COULD ENROLLMENT MARKETING & LEARNING CHANGE AS A RESULT OF THE CORONAVIRUS?: We can't escape the reality — the coronavirus is forcing schools to rethink how they operate at every level. Schools are calling home study-abroad students, canceling conferences, and “replacing visits for admitted new students with visual programming.” So with schools scrambling to come up with the means to service students with technology and in eLearning environments, there’s little reason to believe schools will abandon this approach to learning after the virus blows over.
Why you should care: Schools are rapidly adopting technology to support mobile and remote learning environments. Enrollment marketers flexing the beauty of the on-campus experience, luxury facilities, and research in their recruitment efforts may be forced to rethink how they market their programs. Emphasizing an advanced capacity for quality, online learning could be the new modern draw for the prospective student in 2020. If your recruitment and marketing strategies have been impacted by COVID-19, we’d love to hear from you for the Enrollify Podcast and Blog. Connect with us here.
EDUCATION CONVERSION RATE AVERAGES THROUGH FEB 2020: WordStream publishes monthly advertising benchmarks across industry verticals, including education. For the month of February, the education industry saw an average 13.58% conversion rate on Facebook across all ad types (including Facebook Lead Ads). The average conversion rate across all industry verticals for the month of February was 9.21%.
Why you should care: Enrollment marketers keeping up with competition should always be aware of the education industry averages for advertising. There is high competition among education institutions on Facebook (compared to competition within other industry verticals), so if you’re not meeting or exceeding industry benchmarks, you should adjust your digital ad strategy.
GOOGLE ADS REVAMPS ATTRIBUTION REPORTING TO INCLUDE LAG TIME: It’s the end of the month and you’re scrambling to figure out how many conversions occurred as a result of the Google Ads that ran. But what about users who started browsing your site last week as a result of your Google ad and won’t convert until the next month? Technically, it was last month’s marketing spend that drove them to your website, so shouldn’t last month get the credit for the conversion?
Why you should care: Google Ads has added “lag-time” to its attribution reporting to give you full insights into how long it takes a contact to convert after interacting with your Google Ad. For example if it takes a user 8 days to convert after exposure to an ad, and the overall conversion rate is 12%, you’ll be able to more accurately predict the “backfill” of conversions attributed to last month’s marketing spend before the conversions actually happen.