1. Google’s Q3 Higher Education Search Analysis
Report Highlights
Google’s Q3 Higher Education
Search Analysis Report
Highlights
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2. Google’s Q3 Higher Education Search Analysis
Report Highlights
Overview

Google’s Education team recently hosted a Google
Hangout that provided their 2013 Q3 report on the state of
Google search and pay-per-click marketing dynamics for
the higher education marketplace.

We've provided report highlights
Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations
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3. Google’s Q3 Higher Education Search Analysis
Report Highlights
Total search query volume increased by 3% on
all education terms, (not including MOOC
related terms)
Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations
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4. Google’s Q3 Higher Education Search Analysis
Report Highlights
Search on “traditional’ schools grew by 7%
Significant search growth was seen for branded terms
related to "traditional schools" (in this context “traditional”
means not-for-profits). This category also including search
term modifiers related to “online” courses and programs.
Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations
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5. Google’s Q3 Higher Education Search Analysis
Report Highlights
Search terms including “geographic” modifiers
increased by 10%
These are difficult figures to derive specific insights from
given how they are bundled, but it does make sense that
local would eventually dominate a searcher's intent, with
more search term precision used to describe online degrees
and programs.
Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations
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6. Google’s Q3 Higher Education Search Analysis
Report Highlights
Nursing saw the fastest growth in program
related search queries at 15%
It was also mentioned that overall, health care has the
overall highest search query volume of all areas, growing by
4% over Q2. Education was notable with a 20% year over
year growth.
Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations
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7. Google’s Q3 Higher Education Search Analysis
Report Highlights
MBA remains the most searched degree area,
with 2% growth, with Bachelors as the fastest
growing degree search area with 12% growth
Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations
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8. Google’s Q3 Higher Education Search Analysis
Report Highlights
Pay-Per-Click is getting more competitive and
more expensive
As "traditional" schools enter the PPC market they really
need to carefully position themselves along the lines of their
brand's differentiating characteristics.
Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations
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9. Google’s Q3 Higher Education Search Analysis
Report Highlights
Cost per lead is increasing, but in Q3 2013 was
modestly buffered by increasing conversion
rates
Conversion rates might be increasing as a result of the growing
experience with PPC by traditional schools, who are getting
better at aligning the scent trail across keywords, ad copy and
landing pages.
Source: HEM– Google’s Q3 Higher Education Search Analysis Report: Highlights and a Few Observations
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10. Google’s Q3 Higher Education Search Analysis
Report Highlights
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