State of the EDUnion Presented by:

Jon Pogact |@Jpogact Amanda Jerele|@amjerele

A Division of Fathom® SEO, LLC.

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NURTURE

CHANNEL EXPERTISE AWARDS

Northeast Ohio Top 100Fastest-Growing Company

2010 - 2013

Included on List ofFastest Growing Companies

2010 - 2013

Named Among Top 25 Search Engine Marketing Firms

Five Years in a Row

CERTIFICATIONS

Queries grew by 8% in Q4 2013 in the Colleges, Universities & Post-Secondary Education Category

• Source: Google internal search data, based on pre-categorised queries for the Colleges, Universities & Post-Secondary Education. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

Source: Google internal search data, based on pre-categorised queries for the Colleges, Universities & Post-Secondary Education. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

1 2 3 4 5 6 7 8 9 10 11 12

2010 2011 2012 2013

Months

Queries (Q4 2013 Y/Y: 8.40%)

1 2 3 4 5 6 7 8 9 10 11 12

2010 2011 2012 2013

Months

1 2 3 4 5 6 7 8 9 10 11 12

2010 2011 2012 2013

Months

1 2 3 4 5 6 7 8 9 10 11 12$0.00

$1.00

$2.00

$3.00

$4.00

$5.00

2010 2011 2012 2013

Months

Impressions (Q4 2013 Y/Y: 21.09%)

Clicks (Q4 2013 Y/Y: 9.08%) Actual CPC (Q4 2013 Y/Y: 10.51%, Avg:$3.61)

Colleges and UniversitiesCategory

Hummingbird

• Algorithm change• Changes the way results show in

the search engine

What is Hummingbir

d?

• Analyzes meaning behind searches• Interprets searches as

“conversations”

How does Hummingbir

d work?

#EDUnion20141

“Colleges in Ohio” #EDUnion20141

“Colleges near me” #EDUnion20141

Hummingbird #EDUnion20141

Hummingbird #EDUnion20141

Program Curriculum

GuidesCareer Paths

Infographic of the application

process

“How to pay for college” guide Virtual tour video Testimonial

videos

Blog series “Which degree is for me?” Quiz

Images of student work

from your B.A. in Art and Design

program

Enhanced Campaigns

Key Takeaway: Optimizing PPC campaigns for mobile is a must!

#EDUnion20142

Branded Search

Keep Competitors from showing up above your organic listings

Take up more real estate in the search

results

Help your overall account quality score with high scoring

branded terms

#EDUnion20143

Non-Branded Search #EDUnion20144

RESEARCH MODE

Key Takeaway: Bid on non-branded terms to capture students in the

“research” mode

Email Marketing Updates

Gmail’s Tabbed Inbox

Automatic Loading of Images

Sponsored Promotions

#EDUnion20145

Tabbed Inbox

•Able to deactivate tabs•Able to pull messages over•Mobile email consumers will not see tabs•Engagement rates have not diminished.

#EDUnion20145

Gmail Images #EDUnion20145

IMAGE-HEAVY EMAILS____________________________

Previously, image-heavy emails

were thought to be poor practice,

in part due to slow load times and

users not always loading images. With

this change, those concerns no longer

apply to Gmail. And with most mobile

clients automatically loading images,

image-heavy emails may become

the norm

AUTOMATIC LOADING____________________________

Schools noticing a jump in Gmail

open rates since this change is no

surprise. Now that images are

automatically being loaded every time,

Gmail is counting every single

‘open’, whereas before, people who

read the content but did not load the

images were not counted as an ‘open’

unless they clicked.

Sponsored Promotions #EDUnion20145

51% of all emails are

opened in a mobile device

Show ads in Gmail’s promotion tabs and

along the right hand side.

Mobile Growth 6 #EDUnion2014

In Q4 2013, year over year…

desktop queries declined by -0%

while Mobile queries grew by 58%

and Tablet searches grew by 50%

*Google

52.5% Mobile Traffic

6 Mobile Growth #EDUnion2014

Key Takeaway: Optimize and Target Mobile!

A survey across Fathom EDU Clients..

7 Bing Ads #EDUnion2014

Google Sites led the U.S. explicit core search market in March with 67.5 percent market share, followed by Microsoft Sites with 18.6

percent (up 0.2 percentage points) and Yahoo Sites with 10.1 percent.

http://www.comscore.com/Insights/Press_Releases/2014/4/comScore_Releases_March_2014_U.S._Search_Engine_Rankings

19.4b Explicit Core Searches

25% of all paid inquiries in EDU

60% lower CPC vs. Google AdWords

Lower Competition!

7 #EDUnion2014Bing Ads

8 Local Optimization #EDUnion2014

Location Matters. Geo terms +5%

yoy

8 Local Optimization #EDUnion2014

8 Local Optimization #EDUnion2014

Include city, region and state keywords in your over optimization plan – metas and

content

Use structured content through Schema local markup – www.schema.org

Claim your locations on Google+, places, Yahoo! Local and Bing Maps

Optimize Social Media Profiles – be consistent and accurate with campus

information

9 Facebook Advertising #EDUnion2014

Facebook Organic Reach will be at 2% of total likes by 2015

9 Facebook Advertising #EDUnion2014

Key Takeaway

Facebook has the largest market share of teenagers – Great for Undergrad advertising

9 Facebook Advertising #EDUnion2014

Facebook offers hyper targeting!

10

Recommended Tools #EDUnion2014

Free Analytics Training from Google https://analyticsacademy.withgoogle.com/explorer

10

Recommended Tools #EDUnion2014

Recommended Tools10

#EDUnion2014

Other Helpful Tools

Questions?Feel free to reach out to Jon and Amanda

jpogact@fathomdelivers.comajerele@fathomdelivers.com