How to Maximize Your Lists Online

Transcription

1 How to Maximize Your Lists Online Alexa Poulin EVP, Marketing & Digital Operations Carnegie adpoulin

2 6 ways to maximize your lists online

3 #1 start with a good list

4 pro tip align your list buy with your institutional goals

5 the good news data is demographic rich vast selection criteria lists are clean

6 the bad news How can we stand out? overlap with competitors with list buying non compliant prospects one dimensional: DM & expensive

7 pro tip use display advertising as a trial balloon for secondary/tertiary markets before committing to a search buy in those areas

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9 list types undergraduate graduate/adult search buy inquiry applied students accepted students feeder high schools community colleges retargeting lists gmat/gre lists inquiry applied students accepted students feeder businesses employers with tuition assistance agreements hospitals/medical centers retargeting lists

10 #2 use your lists to expand your reach online

11 augment your traditional marketing with digital

12 target IP address of mailing list link offline and online customize message based on list type/segment time with your traditional mediums: DM, connect across a household create frequency of message

13 purchased/ inquiry lists

14 lists for yield efforts

15 alumni lists

16 infeed advertising to your target audience search lists inquiry pool applied students accepted students alumni

17 social media targeting segment your list and customize message build brand equity generate leads promote events/programs/courses another touch point to engage prospects stay in front of them throughout decision process

18 the power of targeting location demographics interests & behavior connections list match

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20 InMail same targeting capabilities segment audience personalized messages sent once in 60 days targeted LinkedIn members is the list

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22 #3 use lists of locations for targeting

23 rooftop IP targeting target IP addresses of nonresidential locations create relevant messages for each location grow awareness at feeder locations target: businesses community & 2 year colleges hospitals & medical centers

24 geofencing capture mobile devices who enter specific locations build audiences for future delivery grow awareness to feeder locations mobile delivery message appears to this audience anywhere target: highschools businesses community & 2 year colleges hospitals & medical centers

25 mobile footprints capture mobile devices who enter specific locations build audience for future delivery grow awareness at top feeder locations identify additional places where devices go IP target into those homes once identified

26 #4 use your best lists to find similar audiences

27 look alike find more prospects who look like those lists profile lists with offline data & build look alike across several channels display advertising retargeting social media

28 look-alike audiences

29 site visitor attribution get a snapshot of who your site visitors are and their demographics create display campaigns and reach audiences that look just like that Prospect Prospect Prospect Prospect

30 #5 stay in front of students that have shown interest

31 yes! it s a list = prospects with intent

32 pro tip don t retarget to every single person who lands on your site

33 bucket & segment your website traffic general admission pages specific program pages open house event registration student search landing pages apply page financial aid page accepted students

34 pro tip have different retargeting ads based on pages visited to be relevant and drive conversion

35 many retargeting options: standard retargeting RLSA: Remarketing Lists for Search Ads retargeting on social media platforms

36 pro tip you can run RLSA even if you re not running a full PPC campaign

37 similar audiences for search use RLSA to reach audiences similar to your Retargeting list prospects similar to your website traffic = the list

38 #6 collect data and create your own lists

39 NSMCWDLP never start a marketing campaign without a dedicated landing page

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41 #1 attention ratio the ratio of links on a landing page to the number of campaign conversion goals

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46 because every campaign should have one goal, every corresponding landing page should have only one call to action & one place to click. pro tip your attention ratio should be 1:1

47 #2 message match ads should match message of your landing page

48 #3 clear CTA must answer what do you want them to do?

49 pro tip keep your RFI short & create super-specific, informational landing pages

50 recap: 6 ways to maximize your lists online 1. start with a good list 2. use your lists to expand your reach online 3. use key locations for targeting 4. use your best lists to find similar audiences 5. stay in front of students that have shown interest 6. make gathering party data easy with awesome landing pages

51 CarnegieComm.com

52 standard PPC ad leverage retargeting list for search RLSA traffic to your site is the list = most qualified retargeting audience receives different ads RLSA ad

53 direct informational queries to informational landing pages

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