According to the Paid Search Benchmarking for Higher Education January-June 2015 report, total paid search lead volume had a year-over-year (YOY) increase in Q2. This was after a YOY decrease in Q1. January had its expected volume peak and also achieved the highest conversion rates for the first half of 2015.
Not surprisingly, branded terms performed better than non-branded terms in Q1 and Q2. The conversion rate for branded terms was almost 10 percent, with inquiries from this group making up 40.7 percent of enrollments from just a 35.2 percent share of all paid search leads.
Mobile Traffic Continues to Grow
Numerous sources, including comScore and Google, have published details regarding the growth of mobile paid search traffic. Our data shows the same trend — the share of mobile impressions increased by 37.5 percent from January to June of 2015. The share of mobile clicks was up 22.14 percent, and the share of mobile inquiries grew by 23.96 percent during the same period. As of June, more paid search inquiries were coming from mobile campaigns than from desktop campaigns.
Google Continues to Dominate Paid Search Campaigns
Despite a lower average cost per click (CPC) and cost per lead (CPL) from Bing campaigns, Google continues to dominate our managed paid search campaigns, accounting for almost 80 percent of all lead volume. This is due to scalability issues — we aspire to grow volume from Bing, but overall Bing traffic does not accommodate this desire.
The Paid Search Benchmarking for Higher Education January-June 2015 report provides information to higher education marketers to develop and execute highly efficient paid search campaigns. Content within the report includes global benchmarks, device analysis, degree analysis, program analysis, search engine performance and essential campaign planning strategies. Get your free copy of the Paid Search Benchmarking for Higher Education January-June 2015 report here.
About the Author
Kathy Bryan is the Senior Vice President of Corporate Marketing and Communications at Digital Media Solutions (DMS), an industry leader in providing end-to-end customer acquisition solutions that help clients grow their businesses and realize their marketing goals. In this role, Kathy is responsible for all aspects of marketing and communications for DMS and its subsidiary brands. Since its inception, DMS has evolved into a full-service performance marketing company that services firms within highly complex and competitive industries including mortgage, education, insurance, consumer brands, automotive, jobs and careers. DMS has achieved incredible year-over-year growth, which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016 and 2017.
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