We all see them when we hop onto Google or log into Facebook. The ads entice us to visit a website, give a business our details, or buy something we would never have thought of buying in a million years.
Pay-per-click advertising, or PPC, is a big business, with nearly one in two SMEs using it to bring in the sales.
However, where do you stand with pay-per-click advertising for schools? Is it worth using? Which platforms are the best ones? And how do you create an ad that people can’t help but click on?
Grab your notebook, pour yourself an extremely large coffee, and join us as we look at PPC for schools. The lesson starts now!
What is PPC for schools?
PPC is a form of online marketing that enables you to display ads across various internet sites, from search engines to social media platforms. When someone clicks on your ad, you pay a fee to the ad provider.
People generally think of Google Ads when they think of PPC, but there are lots of different PPC platforms out there. Microsoft Advertising, YouTube, Facebook, LinkedIn, Instagram… even TikTok is getting in on the act!
What are the advantages of PPC campaigns for schools?
PPC advertising is a little like owning a slow cooker. You might not see the point of it and may baulk at the cost. However, when you use it for the first time… absolute game changer!
Here’s how PPC can give the digital advertising strategy for your independent school a well-deserved boost:
- It can help you find new parents and students. PPC is great if you want to engage with people that you’ve never reached out to before. You can target your ads so they show to the audience most likely to convert
- It provides fast results. Some marketing channels take time to work, meaning it can take weeks and even months to see conversions. With PPC, you can start getting clicks and leads straightaway
- It can help with brand awareness. Even if people don’t click on your ads, they still see your school’s name and branding. PPC ads are a great way to engage people who aren’t quite ready to convert on your site
- It can drive the rest of your marketing. You get detailed reporting, helping you see what your target audience likes and dislikes. For example, with search ads, you can get a list of the keywords people use, which you can use as part of your keyword research for your school.
Is PPC advertising for everyone? No. If you have a small budget and don’t have the time to manage a campaign, there are probably other marketing channels that will provide better results for your school. If you’re willing to invest time and resources though, PPC can give you a distinct advantage in a competitive marketplace.
Why not book your free marketing plan and see which marketing channels are right for your school?
How do I get started with pay-per-click advertising for schools?
There are two key things to consider when getting started with PPC for schools. Firstly, what platform you’ll use. Secondly, the type of ad campaign you’ll create.
When determining the right platform, you need to know what you want to get from your PPC advertising and who you want to target.
Social media ads are generally better if you want to foster engagement and brand recognition. For example, you can introduce people to your social media channels, which in turn, you can use to build a community.
Alternatively, paid search marketing platforms like Google Ads are ideal if you want to prioritise parents and students ready to enrol in your school.
Find out more about the difference between paid social ads and paid search marketing.
So you’ve chosen the platform you want to use – the hard work is done, right? Unfortunately not! You need to select the right ad format to promote your school.
As an example, Google Ads doesn’t just offer search ads. You can also take advantage of video ads, app ads, display ads… the list goes on!
Similarly, with Facebook you can use image ads, video ads, create a slideshow, or even generate leads directly on the platform!
Understanding your target audience helps here – what type of ad would they respond most positively to? If you’re not sure, a little A/B testing can help – try two different ad types and see which gets the most conversions.
Can’t decide which PPC platform or ad type is best for you? Get in touch with our friendly team of PPC specialists; we’re happy to help.
Our top tips when it comes to PPC for schools
Your PPC campaign is created, and you’re nearly ready to hit the publish button. However, it’s vital to make sure your ad is perfectly optimised. Our PPC specialists have put together the following tips to help you make the most of pay-per-click advertising for your school.
1. Focus in for optimal results
When creating a PPC campaign, it can often be tempting to open it up to everyone. Surely the more people that see it, the more potential conversions?
However with PPC, it’s more cost-effective to drill down and focus on a specific audience. This may mean fewer eyes on your ad, but the people who see it are more likely to be interested. This means a better click-through rate, more conversions, and a better return on ad spend.
Social media platforms like Facebook and Instagram are great for targeting specific customers. You can drill down by area, gender, age, and even hobbies. With Google Search ads, you can use negative keywords to ensure you don’t get lots of wasted clicks.
2. Choose the perfect assets
Some PPC ads use words. Some use images and videos. Some use a combination of the two. Whichever ad format and platform you choose, you need to ensure the assets you use are on point.
Take the time to create your own images – stock photos can come across as lazy and boring. Using your logo and brand colours are effective ways to grab attention and build awareness.
If you’d rather sit a three-hour exam than open PhotoShop, we can design engaging images for your ad campaigns.
Keep your ad copy short, sharp, and sweet – you want to get your point across in as few words as possible. Don’t forget an enticing call to action…what do you want people to do after checking out your ad?
If you’re using Google Ads, assets (formerly called extensions) can provide additional information about your school at no extra cost. Add all the relevant assets, and Google Ads will show the ones it thinks people are more likely to engage with.
3. Combine PPC and SEO for the best approach
Don’t let anyone tell you that you have to choose between PPC and search engine optimisation for your school! Combining the two approaches is the best way to reach out to people and encourage them to return to your site.
For example, let’s say you have a well-optimised enrolment page on your website, encouraging parents to download a brochure or sign up for an open day. If they visit your page and don’t convert, you can set up a PPC retargeting campaign. This follows them around the web and social media, reminding them to come back and finish the job!
4. Check your stats regularly
Think about that plant in your office. It looks nice now, but without regular water and light, it’s going to keel over very quickly. The same logic applies to your PPC campaigns.
It’s essential to check your stats frequently – at least once a week for long-term campaigns, every day for short-term ones. This means you can see which campaigns are working well and which need a little extra maintenance.
All the PPC platforms have easy-to-use analytics sections and offer recommendations for improving your campaigns. Take these recommendations with a pinch of salt though – the PPC platforms want you to spend more money with them after all!
Bubblegum Search: PPC for schools made easy
And that’s the end of our introduction to PPC for schools. There’ll be a test in five minutes. Just kidding.
Pay-per-click advertising isn’t the ideal solution for every school. However, if you’re looking for a simple way to find new customers, as well as nurture existing ones, it can be a valuable addition to your digital marketing strategy.
If you’re looking to work with an agency when it comes to PPC, it pays to join forces with an education expert.
At Bubblegum Search, we specialise in schools and educational institutions, meaning we understand the issues you face and how to connect with the right students and parents.
Our PPC team will work with you to create and implement a bespoke plan that delivers results. And with pay-per-click services starting from just £225 a month, you can bring in new students without blowing your budget.