Thirty-three percent of education-related searches will be performed on a mobile device this year. Seeing those numbers, it’s hard to ignore the importance of online advertising in higher education. Fathom compiled the following data from its EDU Standard marketing report:

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Online Advertising: Google and Bing are the search engines of choice for more than 50% of online searches. This means that institutions should seriously consider being on these major sites, as well as other competitors. The average click-through rate for a Google ad is 3.16%, according to Wishpond.

Bing Ads: While Google ads are likely standard practice for your organization, it should be looking at other options like Bing Ads and taking advantage of sitelinks and call extensions. Or, use Bing’s formats like RAIS ads and promote branded logos with keywords. Institutions, as well as marketers, know the value of consistency when it comes to promotion.

Mobile/Tablets: According to eMarketer, in 2015, local mobile searches are projected to exceed desktop searches for the first time. This information is even more relevant for the age group of students.

Queries and Cost-Per-Click: The beauty of online advertising is that there is a lot of interest for higher education. There is usable and relevant data to evaluate progress, success and standards. Planning ahead can always be helpful in getting the best spot, targeting the right audience and learning the most profitable times to post.

Non-branded vs. Branded: Are you integrating your strategies? While one may seem more effective than the other, they need to coexist for success. Organic searches and paid ads both have different benefits and reach different kinds of audiences. Tying them into your overall strategy, institutional brand and marketing plan will generate traffic, interest and potential ROI.

In conclusion, much like the infographic, the higher-education pie for online advertising has many flavors. The trends outlined both in the graphic and the report reflect a deeper picture of student information-seeking; institutions should plan on being a part of that process.

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