2. PPC Marketing for Int.
Recruitment
What is PPC
Why Use PPC for International Recruitment
Plan Globally, Target Locally
Keyword Research
Anatomy of a PPC Ad
Deliver on your Keyword
Use Ad Extensions
Mobile PPC Campaigns
Landing Page Optimization
Google Analytics
Other PPC Options
Conclusions
Slide 2
4. Why use PPC for International
Recruitment
Slide 4
5. Plan Globally, Target Locally
For country specific data:
http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf
Slide 5
10. The Mobile Marketplace
Location Extensions: Google Places
– applies for local campaigns
Site links Extensions: Link to
Program/Faculty Pages
Social Extensions: Link to G+ Page
Call Extensions: Essential for Mobile
PPC
Slide 10
11. Mobile PPC Campaigns
Need high ad position
Use ad extensions
Use mobile landing pages
Slide 11
12. Anatomy Of A PPC Landing
Page
1.
2.
3.
4.
5.
6.
7.
Unique selling proposition
Benefits
Hero shot
Context of use
Request for data
Backup or safety net call to
action (CTA)
The main CTA
Slide 12
13. Anatomy Of A PPC Landing
Page
1.
2.
3.
4.
5.
6.
7.
Unique selling proposition
Benefits
Hero shot
Context of use
Request for data
Backup or safety net call to
action (CTA)
The main CTA
Slide 13
15. Google Analytics –
Conversion by Country
Monitor your Paid Search
Traffic by country
See how not all countries
convert equally
Slide 15
16. Google Analytics – AdWords
Day Parts
Be smart about setting your
account’s time zone.
Target your ads when you
are the most effective.
Slide 16
17. Other Search or Social PPC
Options
Bing
Yahoo
Facebook
LinkedIn
Baidu
Yandex
Slide 17
19. Conclusions
Integrate PPC campaigns into your broader
marketing mix
Expect a long sales cycle
Visa approval process and timelines vary greatly by
country
Be selective about countries you target
Align your landing pages with the country your are
targeting
Find a Google Partner to help you with your
AdWords initiatives
Slide 19