paid search and social media advertising campaigns for ... · or mobile website as they use other...
TRANSCRIPT
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Philippe Taza CEO
Higher Education Marketing
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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Slide 41
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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Slide 46
Measure conversions by placement
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Slide 47
Create Audiences - Facebook
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Slide 48
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
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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
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza
Have questions about this presentation?
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