Google is a major source of traffic for almost every website. Each year, a new group of parents will use the search engine to find the perfect school for their child.
Google Ads can be seen almost everywhere on the internet. Whether you’re browsing the web or scrolling through websites, you’re sure to find one. If your school is looking for a way to gain brand reputation, find new potential student markets, or generate more demand, Google Ads could be the answer
If you have been thinking of getting started with Google Ads, this guide will show you how to create the perfect strategy for your school’s recruitment goals.
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Overview of Google Ads for Schools
There are two types of Google ads: search ads, which appear at the top of Google search results, and image ads, which appear on websites.
Both types have different targeting, formatting and pricing options. For example, search engine ads are mainly based on keywords. Advertisers offer to rank for the keywords they want, and every time someone clicks on your ad, the advertiser is charged for cost-per-click (CPC).
The visual part of the latter is a clear difference between search ads and image ads, but the targeting options for different audiences also differ.
There are many different ways for advertisers to find the right users with their display ads. You can choose which sites you want to appear on, or you can let Google determine the most suitable sites to test your ads based on a keyword list.
Your school may also target ads based on your audience’s characteristics, such as demographics and interests. You can also promote your display ads to users who have visited your site, submitted a form, or viewed a specific page on your site, among other activities. This targeted option is one of the most effective online advertising strategies.
- Creating the Perfect Ad Content
While display ads allow you to add images and videos, there is less space to customise for search engine advertising. However, you should still create an excellent search ad that highlights your school’s key selling points and make your text as concise, striking, and informative as possible.
Extensions are additional links that advertisers can include to add more information or to promote various web pages. As these extensions are free, they can be a great addition to your school’s search ads, but make sure everything you include in your ad is striking yet simple, as too much text or links could stop users from clicking.
2. Relevant Keywords for Your School
When deciding which keywords to offer, put yourself in the shoes of potential parents and think about the words and phrases that would go to Google when searching for schools.
To begin the process, think about the prospects you are looking for in a school. Are they looking for certain credentials or, more generally, are they looking for a particular type of school in a particular field? The personas of your prospective students can help you get accurate answers to these questions.
Once you have a list of general keyword ideas, use Google Keyword Planner to review your search volume.
3. Demographic Targeting
While keywords largely determine your ad’s target audience, Google offers a number of targeted options that will help schools more accurately reach potential students with high-profile Google Ads.
Google lets you target people of a specific gender, age, family status, and family income with its search ads.
You can also target potential customers in selected locations. This is especially important if you offer keywords like “independent school near me” or other phrases that don’t include a specific city, country or region.
Think carefully about the people you want to reach your ads with and the attributes that unite those potential customers. The more accurately your audience addresses you, the more likely you are to get quality results with your ads.
4. Targeting Your Audience with Google Ads
Google offers many different display ad targeting options that you can mix and match to effectively reach your target audience of potential students.
When you get started, you have the choice between two main targeted options offered for demo ads. The first option, called audience targeting, is targeting based on audience interests and demographics, such as age, gender, and location. One of the most effective audience targeting methods can target potential parents who have already interacted with your school. Google builds a list of prospects for your school based on your regular audience. If Google can detect a pattern of users on its platform, similar audiences can be extremely effective.
Another option is contextual targeting which involves displaying your image ads on sites with content relevant to your school. There are two main methods to choose from for contextual targeting. By focusing on ranking, your school can select certain sites on the Google Display Network where you want your ad to appear. Keyword targeting is a method by which Google finds the best sites for your ad based on a list of keywords you enter.
By choosing your targeted options wisely, your school can reach your ideal potential customers with display ads and bring those already interested in your school back to the site.
5. Monitor Your School’s Ads for Success
Making Google Ads for Schools effective can take some time to figure out which combination of keywords, ad format and targeted options produces the desired recruiting results.
However, with careful monitoring, you can test different advertising options to see what works best for you. The more you review and rate your ads, the easier it will be for your school to create classified ads to generate successful leads.
6. Monitoring Your Ads as They Run
Once your campaigns are live, it is vital that you closely monitor your ads as they appear and make any necessary adjustments.
Google Ads provides detailed reports that allow you to track these metrics, as well as many others, at the campaign, ad group and keyword level.
These metrics provide insight into a different aspect of your campaign. If you notice a lot of people clicking on your ad, the current ad text or design is obviously very effective. However, if you haven’t received any conversions from clicks, you may want to change your keywords, copy, or focus on options to better reach your target audience.
Alternatively, the problem, in this case, could be with your landing page. You may need to make your page more user-friendly to generate more conversions.
With trial and error, plus careful monitoring, you’ll finally find out what Google Ads does. While Google Ads will take some time to master, it’s probably worth it, considering the platform’s overwhelming power and impact.
So that’s everything you need to know to get started with Google Ads at your school! It’s a useful and easy way to advertise, with lots of marketing opportunities. If you’ve got an amazing website, it’s time to start driving relevant visitors to it!
If you would like more professional tips on marketing your school or further help with Google Ads do get in touch with the Digithrive For School’s team who are always happy to help. contact us here