March 25, 2020

The rise of “online” searches during COVID-19

Our goal during the COVID-19 uncertainty has been to continue to provide our partners with the best data-driven recommendations. Situations are changing daily, which means new trends and patterns are emerging. Our data team has been evaluating our own higher education partner data and keeping an eye on any coronavirus-influenced digital trends emerging during this time. Here are the biggest trends we have seen over the past two weeks:

“Online” searches skyrocketed

As you can see in the below graph animation, searches with the word “online” started to really take off around March 8th. Searches with the word “near” are often seen when people look for campuses, classes, and programs near them as they evaluate education opportunities.


Triple-digit growth

“Online” searches saw triple-digit growth amongst our clients. The increase was nearly 150% between February 1, 2020, and March 22, 2020.

Online vs. near graphic

CPMs fell by double digits

CPM’s for “online” searches for our clients also fell by 43% during this same time.

Our goal is to continue to share relevant data that we see from our clients as the COVID-19 situation continues to unfold. At Statwax, our teams use this information to make quick optimizations and adapt campaigns. Getting the right information in front of potential and current students as they search for information is crucial right now. In addition, solid recommendations based on data can help ease the burdens currently on marketing and admissions teams.

Want to learn how to monitor trends in digital campaigns during COVID-19? Check out our recommendations

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