Pay-Per-Click (PPC) advertising can be a powerful tool for schools looking to find new families. If done correctly PPC platforms can place your ads in front of potential families right when they are looking for a new school. It has the potential to drive significant traffic, increase brand awareness, and ultimately, boost enrolments. However, without the right approach, PPC campaigns might not yield the desired results. This article outlines some of the most common PPC mistakes schools often make and offers practical advice on how to avoid them.
What is PPC Advertising?
Before delving into the pitfalls of PPC advertising, it’s crucial to understand what it entails. PPC involves using search engines or social media advertising to display ads to people based on specific keywords and targeting. You pay each time someone clicks on your ad, hence the term ‘pay-per-click.’ Renowned platforms for PPC advertising include Google AdWords, Bing Ads, Facebook, Twitter, LinkedIn, Instagram, and Yahoo Ads.
Common PPC Mistakes in Schools
1. Lack of Specific Landing Pages
A landing page is the first page a visitor arrives at after clicking on your PPC ad. An all-too-common mistake schools make is directing their PPC traffic to the homepage rather than a specific landing page. While a homepage provides a broad overview of your school, a landing page offers targeted information relevant to the ad clicked. By creating dedicated landing pages for each campaign, you can provide precise information prospective students or parents are looking for, consequently increasing conversion rates.
2. Neglecting A/B Testing
A/B testing, also known as split testing, involves comparing two versions of an ad or landing page to see which performs better. Failing to test multiple versions of your ads is a common PPC pitfall. Always write and test multiple versions of your ads for every campaign. Analyse the performance of each ad and refine it based on the results.
3. Poor Tracking of Key Metrics
PPC advertising can be a significant investment. It’s therefore vital to track the right metrics to gauge the effectiveness of your campaigns. Key metrics to track include click-through rate (CTR), conversion rate, cost-per-acquisition (CPA), cost-per-click (CPC), and Quality Score (in Google AdWords). Monitoring these metrics helps you optimise your campaigns and ensure a good return on investment (ROI).
4. Using Broad Keywords
One of the beauties of PPC advertising is the ability to target specific audiences. However, many schools make the mistake of targeting broad keywords. For instance, using “private schools” as a keyword will pit you against countless other institutions, driving up your CPC. Instead, use specific long-tail keywords such as “top private schools in London” or “Cambridge international schools in Manchester.” These keywords are less competitive, more cost-effective, and attract a more targeted audience.
5. Diving in Without Understanding PPC Advertising
PPC advertising can be complex. Jumping in without a thorough understanding can result in costly mistakes. Before launching your campaigns, take the time to study the different PPC platforms, learn best practices, and understand common pitfalls. If you find it overwhelming, consider engaging the services of a PPC firm or a digital marketing professional to guide you.
How to Avoid These Mistakes
1. Develop Specific Landing Pages
Instead of directing PPC traffic to your homepage, create specific landing pages for each campaign. These pages should provide detailed information about the particular aspect of your school the ad focuses on. Using a content management platform like WordPress or a landing page building tool can simplify this process.
2. Implement A/B Testing
Always create and test multiple versions of your ads. This practice allows you to compare ad performance and refine them based on results. By continually testing and improving, you can enhance your PPC campaigns’ effectiveness and improve your ROI.
3. Track the Right Metrics
Monitor key PPC metrics like CTR, conversion rate, CPA, CPC, and Quality Score. Regularly reviewing these metrics will help you understand how well your campaigns are performing and identify areas for improvement.
4. Use Long-Tail Keywords
Instead of broad keywords, opt for specific long-tail keywords. They are less competitive, more cost-effective, and attract a more targeted audience. This approach will help you reach the right audience and increase your chances of conversion.
5. Understand PPC Advertising
Before diving into PPC advertising, take the time to understand its intricacies. You can do this by studying the different PPC platforms, learning best practices, and understanding common mistakes. If it seems too overwhelming, consider hiring a PPC firm or a digital marketing professional.
While PPC advertising holds great potential for schools, a lack of understanding can lead to costly mistakes. By avoiding these common pitfalls and implementing the recommended strategies, you can maximise the effectiveness of your PPC campaigns, attract more prospective students, and ultimately, boost enrolments.
The world of digital marketing is dynamic and continually evolving. Always stay updated with the latest trends and changes to ensure your PPC campaigns remain effective and deliver the desired results.