Paid Search and Social Media Advertising Campaigns for Student Recruitment
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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 PPC campaigns Track and measure campaigns Interpret monthly reports to increase ROI 2
3 Understanding the different channels: Agents vs. Digital Marketing Digital marketing generates both inquiries and student applications Agents activity typically generates student applications Following up with inquiries is a different process than processing applications 3
4 4
5 Google AdWords Campaign Types 5
6 Google AdWords Campaign Interface 6
7 Selecting your metric columns 7
8 Selecting your date range 8
9 Comparing date ranges 9
10 Toggling between tabs to drill down in your campaigns 10
11 The Ad groups view 11
12 The keywords view 12
13 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 13
14 Google Search Console 14
15 Google Search Console Search Analytics 15
16 Keywords from the Google Search Console Use this list of keywords to initiate your keyword research 16
17 Look at the competition s Titles 17
18 Look at the competition s H1s 18
19 Perform Keyword Research with the Keyword Planner 19
20 Export your Keyword Research into Excel 20
21 Prepare your Google AdWords Ad Groups Organize your keywords semantically to form tight ad groups 21
22 Prepare your Google AdWords Text Ads 22
23 Use the Google AdWords Campaign Template 23
24 24
25 Facebook Ad Campaign Types 25
26 Creating a Facebook Campaign 26
27 Selecting the campaign objective 27
28 Select your conversion pixel 28
29 Define your Ad Set audience 29
30 Name your audience 30
31 Define your placements 31
32 Define your budget 32
33 Build your ads 33
34 Preview your ads by placement 34
35 Monitor the performance of your ads by placement Not all placements and devices perform equally 35
36 Prepare your Facebook Ad Campaign 36
37 Prepare your Facebook Ad Campaign 37
38 Prepare your Facebook Ad Campaign 38
39 Facebook Campaign Template 39
40 Remarketing What is remarketing? Types of remarketing How to setup remarketing? How to measure remarketing campaigns? Slide 40
41 What is remarketing? Slide 41
42 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 42
43 Types of remarketing - Facebook Slide 43
44 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 44
45 Create your remarketing lists Slide 45
46 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 46
47 Link your Google Analytics Account Slide 47
48 Setup Google Analytics Audiences Slide 48
49 Use the Audience builder in Analytics Slide 49
50 Setup remarketing lists in AdWords You can also create new remarketing lists You can also create new remarketing lists Slide 50
51 Use combined lists for your targeting Slide 51
52 Custom Audiences in Google AdWords Slide 52
53 Setup a remarketing campaign 1 of 4 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 53
54 Setup a remarketing campaign 2 of 4 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 54
55 Setup a remarketing campaign 3 of 4 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 55
56 Setup a remarketing campaign 4 of 4 Use responsive ad templates to simplify the management of your creative Slide 56
57 Measure your remarketing campaign These conversion come from the Targeting Optimization options (similar audiences). Slide 57
58 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 58
59 Measure conversions by placement Slide 59
60 Remarketing Lists for Search Ads 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 60
61 What is RLSA? Slide 61
62 Create Audiences - Facebook Slide 62
63 Setup your remarketing - Facebook Slide 63
64 64
65 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? 65
66 Use Landing Pages with your Paid Advertising 66
67 Use Responsive Landing Pages for your campaigns Desktop View Mobile View 67
68 Facebook ad traffic is mobile 88% of Facebook ad sessions and 92% of conversions are on mobile devices 68
69 Use Your Personas to Localize Your Campaigns 69
70 Organize your campaigns by country and language 70
71 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 71
72 Facebook Ads that drive inquiries 72
73 Use Facebook Lead Ads if you don t have landing pages 73
74 Download your Lead Ads Inquiries directly from Facebook Facebook gives you the ability to download the lead information from your Lead Ads form 74
75 Post your Facebook Leads Ads in your CRM You can separate your Facebook advertising efforts between Lead Ads and regular website conversions. 75
76 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 76
77 Measure your FB Campaigns in GA Slide 77
78 Separate your Facebook Initiatives with the Campaign URL Builder 78
79 Campaign URL Builder
80 80
81 Do you use a CRM to manage your potential student inquiries? New leads are entered in the CRM in real time 81
82 Stages in the admissions process These are the common stages which typical leads and applications go through 82
83 Example of a follow up procedure with new leads 83
84 CRM Leads by Admissions Stages 84
85 Using CRM to Establish the ROI of your Digital Marketing This student list was filtered by Stage = Student Starts 85
86 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 86
87 Have questions about this presentation? I m easy to reach at: Philippe Taza Tel: ext:104 ptaza@higher-education-marketing.com
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