Affiliate marketing can be daunting for education marketers. There are various levels of strategy across career college marketing. World-class education marketers have robust affiliate marketing programs that guarantee lead quality, accountability and integration with affiliate partners. They qualify leads, vet duplications and set priorities based on conversion forecasting models.
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Best Practices for World-Class Affiliate Marketing
Thursday, July 15th, 2010New York Knicks Landing Page Blunder
Tuesday, July 13th, 2010
Just how important are details? VERY. Just ask the New York Knicks. In a lobbying effort, the Knicks have been running ads on Bing (and possibly other search engines) that advertise some of the hottest free agents in the NBA. The ad campaign linked visitors to a page where you could by season tickets. Great idea, right? The problem is we’re about to enter the 2010/2011 season and the page was advertising 2009/2010 season tickets. OOPS! Some speculate that the ads may have been running since as early as February. For the full article that was reported by ClickZ click here. Hopefully this goes down as a lesson learned by who ever does the marketing.
Now I can only imagine how much money was wasted. But I wonder if any one ever looked at the conversion rates and asked “Hmm, why aren’t we converting?” I wonder how many people build campaigns and forget about them?
Michael Bowen is the Performance Analyst at Geary +PMG.
A Lesson Learned in Data
Tuesday, June 29th, 2010
At the beginning of each week, I build a report to track the conversion rates of all our websites. I do this to ensure that each and every one of our sites and campaigns perform at the highest possible level. It also helps me to see where I need to focus more of my attention.
This Monday, I noticed in my data that two sites had drastically dropped off on lead volume. I began to investigate, and what I found has caused me to go back and look further into sites and the analytics that are in use. I will say it was a little startling; a couple sites had inconsistent link names. As an example my goal funnel would look for school_name-step-1 but at times would appear as school_name_-step-1.