Student Recruitment for the Mobile Generation
Student Recruitment for the
Mobile Generation
Philippe Taza
CEO
Higher Education Marketing
ptaza@higher-education-marketing.com
Slide 1
Student Recruitment for the Mobile Generation
Today’s Presentation
•
•
•
•
•
•
•
•
•
•
Why mobile marketing?
Website formats
Mobile visitors behavior
Design, functionality and content for mobile recruitment
Mobile tools/applications used
Mobile SEO
Mobile PPC
Mobile SMM – Facebook ads
Mobile Analytics
Text messaging research
Student Recruitment for the Mobile Generation
Why mobile marketing?
Student Recruitment for the Mobile Generation
Google Education search analysis:
Q1 review
https://www.youtube.com/watch?v=jA-UBKU05cI
Student Recruitment for the Mobile Generation
Why mobile marketing?
• 22% mobile traffic
• 25% of lead flow
Student Recruitment for the Mobile Generation
Website formats used today
http://www.nonlinearcreations.com/Digital/how-we-think/articles/2014/04/Higher-education-and-mobile-strategy.aspx
Student Recruitment for the Mobile Generation
Three mobile website formats
DEDICATED,
RESPONSIVE
AND APPS
Student Recruitment for the Mobile Generation
Mobile visitors behavior
http://www.slideshare.net/AaronLindsay11/google-mobile-search-report
Student Recruitment for the Mobile Generation
Design for mobile recruitment
• Lead with primary content
• Vertical navigation
vs horizontal
• Minimal graphics,
minimal footers
• Fewer in-page links
• Breadcrumbs are rare
Student Recruitment for the Mobile Generation
Functionality for mobile recruitment
• Include geo-location specific
features & functions
• Integration with phone
functions
• Enlarged interface elements
for “fat finger” problem
Student Recruitment for the Mobile Generation
Content for mobile recruitment
• Different goals from desktop
• Simplified, reduced content
and message
• Emphasize location
• Emphasize contact
• Emphasize action
Student Recruitment for the Mobile Generation
Mobile tools/platforms used
•
•
•
•
•
Google Analytics
Google AdWords
Google Webmaster Tools
Gshift Labs
Facebook Reports
Student Recruitment for the Mobile Generation
Mobile SEO ABC’S
• 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 Listing
• Mobile SEO Rankings are often
different than on Desktops
Student Recruitment for the Mobile Generation
Mobile SEO rankings
• Google will try to
result the most
relevant page based
on location and device
• Google.ca is a blended
result from all devices,
and locations
• Vancouver mobile is
specific to that
combination
Student Recruitment for the Mobile Generation
Google Webmasters mobile search queries
Student Recruitment for the Mobile Generation
Google Webmasters mobile search queries
Student Recruitment for the Mobile Generation
Do mobile visitors convert to leads?
Paid Search is converting at a higher rate than
other channels on mobile devices
Student Recruitment for the Mobile Generation
Typical mobile PPC performance
•
•
•
•
Lower volume of traffic than desktops
Spends less time on site
Great conversion rate to lead
Lower cost per lead
Student Recruitment for the Mobile Generation
Google AdWords by device type
•
•
•
•
Lower volume of traffic than desktops
Spends less time on site
Great conversion rate to lead
Lower cost per lead
Slide 19
Student Recruitment for the Mobile Generation
Google AdWords for mobile
•
•
•
•
Fewer ad positions available
Use mobile bid adjustments
Use ad extensions
Use mobile landing pages
Slide 20
Student Recruitment for the Mobile Generation
Google AdWords mobile clicks to calls
Slide 21
Student Recruitment for the Mobile Generation
How is mobile PPC different?
PHONE CALLS!!!!
Student Recruitment for the Mobile Generation
Facebook ads
• 4 types of placements for your ads
• Mobile has a lower cpc
• Use caution when monitoring actions
Student Recruitment for the Mobile Generation
Facebook actions
Student Recruitment for the Mobile Generation
Mobile campaign on Facebook
https://developers.facebook.com/docs/facebook-login/overview/v2.0
Student Recruitment for the Mobile Generation
Facebook ads conversion rates
• We are noting discrepancies between tracking
technologies
• Facebook PPC on Mobile does better in Google
Analytics but not in Facebook Reports
Student Recruitment for the Mobile Generation
Mobile Analytics – Calls and More
Student Recruitment for the Mobile Generation
Text messaging
Student Recruitment for the Mobile Generation
Conclusions
• Your prospects live in the mobile world and you need
to meet them there
• Best practices for mobile site content, design, and
functionality are unique from desktop
• Mobile SEO has its own rules
• Mobile PPC produces good cost per leads
• Use analytics to learn about mobile recruitment and
maximize your ROI
• GET A MOBILE/RESPONSIVE WEBSITE!
Student Recruitment for the Mobile Generation
Contact us
Philippe Taza
Tel: 514-312-3968 ext:104
ptaza@higher-education-marketing.com
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza