Ready to start attracting potential students with PPC advertising? Follow these steps to launch your first campaign:
Create Your Google Ads Account
The first step to launching your PPC campaign is to set up a Google Ads account. Visit the Google Ads homepage and follow the on-screen instructions to create your account.
Uncover Your Target Audience with Keyword Research
To effectively reach potential students with your PPC ads, start by identifying the keywords they are using in their online searches. Utilize keyword research tools to discover relevant terms and phrases related to your online programs.
Focus on long-tail keywords, which are more specific and often have lower competition, to maximize the impact of your ad spend.
Setting Your Bid
Once you’ve identified your target keywords, it’s time to determine your bid amount. Consider the average cost per click (CPC) for your chosen keywords and set a maximum bid that aligns with your budget and campaign goals.
Remember, your bid determines your ad’s position in search results. Higher bids generally lead to better placement but also increase your advertising costs.
Let’s move on to crafting compelling ad copy.
Crafting Persuasive Ad Copy
Your ad copy is your opportunity to capture the attention of potential students and encourage clicks. Write compelling headlines and ad text that highlight the unique benefits of your online program and align with the keywords you’re targeting.
Consider using ad extensions to provide additional information, such as phone numbers, location details, or sitelinks, to enhance your ad’s visibility and click-through rate.
Fine-Tune Your Targeting
Once your ad content is live, it’s crucial to set your targeting parameters. While Google primarily uses keywords, there are other targeting options available to ensure your ads reach the right audience.
For instance, if you’re promoting an RN to BSN online program, you should target an older demographic of practicing nurses looking to further their education. High school seniors wouldn’t be the appropriate audience for this program.
By fine-tuning your target audience, you can ensure that your ads are seen by relevant leads in search results.
Launch Your Campaign and Monitor Performance
Once you’ve carefully crafted your ads, set your bids, and defined your target audience, it’s time to launch your PPC campaign. Thoroughly review all campaign settings to ensure accuracy and alignment with your goals.
After launching, closely monitor your campaign’s performance. Track key metrics like click-through rates, conversion rates, and cost per acquisition to identify areas for improvement.