Published on March 7, 2014
Introduction to Pay-Per-Click Marketing for International Recruitment Presented by: Slide 1
PPC Marketing for Int. Recruitment What is PPC Why Use PPC for International Recruitment Plan Globally, Target Locally Keyword Research Anatomy of a PPC Ad Deliver on your Keyword Use Ad Extensions Mobile PPC Campaigns Landing Page Optimization Google Analytics Other PPC Options Conclusions Slide 2
What Is PPC? Slide 3
Why use PPC for International Recruitment Slide 4
Plan Globally, Target Locally For country specific data: http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf Slide 5
Plan Globally, Target Locally Slide 6
Keyword Research Slide 7
Anatomy of a PPC Ad? Slide 8
Deliver on your Keyword Slide 9
The Mobile Marketplace Location Extensions: Google Places – applies for local campaigns Site links Extensions: Link to Program/Faculty Pages Social Extensions: Link to G+ Page Call Extensions: Essential for Mobile PPC Slide 10
Mobile PPC Campaigns Need high ad position Use ad extensions Use mobile landing pages Slide 11
Anatomy Of A PPC Landing Page 1. 2. 3. 4. 5. 6. 7. Unique selling proposition Benefits Hero shot Context of use Request for data Backup or safety net call to action (CTA) The main CTA Slide 12
Anatomy Of A PPC Landing Page 1. 2. 3. 4. 5. 6. 7. Unique selling proposition Benefits Hero shot Context of use Request for data Backup or safety net call to action (CTA) The main CTA Slide 13
Google Analytics – Experiments Slide 14
Google Analytics – Conversion by Country Monitor your Paid Search Traffic by country See how not all countries convert equally Slide 15
Google Analytics – AdWords Day Parts Be smart about setting your account’s time zone. Target your ads when you are the most effective. Slide 16
Other Search or Social PPC Options Bing Yahoo Facebook LinkedIn Baidu Yandex Slide 17
Other Portal-type PPC Options Slide 18
Conclusions Integrate PPC campaigns into your broader marketing mix Expect a long sales cycle Visa approval process and timelines vary greatly by country Be selective about countries you target Align your landing pages with the country your are targeting Find a Google Partner to help you with your AdWords initiatives Slide 19
Questions? 1.514.312.3968 firstname.lastname@example.org FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+ www.higher-education-marketing.com Slide 20
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