1. Introduction to
Pay-Per-Click
Marketing for
International
Recruitment
Presented by:
Slide 1

2. PPC Marketing for Int.
Recruitment
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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

3. What Is PPC?
Slide 3

4. Why use PPC for International
Recruitment
Slide 4

5. Plan Globally, Target Locally
For country specific data:
http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf
Slide 5

6. Plan Globally, Target Locally
Slide 6

7. Keyword Research
Slide 7

8. Anatomy of a PPC Ad?
Slide 8

9. Deliver on your Keyword
Slide 9

10. The Mobile Marketplace
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Location Extensions: Google Places
– applies for local campaigns
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Site links Extensions: Link to
Program/Faculty Pages
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Social Extensions: Link to G+ Page
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Call Extensions: Essential for Mobile
PPC
Slide 10

11. Mobile PPC Campaigns
 Need high ad position
 Use ad extensions
 Use mobile landing pages
Slide 11

12. Anatomy Of A PPC Landing
Page
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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

13. Anatomy Of A PPC Landing
Page
1.
2.
3.
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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

14. Google Analytics – Experiments
Slide 14

15. Google Analytics –
Conversion by Country
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Monitor your Paid Search
Traffic by country
See how not all countries
convert equally
Slide 15

16. Google Analytics – AdWords
Day Parts
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Be smart about setting your
account’s time zone.
Target your ads when you
are the most effective.
Slide 16

17. Other Search or Social PPC
Options
Bing
 Yahoo
 Facebook
 LinkedIn
 Baidu
 Yandex
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Slide 17

18. Other Portal-type PPC Options
Slide 18

19. Conclusions
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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

20. Questions?
1.514.312.3968
ptaza@higher-education-marketing.com
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www.higher-education-marketing.com
Slide 20