Paid Search and Social Media Advertising Campaigns for Student Recruitment

Transcription

1 Paid Search and Social Media Advertising Campaigns for Student Recruitment Philippe Taza CEO Higher Education Marketing

2 Today s Presentation 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 2

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4 Google AdWords Campaign Types 4

5 Google AdWords Campaign Interface 5

6 Selecting your metric columns 6

7 Selecting your date range 7

8 Comparing date ranges 8

9 Toggling between tabs to drill down in your campaigns 9

10 The Ad groups view 10

11 The keywords view 11

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 Google Search Console 13

14 Google Search Console Search Analytics 14

15 Keywords from the Google Search Console Use this list of keywords to initiate your keyword research 15

16 Look at the competition s Titles 16

17 Look at the competition s H1s 17

18 Perform Keyword Research with the Keyword Planner 18

19 Export your Keyword Research into Excel 19

20 Prepare your Google AdWords Ad Groups Organize your keywords semantically to form tight ad groups 20

21 Prepare your Google AdWords Text Ads 21

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23 Facebook Ad Campaign Types 23

24 Facebook Outcomes: Conversions vs. Engagement 24

25 Creating a Facebook Campaign 25

26 Selecting the campaign objective 26

27 Select your conversion pixel 27

28 Define your Ad Set audience 28

29 Name your audience 29

30 Define your placements 30

31 Define your budget 31

32 Build your ads 32

33 Preview your ads by placement 33

34 Monitor the performance of your ads by placement Not all placements and devices perform equally 34

35 What is remarketing? Slide 35

36 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 followup 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. -list remarketing: With Customer Match, upload a list of 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 36

37 Types of remarketing - Facebook Slide 37

38 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 38

39 Create your remarketing lists Slide 39

40 Link your Google Analytics Account Slide 40

41 Setup Google Analytics Audiences Slide 41

42 Use the Audience builder in Analytics Slide 42

43 Setup remarketing lists in AdWords You can also create new remarketing lists You can also create new remarketing lists Slide 43

44 Measure your remarketing campaign These conversion come from the Targeting Optimization options (similar audiences). Slide 44

45 Measure conversions by program 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 45

46 Measure conversions by placement Slide 46

47 Create Audiences - Facebook Slide 47

48 Setup your remarketing - Facebook Slide 48

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50 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? 50

51 Use Landing Pages with your Paid Advertising 51

52 Use Responsive Landing Pages for your campaigns Desktop View Mobile View 52

53 Facebook ad traffic is mobile 88% of Facebook ad sessions and 92% of conversions are on mobile devices 53

54 Organize your campaigns by country and language 54

55 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 55

56 Facebook Ads that drive inquiries 56

57 Use Facebook Lead Ads if you don t have landing pages 57

58 Download your Lead Ads Inquiries directly from Facebook Facebook gives you the ability to download the lead information from your Lead Ads form 58

59 Measure your FB Campaigns 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 59

60 Measure your FB Campaigns in GA Slide 60

61 Separate your Facebook Initiatives with the Campaign URL Builder 61

62 Campaign URL Builder

63 Do you use a CRM to manage your potential student inquiries? New leads are entered in the CRM in real time 63

64 Track your lead sources in your CRM You can separate your Facebook advertising efforts between Lead Ads and regular website conversions. 64

65 Using CRM to Establish the ROI of your Digital Marketing This student list was filtered by Stage = Student Starts 65

66 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 66

67 Have questions about this presentation? I m easy to reach at: Philippe Taza Tel: ext:104 ptaza@higher-education-marketing.com