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 FathomDelivers.com/Resources/Downloads/Higher-Education-Marketing-Standard-2014/ FATHOM BING ADS SEAR CH QUERIES TABLETS