Mastering PPC Advertising for Education Marketing: A Comprehensive Guide

Before traditional media and search engines, schools relied primarily on their reputation to spread the word about their unique offerings. However, with advancements in technology, the landscape has shifted significantly. More schools are entering the competition, making it harder to stand out. So how can schools ensure they are visible to prospects with easy access to information? The answer lies in Pay-Per-Click (PPC) advertising.

PPC ads offer a way for schools to reach students who use search engines and other media platforms, and then it does even more. It has become an important educational marketing tool that helps schools achieve impressive results, mostly in student recruitment. Unlike traditional Education marketing methods that can be broad and difficult to track, PPC allows schools to target specific demographics, measure their success in real time, and adjust strategies for maximum impact.

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What Is PPC Advertising?

So, what is PPC advertising? PPC, or pay-per-click advertising, is a digital advertising model where advertisers pay a fee each time their ad is clicked online. The goal of PPC advertising is to drive traffic to a specific landing page or website and ultimately generate leads. For educational institutions, these leads often translate to admissions inquiries, student recruitment, and event registrations. PPC advertising is quite different from organic traffic, which is mostly earned through SEO. Instead, it enables institutions to buy out targeted visits by bidding on keywords that are relevant to their offerings.

How Does PPC Work?

Think of PPC as a digital auction of sorts – one where advertisers place bids on select keywords that are relevant to their services. This auction is supervised by the advertising platform, say Google or Bing, and a budget is set to cover the entire time the ad runs online after a successful bid. The bid amount will ultimately be paid by the advertiser whenever their ad is clicked on the relevant platform.

How to Set up a Successful PPC Campaign

Here’s a quick guide on how to set up and run a successful PPC advertising campaign.

• Create an Ad account: The first step is to set up an account on platforms like Google Ads and Meta Ads Manager. You can subsequently link Google Ads to Google Analytics for seamless performance tracking.
• Carry Out Rigorous Keywords Research: Using tools like Google Keyword Planner, SEMrush, and Moz, identify those high-intent keywords relevant to your content. Also, target program-specific keywords and long-tail phrases like “flexible online MBA programs for working professionals.”

Example: When you type in the term “flexible online MBA programs for working professionals” on Google, a sponsored post from the Edinburgh Business School pops up with content from the post focusing on the program’s flexibility and suitability for working-class professionals.

Source: Edinburgh Business School

• Create Engaging Ads: Draft out ad copies that resonate with student search intent, using action-oriented keywords such as “apply now” or “request info.” For best results, create clear and concise ads that align with the needs of your target audience.

PPC Advertising Across Platforms: Google vs. Meta

Education marketing can benefit from the unique advantages that Google Ads and Meta Ads Manager offer, as shown below.

• Google Ads: These offer the best value for capturing intent-driven traffic, such as when prospective students are actively searching for programs. It is also good at generating high-quality leads through keyword-based targeting.
• Meta Ads: Formerly Facebook Ads, Meta ads are great for demographic and interest-based targeting. Facebook ads for education allow schools to reach students based on their behaviors and preferences online. The flexibility offered by Social media ads via diverse formats like videos, carousels, and slideshows is also notable. 

Example: Meta ads run on a budget and then spend this budget evenly over the entire time your ad runs on their platform.

Source: Facebook

The Impact of PPC on Education Marketing

The PPC advertising model is fast becoming a key part of the digital marketing efforts that many schools and universities invest in today. Here are some of the unique advantages that make it valuable for institutions looking to improve their visibility, attract new students, and compete effectively in the marketplace.

Targeted Audience Reach

PPC offers an immense level of control over who sees your ads. By targeting specific keywords, locations, and demographics, schools can tailor their ads to prospective students who are already searching for programs or educational opportunities. This allows institutions to connect with high-intent users and maximize their return on investment (ROI).

Cost-Effectiveness and ROI

The beauty of PPC lies in its pay-per-click model—advertisers only pay when their ad is clicked. This makes it a highly cost-efficient marketing strategy, particularly for schools working with tight budgets. With PPC, institutions can focus on engaging potential students rather than spending money on ads that may not reach the right audience.

Measurable and Optimizable Results

PPC for schools provides educational marketers with real-time data on campaign performance. Using such metrics as click-through rates (CTR), conversion rates, and return on ad spend (ROAS), schools can track the effectiveness of their marketing campaigns and adjust accordingly. With this data-driven approach, educational institutions can continually optimize their school marketing strategies for better results.

Enhanced Brand Visibility

The schools that use PPC advertising enjoy increased visibility by appearing at the top of search results. This is despite users not necessarily clicking on their ad when it pops up from a Google search.

Competitive Edge

PPC levels the playing field for smaller institutions in a way that enables them to compete with larger universities for visibility and leads. By strategically selecting keywords and targeting, even schools with modest budgets can attract the right students.

Current Trends in PPC for Education Marketing

As digital marketing evolves, so do the strategies and tools that marketers use to connect with their target audiences. In the past, PPC would often be used to support traditional marketing methods like print and direct mail, with education-based PPC campaigns also focusing mostly on broad keyword targeting and basic text ads.

At Higher Education Marketing (HEM), we know how effective PPC search-engine-based campaigns are at quality lead generation, especially in the education sector. Here are the biggest trends that have helped shape it in recent years. 

Automation and AI in PPC Management

Automation is revolutionizing PPC management. Tools like Google’s Smart Bidding use machine learning to optimize bids, adjust keywords, and even create ads automatically. This allows educational marketers to focus more on strategy and less on manual adjustments, all while improving campaign performance.

The Growth of Mobile Advertising and Voice Search

As mobile searches grow in popularity, institutions must now optimize their PPC ads for mobile devices. Ads optimized for mobile users must load quickly and be easy to navigate, as most prospective students will access them on their devices.

As voice search becomes increasingly popular (over 1 billion voice searches take place every month), schools must also now change the way they produce their content. Today, education-based ad marketing campaigns are shifting towards more conversational, long-tail keywords that mirror how people speak their queries into voice assistants like Siri and Google Assistant.

The Influence of Video Ads

The use of video content to produce education content marketing, especially on platforms like YouTube, is gaining popularity. Schools are leveraging video ads to tell compelling stories, engage prospective students emotionally, and demonstrate their unique offerings.

Example: The University College London regularly posts slides of YouTube videos such as the one shown below on its homepage. These videos peer into the rich culture and student life at UCL and can draw prospective students who like what they see.

Source: University College London

Best Practices for PPC Campaigns in Education

To get the best out of their Education PPC campaigns, schools must pay close attention to a specific set of strategies and practices. Here are some of the strategies used to attract high-quality leads and achieve better conversion rates.

Identifying High-Intent Keywords

Keyword research is the bedrock of any PPC campaign, particularly in the education sector, where high-intent keywords reflect what prospective students are actively searching for. For education marketers looking to identify these keywords, focus on the following:

• Program-Specific Keywords: These keywords target students who know exactly which program they want to pursue, and so they often factor in the programs, degrees, or courses the institutions offer in their online searches. A typical example of these keywords are “online MBA programs,” “bachelor’s degree in nursing,” or “data science master’s degree.”
• Action-Oriented Keywords. These set of keywords cater to those who are closer to making a decision, such as “apply to,” “enroll in,” or “schedule a campus tour.”

Education marketers should use tools like Google Keyword Planner or SEMrush to uncover additional keyword opportunities. These tools not only provide insight into search volume but also offer suggestions for related terms that may not be immediately obvious. 

Leveraging Long-Tail Keywords

While short, broad keywords bring in more traffic, long-tail keywords typically have higher search volumes. So, what are long-tail keywords? Long-tail keywords are specific, longer search phrases that target niche audiences and typically result in higher conversion rates, as several reports show.

For instance, instead of using the generic term “MBA programs,” a long-tail version like “affordable online MBA for working professionals” targets a niche audience with specific needs. The students who use them tend to be further along in their decision-making process, making them more likely to convert. 

Here are our three most handy tips on how to successfully use long-tailed keywords.

• Focus on specific queries: This means tailoring your keywords across the specific needs or concerns of prospective students. An example is with the keywords “best part-time law degrees in California.”
• Use Question-Based Keywords: This accounts for the increasing number of students who ask “how to/where/which” questions like “how to get a scholarship for international students” on search engines. By targeting these queries, you can position your institution as a helpful resource and more easily draw the attention of prospective students.
• Incorporate Geographic Modifiers: Include location-specific keywords, like “engineering colleges in New York,” to refine your targeting and capture students searching for programs in particular areas.

Example: For example, when you type “flexible MBA programs for working professionals” on Google, a few sponsored posts by schools with successful PPC bids show up as shown below.

Source: Google

Writing Effective Ad Copy

To resonate with prospective students, your ad copy must contain certain key elements that will make it align with their search intent. The first key element is a “clear value proposition,” one that highlights the unique benefits of your programs, such as flexible learning schedules, career advancement opportunities, or strong faculty credentials. An example could be: “Earn your degree online while you continue working—advance your career without putting your life on hold.”

Landing Page Relevance and Quality Score

The relevance of your landing page to the ad content also plays a key role in shaping a successful PPC campaign. In addition, how your ad ranks and the cost-per-click (CPC) is related to your Quality Score, a metric pegged by platforms like Google based on this said relevance. With a high Quality Score, you can reduce your costs and make your ads more visible. 

Use these tips to optimize your landing page relevance. 

• Match the Landing Page to the Ad: Design the landing page content to closely match the message of the ad. If the ad promotes a specific program, such as an “MBA in Data Science,” the landing page should mirror that messaging and offer detailed information about the program. It should also clearly state the next steps, such as how to apply.
• Fast Loading Times: Slow pages can lead to high bounce rates. Endeavor to create fast-loading landing pages load, especially on mobile devices.
• Mobile Optimization: Given the increasing number of students using smartphones to search for educational programs, design your landing page to be mobile-friendly. The page should offer a seamless browsing experience from any device used. 

A/B Testing Ad Variations

A/B testing is a valuable tool for refining ad content and identifying what resonates best with your audience. By testing one variable at a time—such as the headline, CTA, or image—you can pinpoint the elements that drive performance.

In the below example, the institution changes the CTA of each ad to resonate with slightly different audience needs. The CTA in Ad A emphasizes the program’s prestige, highlighting its “top-ranked” status and the “cutting-edge curriculum and expert faculty,” which appeals to prospective students seeking academic excellence and innovation. In contrast, Ad B specifically targets “working professionals,” positioning the program as flexible and designed to fit their unique needs, which may resonate more with individuals looking to balance work and further education while staying competitive in the tech industry.

Demographic Targeting and Geotargeting

This strategy allows you to tailor ads to specific groups, making your messaging more relevant. For instance, ads aimed at working professionals might highlight flexible evening classes, while those for the K-12 demographic focus on small class sizes, extracurricular activities, and a supportive learning environment. Tailoring ads based on age, education level, or location ensures you reach the right audience with the right message.

Remarketing

What does remarketing aim to achieve? A remarketing strategy keeps your institution top-of-mind by showing ads to students who have previously interacted with your site but haven’t yet converted. Whether they browsed a specific program page or started an application, remarketing reminds them of your offerings and encourages them to take the next step. This strategy increases conversion rates by targeting students already familiar with your institution.

Using “custom messaging,” you can tailor your ads to reflect their previous interactions. For example, if a student visited your admissions page but didn’t complete an application, your remarketing ad could offer a reminder about upcoming deadlines or the benefits of applying early.

Measuring PPC Success Through Analytics

Measuring the success of PPC campaigns requires a deep understanding of key performance metrics and data analytics. Here are some of the most important metrics to track.

• Click-Through Rate (CTR): The ratio of clicks to impressions, indicating how well an ad captures attention.
• Cost Per Click (CPC): The amount paid for each click.
• Cost Per Acquisition (CPA): The cost to acquire a new lead or student.
• Conversion Rate: The percentage of users who take a desired action after clicking on an ad, such as submitting an application or requesting information.

Using tools like Google Analytics and Google Ads, schools can monitor these metrics in real-time, adjust campaigns for better performance, and ultimately improve their return on investment.

Setting Conversion Goals and Tracking

Conversion tracking allows schools to monitor how users interact with their ads and website, and determine how successful their PPC campaigns are. Here are our recommended tips on how to achieve this. 

• Define your Conversion Goals: What are your institution’s conversion goals—application submissions, information requests, campus tour bookings, and event registrations?
• Set Up Conversion Tracking: Using Google Ads, you can place a conversion tracking tag on your website or integrate it with tools like Google Analytics. This tag tracks when a user completes a specific action after clicking on your ad.
• Track Micro-Conversions: Use micro-conversions metrics like time spent on a landing page, video views, or clicks on important links, to learn more about your user engagements and to refine your campaigns. 
• Monitor Conversion Data: Regularly review and use this conversion data to track the ads or keywords leading the conversions and adjust as necessary. 

Analyzing Campaign Performance

Schools can track and optimize their advertising campaigns using comprehensive data from PPC analytics tools like Google Ads and Google Analytics. Third-party platforms like SEMrush or HubSpot. Google Analytics can help schools check how students interact with their landing pages from an ad—are they engaging or leaving abruptly? Similarly, Google Ads Dashboard displays impressions, clicks, CTR, CPC, conversions, and other key metrics that track the performance of your campaign. 

Conclusion

As digital marketing becomes increasingly competitive, PPC will remain a vital tool for educational institutions looking to increase visibility, attract prospects, and drive enrollment. One thing is certain, however, more schools will break out from the crowd and continue to use e-learning PPC ads to reach out to prospective students online—how they use it will make the difference.

By staying on top of trends, employing best practices, and continuously optimizing their campaigns, schools can maximize PPC advertising while efficiently managing their marketing budgets.