PPC advertising for universities can be a lucrative internet marketing strategy to increase student enrollment. However, when operating in a highly-competitive space such as higher education, running a successful and profitable pay-per-click campaign can be quite complex.

This is because universities:

  • Are targeting a digitally savvy audience when they recruit new students
  • See a significant financial value in a single student (the mark of a good PPC opportunity)
  • Host a big umbrella of topics that would be ideal for PPC marketing strategies

Here’s a detailed breakdown of why universities need to use a sophisticated PPC strategy to stay competitive in the future.

Challenges Universities Face When Recruiting New Students

Before we discuss why PPC is essential for marketing universities, let’s explore the challenges these institutions face in their marketing.

Universities often struggle with:

  • Spreading awareness on the newest preferred platforms
  • Making data-based decisions on copy and targeting
  • Familiarity with the best digital practices in general
  • Knowing how to optimize and improve these campaigns over time

Let’s explore how universities can gain access to the benefits PPC brings, and use it to produce a steady influx of new students.

What is PPC?

PPC is a form of online marketing in which advertisers pay a fee each time one of their ads is clicked. One reason it is so popular is that an ad budget only gets spent when a valuable action is performed, in the case of universities, a click from a potential student. In the future, digital research will only grow as a preferred method by potential students.

What Does a PPC Ad Look Like?

A university’s PPC ad might look like a search engine result at the top of a page, with subtle signals like faint changes in background color and a small note denoting that the content is promoted or an advertisement.

Internet browsers can click on the result just as they would for any other headline that popped up when they searched for something. The click action would, as discussed earlier, result in a certain portion of the advertiser’s budget being paid to Google.

How Does Google Decide Which Ad to Display?

Good question, and the answer involves the ongoing study of the art and science of SEM. While SEO and PPC practices evolve over time, the theory of keywords remains consistent. Basically, if a prospective student or parent needs information about a university, they are likely to punch certain phrases and words into a browser, like Google.

Below are examples of probable phrases, though there is no data to back any of them.

  • What’s the average university tuition?
  • Which state universities are best?
  • How long does it take to become a nurse/doctor/lawyer?
  • Which degree will prepare me for medical school?
  • Can anyone get student loans?
  • Will the military pay for my university tuition?

..and so on.

Google and other search engines are always working towards posting relevant material to people who are looking for information on their platforms. If your copy reads perfectly, while addressing the most common concerns of prospective students, you give yourself a good chance of being displayed to the right people at the right time. 

Results We've Generated

Average Increase in Website Traffic

+97%

Average Increase in Conversion Rates

+52%

Monthly Total Leads Generated

3,000+

We become an indispensable resource for our clients to drive traffic and leads.

Duran Inci
COO of Optimum7
See How We Can Help You Grow Your Business
Want to speak with an expert? Call 866-848-6072

Why Do Universities need PPC?

The Unique Challenges Universities Face When Recruiting New Students

Before we discuss why PPC is essential for marketing universities, let’s explore the challenges these institutions face in their marketing.

Universities often struggle with:

  • Spreading awareness on the newest preferred platforms
  • Making data-based decisions on copy and targeting
  • Familiarity with the best digital practices in general
  • Knowing how to optimize and improve these campaigns over time

The best practices of creating a PPC campaign evolve just like any other digital tool. Let’s explore how universities can gain access to the benefits this tool brings, and use it to produce a steady influx of new students.

Custom PPC Content for Universities

The reality of the education sector is this: every university faces unique challenges based on:

  • The reputation of the school
  • The goals and aims of that university for their student body
  • The specialty of that school (famous for engineering, pre-med, law, arts etc.)
  • Geography

That’s why every university needs a custom PPC campaign. You may be a state university that needs to direct your marketing campaign to be more weighted to your state’s name. Careful though, if you over-use this term, search engines may consider your content to be spammy. That’s where the art part of SEO comes into play. You use data to learn what’s on the minds of your audience, and strong marketing writing skills to create the campaign.

How Do You Write Great PPC Copy for Universities?

Knowing the components of PPC copy often has to do with data and analytics. Many digital marketing tools and programs can show you which words and phrases are used most often. You can design your content to address these concerns, and answer them simply.

The Importance of A/B Testing PPC Campaigns for Universities

Ultimately, you need to consistently A/B test your campaigns to get the best results. Many universities don’t have time to do so, and make the mistake of treating their PPC campaigns as “set it and forget it”. At that point, it’s better to outsource your campaigns to an organization that can devote consistent attention overtime.

A/B testing in the context of PPC marketing means running two similar ads against each other and comparing their performance. There are numerous factors you can test when you create a PPC campaign.

These include, but are not limited to:

  • Your headline
  • Your body text
  • Your link (where people land once they click on your ad)

Often, you will want to maintain your current advertisement, and publish a new one to see if your changes measurably improved your performance.

Expert PPC Advice: Use Retargeting to Capitalize on Your Current Traffic

Not everybody who visits your university’s website due to a PPC ad will become a student. However, they’ve expressed enough interest in your school that you can reap rewards from using retargeting strategies.

Retargeting is basically a system in which you use data collected from your PPC traffic in order to try a new approach with them. Marketing is often about persistence. Maybe someone meant to become a student, but got distracted, which is a common hazard in the online world. Maybe they didn’t find the degree they wanted to study or the information they really needed on loans. You can bring more students on board through retargeting.

Let's Get Started!

New to PPC? We have the resources and knowledge to set you on the path to success. Not seeing the results you’d like out of your current campaigns? Contact us today and we’ll analyze where you can improve your current efforts.

Speak to an Expert
Request a Quote
Fill out my online form.

×

Pin It on Pinterest