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Introduction to
Pay-Per-Click
Marketing for
International
Recruitment
Presented by:

Slide 1
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
What Is PPC?

Slide 3
Why use PPC for International
Recruitment

Slide 4
Plan Globally, Target Locally

For country specific data:
http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf

Slide 5
Plan Globally, Target Locally

Slide 6
Keyword Research

Slide 7
Anatomy of a PPC Ad?

Slide 8
Deliver on your Keyword

Slide 9
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
Mobile PPC Campaigns

 Need high ad position
 Use ad extensions
 Use mobile landing pages

Slide 11
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
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
Google Analytics – Experiments

Slide 14
Google Analytics –
Conversion by Country




Monitor your Paid Search
Traffic by country
See how not all countries
convert equally

Slide 15
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
Other Search or Social PPC
Options

Bing
 Yahoo
 Facebook
 LinkedIn
 Baidu
 Yandex


Slide 17
Other Portal-type PPC Options

Slide 18
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
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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