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Online Advertising Trends for Higher Education

ONLINE ADVERTISING TRENDS Brought to you by FOR HIGHER ED T FATHCM Based upon stats found within the Fathom Q1 2014 EDU Standard Marketing Report MOBILE CONVERTS Google bing Mobile search queries were up 58.16% YoY Mobile accounted for 15% of all conversions Cost-per-clicks were 25% lower than More than 50% of all inquiries desktops and 21% lower than the avg. of all devices came as a result of paid search Converted more frequently than tablet advertising between Google Cost-per-lead was 24% lower than desktop AdWords and Bing Ads ADVERTISING ONLINE ADVERTISING LOWEST CPL o Tablets showed the MOBILE TAdg lowest cost-per-lead o Tablet search queries were up 48.72% YoY 58% 50% EO HIGHER ED CPC Cost-per-click in higher ed increased 2.57% in 2013 2.57% 48% V EDU QUERIES 14% Higher education search queries grew by 14% (YoY) 46% 40% VESTING IN A FATHOM CLIENTS NON-BRANDED PPC PPC DATA FROM OUR EDU CLIENTS Average CPC = $2.15 (branded & non-branded) • $2.21 lower than the Google average Bing Ads account for about 25% of all leads, when comparing similar campaigns with Google Average click-through rate (CTR) = 2.99% AdWords • 46% higher than the Google average We've also found that the average cost-per-click Based on a sampling of Fathom clients that have is 60% of that of Google AdWords generated 2+ million clicks in online advertising spend II GROWTH OF NON-BRANDED SEARCH 40% of all paid search leads during Q1 2013 came from non-branded search By the end of Q4, that number had reached 65% ©2014 FATHOM® All rights reserved. To download your very own copy of the 2014 Q1 Higher Education Marketing Standard, visit FATHOM BING ADS SEAR CH QUERIES TABLETS

Online Advertising Trends for Higher Education

shared by mmathews on May 21
As higher education continues to be a major industry, the importance of online advertising cannot be ignored. Many trends, such as the use of tablets, are becoming necessities as opposed to options....




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