The document discusses strategies for paid search and social media advertising. It recommends conducting comprehensive keyword research and implementing remarketing campaigns. Key aspects include understanding the Google AdWords interface, using landing pages, and tracking and measuring campaign performance across Google, Facebook, and other platforms. The presentation provides guidance on setting up paid search campaigns on Google and Facebook, creating remarketing lists, and measuring campaign results.
The Evolution of Internet : How consumers use technology and its impact on th...
Paid Search and Social Media Advertising Maximization
1. Philippe Taza CEO
Higher Education Marketing
ptaza@higher-education-marketing.com
Paid Search and Social Media Advertising
For Maximum Impact
2. • 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
2
12. 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
12
39. 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
41. 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
43. 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
50. 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
51. • 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
52. • 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
53. Slide 53
Setup a remarketing campaign – 4 of 4
Use responsive ad templates to simplify the management of your creative
54. • These conversion come from the Targeting Optimization options
(similar audiences).
Slide 54
Measure your remarketing campaign
55. • 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
57. • 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
63. 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
64. Facebook ad traffic is mobile
64
88% of Facebook ad sessions and 92% of conversions are on
mobile devices
71. 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
71
72. I’m easy to reach at:
Philippe Taza
Tel: 514-312-3968 ext:104
ptaza@higher-education-marketing.com
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza
Have questions about this presentation?
72