Tips for Tuning Up Your Education Digital Marketing Campaigns
As an accompaniment to our recently published case study Test, Then Invest, we wanted to offer some quick suggestions that you can implement in your digital marketing campaigns that might improve your results, without driving up your budget.
Extend Your Reach
Think about repurposing your Google display campaign for Bing. More often than not, you can get a larger impression share on Bing for a fraction of what Google costs. While Bing hasn’t yet worked its way into the Oxford English Dictionary like its competitor, it is still a viable option for prospects searching for institutions, and institutions advertising to prospects.
Consider Your Competition
We have found success in the past by including the names of our partner’s top two or three competitors into our Google display parameters to target potential students who have been looking up those institutions. Due to geographical proximity or similarity in degree offerings, targeting competitor schools is a good way to expand a prospect’s consideration set.
Pay Closer Attention
Pay more attention to your search terms than the keywords you are bidding on. It’s very easy to show up in irrelevant searches accidentally, so keep an eye on the search terms to make sure they are relevant to your institution and prospective students.
Do Your Own Research
Google offers recommendations for your campaigns, but be cautious. Rather than simply trusting the ad recommendations that pop up in your account, research them and see if they would be a good fit for your strategy. The campaign recommendations can be helpful, but the best way to determine that is to follow our final tip.
Test Test Test
There are thousands of different things you can test on your campaigns. Just because you are satisfied with the performance doesn't mean there aren't some ways to improve the performance of your campaigns. Lastly, if your campaigns are struggling, test your solutions, collect the data, and make changes based on that information.