This presentation introduces pay-per-click (PPC) marketing strategies for international student recruitment. It covers key topics such as keyword research, ad design, landing page optimization, and use of Google Analytics to measure campaign performance. The presentation emphasizes targeting campaigns locally by country and integrating PPC with other marketing channels. It concludes by recommending selecting countries strategically and working with a partner to help implement PPC initiatives for international recruitment.

1. Introduction to
Pay-Per-Click
Marketing for
International
Recruitment
Presented by:
Slide 1

2. PPC Marketing for Int.
Recruitment
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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. What Is PPC?
Slide 3

4. Why use PPC for International
Recruitment
Slide 4

5. Plan Globally, Target Locally
For country specific data:
http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf
Slide 5

6. Plan Globally, Target Locally
Slide 6

7. Keyword Research
Slide 7

8. Anatomy of a PPC Ad?
Slide 8

9. Deliver on your Keyword
Slide 9

10. The Mobile Marketplace
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Location Extensions: Google Places
– applies for local campaigns
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Site links Extensions: Link to
Program/Faculty Pages
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Social Extensions: Link to G+ Page
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Call Extensions: Essential for Mobile
PPC
Slide 10

11. Mobile PPC Campaigns
 Need high ad position
 Use ad extensions
 Use mobile landing pages
Slide 11

12. Anatomy Of A PPC Landing
Page
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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. Anatomy Of A PPC Landing
Page
1.
2.
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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. Google Analytics – Experiments
Slide 14

15. Google Analytics –
Conversion by Country
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Monitor your Paid Search
Traffic by country
See how not all countries
convert equally
Slide 15

16. Google Analytics – AdWords
Day Parts
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Be smart about setting your
account’s time zone.
Target your ads when you
are the most effective.
Slide 16

17. Other Search or Social PPC
Options
Bing
 Yahoo
 Facebook
 LinkedIn
 Baidu
 Yandex
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Slide 17

18. Other Portal-type PPC Options
Slide 18

19. Conclusions
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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. Questions?
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ptaza@higher-education-marketing.com
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Slide 20