Pay-per-click (PPC) advertising is the higher education marketing strategy you want to add to increase your school’s enrollment. These paid ads appear where you want them to on the search engine results page, so they have the power to drive more qualified prospects.
PPC ads present an excellent opportunity to reach prospects searching for specific programs or degrees, ultimately creating new career choices or advancement opportunities in the prospective student’s current career.
For example, Beverly is a prospective student interested in the nursing field. She’s unsure where to go, so she searches “nursing programs in New York City.” You can create an ad on Google with these keywords, so when Beverly is shown ads for his specific search, she sees your school’s link at the top of the search results page—and maybe even above them all!
Why is PPC Effective for Higher Education?
PPC marketing for higher education is incredibly successful due to the tracking capabilities, screen real estate, and simple, user-friendly landing page. The tracking capabilities of a PPC campaign allow advertisers to see where every dollar is spent for each conversion. The screen real estate that PPC ads take up is crucial to beating your competition by appearing in the right place at the right time. The esthetically pleasing, one-stop-shop PPC landing page gives prospective students a cleaner look.
Use Remarketing Campaigns
Remarketing campaigns are particularly effective for higher education institutions because they provide a personal touch and sense of urgency to revisit your college or university. By reminding potential students of their interest in your institution, you can encourage them to take the next step and enroll in a course or program.
In addition to Google Ads, there are other tools and platforms that you can use for remarketing campaigns, including social media advertising and email marketing. However, Google Ads is one of the most popular and effective options because of its extensive reach and targeting capabilities.
PPC Advertising Generates Enrollments
One of the main benefits of PPC advertising is its ability to generate leads with a higher conversion rate than other lead-generation channels. This is because PPC ads allow you to target specific keywords, demographics, and interests, ensuring that your ads are shown to users most likely to be interested in your institution. By targeting the right audience, you can increase the likelihood of generating high-quality leads that are more likely to convert into enrollments.
Furthermore, PPC advertising provides valuable data and insights that can help you optimize your campaigns for better results. With PPC advertising, you can track the performance of your ads, including the number of clicks, impressions, and conversions. This data can identify which ads and keywords generate the most leads and enrollments, allowing you to adjust your campaigns for maximum impact.
PPC advertising is an effective way for higher education institutions to generate leads and drive enrollments. By targeting specific audiences and paying only for clicks, PPC advertising can be a cost-effective way to reach potential students and encourage them to take the next step and enroll in your institution.
Google Ads is the Most Effective PPC Platform (Hands-Down)
Google Ads is the most widely used PPC platform for higher education and student enrollment. Google Ads allows you to not only bid on keywords related to a school’s programs and degree types. In addition, the robust Google Ads PPC platform allows you to target audiences based on the areas where they live, their age, their interests, and more. If you want to reach people interested in attending your school or learning about a particular program, there is no more effective platform than Google Ads!
If you’re interested in how Higher Level Education can effectively manage your Google Ads paid search initiatives, please get in touch with us today for a free audit!
Target Your Ideal Student Using Google Text Ads
Google Ads targeting is simply unmatched. You can target specific schools, programs, geographic locations, interests, and hobbies. You can also set up remarketing campaigns that will show ads based on specific actions taken by visitors from your website.
Google Ads is an advertising platform that allows you to reach prospective students by displaying ads on Google properties such as Gmail, YouTube, and Search. It’s a great way to reach potential students who are already interested in your program while providing an opportunity for you to advertise to those who are unfamiliar with your school brand.
Creating Customized Ads for Each Prospective Student
If you have a specific type of student in mind, you can create an ad that targets them. For example, if your students are interested in certain types of music, if you know they play sports, or if they have a particular political affiliation or religious affiliation (or none at all), then you can create an ad that targets those people specifically.
Frequently Asked Questions
Q: How do I write a great call to action?
A: A great call to action should be clear and specific, use action-oriented language, create urgency, be easy to use, and be personalized. It’s also important to test and optimize your CTA over time.
Q: What are negative keywords?
A: Negative keywords are words or phrases you can add to your PPC advertising campaign to exclude your ads from appearing for specific search queries. By adding negative keywords, you can prevent your ads from showing up for irrelevant or low-quality search queries, which can improve your click-through rate, quality score, and return on investment.
Q: What kind of targeting options do I have for prospective students?
A: Regarding targeting prospective students with digital marketing, several targeting options are available. Here are some of the most common targeting options:
- Demographic targeting: You can target prospective students based on demographic factors such as age, gender, income, education level, and location.
- Behavioral targeting: You can target prospective students based on their online behavior, such as websites they visit, search queries they use, and content they engage with.
- Interest targeting: You can target prospective students based on their interests, such as the subjects they are interested in studying or extracurricular activities they enjoy.
- Lookalike targeting: You can target prospective students similar to your existing students or audience based on demographics, behavior, and interests.
- Retargeting: You can target prospective students who have previously visited your website or engaged with your content but have yet to convert. This can be a highly effective way to encourage them to take the next step and enroll in your institution.
- Custom audience targeting: You can target prospective students who have already expressed interest in your institution by filling out a form or attending an event.
Using these targeting options, you can ensure that your digital marketing efforts focus on reaching the right audience and encouraging them to take the next step and enroll in your institution.
How Do I Learn More About HLE PPC Management?
It’s pretty straightforward; contact us today for an introductory call. A brief conversation will enable us to understand the best ways to meet and exceed your enrollment goals.
Take the next step and contact Higher Level Education today!