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

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Brad Kleinman and David Toth of WorkSmart Integrated Marketing discuss Google Adwords and Facebook Ads for Continuing Education Professionals at the National NCCET Conference in Austin Texas in October 2009. Learn more at htttp://www.WorkSmartIM.com.

Education Technology Design

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

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 ,[object Object]

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)

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

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

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

2. Marketing Strategy

3. 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

5. The Bad

6. It can generate traffic

7. It is easy and fast

8. It can be a bargain

9. Bidding wars

10. Does not scale well

11.

12. Benefits to Online ads

13. 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)

14. SERP Page

15. Keyword Tool

16. Keyword Tool

17. Keyword Analysis

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

19. Creating an Ad Must have a google account for your organization

20. 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!

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

22. Google Analytics

23. Adwords Dashboard

24. Comparing campaigns

25. Measuring the campaign

26. Measuring Keywords

27. Facebook Advertisements

28. Facebook Ads – Step 1Create the Advertisement

29. Facebook Ads – Step 2Target the Advertisement

30. Facebook Ads – Step 3Set up the Campaign

31. Facebook Ads – Step 4Place the ad and measure results

32. Facebook Ads – Step 5 Measure the Results and Improve