Google Ads for universities: How to attract students. University education is in the midst of a very competitive market. So, we must implement a solid marketing strategy for reaching potential students. What strategy can effectively achieve this goal?
One of the best options to promote your institution is paid online advertising, such as Google Ads. If you don’t know how this advertising platform works or what benefits it offers, this article is for you.
What does it take to advertise on Google Ads?
As mentioned, paid online advertising is possible in Google Ads. Although there are different platforms, on Google Ads, your ads are displayed in Google search results and on other websites that use Google AdSense.
Once you promote your university on Google Ads, you can create targeted ads specific to your audience. Universities and other institutions can show their ads to those interested in their educational offers based on your geographical location, keywords, and other criteria. This includes those who live in the area where your institution is located.
Now, your strategy shouldn’t be about making quick announcements and waiting to be contacted by future students. It is important to be guided by some advertising strategies that will help you create an attractive campaign through Google Ads:
Keep clear objectives: Before creating a university campaign for your institution, you must have specific objectives. Regardless of whether you want to increase visibility or conversion rate, there need to be clear objectives to structure an advertising campaign with measurable results.
Use notable keywords: When discussing keywords, we refer to the terms people usually search for on Google. By using keywords that stand out, your ad will appear every time a person searches for information about a specific educational program.
Segment your audience: To do this, you must consider certain criteria such as age, geographic location, and interests. This way, you will have the opportunity to reach users with a more direct message. If you want to attract students close to you, you can segment the audience according to geographic location. So, if your university offers a program in technology studies, a good keyword could be “technology program.”
Use remarketing: Through remarketing, you can interact with people who have already visited your online ads or website. You can create specific ads for that audience already interested in your institution. Therefore, if a person has visited the registration page but does not fill out their information, you can show them ads reminding them that they can still do so.
Create attractive ads: This is most important, as you should always offer the most alluring ads to your audience. To do this, use messages that reach your target audience effectively. Accompany them with impactful images. Additionally, you should ensure that your ads lead to a landing page that generates an action. It could be a registration page or a page to request information.
Take advantage of college admissions season: The admission season is an opportune time for universities. You should take advantage of it and provide further visibility into your institution to attract a significant number of students. To that end, use targeted ads during this time to ensure your institution stands out from the competition.
Measure and adjust your advertising campaigns: When you measure the success of your advertising campaigns and make the corresponding adjustments, you can modify your ads to improve their effectiveness. How? In Google Ads, you will find several analysis tools that you can use to find the cost per click, the number of clicks, or the conversion rate.
How do you attract university students through a Google Ads campaign?
Now that you know the key points to using Google Ads for Universities, let’s go over the steps to create a successful campaign with effective ads. First of all, you need a Google Ads account. If you don’t have one, you can create it easily and free with a Gmail account. Then:
Define each objective of your campaign: It is important to have clear objectives before structuring your campaign. So, whether the objective is to increase visits to your website or the number of registrations, this action should be highlighted in your ads.
Determine a budget: How much money will you invest in your campaign? Google Ads allows you to set a budget that fits your goals and makes your campaign effective.
Select the type of campaign: Google Ads has different kinds of campaigns, and you can choose the one that best suits your objectives and needs. Among them are display, search, shopping, and video campaigns.
Choose the keywords: Keywords are necessary for your campaign. They are terms that users search for when they go to Google to search for information related to universities. Therefore, you are tasked with choosing keywords most relevant to your campaign.
Create your ads: Use Google Ads tools to create your ads. Be sure to consider Google’s policies and ensure you make relevant and persuasive ads. To create ads, we suggest you seek the help of digital marketing specialists. They will know how to help you throughout the entire process of creating your campaign.
Segment effectively: Thanks to segmentation, you are able to reach the right users. You can select criteria like geographical location and language to do this. This way, you will reach users who are already potential students.
Launch your campaign: After reviewing every detail and ensuring everything has been adjusted, the next step is to launch your campaign in style.
Track conversions: The performance of your campaign should be monitored to know if some of your implemented strategies need to be improved. To do this, you can use the Google Ads analysis tools. They are beneficial to measure and understand the development of your campaign.
What does Google Ads offer for universities?
- Greater visibility, as it allows you to reach a broader audience.
- Accurate measurement through analysis tools that you have at your disposal.
- Segment with greater precision to reach an audience.
- Flexibility to adjust your ads based on the results obtained or the changes you want to make to your marketing plan.
- Quick results, unlike other marketing strategies.
To achieve these benefits when creating a Google Ads campaign for universities, it is advisable to seek help from experts. At BluCactus, we are a digital marketing agency located in UK. Our team has the necessary knowledge to implement a campaign that fits the objectives of your institution. You can contact us right now, and we will gladly assist you in a personalized way.
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