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There is an art and science to running a paid advertising campaign. With all online advertising platforms increasingly dependent on artificial intelligence and machine learning, gone are the days of manual adjustments and management. As a digital marketing agency, we have adapted to the changes happening in the industry but the fundamentals of creating content that will resonate with our clients’ target audience remains the same. Here are some best practices which we follow to run high performing, top converting paid media campaigns for all our clients: Creating Impactful Paid Landing Pages Each landing page that we create for a client is unique. Our purpose with each client’s landing page is to use distinct elements that showcase the individuality of the brand and highlight its best features. Along with using unique elements for each landing page, there are common features which consistently work well in attracting and engaging the right target audience. Here are some landing page elements which help … Continue reading
Posted in: paid advertising agency, pittsburgh paid advertising agency, pittsburgh paid advertising agency best practices
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Paid Advertising plays a crucial role in generating high-quality leads for master’s degree programs. With its ability to reach audiences with specific educational and professional backgrounds and offer precise tracking and optimization, paid advertising campaigns provide colleges and universities with a powerful tool to attract right-fit students. By leveraging the advantages inherent in paid media and incorporating techniques such as retargeting and A/B testing, institutions can optimize campaign performance and engage with graduate prospects throughout their decision-making journey, ultimately driving a steady stream of high-value prospects and applicants. Targeted Audience Reach A primary advantage of paid media is the ability to effectively reach specific high-affinity audiences online. Through platforms like Google Ads, LinkedIn, and display networks, schools can manage their audience targeting based on demographics, interests, and associations. By combining specific characteristics such as location, job title, interests, industry, inferred age, education, work experience, behavior, and affinities, campaigns can home in on individuals who are most likely to pursue a … Continue reading
At Elliance, a Pittsburgh-based digital marketing agency, we create unique ad creative for paid campaigns for each of our higher education marketing clients. There are several factors that we take into consideration as we develop this ad creative. Keeping the client’s brand in mind, the target audience and the goal of the campaign helps us come up with a one-of-a-kind strategy for each client. Here are some best practices that we follow to develop high-converting ad creative for every client campaign: Use authentic photography: As all paid marketing platforms have become more and more visual, using the right image is really important to creating the right ad.The use of client images of actual students helps us develop a more authentic look and feel for prospects. It gives a realistic feeling of being on-campus and brings out the individuality of the brand. Following are some examples of ad creative that we used for our higher education clients marketing campaigns: Chatham University’s … Continue reading
At Elliance, a Pittsburgh-based digital and paid marketing agency, we create unique landing pages for each of our higher education marketing clients as part of our paid digital campaigns. Along with distinctive elements for each landing page which give it an individual flavor, there are common features which consistently work very well in attracting and engaging prospective students. Here are some best practices that we follow when creating these higher education paid landing pages for our clients: Clear and Concise Argument Construction: The argument construction for each landing page depends on the client’s situation and target audience. We consider who we are trying to attract, such as undergraduate students, adult students, first generation students, or graduate students, etc. A one size fits all approach does not work. Examples of landing pages from 3 of our clients which show how different audiences are addressed: Maker Culture at Capitol Technology University: The culture at Capitol Technology University is focused on providing a … Continue reading
Until recently, the battle for consumer attention on digital devices and platforms was led by Google, Bing, Facebook, Instagram, LinkedIn and Twitter – and to a lesser extent by Pinterest and Snapchat. The entry of Amazon dramatically changes the dynamic of online advertising. It is now the third largest digital advertising platform in the US. To put things in perspective, here is how these platforms are situated in the demand funnel. In a nutshell, social media platforms know buyer’s interests and let them discover new products/services; Google and Bing have the intelligence about the buyer’s intention to purchase something; and Amazon has data about what products buyers are purchasing. Each player now offers its own advertising service, with e-commerce product companies favoring Amazon Advertising, and all other companies using a combination of Google, Bing and social media advertising platforms. According to eMarketer, Amazon advertising is still a distant third behind Google (37%) and Facebook (20%) in US digital ad spending, … Continue reading
With people relying on mobile more than ever – over half of the trillions of Google searches happen on mobile – Google recently announced changes to favor the mobile experience. Google is calling this the biggest change since AdWords launched 15 years ago, and in my 10+ years experience working in the platform, I would agree! The changes will expand the length of Google’s paid text ads. This change comes primarily with mobile in mind. When the expanded text ads become available later this year, here’s what the changes will look like in the headline and description: Ad Headline: Advertisers will now have two 30-character headlines instead of the current 25-character headline. Ad Description: One 80-character line of description copy instead of two 35-character lines! The increase in characters may not seem like a huge difference, but it is! The extended ad format will ultimately give us advertisers the opportunity to create a longer, engaging message to attract more qualified clicks. Google said … Continue reading
Posted in: paid advertising agency
In the paid advertising world, it’s easy to determine your ROI if you’re using analytics to track all of your efforts. But when it comes to social marketing, there are so many metrics and variables it can make your head spin. Not to mention that each social channel provides different data and definitions for metrics. In Facebook, specifically, it’s all about getting fans (or page likes) and building long-term relationships with your fans. There are numerous strategic ways to find relevant Facebook fans – both from paid advertising and organic reach. It can be hard to put a value on engagement metrics, but a report states that the average value of a Facebook fan is $174*. So, say you were able to get 25 new page likes this month — that would equate to a value of $4K! Implementing a strategic social campaign, with both paid and organic tactics, can help build relevant Facebook fans for your page. Here are … Continue reading
Google has officially started rolling out a major change to its paid search layout. They will begin phasing out the paid ads to the right of its search results. Instead, Google will only show 1-4 ads above the fold and some at the bottom of the results. What does this mean for advertisers? Mobile traffic: If you’re like most of our clients, you are most likely driving your traffic to a landing page where mobile traffic is high – upwards of 80%. Initially only two PPC text ads would show on mobile searches. Now, mobile searchers will often see three or four text ads for some queries. Google has reported that they may expand the space for ads if they are particularly relevant. Cost (CPCs): We can still only speculate, but with less ad space, cost-per-clicks (CPCs) will most likely increase now that there will be even more competition and demand for the top spots. Time will tell, and this … Continue reading
Posted in: google ppc, paid advertising agency
Have you noticed promoted pins showing up in your Pinterest feed? Last month, Krystal shared how Pinterest boards and pins are being utilized to their fullest to attract, reach and inspire (Pinterest and your Business). Pinterest is continuing to find ways to grow within their 100 million Pinner community. They introduced a paid advertising feature called Promoted Pins. These are just like regular pins, only you pay to have them seen by more people. While this feature was initially launched last spring, it’s still in beta and only available to certain business account holders in the U.S. Below is a snapshot of how baby retailer Carter’s is utilizing promoted pins to push their Christmas clothes while a Pinner is looking for baby toy ideas for Christmas. How can you use Promoted Pins? A promoted pin is essentially a paid ad on Pinterest. You can geo-target by location, demographics and devices, to reach customers who are searching for or have shown an interest in … Continue reading
Posted in: paid advertising agency, pinterest
We all know Facebook is Big… But Facebook began as a service that only allowed college students to communicate with each other over the Internet. Even after the site opened up to public users, college students continued to comprise a significant segment of the Facebook user base. High school and college students still comprise a large piece of the Facebook pie. Despite recent speculations that Facebook users are reducing their monthly activity on the social network, Facebook remains the number one social media platform for teenagers ranging from 13-17, a prime target demographic for higher education marketers. Segmenting by demographic is a smart way for colleges and universities to strategically reach prospective students on Facebook. Because users list their age, gender, location, interests and other information on their Facebook profiles, it is easy to find your exact target audience. Facebook’s advertising platform includes settings that can target beyond the typical geographic criteria. For higher education paid marketing targeting specifically, you could use … Continue reading