Online ads get googled

Liberty University Online has found an innovative new way to reach global audiences using mobile marketing methods through Google searches on smart phones and other mobile devices.

This past December, Google released a case study documenting Liberty’s success in mobile marketing in the education industry.

According to the Executive Director of Admissions for Liberty University Online, Steve Peterson, Google saw the success Liberty University Online was having with its mobile advertising and approached the university requesting to conduct the study.

Liberty’s mobile advertising is specifically formatted and optimized to fit phone screens and tablets in order to bring the best possible experience to potential students.

Since early 2004, Liberty University has been using AdWords by Google to advertise to users who type keywords into relevant searches.

Once Google introduced a platform to reach target audiences, Liberty University decided to utilize online advertising as a tool to reach prospective students.

Since the expansion of mobile Internet usage, creating webpages that are easy to navigate and display properly on mobile devices rather than desktops has been essential.

Peterson counts the case study as an extremely positive reflection on the university.

“Any time Google calls you based on what you are doing, it’s a compliment,” Peterson said.

He said Google was interested in how Liberty University Online was leveraging the tools they provided to create a successful campaign.

Peterson also said advertising through Google is still only one part to a multi-pronged approach to marketing the university, and that Liberty continues to use many traditional methods such as print, radio and television.

However, as society has begun to embrace new technology and more people are making the switch to smart phones, Liberty University Online recognizes the importance of exploring new advertising methods to reach greater audiences.

Interestingly, the increase in mobile advertising has also proved to be cost effective for the university.

Since Google only allows advertisements to display on a search that is relevant, this keeps the cost for mobile advertising low for Liberty University Online.

As more people search for education options through portable devices, mobile advertising has become an increasingly important part of Liberty’s overall marketing strategy, Peterson said.

“Liberty University has always been an innovator, so we want to participate where people are looking.” Peterson said.