During the first half of 2016, we witnessed the continuation of many trends, according to the recently released January-June 2016 Paid Search Benchmarking for Higher Education. Mobile devices sustained healthy growth, generating the majority of the impressions, clicks, spend, leads and enrollments.
The mobile share was significantly higher than what was achieved in 2015, and this increased competition resulted in higher CPLs for the first half of 2016 compared to 2015. However, mobile CPLs were still lower than the CPLs for computers and tablets. These low costs paired with higher enrollment rates have allowed mobile devices to significantly outperform other devices for our clients.
While mobile campaigns dominated for campus-based programs, computers kept the lead for online programs.
So Many Changes, So Little Time
Google has recently made changes to enhance the mobile user experience and boost the mobile targeting capabilities. It’s hard to predict the long-term impact each of these changes will have on paid search campaigns, but mobile growth is a given.
Unfortunately, with growth in impressions comes increased advertiser competition. To ensure you achieve top performance in the upcoming months, you need to monitor your paid search campaigns closely and quickly leverage Google enhancements. Here’s a checklist of new things you should already be doing to maximize your campaign performance:
- Implement expanded text ads across all active ad groups and campaigns
- Ensure proper tracking and settings are in place for phone call extensions
- Analyze device bids and adjust bids to maximize performance
- Evaluate the new local opportunities to determine whether or not they help achieve your objectives
Many marketers feel overwhelmed by the velocity and volume of changes coming from Google these days. If you’re in this boat, reach out to us. We’re happy to do a free audit of your paid search campaign to see if there are opportunities you can leverage to boost performance immediately. Just contact us via this form to schedule a conversation.
For more paid search benchmarking metrics, download the recently released January-June 2016 Paid Search Benchmarking for Higher Education.