TIM MCCARTHY ACCOUNT EXECUTIVE MARKETING SOLUTIONS
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Tim McCarthy Account Executive Marketing Solutions
OUR VISION Create economic opportunity for every member of the global workforce
Members Companies Jobs Skills Schools Knowledge
610M 30M 20M 50K 84K 242B Members Companies Jobs Skills Schools Knowledge
OUR MISSION Connect the world’s professionals to make them more productive and successful
FOR HIGHER ED The right platform to understand, engage and influence your prospective students
Edu marketers are finding increasing success
And responding with increased advertising
2000%
1500%
1000%
500%
0%
2014 2015 2016 2017 2018 (Projected)
Growth in volume of campaigns since 2014
Source: LinkedIn Internal Data
Prospects are getting the message
And more importantly, they are responding
250%
more EDU prospects projected to submit lead
forms in ‘18 vs. ‘17
Source: LinkedIn Internal Data
Beyond the lead where it matters most
These prospects are actually enrolling
220%
increase in enrollments after exposure
to paid ads (‘18 v. ’17)
Source: LinkedIn Internal Data
New pockets of industry depth
US LinkedIn Members:
2 Million RNs 3 Million Teachers
70% of all Registered Nurses 96% of all Teachers
Nursing and Teaching degrees are growing 1.9x and 1.8x faster than Business degreesMembers are using degrees to pivot into new fields
% of US members entering into Master’s Degree from non-related industry
20% 25% 35%
Business Education Computer Science
Source: LinkedIn Internal DataSponsored Content engagement is growing
Record levels of ad engagement
+20% +49% +331%
YOY in FY18 YOY in FY18 YOY in FY18
Impressions Engagement LeadsLinkedIn makes search more efficient
Analysis of prospects attributed to Google at one institution
17% 17%
+5 Points
42% Increase
12%
Google + LinkedIn
is more valuable
Inquiry-to-Start Rates
than Google alone.
Not Exposed Exposed Clicked
But on LinkedIn to Ad on AdOur effect on website leads is even bigger
Website prospects attributed at one institution
+12 Points
1
50% Increase
53%
2
+29 Points
2
36%
1
121% Increase
Inquiry-to-Start Rates
Attributing leads to your website
24%
may be undercounting how influential
LinkedIn has been on that lead.
Those who have been exposed
and/or clicked on LinkedIn as
well are much more valuable.
Not Exposed Exposed Clicked
But on LinkedIn to Ad on AdPRODUCT MIX Aligning with and influencing student decision-making
Only in LinkedIn ads can we
actually write about our program,
and the content is still relevant and
valuable because it aligns with the
aspirational mindset on LinkedIn.
v
Michael Peck
Assistant Director of Content Marketing
Kellogg School of ManagementMarketers must influence early in the decision process
Aligning with it is key to effective and efficient long-term lead generation
72% ONLY 3
SCHOOLS
93%
develop their short list before end up enrolling
reaching out to a make the prospects’ at a school from their
school representative short list short list
Source: Connecting with Today’s Prospective Student, LinkedIn – 8/2015 17An effective social strategy is key
And LinkedIn offers the context of professional development for your message
75% 2x 60%
of post-grad students use Prospects are over 2x more 60% of grads said they are
social media when deciding likely to use professional very open to
where to enroll* networks than social ones communicating with
to research programs** admissions via professional
networks**
*Source: Connecting with Today’s Prospective Student, LinkedIn – 2015
**Source: Joint Research – Carnegie Dartlet & LinkedIn, 2018 18We have the most powerful targeting in the world
To drive student acquisition and insight
• 100% 1st-party, consistently updated profile data on Groups
Field of
590 million+ professionals. Study
Skills Geo
• Have a conversation with people who have just the Education
experience you are looking for.
• Show your relevance and value in a context that’s all
about professional development, where people Company Industry Standardized
Occupation job titles
increasingly expect education to be front and center.
Size
Function SeniorityProduct Mix
What we know about the benefits of a multi-product, multi-touch approach
• Utilizing the core tactics of Sponsored Content,
Text Ads and InMail together is proven to drive the
best results.
• Sponsored Content is a full-funnel tactic best used
in telling your unique story in a way that provides
people at any stage of decision-making an
Text Ads appropriate point of engagement.
• Text Ads are a desktop-only, CPC tactic, perfect to
promote desktop-preferable actions like brochure
downloads and application.
• Sponsored InMail regularly sees 50-60% open
rates and 3-5% click rates in Higher Ed. Great for
driving high-value actions from a high-value
segment of an audience and a great way to
enhance admissions efforts at scale.
Sponsored Content
Sponsored InMailWhat does this look like in practice?
Promoting the EMBA | Awareness
Website Demographics gives you a window into your We set the parameters of our first-party We present top-line program
own site traffic by program. Validate or adjust your targeting to reach everyone we think might be information in an ungated way
strategy; understand who your prospects are. interested and qualified, giving plenty of room so people who are unaware or
for optimization down the line. just starting to research their
options have a way in.What does this look like in practice?
Promoting the EMBA | Engagement
We continue to bring the
We’ve set up retargeting pools for the
program to life with content
site overall as well as individual
around value, outcomes, etc.
programs. We continue to run content
We use the Carousel Ad format to We’re specific about who we’re
against the 1st-party audience pool and
highlight the three individual talking to, their aspirations, the
capitalize with retargeting to push
concentrations of the program. details of what makes this EMBA
deeper engagement.
Video shows what the student different.
experience is like.What does this look like in practice?
Promoting the EMBA | Action to Application
IE Brown Executive MBA
For executives who seek to disrupt the future of
business. Learn more.
Text Ads let people learn We have an eye on conversion tracking and make
more on desktop and some audience optimizations.
make it easy to register,
download, etc.
We deploy Lead Gen Forms on 1st-party
and retargeting audiences, Sponsored We upload leads as a
Content and InMail target audience to address
potential objections and
move them further down This allows us to identify pockets of greatest
the funnel. interest and tailor InMail to them, which can come
from admissions.RESEARCH& RESULTS The value of consistent, multi-touch engagement
High frequency of messaging drives conversion
Greater investment in repeated touchpoints yields better results
IMPRESSION REACH 786K + INDIVIDUALS (Audience Size 100M+)
50%
VOLUME
1-2
463K 63K
IMPRESSIONS (60%)
3-9
(8%)
10+
of conversions
3K 5K driven by
8% of reach
ENGAGEMENTS (20%) (33%)
(WITH FREQUENCY OF 10+)
462 1304
CONVERSIONS (50%)
(16%)
Source: LinkedIn Internal Data
Blinded Case StudyWe know a mix of branding and direct response drives ROI
Variety and depth drive more (and more informed) leads
SINGLE DR CREATIVE MULTIPLE DR + BRAND CREATIVES
604 Leads 1,335 Leads
2x Lift in Lead At 0.2% submission rate
of exposed audience
At 0.4% submission rate
of exposed audience
Submission Rate
DYNAMIC ADS SPONSORED CONTENT
DISPLAY ADS
SPONSORED INMAIL DISPLAY ADS
Source: Blinded Case StudyYou should be as “always-on” as your prospects are
Heavy up where you need to, but let people find you when they are looking
Leads Generated Per Campaign by Month [Indexed Against Avg.]
140%
Lead volume is 120%
relatively stable 100%
month-to-month
across EDU, with
80%
Oct-Dec
60%
averaging the most
40%
leads per campaign
20%
0%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Q1 Q2 Q3 Q4
Source: LinkedIn Internal DataA little patience will pay off
Over time campaigns will see increasing efficiency
CPL vs. Spend Over Time
400% 250%
CPL declines over time
Cost Per Lead (Vs. 1st Month)
320% 200%
with increased brand
Spend (vs. 1st Month)
awareness, campaign 240% 150%
optimizations, and
improved ad relevance 160% 100%
scores generating
cheaper bids. 80% 50%
0% 0%
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Spend vs. Initial Month Cost Per Lead vs. Initial Month
Source: LinkedIn Internal Data
Blinded Case StudyWe need to be there (and be relevant) throughout
Or most leads will enroll at other schools
Leads Submitted to School
LinkedIn research shows that 25K
7 out of 10 in-market leads In-Market Prospects
from all sources enroll elsewhere 2K
when not effectively nurtured.
Enrolled at School
100
Source: LinkedIn Internal Data
Blinded Case StudyThe lead is not the finish line Nurture leads to seal the deal 30% increase in enrollment rate for leads messaged 3+ times after lead submission
©2014 LinkedIn Corporation. All Rights Reserved.
Key takeaways from our research
Prospective students and graduates on the platform
1 Bachelor’s completion prospects have achieved critical mass on LinkedIn.
2 3 out of 4 grad school students and recent graduates are interested in
continuing education.
Prospects are over 2x more likely to use professional networks over social networks
3 to research programs and half of BA candidates and 60% of grad said they are very
open to communicating with admissions via professional networks.
4 72% of bachelor’s prospects and 67% of grad prospects said they were still
early in the decision process.
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