PPC Basics: Common Mistakes Colleges Should Avoid
Pay-per-click (PPC) advertising has become a crucial tool for colleges aiming to reach potential students online. It offers colleges the opportunity to target their specific audience, controlling when and where their ads appear. However, PPC can be a double-edged sword; if not done correctly, it can quickly drain your budget with little to no return on investment. Understanding and avoiding common mistakes can save your college time and money, leading to more effective campaigns.
If you’re in charge of your college’s PPC efforts, it’s essential to stay on top of the game and continuously optimise your strategies. This blog aims to highlight frequent PPC errors colleges make and offer straightforward solutions to enhance your campaigns. For a deep dive into tailored strategies for colleges, check out the help from Colleges PPC services available through Wired Media.
Neglecting Keyword Research
One common mistake is not spending enough time on keyword research. Keywords are the backbone of any successful PPC campaign. Colleges often focus on generic terms like “college degree” or “university courses,” which can be highly competitive and expensive. Instead, dig deeper and find long-tail keywords specific to your courses or location, which could be less competitive. Use tools available to discover keyword performance and adjust your strategy accordingly.
Ignoring Negative Keywords
Another critical area is the proper use of negative keywords. If you’re not filtering out irrelevant traffic, your ads might be shown to the wrong audience, wasting your budget. Think about which searches you do not want your ads to appear in and continually update this list. For example, a college focusing on engineering courses should exclude searches related to unrelated fields, like “art history scholarships.”
Poorly Crafted Ad Copies
Your ad copy is the first impression potential students have of your college. Crafting compelling, clear, and concise ad copies is crucial. Avoid jargon and vague language. Highlight unique aspects of your college—whether it’s a distinctive programme, a modern campus, or a successful alumni network. Keep your audience in mind; they want to know ‘what’s in it for me?’ so make it easy for them to find what they are looking for.
Ignoring Landing Page Relevance
Once someone clicks on your ad, the landing page is where they decide to take action. If the landing page content doesn’t match the ad’s promise, it can lead to a higher bounce rate. Ensure the landing page is relevant and provides all the information a prospective student might need. Think about including testimonials, graduation success stories, and programmes highlights to keep them engaged.
Lack of Conversion Tracking
A significant oversight is not setting up conversion tracking. Without it, you won’t know which campaigns bring in the desired results. Implement tracking to monitor clicks, form submissions, phone calls, or whatever your goals are. Use these insights to steer your future marketing decisions. Reassess and adjust your campaigns based on actual performance data.
Overlooking Mobile Users
Many colleges fail to optimise their PPC campaigns for mobile users. More students are using their phones to research colleges than ever before. Ensure your ads and landing pages are mobile-friendly. A clunky mobile experience can turn potential students away. Regularly check how your college appears on mobile devices and make necessary adjustments.
Not Testing Ads Regularly
Effective PPC requires testing. Colleges often make the mistake of “setting and forgetting” their ads. Conduct A/B testing to understand what resonates with your audience. It could be as simple as testing different headlines, calls-to-action, or images. Testing allows you to refine your approach continuously and maximise the effectiveness of your budget.
Ignoring Seasonal Trends
Unlike most businesses, colleges have distinct seasonal trends, particularly around admission deadlines and open days. Failing to align your PPC campaigns with these significant events can mean missing out on prime engagement opportunities. Plan your campaigns to peak during these times, understanding that your audience’s needs will change with each academic cycle.
By avoiding these common mistakes and refining your approach, you can make the most of your PPC efforts, attracting more potential students to your college. Remember, continuous optimisation and learning are crucial to staying ahead in the digital advertising realm.
For additional support and strategies on improving your college’s PPC campaigns, consider expert PPC management for Colleges offered by Wired Media. They can guide you through each step to ensure your ads are effective and budget-friendly.
