Philippe Taza CEO

Higher Education Marketing

ptaza@higher-education-marketing.com

Paid Search and Social Media

Advertising Campaigns for Student

Recruitment

• 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

• Set up geo-targeted, multilingual PPC campaigns

• Track and measure campaigns

• Interpret monthly reports to increase ROI

Today’s Presentation

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Google AdWords Campaign Types

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Google AdWords Campaign Interface

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Selecting your metric columns

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Selecting your date range

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Comparing date ranges

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Toggling between tabs to drill down in your

campaigns

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The Ad groups view

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The keywords view

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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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Google Search Console

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Google Search Console – Search Analytics

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Keywords from the Google Search Console

Use this list of keywords to initiate your keyword research

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Look at the competition’s Titles

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Look at the competition’s H1s

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Perform Keyword Research with the Keyword

Planner

https://adwords.google.com/ko/KeywordPlanner/

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Export your Keyword Research into Excel

https://adwords.google.com/ko/KeywordPlanner/19

Prepare your Google AdWords Ad Groups

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Organize your keywords semantically to form tight ad groups

Prepare your Google AdWords Text Ads

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Facebook Ad Campaign Types

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Facebook Outcomes: Conversions vs. Engagement

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Creating a Facebook Campaign

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Selecting the campaign objective

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Select your conversion pixel

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Define your Ad Set audience

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Name your audience

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Define your placements

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Define your budget

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Build your ads

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Preview your ads by placement

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Monitor the performance of your ads by placement

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Not all placements and devices perform equally

What is remarketing?

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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.

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https://support.google.com/partners/answer/2453998?hl=en-GB&ref_topic=6289023

Types of remarketing - Facebook

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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”

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Create your remarketing lists

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Link your Google Analytics Account

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Setup Google Analytics Audiences

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Use the Audience builder in Analytics

• You can also create new remarketing lists

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Setup remarketing lists in AdWords

You can also create new remarketing lists

• These conversion come from the Targeting Optimization options (similar audiences).

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Measure your remarketing campaign

• 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.

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Measure conversions by program

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Measure conversions by placement

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Create Audiences - Facebook

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Setup your remarketing - Facebook

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Some questions before getting started

• Should you run your campaigns in English or in the local language?

• Do you have the internal resources to follow up with inquiries that come-in from the local languages?

• What network should you use to reach your potential students: Google, Facebook, Baidu, etc.?

• To which page should you direct users to?

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Use Landing Pages with your Paid Advertising

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Use Responsive Landing Pages for your

campaigns

Desktop View

Mobile View52

Facebook ad traffic is mobile

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

Organize your campaigns by country and language

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Organize your Campaign by keywords for

maximum results

Organize the ad groups by keyword.

This process helps streamline the ad creation process and

provides better results

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Facebook Ads that drive inquiries

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Use Facebook Lead Ads if you don’t have

landing pages

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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

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

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Measure your FB Campaigns

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Measure your FB Campaigns in GA

Separate your Facebook Initiatives with the

Campaign URL Builder

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Campaign URL Builder

https://ga-dev-tools.appspot.com/campaign-url-builder/62

Do you use a CRM to manage your potential student inquiries?

New leads are entered in the CRM in real time

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Track your lead sources in your CRM

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You can separate your Facebook advertising

efforts between Lead Ads and “regular” website

conversions.

Using CRM to Establish the ROI of your Digital

Marketing

This student list was filtered by Stage = “Student Starts”65

Conclusions

• Perform keyword research to plan your AdWords campaigns

• Know your personas to define your Facebook campaign audiences

• Paid advertising traffic is mobile

• Be equipped to follow up with your inquiries in their native language

• Use CRM to measure and execute your follow up

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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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