Today we focus on Google Analytics and AdWords, and how they can be used to maximize your international reach

1. International Student Recruitment: How to
Generate Leads Through GA and Adwords
International Student
Recruitment: How to Generate
Leads Through Google
Analytics and Adwords 1
Slide

2. International Student Recruitment: How to
Generate Leads Through GA and Adwords
Overview
1)
2)
Google Analytics
Google Adwords
Source: Higher Education Marketing – International Student Recruitment
Slide 2

3. International Student Recruitment: How to
Generate Leads Through GA and Adwords
1. Google Analytics

If the ultimate goal is to recruit more international students, it
is just as vital to assess the status and performance of your
college in other countries.
 Is your website visible outside your region?
 Are international users landing on the relevant pages,
and if they are, is the information accessible to them?
 What is the ROI on each of your online international
campaigns and advertisements?
 Are your SEO strategies also catered to generating
international leads?
Source: Higher Education Marketing – International Student Recruitment
Slide 3

4. International Student Recruitment: How to
Generate Leads Through GA and Adwords
1. Google Analytics
The long list of questions is no reason to feel overwhelmed.

Using Analytics in Higher Education really helps in breaking
down all of this information
 allowing your college or university to measure:
 the results of all of your efforts
 get a better idea of how your school fares on a global
scale
Source: Higher Education Marketing – International Student Recruitment
Slide 4

5. International Student Recruitment: How to
Generate Leads Through GA and Adwords
2. Google Adwords

Analytics shows you:
 how users arrived to your site

Keyword research shows you:
 which keywords are the most popular.

The information you find through keyword research will allow
you to design your Pay-Per-Click Marketing campaigns in
such a way that your visibility runs parallel with popular
keywords.
Source: Higher Education Marketing – International Student Recruitment
Slide 5

6. International Student Recruitment: How to
Generate Leads Through GA and Adwords
2. Google Adwords

In the next slide example, Nipissingu (Brantford, Ontario)
and Walden University (Minneapolis, MN) appear as the top
ads.
 However, the results could have been different for a user
located somewhere else.
 For example, Walden University may have designed their
AdWords campaign with the keywords “Canadian colleges” but
only when searched for in specific locations, such as Canada.
 This means that when users anywhere else in the world search
those keywords, different results will appear in the ad section.
Source: Higher Education Marketing – International Student Recruitment
Slide 6

7. International Student Recruitment: How to
Generate Leads Through GA and Adwords
Source: Higher Education Marketing – International Student Recruitment
Slide 7

8. International Student Recruitment: How to
Generate Leads Through GA and Adwords
2. Google Adwords

The Google AdWords geo-targeting tool allows you:
 to target your demographics by continent, country, state,
province, city, and even zip code.

In terms of reaching out to international students, you can
customize your AdWords:
 to increase the visibility of your college or university in
particular countries.
Source: Higher Education Marketing – International Student Recruitment
Slide 8

9. International Student Recruitment: How to
Generate Leads Through GA and Adwords
For examples and more info go to our website and read
the full blog post.
Source: Higher Education Marketing – International Student Recruitment
Slide 9

10. International Student Recruitment: How to
Generate Leads Through GA and Adwords
Questions?
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info@higher-education-marketing.com
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