University of Alberta Digital Analytics
- 1. CCN Presentation: September 26, 2012 UALBERTA DIGITAL ANALYTICS
- 2. Search
- 3. Traffic Sources Search Referral Direct Campaign Augustana Nursing Business Extension Public Health Rehab Med Phys Ed ALES Education Pharmacy Science Engineering Arts 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
- 5. Clicks on 1% 1% 1% 1% google / organic 1% 2% 4% (direct) / (none) 5% ualberta.ca / referral law.ualberta.ca / referral bing / organic 19% 54% augustana.ualberta.ca / referral baidu / organic med.ualberta.ca / referral
- 6. Festival of Ideas 2010 Source / Medium Visits Completions Conversion Rate (direct) / (none) 4,342 1,261 29.04% google / organic 3,951 1,352 34.22% ualberta_Home / web 3,817 456 11.95% ualberta.ca / referral 970 243 25.05% mailoutinteractive / email 858 320 37.30% facebook.com / referral 836 143 17.11% expressnews.ualberta.ca / referral 465 157 33.76% bing / organic 137 76 55.47% EdmontonJournal / web 125 9 7.20% Vue / web 120 16 13.33%
- 9. Google AdWords Paid search Cost per Click (CPC)
- 10. UAlberta Organic Search Result *Search made March 20th, 2012
- 11. Why AdWords? Top of search results Customize ad headline and text Pick your keywords Customize landing page Geo Targeting Pay for clicks only Adjust/pause any time
- 12. Campaigns Winter 2011-12 Winter 2011-12 (Ontario) MBA
- 13. Campaigns
- 20. What we learned Effective for prospective student segment SEO Matters University of Alberta means more CPC combined with other awareness (campaign)
- 21. What else are we working on?
- 25. Convocation Search Volume 200 180 160 140 120 2010 100 2011 80 60 40 20 0
- 27. Convocation Search Volume 200 180 160 140 120 2010 100 2011 80 2012 60 40 20 0
- 30. Week of Welcome
- 34. QUESTIONS?