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Paid Search and Social Media Advertising Campaigns for Student Recruitment

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Paid Search and Social Media Advertising Campaigns for Student Recruitment

  1. 1. Philippe Taza CEO Higher Education Marketing ptaza@higher-education-marketing.com Paid Search and Social Media Advertising For Maximum Impact
  2. 2. • Understand the Google AdWords interface • Conduct comprehensive keyword research • Implement effective social media advertising • How to implement remarketing campaigns • Use landing pages for your paid advertising campaigns • Track and measure campaigns Today’s Presentation 2
  3. 3. 3
  4. 4. Google AdWords Campaign Types 4
  5. 5. Google AdWords Campaign Interface 5
  6. 6. Selecting your metric columns 6
  7. 7. Selecting your date range 7
  8. 8. Comparing date ranges 8
  9. 9. Toggling between tabs to drill down in your campaigns 9
  10. 10. The Ad groups view 10
  11. 11. The keywords view 11
  12. 12. Keyword Research to prepare your AdWords Campaigns • Use the Google Search Console • Look at your competitors on page SEO • Use the Google AdWords Keyword Planner 12
  13. 13. Google Search Console 13
  14. 14. Google Search Console – Search Analytics 14
  15. 15. Keywords from the Google Search Console Use this list of keywords to initiate your keyword research 15
  16. 16. Look at the competition’s Titles 16
  17. 17. Look at the competition’s H1s 17
  18. 18. Perform Keyword Research with the Keyword Planner https://adwords.google.com/ko/KeywordPlanner/ 18
  19. 19. Export your Keyword Research into Excel https://adwords.google.com/ko/KeywordPlanner/ 19
  20. 20. Prepare your Google AdWords Ad Groups 20 Organize your keywords semantically to form tight ad groups
  21. 21. Prepare your Google AdWords Text Ads 21
  22. 22. 22
  23. 23. Facebook Ad Campaign Types 23
  24. 24. Creating a Facebook Campaign 24
  25. 25. Selecting the campaign objective 25
  26. 26. Select your conversion pixel 26
  27. 27. Define your Ad Set audience 27
  28. 28. Name your audience 28
  29. 29. Define your placements 29
  30. 30. Define your budget 30
  31. 31. Build your ads 31
  32. 32. Preview your ads by placement 32
  33. 33. Monitor the performance of your ads by placement 33 Not all placements and devices perform equally
  34. 34. Prepare your Facebook Ad Campaign 34
  35. 35. Prepare your Facebook Ad Campaign 35
  36. 36. Prepare your Facebook Ad Campaign 36
  37. 37. • What is remarketing? • Types of remarketing • How to setup remarketing? • How to measure remarketing campaigns? Slide 37 Remarketing
  38. 38. What is remarketing? Slide 38
  39. 39. Types of remarketing - AdWords • Standard remarketing: Show ads to your past visitors as they browse Display Network websites and use Display Network apps. • Dynamic remarketing: Boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website. • Remarketing for mobile apps: Show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites. • Remarketing lists for search ads: Show ads to your past visitors as they do follow- up searches for what they need on Google, after leaving your website. • Video remarketing: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites and apps. • Email-list remarketing: With Customer Match, upload a list of email addresses that your customers have given you. When those people are signed in to Google Search, YouTube or Gmail, you can show them ads. Slide 39 https://support.google.com/partners/answer/2453998?hl=en-GB&ref_topic=6289023
  40. 40. Types of remarketing - Facebook Slide 40
  41. 41. How to segment your remarketing? • By conversion type: – Contact us – Request info – Applied • By admissions stage using your CRM data • Viewed a specific web page • Converted or didn’t convert towards one of your goals • Any custom Google Analytics Segment can be used to create a list • Using “combined lists” Slide 41
  42. 42. Slide 42 Create your remarketing lists
  43. 43. Tag your site You have 3 options: • Use the Google AdWords remarketing tag • Use the Google Analytics remarketing tag • You can also use the Google tag manager to setup dynamic remarketing (advanced) Dynamic remarketing is suitable for universities with large program catalogs Slide 43
  44. 44. Slide 44 Link your Google Analytics Account
  45. 45. Slide 45 Setup Google Analytics Audiences
  46. 46. Slide 46 Use the Audience builder in Analytics
  47. 47. • You can also create new remarketing lists Slide 47 Setup remarketing lists in AdWords You can also create new remarketing lists
  48. 48. Slide 48 Use combined lists for your targeting
  49. 49. Slide 49 Custom Audiences in Google AdWords
  50. 50. You can also choose the “no marketing objective” option which give you a little more flexibility in the event you want to switch campaign parameters after it is setup Slide 50 Setup a remarketing campaign – 1 of 4
  51. 51. • Select the regions you want to remarket to • Be sure to include all the correct languages to maximize your reach • Use the CPA approach to leverage Google’s algorithm's. Slide 51 Setup a remarketing campaign – 2 of 4
  52. 52. • Target and bid: this option filters or restricts your targeting to only target users that match ALL targeting criteria: Display keywords, Placements, topics, Interests & Remarketing and Demographics • Bid only: this option expands your display network targeting to add to your current display campaign targeting your remarketing settings Slide 52 Setup a remarketing campaign – 3 of 4
  53. 53. Slide 53 Setup a remarketing campaign – 4 of 4 Use responsive ad templates to simplify the management of your creative
  54. 54. • These conversion come from the Targeting Optimization options (similar audiences). Slide 54 Measure your remarketing campaign
  55. 55. • 27 out of the 56 conversions came from our audiences – or remarketing lists • 29 out of the 56 conversions came from “similar audiences” or the targeting Optimization AdWords provides. Slide 55 Measure conversions by program
  56. 56. Slide 56 Measure conversions by placement
  57. 57. • Like on the display network, RLSA gives you the ability to remarket users but on the Google Search Network (based on keywords) instead of placements (YouTube for example). Slide 57 Remarketing Lists for Search Ads
  58. 58. Slide 58 What is RLSA?
  59. 59. Slide 59 Create Audiences - Facebook
  60. 60. Slide 60 Setup your remarketing - Facebook
  61. 61. Use Landing Pages with your Paid Advertising 61
  62. 62. Use Responsive Landing Pages for your campaigns Desktop View Mobile View
  63. 63. Use the Facebook pixel to track your conversions but don’t forget to tag the destination URLS to track your FB efforts in Google Analytics Slide 63 Measure your FB Campaigns
  64. 64. Facebook ad traffic is mobile 64 88% of Facebook ad sessions and 92% of conversions are on mobile devices
  65. 65. Use Facebook Lead Ads if you don’t have landing pages 65
  66. 66. Download your Lead Ads Inquiries directly from Facebook 66 Facebook gives you the ability to download the lead information from your Lead Ads form
  67. 67. Post your Facebook Leads Ads in your CRM 67 You can separate your Facebook advertising efforts between Lead Ads and “regular” website conversions.
  68. 68. Slide 68 Measure your FB Campaigns in GA
  69. 69. Separate your Facebook Initiatives with the Campaign URL Builder 69
  70. 70. Campaign URL Builder https://ga-dev-tools.appspot.com/campaign-url-builder/70
  71. 71. Conclusions • Perform keyword research to plan your AdWords campaigns • Know your personas to define your Facebook campaign audiences • Paid advertising traffic is mobile • Use CRM and the Campaign URL Builder to measure the ROI of your Paid Advertising Campaigns 71
  72. 72. I’m easy to reach at: Philippe Taza Tel: 514-312-3968 ext:104 ptaza@higher-education-marketing.com www.higher-education-marketing.com https://twitter.com/PhilippeTaza Have questions about this presentation? 72

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