Ideas, insights and inspirations.

In the past, universities have created both a Company Page and a University Page within Linkedin – mainly because each page offered different features and functionalities. Linkedin has been getting feedback, especially from higher education marketers, of this causing redundancy for admins and providing a confusing experience for Linkedin members. So to simplify this, they are merging the two pages into one combined Page. What is happening right now? Linkedin is merging the University and Company pages into one page – an upgraded University page that will have all of the features of the Company pages. New higher education marketing features include: Real-time analytics on people who visit your page, instead of a weekly analytics email Sponsored Content to reach prospective students and alumni right in their LinkedIn feed Career Pages so you can show potential hires what working at your university is like (you can now pay for this upgrade) Pros: Besides the new features, the biggest pro is that it … Continue reading

With people relying on mobile more than ever – over half of the trillions of Google searches happen on mobile – Google recently announced changes to favor the mobile experience. Google is calling this the biggest change since AdWords launched 15 years ago, and in my 10+ years experience working in the platform, I would agree! The changes will expand the length of Google’s paid text ads. This change comes primarily with mobile in mind. When the expanded text ads become available later this year, here’s what the changes will look like in the headline and description: Ad Headline: Advertisers will now have two 30-character headlines instead of the current 25-character headline. Ad Description: One 80-character line of description copy instead of two 35-character lines! The increase in characters may not seem like a huge difference, but it is! The extended ad format will ultimately give us advertisers the opportunity to create a longer, engaging message to attract more qualified clicks. Google said … Continue reading

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In the paid advertising world, it’s easy to determine your ROI if you’re using analytics to track all of your efforts. But when it comes to social marketing, there are so many metrics and variables it can make your head spin. Not to mention that each social channel provides different data and definitions for metrics. In Facebook, specifically, it’s all about getting fans (or page likes) and building long-term relationships with your fans. There are numerous strategic ways to find relevant Facebook fans – both from paid advertising and organic reach. It can be hard to put a value on engagement metrics, but a report states that the average value of a Facebook fan is $174*. So, say you were able to get 25 new page likes this month — that would equate to a value of $4K! Implementing a strategic social campaign, with both paid and organic tactics, can help build relevant Facebook fans for your page. Here are … Continue reading

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Have you noticed promoted pins showing up in your Pinterest feed? Last month, Krystal shared how Pinterest boards and pins are being utilized to their fullest to attract, reach and inspire (Pinterest and your Business). Pinterest is continuing to find ways to grow within their 100 million Pinner community.  They introduced a paid advertising feature called Promoted Pins. These are just like regular pins, only you pay to have them seen by more people. While this feature was initially launched last spring, it’s still in beta and only available to certain business account holders in the U.S. Below is a snapshot of how baby retailer Carter’s is utilizing promoted pins to push their Christmas clothes while a Pinner is looking for baby toy ideas for Christmas. How can you use Promoted Pins? A promoted pin is essentially a paid ad on Pinterest. You can geo-target by location, demographics and devices, to reach customers who are searching for or have shown an interest in … Continue reading

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We all know Facebook is Big… But Facebook began as a service that only allowed college students to communicate with each other over the Internet. Even after the site opened up to public users, college students continued to comprise a significant segment of the Facebook user base. High school and college students still comprise a large piece of the Facebook pie. Despite recent speculations that Facebook users are reducing their monthly activity on the social network, Facebook remains the number one social media platform for teenagers ranging from 13-17, a prime target demographic for higher education marketers. Segmenting by demographic is a smart way for colleges and universities to strategically reach prospective students on Facebook. Because users list their age, gender, location, interests and other information on their Facebook profiles, it is easy to find your exact target audience. Facebook’s advertising platform includes settings that can target beyond the typical geographic criteria. For higher education paid marketing targeting specifically, you could use … Continue reading

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Retargeting allows you to follow users who’ve previously visited your website as they browse the Web. You want to be sure you are getting the most out of your retargeting campaigns, and most importantly, your repeat visitors. Be sure to avoid these 3 retargeting mistakes: 1. Unclear and non-specific visitor segments One of the biggest mistakes is to retarget to ALL visitors from the pages you are targeting. You want to be sure to create visitor segments that align with your goals and your audience. For example, you should not show an undergrad retargeting ad to a prospect who just visited your MBA program page. 2. No tags on important pages on your website and/or campaign landing pages Once you’ve determined your retargeting campaign objectives and campaign segments, it’s important to tag all of your web pages properly. Then, you can create campaigns that target each visitor segment. 3. Not using all available ad banner sizes It’s important to run … Continue reading

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There have been lots of articles and speculation over the last few months about the teen audience leaving Facebook. This could be a major concern if you are using Facebook paid advertising to target teens, but should you be really concerned? How many teens have left? iStrategy Labs reports a 25.3% decline in teens using Facebook in the last 3 years. That’s roughly 3.3 million 13-to-17-year-olds. Where are they going? In GlobalWebIndex‘s November 2013 “Where Are the Facebook Teenagers Going?” bulletin, the firm answered its question by identifying the “big winners” among global teens as “messenger, video and photo apps.” Time will tell whether any current players in the social mobile apps arena have staying power, but GlobalWebIndex added, “The growth rates, impressive as they are among teens, mask the all-important fact that Facebook is still far and away the largest social platform and mobile app used.” Should you be concerned using Facebook as a primary means of reaching teens … Continue reading

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Google recently shared an infographic depicting how 2013 transformed digital marketing. There are some great stats in here… 73% of advertisers report using social media ads 239% YOY increase in mobile queries across the Google Display Network See the full infographic: http://think.storage.googleapis.com/docs/redefining-advertising_infographics.pdf If you are seeking a paid advertising agency, consider partnering with us.

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Facebook announced on Tuesday morning that it’s testing such ads in the News Feed with a handful of advertisers. USA Today is calling this “…a move that takes aim at massive spending budgets for television ads.” Rather than having to click or tap to play, videos will begin to play as they appear onscreen – without sound – similar to how they behave when shared by friends or verified Pages. You can read more details about how the videos will work here: https://www.facebook.com/business/news/Testing-a-New-Way-for-Marketers-to-Tell-Stories-in-News-Feed Facebook has offered video ads for some time, however, the auto-play feature is new. Prices for a 15-second auto-play video ad are said to range from $1 million to $2.5 million!

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When it comes to a paid search (PPC) campaign, it’s not just important to make sure that your ads are seen. It’s important to make sure that they’re seen by the right people. Your goal is to ensure that the people who see and click on your ads are likely to connect with you and take action. Using negative keywords is an important way to do help optimize your campaign. What are PPC “negative” keywords? A negative keyword is a type of keyword that prevents your ad from being triggered by a certain word or phrase. Depending on where your PPC ads are running, the negative keywords that you choose tell Google or Bing not to show your ad to anyone who is searching for that phrase. For example, if you add “bachelor” as a negative keyword to your campaign or ad group, you’re telling Google (or Bing) not to show your ad for any search term containing “bachelor.” You … Continue reading

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