Google Adwords and Facebook Ads for Continuing Education Professionals - NCCET 2009 Conference - Austin Texas - October 2009

Using Google Adwords and Facebook Ads to Maximize Marketing Success
Presented by
Brad Kleinman and David Toth
www.WorkSmartIM.com

Marketing Strategy

Some Statistics
85% of Internet users use search engines
1 out of 2 internet users use search engines every day
7.3 B searches conducted monthly in US

Pay Per Click Foundations
Based on an auction system
Higher bid -> Higher Placement
Only pay for clicks

The Good
The Bad
It can generate traffic
It is easy and fast
It can be a bargain
Bidding wars
Does not scale well
Low click through rates

Online Advertising Options

Benefits to Online ads

Search Marketing
Organic
Rankings based on search engine crawlers
No tangible cost
Longer lasting
More qualified traffic
Paid
Fee based bid system
Cost per click (CPC) vs Cost per impression (CPM)

SERP Page

Keyword Tool

Keyword Analysis

Google Adwords
Keyword research
Creating Ads
Allocating a budget
Landing pages
Optimizing ads
Measuring conversion

Creating an Ad
Must have a google account for your organization

Landing Page
Call to Action
Content Relevant
Keyword rich
Multiple landing pages is not bad
Can be within a micro site or within your college site architecture
Install Google Analytics!

Optimizing Ads
Broad vs phrase vs exact
CTR %
Keyword selection
A/B testing
Create Goals
Target your Ads – demographic

Google Analytics

Adwords Dashboard

Comparing campaigns

Measuring the campaign

Measuring Keywords

Facebook Advertisements

Facebook Ads – Step 1Create the Advertisement

Facebook Ads – Step 2Target the Advertisement

Facebook Ads – Step 3Set up the Campaign

Facebook Ads – Step 4Place the ad and measure results

Facebook Ads – Step 5 Measure the Results and Improve