Higher Education Marketing

An Intro to Pay-Per-Click Marketing for International Student Recruitment (A Free 20 minute Webinar on Dec 12, 2013)

Date posted: December 9, 2013

On Thursday, December 12, at 2:00 PM EST, in cooperation with our good friends at the Brenn-White Group, HEM will present a 20 minute webcast, entitled,

“An Introduction to Pay-Per-Click Marketing for International Student Recruitment”.

Why ppc

The webinar is FREE. Click here to Register.

Are you ready to start using online advertising to promote your program or higher education institution internationally – but not quite sure where to start? This webinar will review the basics of Adwords “pay-per-click” marketing for international student lead generation and recruitment and provide you with tactics to create successful international PPC campaigns.

Pay-per-click (PPC) marketing on search engines and social media platforms is an effective and cost efficient strategy to engage international prospective students and draw them into your institution’s recruitment funnel. As a marketing tactic, PPC delivers highly crafted messages to highly targeted prospective students, using carefully selected keywords, geotargetting, and bidding strategy to turn your target audience into student leads. Google Adwords provides the advertising platform to reach into the highly competitive and rapidly evolving world of PPC advertising on the Google network, which accounts for almost 70% of global search traffic.

To compete successfully on this platform, higher ed marketers must bring their “A” game, combining sophisticated student recruitment strategy with a technical mastery of the mechanics of PPC marketing.

This webinar will provide an introduction of PPC strategy and implementation for higher ed marketers who are looking to establish or expand their international PPC marketing for student recruitment.

What will we cover?

  • Setting up international PPC campaign goals
  • Anatomy of a PPC ad
  • Aligning your ads and landing pages
  • Landing pages that convert
  • AdWords campaign structure and measuring results
  • Mobile PPC campaigns
  • Optimizing conversions with A/B testing
  • PPC analytics

You will leave with:

  • An understanding of the key components of Adwords based pay-per-click lead generation campaigns
  • Best practices in PPC strategy and tactics for student recruitment
  • The ability to create highly targeted and effective international PPC campaigns

To register for this FREE webinar, click here.

Our Speaker:

Phil-Headshot-googleplus

Philippe Taza will be the main webinar host and speaker. Philippe has worked in higher education marketing and recruitment since 2001. He began his higher ed career as a recruitment officer at a private college in Vancouver, BC. Advancing into recruitment management, he developed his skills in online marketing and trained in web analytics to more effectively manage marketing performance.

In 2008, Philippe founded Higher Education Marketing, a digital marketing agency dedicated to helping colleges and universities market themselves online, offering expertise and services in lead generation, web design, content development, branding, PPC, SEO, social media and analytics.


Scott Duncan has worked in post-secondary educational marketing for over 25 years developing and marketing curriculum materials, marketing educational software, consulting to post-secondary institutions and most recently focusing on developing traditional and e-marketing solutions for student recruitment. He has extensive experience in student recruiting for continuing education and non-credit programs.