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If it’s not already, it should be! When strategically managed, PPC can be a lead-generating machine for qualified prospects. Here’s why: Target by location: Target a specific state, city, or radius around your campus in which to run your ads. If you know most of your prospects come from five states, then you run ads in those states alone. Immediate visibility: PPC ads begin showing the minute you turn them on. This can be highly effective if you have a deadline quickly approaching and need to generate applicants. It can also be a great way to promote a new program you may be offering. You can generate interest quickly with PPC ads, and also drive prospects to an open house visit to learn more about the program. Quickly test and change messaging: With PPC ads, you have the ability to immediately change an application deadline or open house date, for instance, on an as-needed basis. You can also quick test … Continue reading
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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
Last month, I shared some important factors to consider when writing PPC (pay-per-click) ads Part 1. Today, I want to share some thoughts about writing effective PPC ads that are industry specific — particularly for higher education paid marketing campaigns — and ensuring that they fit into your competitive mix. 1. Use strong call to actions. Here are a few that are definitely worth testing: > Phone number to request information (ensure the phone number is dedicated to only inquiries coming from your PPC ads so you can track back to your PPC campaign and overall marketing totals) > Dates of info sessions (consider testing months vs. exact dates to see which convert best for you) > Application deadlines 2. Emphasize that your ad is yours. For higher education paid marketing, particularly with all of the lead aggregators out there, it’s important that prospects know that your ad really leads to you. > One particular phrase that has always performed … 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