paid search and social media advertising campaigns for student recruitment

Philippe Taza CEO

Higher Education Marketing

ptaza@higher-education-marketing.com

Paid Search and Social Media Advertising

For Maximum Impact

• 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

• Track and measure campaigns

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/18

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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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

Prepare your Facebook Ad Campaign

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Prepare your Facebook Ad Campaign

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Prepare your Facebook Ad Campaign

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• What is remarketing?

• Types of remarketing

• How to setup remarketing?

• How to measure remarketing campaigns?

Slide 37

Remarketing

What is remarketing?

Slide 38

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.

Slide 39

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

Types of remarketing - Facebook

Slide 40

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 41

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Create your remarketing lists

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 43

Slide 44

Link your Google Analytics Account

Slide 45

Setup Google Analytics Audiences

Slide 46

Use the Audience builder in Analytics

• You can also create new remarketing lists

Slide 47

Setup remarketing lists in AdWords

You can also create new remarketing lists

Slide 48

Use combined lists for your targeting

Slide 49

Custom Audiences in Google AdWords

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 50

Setup a remarketing campaign – 1 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 51

Setup a remarketing campaign – 2 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 52

Setup a remarketing campaign – 3 of 4

Slide 53

Setup a remarketing campaign – 4 of 4

Use responsive ad templates to simplify the management of your creative

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

Slide 54

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.

Slide 55

Measure conversions by program

Slide 56

Measure conversions by placement

• 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 57

Remarketing Lists for Search Ads

Slide 58

What is RLSA?

Slide 59

Create Audiences - Facebook

Slide 60

Setup your remarketing - Facebook

Use Landing Pages with your Paid Advertising

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Use Responsive Landing Pages for your campaigns

Desktop View

Mobile View

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 63

Measure your FB Campaigns

Facebook ad traffic is mobile

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

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

Post your Facebook Leads Ads in your CRM

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You can separate your Facebook advertising

efforts between Lead Ads and “regular” website

conversions.

Slide 68

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/70

Conclusions

• Perform keyword research to plan your AdWords campaigns

• Know your personas to define your Facebook campaign audiences

• Paid advertising traffic is mobile

• Use CRM and the Campaign URL Builder to measure the ROI of your Paid Advertising Campaigns

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I’m easy to reach at:

Philippe Taza

Tel: 514-312-3968 ext:104

ptaza@higher-education-marketing.comwww.higher-education-marketing.comhttps://twitter.com/PhilippeTaza

Have questions about this presentation?

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