Philippe Taza CEO Higher Education Marketing ptaza@higher-education-marketing

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

2. 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

3. Why mobile marketing?

4. Google Education search analysis: Q1 review https://www.youtube.com/watch?v=jA-UBKU05cI

5. Why mobile marketing? • 22% mobile traffic • 25% of lead flow

6. Website formats used today http://www.nonlinearcreations.com/Digital/how-we-think/articles/2014/04/Higher-education-and-mobile-strategy.aspx

7. Three mobile website formatsDEDICATED, RESPONSIVE AND APPS

8. Mobile visitors behavior http://www.slideshare.net/AaronLindsay11/google-mobile-search-report

9. Design for mobile recruitment • Lead with primary content • Vertical navigation vs horizontal • Minimal graphics, minimal footers • Fewer in-page links • Breadcrumbs are rare

10. Functionality for mobile recruitment • Include geo-location specific features & functions • Integration with phone functions • Enlarged interface elementsfor “fat finger” problem

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

12. Mobile tools/platforms used • Google Analytics • Google AdWords • Google Webmaster Tools • Gshift Labs • Facebook Reports

13. 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

14. 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

15. Google Webmasters mobile search queries

16. Google Webmasters mobile search queries

17. Do mobile visitors convert to leads? Paid Search is converting at a higher rate than other channels on mobile devices

18. Typical mobile PPC performance • Lower volume of traffic than desktops • Spends less time on site • Great conversion rate to lead • Lower cost per lead

19. 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

20. Google AdWords for mobile • Fewer ad positions available • Use mobile bid adjustments • Use ad extensions • Use mobile landing pages

21. Google AdWords mobile clicks to calls

22. How is mobile PPC different? PHONE CALLS!!!!

23. Facebook ads • 4 types of placements for your ads • Mobile has a lower cpc • Use caution when monitoring actions

24. Facebook actions

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

26. 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

27. Mobile Analytics – Calls and More

28. Text messaging

29. 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!

30. Contact us Philippe Taza Tel: 514-312-3968 ext:104 ptaza@higher-education-marketing.com www.higher-education-marketing.com https://twitter.com/PhilippeTaza