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Paid Advertising, with its ability to reach audiences with specific educational and professional backgrounds provides colleges and universities with a powerful tool to attract right-fit students.
Posted in: higher education paid advertising agency, paid advertising agency, paid advertising for graduate degree programs
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As we develop ad creative for our higher education marketing clients, many factors inform our campaigns. This has resulted in best practices that we follow for creating high-converting ads and craft unique campaigns for each client.
At Elliance, a digital marketing agency, we create unique landing pages for our higher education marketing campaigns. Here are some best practices that we follow which work well in attracting and engaging prospective students.
With a rapid change in technology, digital marketing channels have evolved quickly over the past few years. As a result, there has been an increase in investment in digital channels by higher education marketers. We’ve worked with many higher education clients who struggle to find the right balance between investing in the appropriate digital marketing channel. For the purposes of this post, let’s look at paid and inbound marketing channels to understand why a higher education institution should invest in one or the other or both. Why Paid? Paid advertising, which now includes paid social and remarketing ads, is very tightly tied in to the investment that you make. As long as you’re bidding high enough, your ads will appear in the top spots which are most visible to searchers. Paid advertising works well in situations where there is a sense of urgency. If a college or university is faced with a tight deadline for enrollments, for example, paid advertising … Continue reading
Over the last few months, I shared some important factors to consider when writing PPC (pay-per-click) ads: What’s in an Ad? Writing Effective PPC Ad Copy, Part 1 What’s in an Ad? Writing Effective PPC Ad Copy, Part 2 Today, I want to wrap up this short series, and conclude with some of the successes we’ve seen specifically with higher education paid search ads. So far we’ve discussed using these best practices to ensure successful PPC ad performance: Include keywords in your ad that relate to the search query Include brand name in your ad Use numbers – pricing, dates, percentages Use strong call to actions Call out specific deadlines Use a phone number dedicated to PPC for tracking Emphasize that your ad is yours with “official site” Highlight rankings (e.g. “top ranked by the Princeton Review”) The last thing I want point out for consideration with higher education paid search ads specifically: location, location, location! Include the actual city … Continue reading
If you’ve ever written a pay-per-click (PPC) ad, then you know how hard it is to cram an eye-popping, attention-grabbing, conversion-cranking message into a tiny, little space The 25-character headline and 70-character description space doesn’t seem so small until you try to insert your text into Google and run over the character limit! Writing successful ad copy is one of the most important factors of a successful PPC campaign. Here’s a few things that I have found to be the most effective from my experience with PPC marketing, especially within the higher education PPC advertising space: Include keywords in your ad that relate to what was searched for – a person expects to see results relevant to their search query If your brand is well known, try to include branded terms if they don’t take up too much space A strong call-to-action such as “sign up now” or “learn more” are classics that never stop producing results Utilizing time sensitivity … Continue reading