Ideas, insights and inspirations.

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

Posted in: , ,

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

Posted in: , , , ,

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

Posted in: , , , ,

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

Posted in: , , ,

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

Posted in: , ,

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

Posted in: , , ,