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Viewing posts tagged online advertising

Towards the end of 2013, the admission and marketing folks at a Pennsylvania college asked Carnegie to present how our approach to Student Search and Enrollment Marketing is different than what they’ve been doing for years. From there, a movement was started. Well, not so much a movement, but certainly a challenge.

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The Importance of Message Match: Landing Pages 101

Dec. 16, 2014
3 years, 11 months ago
by George LaRochelle

So, you’ve heard about this “message match” thing, and you’re wondering how it’s relevant to your educational marketing needs. It’s actually a pretty simple concept. Let’s take an example of a PPC campaign. You want to run a set of Search or display ads to help increase attendees to your upcoming open house. The goal would be to get signups for the upcoming session. The page’s sole reason for existing is to get a form completion. In order to do that, you need to take message match into consideration.

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Okay, no. Obviously not. But stay with me here. First, let it be known that unlike many of my colleagues, I am not a Seinfeld fan. (I know, I know. You are probably yelling at me right now.) So it pains me to even suggest that Jerry had such a great impact on the world of advertising. But the theory is that Seinfeld was the first big player in TV product placement. Junior Mints, anyone? 

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One of the hottest buzzwords in higher ed marketing this year is IP Targeting. If you’re not privy to it, I’ll summarize: It starts with a list—maybe a Search buy, your inquiry pool, non-responders, or even accepted applicants. We then use the street addresses from those lists to validate the IP addresses associated with that home. (We’re seeing validation rates averaging 85%!) Those IP addresses are used as the geographical territory for your banner ad campaign. Your impressions appear on thousands of websites that participate in the ad exchange networks on any device associated with that home’s IP, including smartphones and tablets.

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What is a Landing Page? Landing Pages 101

Nov. 7, 2014
4 years, 1 month ago
by George LaRochelle

What is all this you’re hearing about "landing pages"? Why are they so important? And how can they help you increase your lead generation while decreasing your advertising spend? In this series on landing pages, I will go into specific tips and best practices, PURLs (personalized URL's), and conversion optimization. But I’ll start with the basics—this is a 101 course, after all . . . 

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