paid search and social media advertising campaigns for student recruitment
TRANSCRIPT
Philippe Taza CEO
Higher Education Marketing
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.
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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”
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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
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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
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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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