CALLS!!!!
How is mobile PPC different

33. • Enabling call extensions within your campaigns will help you generate
more phone calls
Google AdWords mobile click to call

34. • Choose the correct ad
type based on your
campaign goals
• Tracking the results
can be tricky!
Facebook Ads

35. • 5 types of placements for your ads
• Mobile has a lower cost per click than Desktops
• Use caution when monitoring actions
Facebook ads

36. Tracking Facebook Campaign Results

37. https://developers.facebook.com/docs/facebook-login/overview/v2.0
Mobile campaigns on Facebook

38. • We notice discrepancies between tracking technologies
• Facebook PPC on mobile does better in Google Analytics than in Facebook
Reports
Facebook Ad Conversion Rates

39. • Your prospects are immersed in the mobile world and you need to meet
them there
• Best practices for mobile site content, design, and functionality are
different from desktop
• Mobile SEO has its own rules
• Mobile PPC produces good cost per lead
• Use analytics to learn about mobile recruitment and maximize your ROI
• GET A MOBILE/RESPONSIVE WEBSITE!
Conclusions

40. • I’m easy to reach at:
Philippe Taza
Tel: 514-312-3968 ext:104
ptaza@higher-education-marketing.com
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza
Have questions about this presentation?