Introduction to pay per-click marketing for international recruitment

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Introduction to Pay-Per-Click Marketing for International Recruitment Presented by:

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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

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What Is PPC?

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Why use PPC for International

Recruitment

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Plan Globally, Target Locally

For country specific data: http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf

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Plan Globally, Target Locally

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Keyword Research

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Anatomy of a PPC Ad?

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Deliver on your Keyword

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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

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Mobile PPC Campaigns

Need high ad position

Use ad extensions

Use mobile landing pages

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Anatomy Of A PPC Landing

Page

1. Unique selling proposition

2. Benefits

3. Hero shot

4. Context of use

5. Request for data

6. Backup or safety net call to

action (CTA)

7. The main CTA

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Anatomy Of A PPC Landing

Page

1. Unique selling proposition

2. Benefits

3. Hero shot

4. Context of use

5. Request for data

6. Backup or safety net call to

action (CTA)

7. The main CTA

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Google Analytics – Experiments

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Google Analytics –

Conversion by Country

Monitor your Paid Search

Traffic by country

See how not all countries

convert equally

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Google Analytics – AdWords

Day Parts

Be smart about setting your

account’s time zone.

Target your ads when you

are the most effective.

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Other Search or Social PPC

Options

Bing

Yahoo

Facebook

LinkedIn

Baidu

Yandex

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Other Portal-type PPC Options

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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

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