Introduction to pay per-click marketing for international recruitment

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Introduction to pay per-click marketing for international recruitment

  1. 1. Introduction to Pay-Per-Click Marketing for International Recruitment Presented by: Slide 1
  2. 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
  3. 3. What Is PPC? Slide 3
  4. 4. Why use PPC for International Recruitment Slide 4
  5. 5. Plan Globally, Target Locally For country specific data: http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf Slide 5
  6. 6. Plan Globally, Target Locally Slide 6
  7. 7. Keyword Research Slide 7
  8. 8. Anatomy of a PPC Ad? Slide 8
  9. 9. Deliver on your Keyword Slide 9
  10. 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. 11. Mobile PPC Campaigns  Need high ad position  Use ad extensions  Use mobile landing pages Slide 11
  12. 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. 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
  14. 14. Google Analytics – Experiments Slide 14
  15. 15. Google Analytics – Conversion by Country   Monitor your Paid Search Traffic by country See how not all countries convert equally Slide 15
  16. 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. 17. Other Search or Social PPC Options Bing  Yahoo  Facebook  LinkedIn  Baidu  Yandex  Slide 17
  18. 18. Other Portal-type PPC Options Slide 18
  19. 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
  20. 20. Questions? 1.514.312.3968 ptaza@higher-education-marketing.com FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+ www.higher-education-marketing.com Slide 20

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