The document discusses strategies for paid search and social media advertising. It recommends conducting comprehensive keyword research and implementing remarketing campaigns. Key aspects include understanding the Google AdWords interface, using landing pages, and tracking and measuring campaign performance across Google, Facebook, and other platforms. The presentation provides guidance on setting up paid search campaigns on Google and Facebook, creating remarketing lists, and measuring campaign results.

1. Philippe Taza CEO
Higher Education Marketing
ptaza@higher-education-marketing.com
Paid Search and Social Media Advertising
For Maximum Impact

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
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3. 3

4. Google AdWords Campaign Types
4

5. Google AdWords Campaign Interface
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6. Selecting your metric columns
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7. Selecting your date range
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8. Comparing date ranges
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9. Toggling between tabs to drill down in your
campaigns
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10. The Ad groups view
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11. The keywords view
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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
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13. Google Search Console
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14. Google Search Console – Search Analytics
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15. Keywords from the Google Search Console
Use this list of keywords to
initiate your keyword research
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16. Look at the competition’s Titles
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17. Look at the competition’s H1s
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18. Perform Keyword Research with the Keyword
Planner
https://adwords.google.com/ko/KeywordPlanner/
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19. Export your Keyword Research into Excel
https://adwords.google.com/ko/KeywordPlanner/
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20. Prepare your Google AdWords Ad Groups
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Organize your keywords semantically to form tight ad groups

21. Prepare your Google AdWords Text Ads
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22. 22

23. Facebook Ad Campaign Types
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24. Creating a Facebook Campaign
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25. Selecting the campaign objective
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26. Select your conversion pixel
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27. Define your Ad Set audience
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28. Name your audience
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29. Define your placements
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30. Define your budget
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31. Build your ads
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32. Preview your ads by placement
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33. Monitor the performance of your ads by placement
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Not all placements and devices perform equally

34. Prepare your Facebook Ad Campaign
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35. Prepare your Facebook Ad Campaign
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36. Prepare your Facebook Ad Campaign
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37. • What is remarketing?
• Types of remarketing
• How to setup remarketing?
• How to measure remarketing campaigns?
Slide 37
Remarketing

38. What is remarketing?
Slide 38

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. Types of remarketing - Facebook
Slide 40

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. Slide 42
Create your remarketing lists

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. Slide 44
Link your Google Analytics Account

45. Slide 45
Setup Google Analytics Audiences

46. Slide 46
Use the Audience builder in Analytics

47. • You can also create new remarketing lists
Slide 47
Setup remarketing lists in AdWords
You can also create
new remarketing lists

48. Slide 48
Use combined lists for your targeting

49. Slide 49
Custom Audiences in Google AdWords

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. • 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. • 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. Slide 53
Setup a remarketing campaign – 4 of 4
Use responsive ad templates to simplify the management of your creative

54. • These conversion come from the Targeting Optimization options
(similar audiences).
Slide 54
Measure your remarketing campaign

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. Slide 56
Measure conversions by placement

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. Slide 58
What is RLSA?

59. Slide 59
Create Audiences - Facebook

60. Slide 60
Setup your remarketing - Facebook

61. Use Landing Pages with your Paid Advertising
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62. Use Responsive Landing Pages for your campaigns
Desktop View
Mobile View

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. Facebook ad traffic is mobile
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88% of Facebook ad sessions and 92% of conversions are on
mobile devices

65. Use Facebook Lead Ads if you don’t have landing
pages
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66. Download your Lead Ads Inquiries directly from
Facebook
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Facebook gives you the ability to download the
lead information from your Lead Ads form

67. Post your Facebook Leads Ads in your CRM
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You can separate your
Facebook advertising
efforts between Lead Ads
and “regular” website
conversions.

68. Slide 68
Measure your FB Campaigns in GA

69. Separate your Facebook Initiatives with the
Campaign URL Builder
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70. Campaign URL Builder
https://ga-dev-tools.appspot.com/campaign-url-builder/70

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
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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?
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