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People who are doing research in the education space are doing so based on a specific program,” says Adam. “No one is just Googling ‘associates degree’ or ‘graduate degree,’ but rather their interest lies in a specific field of study like ‘nursing program,’ etc.” The queries that convert are often not attached to general degree type keywords, but rather to more concentrated fields of study since the searcher’s intent is much more focused.
As the advertiser, you need to ensure your campaigns are structured around the programs you IT Numbers offer. For example, a nursing campaign may contain ad groups such as “nursing program (general),” “pediatrics nursing program,” or “becoming a hospice nurse.” Then each ad group should have a small set of keywords related to that theme, paired with ads and landing pages that speak to the specific program the searcher is looking for. .
Cater Your PPC (and Social) Strategy to the Top-of-the-Funnel Searcher In the education industry, people who are searching for schools and opportunities to obtain a degree or simply take a class typically start on search with top-of-the-funnel-style research. , it’s less likely for someone to hop on Google, rather than go directly to the business’ site. This is why focusing your keyword bidding, ad copy, and landing page strategy with these top-of-the-funnel searchers in mind is critical. Higher education marketing funnel Adam suggests focusing on a more content-heavy approach to warm these people up and inform them rather than directing them to an “apply now” page. This will just scare them off. “Be cognizant of where they are in the funnel,” Adam says. “
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發表於 2024-3-14 17:23:46