HOW TO BE FOUND EARLY IN JAPANESE, CHINESE AND KOREAN
Click the image above or CLICK HERE
to access as an example the TOP 20 Canadian Schools most visited in 2014. After clicking on any of the school links on this Google document, reset by reloading it on your browser.
PERFORMANCE OF DIRECTORY LISTINGS AND DISPLAY BANNERS
Historical data gathered through Japan
Advertising's North American web publications in Japanese since 1999,
Chinese since 2005/2006 and Korean
since 2011 show that on average:
- About five percent of unique visits* recorded on a school listing or on its hosted (Mini) Web (landing) Page generate projected (future) leads**. For instance, over a 12-month period in 2018, a school listed on its Canadian School directory had views ranging on average between 2,500 (when listed in one language) and over 5,500 unique visits* (when listed in all three languages) which could generate between 125 and over 275 projected (future) leads**. On average, the TOP 20 most visited school listings appearing in all three languages generated over 350 projected (future) leads** in 2018.
- Unique visits* and projected (future) leads** continue to grow. Particularly since 2013, each online directory and their hosted Web (landing) Pages are optimized with over 100 keywords submitted and updated each year in Japanese, Chinese and Korean on the top seven search engines in those languages.
- Each display banner ad is clicked on average by 0.2% of the annual unique visitors, therefore generating over 1,000 projected (future) leads** from a presence in all three languages. Moreover, because of its singular visual impact on all the pages viewed, such display banner delivers between three times and up to over five times greater awareness than the paid directory listing that the Study Abroad directory of Canadian schools also offers, as shown from its historical aggregated metrics.
For example, see herewith the regular-size display banner (148 x 75 pixels,
static) for West Vancouver School District in Japanese.
Panoramic-size display banner ads (leaderboard) can also be hosted on all the directory pages in Japanese, Chinese and/or Korean. At 660 x 82 pixels, it can
be animated (gif or rich media format) like for example UCLA Summer Sessions and Special Programs hosted in the Korean Version of the Study Abroad Directory of Canadian Schools, or static, appearing in 8-second long sequence and in rotation with up to two others on top of the page).
FEES: To find out about the fees to book a display banner ad on the directory pages, go to How To Register.
Tool for Canada to enroll Northeast Asian students
CDN SCHOOL DIRECTORY METRICS
The Study Abroad directory of Canadian schools recorded over 2.1 million page
views in 2018.
Over one hundred Canadian educational institutions were listed or booked a display banner, including those offering enrollment in high school, college, university, language
and career programs.
They had a chance to be viewed by
528,000 surfers (44,000 monthly uniques on average).
This represents an 4.3% increase over previous year through the different versions of the Study Abroad Directory:
- 192,400 in Japanese (+4%)
- 174,900 in Korean (+6%)
- 160,700 in Chinese (+3%)
Canada Journal's predictive model generated:in 2018 an estimated 36,500 projected leads** from prospects that search using "Schools", "Canada" and "Enroll" in primary and long-tail keywords on the top seven search engines in Northeast Asian languages. Two thirds of this annual traffic goes on all the alphabetical directory listing pages (Rolodex) and on the individually hosted schools' Mini-Web (landing) Pages, with the rest going on the three Home Pages of the Study Abroad directory that reproduce the Canada Map respectively in Japanese, in Korean, in Simplified Chinese and in Traditional Chinese.
The School Directory can also be accessed high on the fold from the Homepage of Corea Best Magazine, a popular Korean language site for Korean students, residents and tourists traveling to North America. With over 25,000 unique monthly visitors navigating through its North American gateway site.
Japanese #1 visitors on Canada Journal Directories
While Japan is no longer among the top five source of international students coming to Canada, here is why Japanese student prospects are still the #1 source of unique visitors on Canada Journal Study Abroad Directory.
- The official visit count are much higher than published: "New comprehensive data on the Japanese market suggests that total outbound numbers are roughly triple (the) official count (from Japan MEXT data) when language and secondary school enrolments are factored in".
- Canada Journal's current high readership, now only available online, has been sustained since distributed in '000s of copies each month at Canadian embassy and consulates across Japan.
Market Trends of Int'l Students to Canada
- Among a total intake of 572,415 international students that came to Canada in 2018, for the first time more came from India (172,625 representing 30% of annual total intakes) than Chinese students (142,985 making up 25% of the total intake).
- In terms of study level, 424,415 permit holders were at postsecondary institutions, a 17 per cent increase compared with the previous year, while 76,915 were studying at secondary level (+7.8 per cent). The remainder were on ‘other studies’ or level unspecified.
- In 2018, the growth of international students coming to Canada slowed down. They grew 16% in 2018 over 2017 versus 20% in 2017 over 2016. In 2018, 31% of int'l students in Canada came from North-East Asia (versus 35% in 2017): China (25% versus 28% in 2017), South Korea (4% versus 5% in 2017) and Japan (2% both in 2018 and 2017).
- Due to the negative political environment, Chinese students coming to Canada only grew 2% to 142,985 students in 2018 versus 2017. Whereas South Korean students grew 5% to 24,195 in 2018 versus 2017 and Japanese students grew 3% to 8,365 versus 2017.
Source: Canadian Bureau for International Education, Feb. 15, 2019 CBIE-BCEI PRESS RELEASE. "Another record year for Canadian international education". From 2018 Dataset, Study permit holders by country of citizenship. Immigration, Refugees and Citizenship Canada (IRCC).
METRICS MODEL APPLIED TO JAPAN ADVERTISING LTD DIRECTORIES
- This method provides the schools with an annual report meaningful in marketing to future international students early on their search online. Such forecast can drive performance by comparing it to the marketing goals of new international student intakes.
- The strategy of anticipating future leads (as defined and applied into the Japan Advertising Ltd's model) looks at enrollment results including KPI through a broader definition of the lead generation funnel. Lead Attribution Models, Last-Click Measurement and Multi-Channel Funnels reporting through Search Analytics play less of a role here in predicting success (like driving conversions toward a school) when engaging with prospects traced digitally through a complex conversion path. Of course, this should not prevent the same schools to generate immediately retrievable leads at a more advanced stage of the buying process; that is when more targeted groups of prospects have already indicated a Desire and are now willing to take Action). That is in reference to the A.I.D.A. adoption process.
* Unique Visits: how they are tracked
Unique visits are tracked/reported as an actual aggregate from year to year of each of the over 400 pages of the North American school directories published by Japan Advertising Ltd in Japanese, and Chinese as well as in Korean through partner sites. Unique visits for each educational institution hosted are an estimate. Unique visits are totalled from all of the two and up to nine different alphabetical directory listing pages (Rolodex url) that a school can choose to be listed plus from its individually hosted Mini-Web (landing) Page.
More specifically to arrive at an estimate of each school's directory listing:
- Unique visits are tallied for pages by specific State (or Province) section and by Category ("Universities & Colleges", "Language Schools", "Vocational Schools" and "High Schools") as well as of each of the three language versions an individual school is listed.
- Total unique visits (traffic figures) of the Rolodex (url) pages are then each divided by the number of actual schools whose listing appears on those pages.
- Then is added the number of unique visits also tallied on an individual school's Mini-Web (landing) Page hosted in any of the three language versions.
For display banners, unique visits are totalled from all the alphabetical directory listing pages (Rolodex url) and also from the (most coveted) Home Page in the language(s) the school chooses its banner to be hosted. Total is then divided by the number of schools whose banner is hosted on each of those pages.
Note: If a visitor views the same url page more than once in any given month, visit counts as only ONE unique visit for that month.
** Projected (future) Leads
Projected leads are derived from tracking click through. Using historical data gathered from the North American web publications of Japan Advertising Ltd since 1999, click-through on the posted links (websites and email addresses) of the schools listed on its Canadian and American directories are aggregated but not tracked/reported for individual schools. When totalling all click-through divided by the number of active listings posted on each given url page of the directory in any given year, the aggregate data shows about five percent of unique visits recorded on an average listing and its hosted Mini-Web (landing) Page generate click-through. This is how projected leads are assigned to each specific school hosted on a directory.
For more on how schools' original and curated content and advertising can be found earlier in those Northeast Asian languages, go to Best practices.