ESM Digital's Higher Ed Marketing Blog

Using Display to Fill the Funnel

When you’ve been running a search-based advertising campaign for years, you begin to feel as though you’ve “got it covered”. But what you may not know is that 95 percent of the time your prospects spend online is outside of search.

So what do you do? Don’t just go after the remarketing audience. Use Display to drive your school’s brand awareness and growth.

Who is your target audience? Where do they spend time online and what are they shopping for? Use your own analytics data to determine optimal “top of funnel” display strategy to reach your prospects wherever they are online.

View leads differently. It’s time to change your way of thinking on lead driving sources – don’t focus on last click leads. Online advertising needs to be looked at holistically – all channels working together to drive awareness, engagement, and in the end, leads. Some channels are direct lead drivers, some channels are assist lead drivers; but all play a part in the conversion path.

Revisit your attribution model. This is important to do when looking at leads on the aggregate. Create an updated model, then apply that model to campaign performance after 30/60/90 days. This will drive ongoing campaign strategy refinements.

CaptureAs marketers, we have the ability to own the customer journey by inserting our brand into their path. Stop looking at CPLs by lead source and start measuring your efforts in aggregate. Re-calculate attribution models’ conversion credit assigned to each touchpoint in the path. How do you know if it’s working? You’ll see a Brand lift in organic searches and traffic, an increase in leads from ALL sources, and in assisted leads from paid search efforts.

~ Lynn