searchers entered a school by name. Compare this to the financial services industry, where first-time branded searches clock in as high as 70 percent. Edu- cation institutions and companies have a huge opportunity to build their brand and differentiate from the competitive set.


 BE AT THE MOMENT OF RELEVANCE. During the research process, eduSearchers will encounter a vari- ety of coverage on the education industry—including potentially misleading facts and negative commen- tary. Advanced ad-targeting technologies enable you to be present with messaging to directly address stu- dents’ questions and concerns. Google can help schools target ads next to articles containing indus- try-specific keywords, such as “gainful employment” or “student loan default rates,” and can tailor the ad’s message accordingly. The more relevant you can be, the better. Studies have shown contextually relevant ads benefit from more views and higher engagement.


 FISH WHERE THE FISH ARE (AND THE FISH ARE ON THEIR PHONES). Small screens measure up: 15 percent of education search queries occur on mobile devices. One in every three eduSearchers use a mobile phone in the research process. And with more than a billion people estimated to hop on to the mobile web network by the end of 2011, schools will benefit from investing in mobile opportunities to create an optimal experience for eduSearchers. Fact: only 23 percent of Google’s education marketing partners have mobile optimized websites today. Position your school for tomorrow by drafting separate ads for mobile, integrating campus locations into mobile search and optimizing websites for mobile accessi- bility.


 GIVE YOUR BRAND A SOCIAL LIFE. Grow your brand and expand beyond your school website. The cost of not participating in the social space is enor- mous. You can’t control what others will say, but you can contribute to the forum through social media profiles. Education marketers see direct results when adding social networks like Facebook, LinkedIn, and Google+ to their campaigns.


The process of researching online has forever changed


the game across all industries—and education is no excep- tion. As students embark upon their education search, col- leges and universities who support their research and capture their attention at the Zero Moment of Truth will win.


TC


JEN HOWARD is the Education Industry Director for Google. The Google Education Team can be reached at 866-2GOOGLE. To view a video interview with Ms. Howard, visit http://bit.ly/TCVIDEO-JEN-HOWARD.


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