PPC and International Student Recruitment

887 views
739 views

Published on

Pay-per-click (PPC) marketing on search engines and social media platforms is proving to be an effective and cost efficient method for lead generation in foreign markets

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
887
On SlideShare
0
From Embeds
0
Number of Embeds
33
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

PPC and International Student Recruitment

  1. 1. PPC for International Student Recruitment Slide 1 PPC for International Student Recruitment
  2. 2. PPC for International Student Recruitment Slide 2 1) Why Use PPC For Student Recruitment? 2) Know Your Target Market 3) Search Engine Preference 4) Mobile PPC 5) Keyword Research 6) Connect Ad Messaging to Landing Pages 7) Always Be Testing Overview Source: Higher Education Marketing – PPC for International Student Recruitment
  3. 3. PPC for International Student Recruitment Slide 3  The geo-targeting capabilities of PPC marketing for higher education means you can deliver finely crafted messages to highly targeted prospective students, tightly focused by location, language and keyword.  Paid ads on search engines are the most prominently displayed, and when combined with a strong organic SEO strategy it is possible to dominate the upper half of the first search results page for maximum visibility.  Another often overlooked benefit of PPC is keyword testing, as comparing the effectiveness of various keywords and messaging can be accomplished faster through PPC success metrics than with any other method.  Keywords are the foundation of search advertising, ensuring your college is exposed to the right audience depending on what information they are actively seeking 1. Why Use PPC for Student Recruitment? Source: Higher Education Marketing – PPC for International Student Recruitment
  4. 4. PPC for International Student Recruitment Slide 4  Before even beginning keyword research, you should have a good idea of which markets to target, typical priorities and search behaviour for those students, and how visible and popular your brand is in each market.  Consider whether your college already has a strong presence in a particular region and can leverage word-of-mouth referrals from current international students or alumni.  While ideal prospective students can come from anywhere in the world, it's advisable to initially focus your efforts on one or two target markets and grow from there.  Understand that PPC marketing can involve a long sales cycle and that visa processing times vary greatly by country, so manage expectations and ad placement timing accordingly.  Even if you begin with a similar base strategy as your home market, translated to the local language, your PPC campaigns should become increasingly diverse and tailored as you gain more knowledge of search patterns and what does and doesn't work. 2. Know Your Target Market Source: Higher Education Marketing – PPC for International Student Recruitment
  5. 5. PPC for International Student Recruitment Slide 5  Although many consider PPC synonymous with Google AdWords, it should be noted that in many leading source countries, local search engines are far more popular than Google.  Yandex in Russia, Baidu in China and Navar in South Korea all dominate their markets - there is a handy global search engine marketing guide here.  PPC rules may vary significantly between search engines, including Bing and Yahoo. For example, to get on Baidu you'll need a local presence with a Chinese domain website and a valid business certificate issued by the Chinese government, among other licenses.  Text placements on Facebook, LinkedIn, and YouTube can also fall under PPC marketing and require individualized messaging that would appeal to each platform's users.  The rule of thumb is to target your prospective students on the websites they use, narrowing in on the postal codes where they live. 3. Search Engine Preference Source: Higher Education Marketing – PPC for International Student Recruitment
  6. 6. PPC for International Student Recruitment Slide 6  Internet penetration is spreading at an incredible rate throughout the Middle East, Africa and Asia, and a majority of consumers in many of these countries are mobile-only.  According to mobiThinking, 30 percent of the world's mobile users are in top source countries India and China.  The Google network accounts for nearly 70 percent of global search traffic and is generally the most convenient method for geo-targeting diverse regions.  Popular Ad Extensions include:  images (of campus, happy students, etc.)  reviews (student testimonials)  drop-down navigation (to program pages, etc.)  location (using Google Places and maps for locally targeted campaigns)  social (link to your G+ page)  communication (entering email for newsletter subscription or telephone call)  Be especially direct and concise, with large text and big buttons pointing to tailored calls-to-action like "Call Now." 4. Mobile PPC Source: Higher Education Marketing – PPC for International Student Recruitment
  7. 7. PPC for International Student Recruitment Slide 7  Effective PPC campaigns start with choosing the right keywords, which demands further research when going international.  For best results, seek guidance from someone with real experience in that country, going beyond basic translation to understand cultural subtleties and up-to-date searching patterns.  This can apply to ad copy and landing pages also. Google AdWords offers the free Keyword Planner tool for searching keyword and ad group ideas, finding historical statistics, creating new keyword lists and choosing competitive bids and budgets.  Identify phrases that are supportive to each other and the specific initiative. Competitor research is a start but consider more descriptive niche phrases that attract fewer overall searches but more highly targeted and qualified leads.  Long tail keywords convert at higher rates but the key is to strategically research, identify and combine hundreds of long tail keyword phrases 5. Keyword Research Source: Higher Education Marketing – PPC for International Student Recruitment
  8. 8. PPC for International Student Recruitment Slide 8  The essence of PPC messaging is "short and sweet" with punchy calls-to-action that attract attention and deliver qualified prospects to your targeted landing pages.  Ensure that your landing pages are aligned with the PPC copy, optimizing content with these keywords and ideally integrating the most relevant keywords in content strategy and development for organic search success.  Include your unique selling proposition, relevant benefits, at least one prominent call-to-action and a request for information form. 6. Connect Ad Messaging to Landing Pages Source: Higher Education Marketing – PPC for International Student Recruitment
  9. 9. PPC for International Student Recruitment Slide 9  PPC marketing is a continuous work in progress that should naturally evolve as you determine the optimal keywords, messaging and markets.  Campaigns are easy to start and terminate so don't hesitate to regularly try out new strategies emphasizing seasonality or targeted programs.  A/B testing with Google Analytics is a best practice to compare keyword and messaging options and to experiment with which time of day, week and year brings the highest return on investment.  Monitor your paid search traffic and goal conversion rate by country and region.  While disappointing results can sometimes be attributed to messaging shortcomings, it is also true that not all countries convert equally.  Analytics results can lead to surprising insights that may lead you to significantly redistribute your marketing investments. 7. Always be Testing Source: Higher Education Marketing – PPC for International Student Recruitment
  10. 10. PPC for International Student Recruitment Slide 10 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

×