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TRAINING: 'GOOGLE EDUCATION MARKETING ONLINE PR & ADVERTISING COMMUNICATIONS MASTERCLASS'
HOW TO USE GOOGLE ADVERTISING FOR YOUR SCHOOL, COLLEGE, UNIVERSITY OR EDUCATIONAL INSTITUTION TO RECRUIT STUDENTS & STAFF
ABOUT THE GOOGLE ADVERTISING & MARKETING WORKSHOP TRAINING
Google is undoubtedly the most popular search engine by far in the USA and UK; in May 2008, according to leading online competitive intelligence service Hitwise 87.3% of the searches in the UK and 68.29% of the searches in the USA in May 2008 were done with Google.
 The Google 'Pay Per Click' (PPC) advertising system, called 'Google Adwords', can ensure that your School, College or University is placed next to the organic search engine results based on matching key words and phrases, prioritised according to relevancy and the amount the advertiser is willing to pay.
Google Adwords therefore provides a relatively simple, highly accessible and cost effective way to put your educational institution or organisation in front of prospective students, parents and staff at the same time as they are actively looking for similar qualifications to those you supply.
In addition Google have developed various applications of interest to Schools, Colleges and Universities and other Educational organisations wishing to use the Internet effectively to reach and engage prospective students, parents and staff. These applications can also be used to enhance an institution's offer and operations.
CUT TO THE CHASE FAST
This intensive 3 hour Google Advertising educationmarketingonline Masterclass Training Workshop will equip you with the understanding and knowhow required to plan, implement, manage, review and assess a Google Adword advertising campaign, enabling you to boost your web presence, reach your target audience(s) and achieve a positive return on investment for your institution or organisation.
Scroll down this page to read all about this Google Advertising Student Recruitment & PR Training Workshop or click on the sub-headings below to be taken to a particular section:
[READY TO BOOK? Please click here to go straight to the "BOOK HERE" section. AVAILABILITY - we currently have some availability on all dates.]
WHY GOOGLE ADVERTISING?
Google began life in January 1996 as a research project by Larry Page, a Ph.D. student at Stanford University (USA) and in under 10 years became established as the most popular Internet search engine in the world and a global brand name.
As reported by Wikipedia, in July 2006, the verb "to google" was officially added to both the Oxford English Dictionary and Merriam Webster Collegiate Dictionary, meaning "to use the Google search engine to obtain information on the Internet."
More recently, Hitwise reported in May 2008 that Google remains the most popular search engine by far in the USA and UK:
- Of the searches in the USA in May 2008 68.29% were done with Google,19.95% with Yahoo, 5.89% with MSN and 4.23% with Ask.
- Google is even more dominant in the UK with Google search properties (Google.co.uk and Google.com) accounting for 87% of all UK searches in May 2008, representing a 12% increase compared to May 2007. Yahoo! search properties accounted for 4.09% of UK searches in May 2008, a 2% increase compared to April 2008. MSN search properties accounted for 3.72% and Ask search properties accounted for 3.07% of searches. (MSN increased two percent compared to April 2008 and Ask increased 6 percent.)
The reasons for Google's popularity include:
- Google returns relevant results fast
- Google searches more than 10 billion URLs (domain names)
- Google sells advertising separately
- Google is simple to use
- Google gives an excerpt of text
- Google gives additional information and associated links with results
- Google stores a cached version of the webpage, showing a page even when it's gone or its link is inaccessible
- Google continually improves its search results
In addition Google continues to invest heavily in new developments and applications which extend it's popularity and dominance, such as Blogger, YouTube, Google Analytics, Google Alert, Google Maps, Googlemail, Google News, GoogleTrends etc.
Every Education Marketing & PR Communications professional and/or Institution Senior Manager responsible for Student Recruitment and Admissions should be knowledgeable about Google and have the basic skills required to use Google Adwords and other Google applications - if you attend this intensive 3 hour Google Advertising educationmarketingonline Training Workshop you will!
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WHY ATTEND THE GOOGLE ADVERTISING & MARKETING STUDENT RECRUITMENT MASTERCLASS WORKSHOP?
During this intensive 3 hour Google Advertising educationmarketingonline Masterclass Workshop we will explain through the training seminar how you can use Google Adwords 'Pay Per Click' (PPC) advertising and Google applications to beat your competition online.
Many search engines and websites offer Pay Per Click advertising opportunities which, as the name suggests, means paying one or more search engines to promote your website to their users through advertisements also known as 'sponsored listings'.
PPC advertising can normally be initiated relatively quickly and with little or no initial outlay. In the case of search engines like Google Adwords pricing reflects the popularity of the advert and the key words and key phrases associated with it, with the particular advertising platform (such as a search engine or website) charging for each click on your advert which takes the user (the prospective student, parent or staff member) through to your website.
 Pay Per Click is therefore controllable - you determine your hourly, daily or monthly budget and you don't have to worry about exceeding it. Results can be instantly tracked, you can see how much it is costing you for each prospective student or member of staff who clicks through to your advert and you can pause or cancel the campaign at any stage.
PPC advertising also gives you an insight into what is working on your website, how popular and relevant your key words and key terms are etc and, through integration with analytics etc, you can assess the success of your website, page by page and visitor by visitor - where they come from, what they clicked on etc.
Google is committed to becoming the dominant supplier of PPC advertising not only in search but also across websites, emails and other digital channels through the Google Adwords platform which provides an easy 'one stop shop' for advertising your institution/organisation and the case for advertising with Google is hugely compelling.
Google Adwords works for the same reasons the Google search engine remains so popular - it delivers results by placing your institution/organisation in front of people who are actively searching for key words and phrases related to your offer.
Google Adwords not only delivers results, it is relatively straightforward to use and can be set-up quickly and easily by you "in house" in a matter of minutes online. Naturally, it becomes more complicated as you develop more evolved advertising campaigns and seek to promote more products and services, and as you start to use functionality such as Google Analytics to track results and assess your return on investment.
We aim to explain Google advertising and applications in terms you understand, in a language you know and a context that is relevant to your role and institution.
By the end of the Google Advertising educationmarketingonline Masterclass training workshop:
- You will understand the range of advertising and development opportunities available to you through Google and have sufficient knowhow to plan and implement an advertising and marketing plan for your School, College or University or organisation using Google Adwords and related applications.
- You will feel confident to start using the Google Adwords system, from setting up your account to designing your advert to managing your campaign(s) on line to converting interest into sales (whatever form they may take for your sector/activity), or if you are already using Google Adwords in a basic way you will be able to take your advertising to the next level.
- You will be able to plan, implement, manage, review and assess an advertising campaign online using Google Adwords and to position Google advertising as a key part of your marketing strategy, whether doing so "in-house" or with an advertising agency you engage externally.
Information will be clearly presented in a non-technical way in a context relevant to those attending, using case studies and examples.
We have kept the Google Advertising & Marketing Student Recruitment Masterclass Workshop price as low as possible, we are limiting the number of people attending and we are using a specialist Computer Training Centre to provide a high quality "hands on" training environment.
The price for attendance can be as low as £75+Vat (for "Early Bird" bookings) and includes:
- A place on the Google Advertising Student Recruitment/Admissions Masterclass Workshop,
- Tea/Coffee and Pastry (AM) or Fruit (PM),
- A copy of our Google Advertising Education Marketing Online Guide,
- Certificate of Attendance,
- Access to further materials, case studies and tips and techniques on our website (the normal cost of membership of the OMTAC Client Area is £195+Vat per year).
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WHO SHOULD ATTEND THE GOOGLE ADVERTISING WORKSHOP?
The workshop will be of particular interest to:
- School, College and University Marketing & PR Managers
- Admissions Officers and Admissions Registrars
- Student Recruitment Directors
- International Marketing Managers and Directors for Schools, Colleges or Universities
- Development Officers / Managers and Development Directors
- Senior School/College/University Management
- Head Teachers and Principals
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WHAT WILL BE COVERED IN THE GOOGLE ADVERTISING MASTERCLASS?
We will give tips and techniques for Schools, Colleges, Universities and Educational organisations large and small - Google advertising & marketing may be useful to your organisation or institution in one or more ways.
The benefits of advertising with Google and our reason for focusing on it for this intensive 3 hour Google Advertising educationmarketingonline Masterclass include:
- Targeted reach.
- Help targeting new audiences on the search engine (for example through Google ranking and through their Content advertising network through which they place adverts on related websites).
 Greater control.- Freedom to edit your advert(s) and adjust your budget until you obtain the results that you want.
- The ability to try a variety of advert formats and even target your ads to specific languages and geographic locations.
- Measurable value.
- No minimum spending requirement or time commitment.
- With the cost-per-click option, you are only charged if people click your advert(s).
- Set your budget.
- No minimum spending requirement.
- Avoid guesswork.
- Google provide keyword traffic and cost estimates - enabling you to make informed decisions about choosing keywords and maximising your budget using estimated keyword costs.
- Pay only for results.
During the workshop we will address all relevant aspects of Google advertising tools, techniques and applications which will enable you to exploit Google Adwords to the full to achieve your sales and marketing objectives, including:
- Using Google Starter Edition.
- Using Google Standard Edition.
 Setting up an account.- Planning your campaign and setting objectives.
- Identifying key words and phrases ('Keyword Variations' and 'Site-Related Keywords' etc.
- Analysing advertising trends.
- Targeting your advertising effectively.
- Designing your advert(s).
- Linking to your website and achieving 'conversions'.
- Budgeting and Cost control.
- Placing your advert (Search, Content, Email/Gmail).
- Analysis & Review, including Google Analytics.
- Other Google applications (Google Maps etc).
- Extending your campaign(s).
Throughout we will examine how institutions and organisations are already using Google Adwords, and how you can learn from best practice relevant to you.
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WHO WILL LEAD THE WORKSHOP?
The 'Google Advertising & Marketing Masterclass Workshop' training will be will be lead by Matthew D'Arcy, Managing Director for OMTAC Ltd.
Matthew will draw on his broad experience of the worlds of Education, Alumni Networks, Social Networking, Professional Networking, Marketing and the Internet to present a relevant, informative and dynamic Workshop with useful, practical advice and examples from considerable research he and his team have undertaken on the use of Google Advertising & Marketing by networks, institutions, companies and organisations of all sizes.
Matthew has worked in a number of industry sectors, from website development to online marketing and ecommerce, from recruitment to hospitality and event management, from education to alumni membership services, from retail to consultancy services, from FMCG to brand development and distribution. Please click on the link for more about Matthew.
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GOOGLE ADVERTISING WORKSHOP INFORMATION - DATES & BOOKING
We are offering a wide choice of dates between now and December 2009 for our Google Advertising & Marketing Student Recruitment Masterclass Workshop which will take place in Central London.
Places are limited and will be allocated on a first come, first served basis.
Various discounts are available, with places costing as little as £75+Vat.
Please click on the link for full booking information - including dates, timing, venue and pricing - and to make your booking.
If you are also interested in attending a masterclass training workshop on one or more other key online marketing platforms/channels please click on the links below:
- Facebook Education Marketing & Advertising Masterclass Workshop Training
- SEO Education Marketing Masterclass Workshop Training
- Audio/Video/Pictures Education Marketing Masterclass Workshop Training
- Twitter Education Marketing Masterclass Workshop Training
ANY QUESTIONS? CONTACT US
If you have any questions please don't hesitate to email us by clicking here or call us on 0845 058 39 85 (Local Rate Call).
Thank you for your interest in our online Student Recruitment Communications Masterclass Workshop series, we look forward to confirming your booking and to meeting you soon.
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