Paid search campaigns are sometimes thought of as a more expensive method of marketing. In the higher education market, the paid search slots are not only more competitive but also run for longer periods and further increase the demand. However, this mode of marketing uses consumer behavioral data and tracking metrics to make next-step decisions regarding monetary spending. So, if it is used efficiently, you can generate the best ROI.
Here are 7 effective ways to increase enrollments by using higher education paid search campaigns:
1. Set Your Paid Search Campaign Goals
You should have clear goals so that you can direct your ads to address those specific needs. For instance, if you are thinking of increasing enrollment in your graduate program, you should word an ad accordingly. It should target the right demographic and every subsequent decision for your paid search campaign should be directed towards it.
2. Create Seasonal Ad Campaigns
Most students in the United States apply for college in the January/February month of their senior year. They usually hear back and make a decision in the next couple of months. So, you should increase your advertising in the months leading up to when they submit their college application.
3. Go Mobile-Friendly
Almost 95% of adults aged 18 to 49 own a smartphone, according to the data published by Statista. So, your ad campaign as well as your website need to be mobile-friendly for the students and their parents. Additionally, you should keep your headlines and text short and to the point so that they can easily fit on the mobile users’ screen. A better user experience will surely improve your conversion rate.
4. Use Higher Education Long-Tail Keywords
In paid search campaigns, you should choose keywords with less competition, but not so obscure that they get no hits. It is important that you have a complete understanding of your prospective student’s search intent. It will help you develop cost-effective campaigns with targeting keywords that will attract high-quality prospects.
5. Emphasize Geo-Targeting
You can restrict your campaign’s range to a specific geological region. Target areas where most of your students come from to increase enrollments from this existing base. You can also target new areas where you’d like to increase brand awareness and grow enrollment.
6. Consider Re-marketing Paid Ads
This type of paid search campaign targets people who previously visited your website. These campaigns are usually more economical and also help improve brand awareness by targeting people who are already aware of your college or university. Almost 91% of the respondents found remarketing to be at least as effective as SEO, email, and other ads, according to a report published by the Interactive Advertising Bureau in 2015. So, you can utilize it to effectively expand your reach.
7. Land the Higher Education Lead
You should have a landing page that supports your ad’s claim. It should also have a call-to-action (CTA) in any form so that you can collect some contact data for your new lead. It will help you target them while increasing your chances of enrollment.
If you target the right audience, address their concerns, and handle the competition, you will find paid search campaigns to be quite effective. It is indeed a powerful tool when combined with well-defined goals and a focused approach. Make use of it properly and you can significantly increase enrollments in your college or university.