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

2. Student Recruitment for the Mobile Generation Todays 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. Student Recruitment for the Mobile Generation Why mobile marketing?

4. Student Recruitment for the Mobile Generation Google Education search analysis: Q1 review https://www.youtube.com/watch?v=jA-UBKU05cI

5. Student Recruitment for the Mobile Generation Why mobile marketing? 22% mobile traffic 25% of lead flow

6. 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

7. Student Recruitment for the Mobile Generation Three mobile website formats DEDICATED, RESPONSIVE AND APPS

8. Student Recruitment for the Mobile Generation Mobile visitors behavior http://www.slideshare.net/AaronLindsay11/google-mobile-search-report

9. 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

10. 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

11. 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

12. Student Recruitment for the Mobile Generation Google Analytics Google AdWords Google Webmaster Tools Gshift Labs Facebook Reports Mobile tools/platforms used

13. Student Recruitment for the Mobile Generation Mobile SEO ABCS Mobile Friendly Pages are a must Think Local Search Include GEO elements in Page Titles, Headings and Content Dont forget to optimize your Google Listing Mobile SEO Rankings are often different than on Desktops

14. 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

15. Student Recruitment for the Mobile Generation Google Webmasters mobile search queries

16. Student Recruitment for the Mobile Generation Google Webmasters mobile search queries

17. 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

18. 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

19. Student Recruitment for the Mobile Generation Slide 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. Student Recruitment for the Mobile Generation Slide 20 Fewer ad positions available Use mobile bid adjustments Use ad extensions Use mobile landing pages Google AdWords for mobile

21. Student Recruitment for the Mobile Generation Slide 21 Google AdWords mobile clicks to calls

22. Student Recruitment for the Mobile Generation How is mobile PPC different? PHONE CALLS!!!!

23. 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

24. Student Recruitment for the Mobile Generation Facebook actions

25. Student Recruitment for the Mobile Generation Mobile campaign on Facebook https://developers.facebook.com/docs/facebook-login/overview/v2.0

26. 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

27. Student Recruitment for the Mobile Generation Mobile Analytics – Calls and More

28. Student Recruitment for the Mobile Generation Text messaging

29. 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!

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