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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
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To be successful in the ever-changing higher education marketing space, ensure top rankings in search results, mobilize your brand, and leverage the power of video.
It’s the age-old question: if you’re ranked organically for a particular search term, is targeting that same term with PPC a waste of money? New research from Google suggests that it’s not. The original study that Google released back in 2011 was a bit shocking. Within real advertiser accounts, Google observed that when PPC ads were paused for certain search terms, only 15% of those PPC clicks were recovered by the advertiser’s organic listing. 85% of those PPC clicks were lost. That’s a significant observation. However, Google didn’t account for organic rankings in this study, which left the door open for plenty of skepticism about the numbers. Naturally, if an advertiser were bidding on a search term for which it isn’t ranked organically, it would be impossible to make up for the clicks lost through PPC with organic results. Recently, though, Google released an update. Their team re-analyzed a subset of results, which included data for search queries where both … Continue reading