Paid Search and Social Media Advertising Campaigns for Student … · Types of remarketing -...

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Philippe Taza CEO Higher Education Marketing [email protected] Paid Search and Social Media Advertising Campaigns for Student Recruitment

Transcript of Paid Search and Social Media Advertising Campaigns for Student … · Types of remarketing -...

Page 1: Paid Search and Social Media Advertising Campaigns for Student … · Types of remarketing - AdWords • Standard remarketing: Show ads to your past visitors as they browse Display

Philippe Taza CEO

Higher Education Marketing

[email protected]

Paid Search and Social Media

Advertising Campaigns for Student

Recruitment

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• 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

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Prepare your Google AdWords Ad Groups

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Organize your keywords semantically to form tight ad groups

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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

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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

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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

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• You can also create new remarketing lists

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Setup remarketing lists in AdWords

You can also create new remarketing lists

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

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Measure your remarketing campaign

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• 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

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Facebook ad traffic is mobile

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

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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

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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

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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

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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.

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Using CRM to Establish the ROI of your Digital

Marketing

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

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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

[email protected]

www.higher-education-marketing.com

https://twitter.com/PhilippeTaza

Have questions about this presentation?

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