We define key terms for measurement and optimization, ad placement and device performance, demonstrate optimal landing pages structure and detail the KPI’s you need to track your ad campaigns. Additionally, we outline what measurement tracking is required and show what types of results/ metrics you should be looking for as part of your Google Ads campaigns.

1. Measuring and Optimizing
Your School’s Search Ad
Campaigns

2. Today’s Presentation
Define the Terms used in Measurement & Optimization
Answering Common Questions
Answering Your Questions

3. Measurement Terms
Impressions An impression is counted each time your ad is served (made
visible in a search).
Interactions A collective data point including all the ways a user could
interact with your ad (started a video, clicked or swiped the
ad, clicked to call, etc.)
Conversion When someone who sees your, ad clicks on it, and then
converts on the action you ask of them (fill out a form & click
‘submit’, for example).

4. Measurement Terms
CTR: Click Through Rate The percentage of people who click on your ad based on all
those who saw it (impressions).
CPC: Cost Per Click Media spend / Clicks = CPC
Cost Per Conversion Media spend / Conversions = Cost Per conversion
Conversion Rate The rate at which those who saw your ad converted on it.

5. Ad Placement & Device Performance

6. Ad Extensions

7. Ad Extensions

8. Landing Page
No link to website
No menu to browse
Copy is clear, simple,
directive
Request For
Information Form at
top of page

9. Landing Page
Copy is simple, using
bullets and graphics.
Calls To Action send
them back up to the
form – top of page.
No links to email or
social media.

10. Thank You Page
Now, we give the menu
to drive to website
More CTAs bring
opportunities to engage

11. Tracking Conversion with Tags

12. Tracking Conversion with Tags
1

13. Tracking Conversion with Tags
1
2

14. Tracking Conversion with Tags
1
2 3

15. Quality Score: What is it?

16. Quality Score: Where is it?

17. Quality Score: Where is it?

18. Poll #1
Are your Google Ads set with
Landing pages, Thank You pages, and conversion tracking?
SOME WITH
LANDING PAGES,
SOME WITH THANK
YOU PAGES,
BUT NOT ALL
NO
YES

19. Common Questions
How often should I
check my campaign?

20. Common Questions
How often should I
check my campaign?
First launched: Daily
Longer-term: Weekly

21. Common Questions
How often should I
check my campaign?
First launched: Daily
Longer-term: Weekly
How should I set the
period of time I
measure?

22. Common Questions
How often should I
check my campaign?
First launched: Daily
Longer-term: Weekly
How should I set the
period of time I
measure?
Month-to-Date
[ Compare to same period last month ]

23. Common Questions
Q: Which Reports should I check first?

24. Common Questions
Q: Which Reports should I check first? A: First – “Campaigns”

25. Common Questions
Q: Which Reports should I check first? A: Then – “Ad Groups”

26. Common Questions
Q: Which Reports should I check first? A: Then – “Keywords”

27. Common Questions
Follow these best practices to optimize ad performance:
• Have at least three ads in your ad groups
• Set bidding strategy to “Manual CPC”
• Block irrelevant search terms

28. Your Questions

29. NEXT WEBINAR
Using CRM and
Marketing Automation
to Nurture and Enrol
More Students
THURSDAY, DECEMBER 2

30. Our Offer to You:
FREE Assessment of
Your School’s
Online Ads
CLAIM YOUR
FREE ASSESSMENT

31. Free Inbound Marketing Consultation
Francois Derouet
Archie Pollock
European Client Representative
UK Regional Manager
archie@higher-education-marketing.com
Tel: +44 795 797 4939
fderouet@higher-education-marketing.com
Tel: +33 66209 2522

32. Free Inbound Marketing Consultation
Scott Cross
North America Regional Manager
514-312-3968 x 117
scross@higher-education-marketing.com
Lara Chuang
North America Client Representative
514-312-3968 x 115
lara@higher-education-marketing.com