We are living in a smart phone era and everything needed in the day to day life can be purchased even without going to a retail shop at the finger tip using your mobile phone. The same effect is felt in the higher education market scenario also. Over a decade ago it was enough to advertise over the internet when browsing was possible only using a desktop. But things have become little more complicated as mobile devices also have an internet access now.
Conversion tracking over different gadgets is very important in higher education digital marketing scenario. The analytics studies reveal that 80% of the inquiries are generated from a mobile device while only the rest 20% come from a desktop. As such mobile digital campaigns are gaining more and more importance.
Desktop inquiries win for display campaigns
While setting up a display digital campaign, you might have wondered why there is an option to choose the devices. Sometimes we choose both options over a notion that that the quality of inquiry from a mobile device as well as the desktop are the same. So, we assume that the impression share can also be the same. But this is just a wrong thought.
From my past experience over 15 years, I have found that that the desktop inquiries are higher in quality than an inquiry from a mobile device for the display campaigns.The desktop inquiries have a higher conversion rate than from the mobile. The reason behind is simple and can be understood by learning the mindset of a visitor. People generally make an inquiry through a phone while travelling or while browsing during some free time. A person raising an inquiry from the desktop in the sense, he is settled and the mindset is set to search for the suitable course. Thus, the mobile inquiries may not be a serious inquiry unlike the desktop. The mobile devices will produce more clicks but less conversions rate.
Search campaign differs
Unlike the display campaign, the inquiries generated through the mobile or a desktop during a search campaign are rated same in quality. Because a genuine search for a course can be done using a mobile or a desktop. Hence impression share should across the devices can be same.
Thus, it should be taken care to avoid mobile devices while setting up a display campaign of higher education courses. However, tablets serve better than a mobile but may not meet the expected quality like the desktop.
