Pay-Per-Click marketing continues to grow in use by higher ed institutions, particularly as a tactical marketing tool in highly competitive geographic areas where private for profits compete head to head with the public community colleges.

1. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 1
A Primer on Google PPC Ad
Extensions and How to
Leverage Them for Higher Ed

2. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 2
1. Map extension
2. Additional website links within your site extension
3. Click-to-call a phone number extension
4. Mailing list extension
5. Live chat extension
Overview
Source:
Higher
Educa0on
Marke0ng
–
A
Primer
on
Google
PPC
Ad
Extensions
and
How
to
Leverage
Them
for
HigherEd

3. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 3
 Pay-Per-Click marketing continues to grow in use by higher
ed institutions.
 For the right price, PPC marketing can put your ads in front of
your target audience, ahead of your competitor’s organic or
PPC ad, giving you top ranking position for lucrative
keywords.
Source:
Higher
Educa0on
Marke0ng
–
A
Primer
on
Google
PPC
Ad
Extensions
and
How
to
Leverage
Them
for
HigherEd

4. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 4
The challenge with PPC is:
 to ensure that you are getting a reasonable quantity of
quality leads that ultimately convert to registered students,
at an acceptable rate that will give you the Return On
Investment (ROI) to cost-justify the campaigns.
Source:
Higher
Educa0on
Marke0ng
–
A
Primer
on
Google
PPC
Ad
Extensions
and
How
to
Leverage
Them
for
HigherEd

5. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 5
 Google’s Adwords Extensions are enhancements to your
ads that extend the functionality or content provided in the
ad into a number of useful areas.
 They provide valuable “lift” that can help you to improve the
ROI on those campaigns and meet those goals.
Source:
Higher
Educa0on
Marke0ng
–
A
Primer
on
Google
PPC
Ad
Extensions
and
How
to
Leverage
Them
for
HigherEd

6. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 6
This extension allows you to provide a map to your institution,
right beside your ad.
If a visitor clicks on the “Map of …” link at the bottom of the ad,
the map on the right will appear, providing a guide to the
student to your location.
This extension is particularly useful to school’s marketing when
geographic proximity to the school is an important student
decision factor.
Map extension
Source:
Higher
Educa0on
Marke0ng
–
A
Primer
on
Google
PPC
Ad
Extensions
and
How
to
Leverage
Them
for
HigherEd

7. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 7Source:
Higher
Educa0on
Marke0ng
–
A
Primer
on
Google
PPC
Ad
Extensions
and
How
to
Leverage
Them
for
HigherEd

8. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 8
This extension allows you to provide links to additional pages
on your website within the ad itself.
In the example, this college, which has multiple campuses
across Canada, has embedded direct links to campuses in
different provinces, allowing searchers to immediately click
through to the provincial level of details that are relevant to
them.
Additional website links within your site extension
Source:
Higher
Educa0on
Marke0ng
–
A
Primer
on
Google
PPC
Ad
Extensions
and
How
to
Leverage
Them
for
HigherEd

9. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 9
This extension provides a button within mobile PPC ads to click
to call an institution’s inbound call centre.
This mobile extension allows the prospective student:
 to simply click, through the ad,
 to speak with a school representative to obtain the
information that they are searching for.
Click-to-call a phone number extension
Source:
Higher
Educa0on
Marke0ng
–
A
Primer
on
Google
PPC
Ad
Extensions
and
How
to
Leverage
Them
for
HigherEd

10. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 10
This extension allows you to collect email address for your
newsletter or mailing list, right up front through your PPC ad.
This option enables a new strategy for PPC advertising.
The extension might be used to:
 collect emails for follow up information,
 be added to a general mailing list or for an upcoming event
notification like homecoming or alumni conference.
Mailing list extension
Source:
Higher
Educa0on
Marke0ng
–
A
Primer
on
Google
PPC
Ad
Extensions
and
How
to
Leverage
Them
for
HigherEd

11. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 11
The live chat extension puts your live chat link directly in front
of your customer in the search ad.
Live chat is beginning to be implemented on more and more
higher ed websites but unfortunately I was not able to find an
example of a college or university using this related feature.
Here’s an example from the world of ERP software.
Live chat extension
Source:
Higher
Educa0on
Marke0ng
–
A
Primer
on
Google
PPC
Ad
Extensions
and
How
to
Leverage
Them
for
HigherEd

12. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 12
 If you are currently running PPC campaigns, we recommend
you take a little extra time to learn about these extension
options to enhance your efforts.
 They will definitely help you increase your return on
investment on what can be expensive, (but necessary), PPC
advertising.
Source:
Higher
Educa0on
Marke0ng
–
A
Primer
on
Google
PPC
Ad
Extensions
and
How
to
Leverage
Them
for
HigherEd

13. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 13
If you’ve used Adwords Extensions in your
higher ed campaigns we would love to hear about how
successful they have been for you.
Which extensions have given you the most dramatic
results? Which ones have been most successful?
Which would you recommend against and for what
reasons?
Source:
Higher
Educa0on
Marke0ng
–
A
Primer
on
Google
PPC
Ad
Extensions
and
How
to
Leverage
Them
for
HigherEd

14. A Primer on Google PPC Ad Extensions
and How to Leverage Them for Higher Ed
Slide 14
Questions?
1.514.312.3968
info@higher-education-marketing.com
Visit our Website: Higher Education Marketing
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