Webmarketing Retour sur la campagne 2011‐2012
Contents Synthèse .............................................................................................................................................. 1 A voir avec Thomas ............................................................................................................................. 2 Les coûts globaux ................................................................................................................................ 3 Les changements structurels ............................................................................................................... 5 Separation of Campaigns for Search and Display Network ............................................................. 5 Account Structure ............................................................................................................................ 5 Launch of generic campaigns .......................................................................................................... 5 Optimizations in generic campaigns ............................................................................................... 6 German landing page ...................................................................................................................... 6 Campaign schedule and budgeting ..................................................................................................... 6 Une nouvelle navigation ...................................................................................................................... 7 Génération de prise de contact ........................................................................................................... 7 Multiplier les call to action .................................................................................................................. 7 Les bounces rates ................................................................................................................................ 8 Les origines des bounces ..................................................................................................................... 8
Synthèse ‐augmentation de la consultation du formulaire de contact ‐site cours en troisième position ‐meilleure qualité du bounce ‐amélioration paramétrisation réseau partenaire ‐utilisation de target (liens à cliquer sur les landings pages)
1
A voir avec Thomas ‐Deux coûts différents pour le compte (du client center) si l’on modifie les dates de mesures ‐Analyse du coût du display master economics (je ne tombe pas sur le bon montant) ‐pourquoi la colonne « Dest. URL » est vide ? ‐Répartition géographique (to be discussed : big discrepancies in the quality for some coutries) des clicks sur les campagnes ‐deux homepages en allemand ‐identification des proportions des visites provenant des GoogleAds et arrivant sur les landing pages (pour comparer les qualités des deux) : personnellement j’ai choisi une page (/development/development/etudes/dev_masters.html ) et j’ai opté pour une seconde dimension (« campaign », mais on peut aussi choisir « source ») ‐faire une comparaison sur une landing page (2010‐2011, 2011‐2012) (le changement structurel au niveau du client center empêche‐t‐il cela ?)
2
Les coûts globaux
Campaign report restraint (Sep 1, 2011‐Feb 1, 2012) Campaign
Clicks Cost
Master in International Affairs (Display)
4471
395.07
Master in International Economics (Display)
2265
385.95
Scholarships ‐ Davis (Display)
1587
119.65
Scholarships ‐ Pierre du Bois (Display)
59
9.8
Graduate Institute (Display)
2013
293.12
Master in International History and Politics (Display)
4293
602.97
Master in International Law (Display)
1761
359.68
Master in International Relations/Political Science (Display)
3866
451.55
PhD in International Economics (Display)
2917
475.34
PhD in International History and Politics (Display)
3484
485.94
PhD in International Law (Display)
3060
482.69
PhD in International Relations/Political Science (Display)
3232
487.77
Master in Development Studies (Display)
4115
422.67
0
0
2399
196.84
PhD in Development Studies (Display) Graduate Institute ‐ French (Display) Graduate Institute ‐ German (Display)
164
48.26
PhD in Development Economics (Display)
1302
335.37
Master in Anthropology and Sociology of Development (Display)
5474
462.63
PhD in Anthropology and Sociology of Development (Display)
2637
491.42
Master in International Economics (Search) (Brazil, China)
646
136.58
Master in International Law (Search) (Brazil, China)
882
220.66
Graduate Institute ‐ Generic Programme Campaign
1198
297.76
Graduate Institute (Search)
1417
274.6
Graduate Institute ‐ French (Search)
868
98.64
Graduate Institute ‐ German (Search)
207
46.83
Master in Anthropology and Sociology of Development (Search)
3914
581.29
Master in Development Studies (Search)
3240
435.44
Master in International Affairs (Search)
3474
434.47
Master in International Economics (Search) (Rest of World)
1458
463.38
Master in International Law (Search) (Rest of World)
1461
419.85
Master in International History and Politics (Search)
2808
565.62
PhD in Development Studies (Search)
0
0
2982
519.84
917
401.11
PhD in Development Economics (Search)
1162
486.85
PhD in International Economics (Search)
1539
485.62
PhD in International History and Politics (Search)
2003
450.7
Master in International Relations/Political Science (Search) PhD in Anthropology and Sociology of Development (Search)
3
PhD in International Law (Search)
1325
442.92
PhD in International Relations/Political Science (Search)
2836
545.85
Scholarships ‐ Davis (Search)
1360
112.37
122
23.95
Scholarships ‐ Pierre du Bois (Search) Total ‐ all but deleted campaigns
84918 13,951.05
Total ‐ Search
52194 10,488.41
Total ‐ Display Network
32724 3,462.64
Total
84918 13,951.05
4
Les changements structurels
Separation of Campaigns for Search and Display Network All running campaigns have now been split in campaigns for the search network and campaigns for the display network. This allows us to manage the budget better between the two distribution networks for the advertisements. While implementing these changes, I began shifting more budget towards the search network. I will further monitor the campaigns to find a good balance for the budget allocation. Account Structure The institute has now three dedicated Google AdWords accounts for all of our campaigns, i.e.: ‐ 1 account for graduate studies programmes ‐ 1 account for executive studies programmes ‐ 1 account for international studies programmes (summer & winter programmes) Launch of generic campaigns 5 generic campaigns (the institute campaigns in English, French and German as well as 2 campaigns for scholarships) have been launched last Friday. 5
Optimizations in generic campaigns As discussed, these generic campaigns do not contain advertisements and respective keywords for specific programmes since these are configured in the separate programme campaigns. As long as those specific programme campaigns are not or cannot yet launched, I would propose to include advertisements for the programmes in the generic campaign or set up a one more generic programme campaign with such advertisement. Such advertisements should be limited because it is essentially a duplication of existing advertisements under a different heading. In this context, limited means having one advertisment group for each programme with narrowly defined keywords. This is a second best solution for advertising the programmes with the specialized campaigns. ‐‐> Next steps: Decision on whether to set up such a campaign (not much time is required for such a campaign). Then ideally launch the specialized campaigns as soon as possible. German landing page I am working on a proposal for a German landing page, which should be ready by the end of this week. I will be sending you another email as soon as the page is ready.
Campaign schedule and budgeting As discussed, please find attached an excel sheet with a proposal for the schedule and budget for this year's marketing cycle. A number of assumptions and decisions are embedded in this budget plan. I think it would be important to discuss and confirm at least the following points: a) budget allocation over time b) priorization of master degrees in history and economics (see budget allocation) c) geotargeting for masters in international law and economics has been considered as is ‐‐> should geotargeting also be implemented for this application cycle? if so, does it have to be modified in terms of budget and geographical distribution? d) budget allocation between masters and PhD programms ‐‐> is the equal or roughly equal distribution of the budget between masters and PhD programs confirmed or should it for instance be biased towards the masters programmes with more students? i.e. what are the preferences or priorities of the institute between different levels of postgraduate degrees? ‐‐> I think it would be useful to discuss the budget and these points in a meeting before or shortly after the specialized campaigns are launched. 6
Une nouvelle navigation
Content: needs to have the keywords, it reduces the costs (we can even be blocked because considered not relevant) Les paramètres « page21 » n’apparaissent plus sur la homepage
Génération de prise de contact
Multiplier les call to action (typiquement mise en avant le contenu: cours ou le pdf à télécharger) 7
Les responsabilités sur les contenus des pages ayant été clarifiées, la prochaine étape serait de valider les mots clés sur chaque page.
Les bounces rates
Be carefull : no block text. We pay and loose them. Pour la landing page d’histoire : bounce rate de 80%
Pour le master en droit le bounce rate est de 50%
Les origines des bounces Mais il y a des comportements bien différents selon l’origine des visiteurs :
8
Google is organic + ads ! If not we would not have as much. Search: ‐Go for the keyword optimisation (product, cloud of words, have a look at the courses, google has key words tools: brings synomyms, but also look at competitors, take a step back: customer perspective) A validation process could prevent optimizations. Better approach: they give a list of keywords or “what is missing”. Do not stop things for a “good idea”. A lot of validation process means a lot of managing costs. This had been done at the beginning. ‐Geotargetting: splitting will improve bounce rate. ‐We really should include the tracker in Campus. ‐Conversion: define goals law level/contact form/application process (Christophe Ducrot already said yes) ‐Media plan for a year gads/banners/portal/online/offline
9