12 Proven PPC Advertising Tips for Higher Education Institutions

You've probably seen ads at the top of search engines like Google marked as "Sponsored" like Google.

Those are PPC, or pay-per-click, a type of online advertising where you pay each time someone clicks on your ad.

With PPC, higher education institutions can reach the right prospective students, extending their reach and visibility.

However, PPC for higher education requires careful planning and execution. It presents unique challenges, such as high competition for keywords and the need to target specific student groups and locations.

Factors like choosing the right keywords, creating compelling ads, and optimizing your landing pages affect your campaign’s effectiveness.

Therefore, by understanding the fundamentals of advertising, higher education lead generation services offered by PPC agencies, and implementing best practices, you can drive traffic to your university website and increase enrollments.

In this post, we will explore the 12 proven strategies for PPC for higher education to maximize the success of your campaign and bring more students to your college and university.

This guide is divided into 4 chapters. To make sure we provide everything in detail, you can click on the section below:

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Understanding the Costs of PPC Campaigns for Universities and Colleges

Online advertising for colleges is one of the best ways to boost your online visibility, applications, and enrollments. 

The education ad spend trends define the outcomes and quickly impact the bottom of the enrollment funnel.

However, PPC advertisement is undergoing significant changes and trends influenced by technological advancements, user data regulations, generative AI, and changes in consumer behavior.

Generative AI is making it easier to create responses, content, and ad copies. 73% of US marketers now use AI tools for their campaigns.

AI helps target ads more effectively by analyzing past behavior and preferences, ensuring they reach the right audience at the right time.

Building on AI's impact, video ad spending is expected to hit $241.9 billion globally by 2028, making videos a powerful way to connect with prospective students.

Recognizing this trend, universities are expanding their ad efforts beyond traditional platforms like Google Ads, turning to Facebook, LinkedIn, and TikTok to reach students where they spend most of their time online.

In addition to diversifying platforms, you can leverage techniques such as smart bidding, a feature that allows Google's automation to set optimal ad bids.

PPC advertisements evolve rapidly, and universities must know the higher education marketing trends to remain competitive.

A key part of this is targeting the right demographics and geographic locations.

By focusing on specific age groups, interests, and regions, universities can ensure their marketing efforts reach the most relevant prospective students.

It is a great way to optimize the campaign, ensuring the ad budget is spent on reaching the most relevant audience, leading to better results and higher enrollment rates.

Jump to Section > Hiring a Higher Education PPC Agency

Average CPC (Cost-Per-Click) in Higher Education

University-related keywords, especially those focusing on higher education programs, tend to have higher costs per click (CPC) due to the competitive nature of the sector.

For example, "Online Masters in Education" has an average CPC of $52.04, reflecting the high value placed on attracting prospective students.

Meanwhile, CPC in the loan industry for keywords such as "consolidate graduate student loans" and "cheapest homeowner loans" costs around $44.28.

Here are the 10 most expensive keywords in higher education:

S.no	Most Expensive Online Keywords in Education	Global MonthlySearch/Volume	Global CPC (USD)
1	Online Masters In Education	1,900	$52.04
2	Early Childhood Education Degree	4,400	$48
3	Online Education Degrees	2,400	$47.95
4	Masters In Nursing Education	1,000	$45.75
5	Masters In Special Education	1,600	$40.29
6	Masters In Education Online	1,600	$38.49
7	Early Childhood Education Programs	1,600	$35.90
8	Doctorate In Education	2,900	$35.53
9	Masters Degree In Education	3,600	$33.19
10	Special Education Degree	1,000	$30.21

Pro Tip: Hiring a digital marketing agency for higher education brands can help you stand out in a crowded industry. They have the industry insights and expertise to drive the best ROI from your PPC campaigns.

Actual Costs of Managing PPC Accounts

Here’s the cost breakdown for managing PPC accounts in-house:

• Salaries: Managing PPC in-house requires skilled professionals, such as a digital marketing manager, which costs $157,620 per year.
• Tools & Software: Subscriptions to tools like SEMrush, Google Analytics, and keyword research tools can add up to $6,000 to more than $20,000 annually.
• Training & Development: Ongoing education and certifications can cost $2,000 to $5,000 annually.

Outsourcing PPC Management

Hiring an external agency typically costs between $2,000 to $10,000+ per month, depending on the scope of services. Agencies often require a minimum ad spend, usually around $5,000 to $15,000 monthly.

Also, the management fee is often a percentage of the ad spend, typically 10% to 20% or a flat fee.

Outsourcing is often a better option, as it offers access to specialized expertise and tools without hiring and training an in-house team.

Higher education marketing agencies know how to manage budgets effectively, select the most relevant keywords, and optimize ad performance to drive enrollment.

Hiring a Higher Education PPC Agency

Education sector marketing experts understand the unique challenges and opportunities in the higher education markets, ensuring that ads reach the right audience at the right time.

Here are some of the key benefits of higher education PPC agency:

• Targeted Campaigns: The agency can create ads specifically tailored to attract prospective students by understanding their search behaviors and needs.
• Industry Expertise: They have in-depth knowledge of the education sector, helping to select the best keywords and strategies for higher education.
• Optimized Budget Management: The agency can efficiently manage your PPC budget, ensuring you get the best return on investment by focusing on the most effective channels and keywords.
• Up-to-date strategies: They stay current with the latest trends and changes in the education sector, ensuring your campaigns remain competitive.
• Increased Enrollment: By crafting effective PPC campaigns, the agency can help drive more qualified leads, leading to higher enrollment rates.

Jump to Section > 12 Actionable Tips for PPC Campaigns

Key Services Offered by Higher Education PPC Agencies

Higher education PPC agencies customize their services to meet the specific needs of universities and colleges, ensuring that each service aligns with these institutions' unique goals and challenges.

Here are the key services offered:

• Keyword Research and Strategy: Identifying and targeting the most relevant and effective keywords for educational programs.
• Ad Creation and Optimization: Developing compelling ad copy and visuals tailored to attract prospective students.
• Campaign Management: Monitoring and adjusting PPC campaigns to maximize performance and ROI.
• Landing Page Optimization: Ensuring that landing pages are user-friendly and aligned with the ad content to improve conversion rates.
• Performance Reporting and Analytics: Providing detailed reports and insights to track the effectiveness of campaigns and guide future strategies.

Keyword research and optimization is tailored to focus on the programs, courses, and degrees that prospective students are searching for.

PPC campaign management includes managing budgets to focus on high-value keywords and geographic regions where the institution wants to attract students.

Agencies use higher education ad services expertise to create targeted ads that speak directly to students' concerns and aspirations, such as career prospects, campus life, and financial aid.

PPC campaign strategies are customized to reflect the goals of the university or college, and campaigns are monitored and tweaked to deliver the best return on investment.

Key Components of a Higher Education PPC Campaign

To run a successful PPC campaign for higher education institutions, it's important to focus on key elements that impact the effectiveness of your ads.

Jump to Section > 12 Actionable Tips for Education PPC Campaigns

1. PPC Channels

Choosing the right PPC channels depends on where your target audience spends most of their time online.

Higher education institutions can benefit from a mix of channels, each with different purposes:

• Search Ads (Google, Bing): Perfect for capturing intent-driven traffic from prospective students actively searching for programs or universities.
• Display Ads (Google, Bing Display Network): Best for building brand awareness by placing visual ads on related websites and targeting users based on their interests or demographics.
• Social Ads (Facebook, TikTok, LinkedIn): Great for targeting specific audiences with engaging content, whether you're trying to reach undergraduates (TikTok, Facebook) or professionals looking for advanced degrees (LinkedIn).

2. Landing pages

Your landing page is where prospective students are directed after clicking an ad.

This page should be optimized with clear calls to action (CTAs), tailored messaging, and minimal distractions.

Highlight key information, like course details, application deadlines, and any special offers, to keep the visitor engaged and ready to take the next step.

3. Ad copy

A copy of your ad is crucial to grabbing the attention of prospective students.

Therefore, your ad copy should be concise and directly address the needs of prospective students.

Also, incorporating keywords that align with students' search intent will increase the relevancy of your ads and improve click-through rates.

4. Keyword research

Keyword research helps you find the phrases your target audience is using.

Use a combination of branded keywords (like your university name) and non-branded keywords (like "best MBA programs" or "online degrees").

As a result, these ads will appear when prospective students search for relevant information.

5. Budget

Setting the right budget for your campaign allows you to get the most value out of your ad spend.

Start by understanding the average cost-per-click (CPC) for education-related keywords.

Consider running tests to see which channels or ads perform best and adjust your budget.

6. Sales Funnel

A well-structured PPC campaign should account for each stage of the student journey, from awareness to enrollment.

You must tailor your ads for each step of the funnel:

• Top of the funnel: Use ads to introduce your institution and programs.
• Middle of the funnel: Offer more detailed information, such as program brochures, or invite students to webinars.
• Bottom of the funnel: Focus on driving conversions with CTAs like “Apply Now” or “Request Information.”

7. Conversion Rate

Conversion rate measures how effectively your campaign turns clicks into meaningful actions, such as completed applications or inquiries.

To improve this rate, continuously track and optimize your ads, landing pages, and keywords.

Simple changes, like tweaking your CTA or refining your target audience, can lead to higher enrollment rates.

PPC for Higher Education - 12 Actionable PPC Strategies for 2024

PPC advertising is highly effective and competitive, especially in higher education.

Wouldn't it be wonderful if there were ways to simplify their work to increase enrollments and avoid expenses?

Here are 12 strategies to help achieve results for schools, colleges and universities with PPC advertising:

• Define PPC Goals for Your Higher Education Institution
• Demographic Targeting & In-depth Reporting With PPC Ads
• Optimize Your PPC Ads With High-Intent Keywords
• Create a High-Converting PPC Landing Page
• Avoid Lengthy Contact Forms
• Use Ad Extensions to Boost Clicks on Ads
• Track, Measure, and Optimize Your PPC Ads to Drive Better Results
• Recognize the Conversion Funnel
• Adapting to Changing Search Behaviors

Jump to Section > PPC Strategy for University and College

1. Define PPC Goals for Your Higher Education Institution

Setting goals for your PPC ads is like establishing a road map before starting the campaign.

Different goals require different strategies. Once you establish the goals you want to achieve, every other decision and step becomes easier.

Here are some of the most common PPC ad campaign goals for universities:

• Increase enrollments
• Boost applications
• Raise brand awareness
• Drive engagement
• Optimize cost  per enrollment.

So, setting an objective is the first step when you make a campaign in Google Ads.

2. Demographic Targeting & In-depth Reporting With PPC Ads

You can use PPC ads to target specific groups of people based on factors like age, gender, location, and interests.

By showing your ads to the right audience, you increase the chances of getting clicks from prospective students who are likely to be interested in your school or program.

In-depth reporting means collecting detailed data about how your ads are performing.

It includes information such as the number of people clicking on your ads, where they're coming from, and their actions after clicking.

By analyzing this data, you can see what's working well and needs improvement, allowing you to adjust your PPC strategy for better results.

3. Optimize Your PPC Ads With High-Intent Keywords

Before launching your PPC campaign, it's important to research the high-intent keywords for your educational institution.

These are the words or phrases prospective students are likely to use when actively searching for information about college and university options.

To start your keyword research and planning, consider using a tool like Google Ads' Keyword Planner or Semrush to gain insights into keyword trends, search volume, and competition.

By targeting the keywords with high intent, you can increase the likelihood that your ads will be shown to people who are ready to take action, such as applying to your university or college.

Thorough keyword research is essential for the success of PPC optimization for educational institutions for several reasons:

1. Targeting the Right People: It helps you reach students searching for specific programs or courses, making your ads more relevant.
2. Saving Money: Avoid wasting money on expensive, competitive terms with keyword planning and focus on those that offer the best value.
3. Better Ad Performance: Using relevant university PPC keywords improves your ad’s click-through rate and Quality Score.
4. Staying Ahead of Competitors: Researching competitor keywords helps you find opportunities to stand out with unique ad messages.
5. Optimizing Your Campaign: Keyword data lets you see what’s working and what isn’t, allowing you to adjust your strategy for better results.

Here are some tips for selecting high-intent keywords and long-tail variations that match student search behaviors:

• Choose keywords that reflect what students are searching for, such as “best online MBA programs” or “affordable nursing degrees.” These high-intent keywords show clear intent to enroll or learn more.
• Use long-tail keywords and phrases that capture detailed searches, like “part-time undergraduate programs in computer science” or “scholarships for international students in engineering.” These are less competitive and often have higher conversion rates.
• Use tools like Google Trends or keyword research tools to identify popular and emerging search terms related to education. This helps you find keywords that are currently in demand.
• Add location-specific keywords to target students looking for programs in particular areas, such as “university programs in Chicago” or “college courses near Los Angeles.”
• Review search trends in higher education and competitors' keywords to find gaps or opportunities to target keywords they might be missing.
• Choose keywords that match the different stages of a student’s search journey. For example, “How to apply for college scholarships” targets users who are close to deciding.
• Include synonyms and related terms to capture a wider range of search queries. For example, “college degree programs” and “university courses” can be relevant.

For example, ‘accounting classes’ may have a high search volume but are highly competitive. Instead, Acumen Academy has considered more specific performance keywords like ‘online accounting courses.’

These keywords are used in the ad copy and bidding strategy to maximize the effectiveness of PPC marketing for higher education.

Here’s an example of how Lasalle University has leveraged the data from Ahrefs to create PPC campaigns based on search volume and user intent while monitoring CPC to optimize budget allocation and campaign effectiveness.

4. Create a High-Converting PPC Landing Page

PPC for universities is best when linked to a captivating landing page emphasizing value for maximum conversion.

Crafting a high-converting PPC landing page starts with a captivating headline.

This headline, visible at first glance, must align closely with your ad's message, enticing potential students and setting the stage for what follows.

A well-structured layout seamlessly guides visitors from the headline to the call-to-action (CTA). To enhance user experience, use relevant visuals and ensure easy navigation.

Here’s an example of how Howard University conveys value proposition concisely and persuasively, addressing the audience's needs and positioning the institution as the best choice. Lastly, an effective CTA prompts action.

Source: Howard University

Beyond the basics, such as using relevant keywords in your landing page copy and meta tags, you must also focus on site speed, mobile compatibility, and engaging content that aligns with searcher intent.

5. Creating Effective Ad Copy and Creative

You’ve figured out who your audience is, which keywords to use, and how much you want to spend. You know where you’ll advertise and which keywords to focus on first.

It’s time to put everything together, create your offers, write your ad copy, and make other creative materials. Once you’ve done that, you’re ready to start your campaigns.

Focus on what your university offers, such as programs, special courses, faculty expertise, or unique campus features. Clearly state the benefits through ad copywriting to attract prospective students.

Don’t be afraid to use direct and actionable CTAs in your PPC ad copy — especially in the headlines of your ads.

Engaging education ads encourage users to take the next step, such as “Apply Now,” “Request More Information,” or “Schedule a Campus Tour.”

Here are some of the university ad copy best practices:

1. Use clear, compelling headlines that highlight key benefits.
2. Include relevant keywords to match user search intent.
3. Create a strong call-to-action that encourages clicks.
4. Ensure ad copy aligns with the content on the landing page.
5. Test different versions of your ad copy to see what performs best.

Apart from student-centric ad content, creativity plays a significant role in PPC campaigns. Visuals can make your ad more engaging and memorable.

Avoid cluttered designs. Use a clean layout with clear focal points to direct viewers’ attention to the most important elements of your ad.

Experiment with various images, videos, and design styles to determine what resonates best with your audience.

6. Avoid Filling Out Lengthy Contact Forms

A website form can be an easy or frustrating experience for the user.

Streamlining your contact forms can help.

Simplify the process to encourage higher engagement and maximize conversions, ensuring prospective students can easily connect with your institution.

When using PPC for schools, keep contact forms short. Asking for too much info can scare people off.

Avoid outdated questions like ‘Where did you hear from us?’ and break longer forms into smaller, more manageable sections.

Here’s an example of a single-column layout implemented by the Seattle University MBA landing page for easier navigation, especially on mobile. Each field has a clear label, and related fields can be grouped.

Simplifying the form makes it easier for users to complete and reduces the risk of errors or drop-offs.

Source: SeattleU

7. Bidding Strategies: Manual, Automated, and Targeted

The first thing you need to consider is your budget.

When it comes to bidding strategies for higher education PPC marketing campaigns, you have three main options: manual, automated, and targeted bidding.

One common strategy is manual bidding. You have full control over how much you'll pay for clicks, allowing you to adjust bids based on performance and budget considerations.

With automated bidding, your bids are automatically based on various factors like keywords and traffic volume.

Lastly, targeted bidding focuses on setting a specific cost per click (CPC) that you're willing to pay for each ad.

It balances manual and automated approaches, offering some flexibility while working towards a set goal.

8. Use Ad Extensions to Boost Clicks on Ads

Google ad extensions boost performance and gain the attention of prospective students.

Extensions can help with that by providing more information to both Google and users, which will, in turn, increase the relevancy of searches.

Popular ad extensions include those for:

• Adding Sitelinks
• Displaying Location Information
• Enabling Phone Calls
• App Downloads
• Reviews & Ratings
• Callouts for added text

Here’s an example of the Liberty and Mary Baldwin University Google ad extensions, which are clickable and linked to specific pages related to the text.

These site link extensions are used when searching for ‘online mba courses.’ Simply adding and enabling site links increases the university's (advertiser) CTR.

9. Track, Measure, and Optimize Your PPC Ads to Drive Better Results

Tracking the success of PPC for education is important.

Metrics such as ad clicks, conversion rates, impressions, average cost per click, conversions, and customer acquisition costs provide valuable insights.

Google Analytics offers a dedicated Ads dashboard for monitoring campaign performance regarding spending, profitability, and other key metrics.

Moreover, various multi-feature PPC bid optimization software, such as Google Analytics, Google Ads, and Google Keyword Planner, facilitate bid management across different platforms.

Remember, PPC is data-rich paid advertising.

With the right data, you can make informed decisions about your PPC strategy and maximize your ad spend.

10. Conduct A/B testing of PPC Ad & Landing Page Elements

A/B tests refer to experimenting with one element of your campaign against another.

For example, you might create two versions of an ad with different headlines or call-to-action phrases and show them to different user groups.

By tracking metrics like click-through or conversion rates, you can identify which version resonates more with your audience and drives better results.

These tests can focus on:

• Ad copy creative
• Target audience
• Landing pages
• Calls to action
• Visual elements on a page/ad
• Email/call script
• User workflow

Here are some common PPC advertising tips for higher education to avoid common pitfalls:

• Not set a goal to achieve from PPC
• Testing too many variables at a time
• Ending the A/B split testing too early

A/B testing helps you make data-driven decisions to optimize your PPC campaigns, resulting in better performance and higher education lead generation.

11. Recognize the Conversion Funnel

Conversion funnels help you guide prospective students through the enrollment journey and ensure they land exactly where you want them to be. 

For higher education marketers, understanding the conversion funnel is essential. There are three main stages:

Top of the funnel: Students starting their search for a university.

Middle of the funnel: Students interested in your courses and considering enrolling.

Bottom of the funnel: Students ready to enroll in your institution.

Each stage requires different PPC tactics. Retargeting is key, especially for students in the middle and bottom of the funnel.

Display ads with valuable content can attract students to the top of the funnel, while search ads help expand brand reach.

In the middle stage, students look for more detailed content like reviews and course outlines. Remarketing campaigns reinforce brand messages.

At the bottom stage, focus on enrollment calls-to-action and provide final reminders of unique university features and prospects.

12. Adapting to Changing Search Behaviors

Prospective students’ search behaviors constantly evolve due to technological changes, preferences, and information availability.

Here are some of the most important key trends include:

1. Increased Mobile Searches

83.58% of all Google visitors come from mobile accounts. Many students now use smartphones for research. They often search for information on the go, so it's essential to ensure that ads and landing pages are mobile-friendly.

2. Voice Search

According to Statista, digital voice assistants will reach 8.4 billion units. With the rise of voice assistants like Siri and Alexa, students use conversational queries. Adapting to natural language and long-tail keywords can help capture these voice search queries.

3. Personalized Searches

Search engines increasingly tailor results based on user behavior and preferences. Students might see different results from past searches, making personalized and relevant ad content important.

4. More Specific Queries

Students are becoming more specific in their searches, looking for detailed information like “best online courses for data science” or “affordable MBA programs for working professionals.” High-intent, long-tail keywords are essential to meet these detailed queries.

5. Increased Use of Social Media

Prospective students are turning to social media platforms for information and recommendations. Integrating PPC efforts with social media advertising can help reach students where they are most active.

Higher Education PPC Strategy to Increase Enrollments

To increase enrollments through PPC advertising, it’s essential to implement a structured strategy.

Each element of the campaign should be designed with a clear goal in mind—lead generation is the primary focus for higher education institutions.

For example:

If your PPC ads focus on traditional undergraduate students:

• Age: 16–24 years old
• Education: High school students or recent graduates seeking bachelor’s degrees.
• Location: The college's location is primarily within the country or region where it is located, but it has the potential to attract out-of-state or international students.

Your campaign should capture students' interest with messaging that speaks to their academic and social needs while promoting program specifics, campus life, and extracurricular opportunities.

If your PPC ads focus on parents of prospective undergraduate students:

• Age: 40–60 years old
• Education: Varies, but parents typically prioritize academic reputation, campus safety, financial aid, and career outcomes.
• Location: Similar to the students' location, parents may be more focused on regional reputation or interested in schools outside their area for better programs or job placement rates.

Parents play a key role in influencing decisions, so your campaign should highlight factors like safety, scholarships, and long-term career benefits for their children.

Multiple Platforms: Google Ads, Facebook & Instagram Ads

Using multiple platforms helps you reach more prospects in different ways.

This approach increases your chances of getting noticed and driving more enrollments.

• Google Ads (Search & Display)

Google Ads are great for reaching students who are actively searching for programs.

When students type in keywords like "best online MBA" or "top universities," your ads appear at the top of search results.

As a result, you're connecting with perspectives ready to learn more or apply right away.

• Facebook and TikTok Ads

Due to their robust targeting capabilities, Facebook and TikTok effectively engage younger audiences, including undergraduate prospects and parents.

These platforms enable higher education institutions to target specific age groups, locations, and interests, such as students researching universities or parents concerned about education.

Additionally, TikTok’s algorithm excels at engaging younger users through viral content, while Facebook offers advanced tools for segmenting audiences based on their interactions and behaviors.

1. Define Goals & KPIs

The first step is to define the campaign's main goal clearly.

For higher education institutions, lead generation—such as inquiries or applications—should be the primary focus.

Once you know your goal, set key performance indicators (kpis) to measure how well your campaign is doing.

KPIs are specific numbers that show if you are reaching your goals. For example:

• Cost per Lead (CPL): How much does getting one inquiry or application cost?
• Conversion Rate: The percentage of people who take action after clicking your ad, like filling out a form or applying.
• Return on Investment (ROI): How much profit your campaign brings compared to what you spent on it.

Pro Tip: Don’t overlook secondary KPIs in your PPC campaign, like click-through rate (CTR) or bounce rate. While they might not directly show conversions, they provide valuable insights into ad engagement and landing page performance, helping you fine-tune your strategy for better results.

2. Research Target Audience

It is important to understand who you’re targeting.

You must reach the right prospects by understanding who they are, their interests, search habits, and preferences.

Start by identifying the key demographics:

• Age: Are you targeting younger students, such as high school graduates, or older students, like those seeking graduate programs?
• Education: Are they seeking undergraduate degrees, graduate programs, or specialized certifications?
• Location: Are you focusing on local, out-of-state, or international students?

Next, build detailed student personas to understand their needs better:

• Undergraduate Students: Typically younger, they might seek a traditional college experience. Focus on factors like campus life, program offerings, and scholarships.
• Graduate Students: Often older, these students may be working professionals looking to advance their careers. They may prioritize flexible schedules, online programs, or career-focused degrees.
• International Students: These students may need additional information on visas, accommodations, and language support. To make them feel welcome, highlight global rankings and opportunities.

It is more about understanding how people find and use information, not just listing search results.

3. Choose the Right Platforms

To pick the right PPC platform, consider factors like campaign type, your audience (which PPC ad network they're likely to be on), and your education brand.

For example, Google Ads now offers audience targeting based on demographic data, interests, and behaviors, which increases the chances that the user seeing a given ad is interested in a particular college or university.

Therefore, with improved ad formats and target capabilities, you must prioritize Google Ads.

Likewise, Facebook allows you to target specific groups of people based on their interests, age, location, and behavior.

According to Forbes, the average person spends about 145 minutes on social media daily.

For marketers, these numbers highlight the reach and potential for reaching students and parents who might not be actively searching but are still a good fit for your programs.

In addition, Facebook aims to maximize the results for the specified budget, whether it’s $5 or $50,000 a week.

Moreover, you must also consider LinkedIn for graduate and professional programs.

It’s a platform where people focus on career growth, making it the perfect place to promote advanced degrees like MBAs, executive education, or specialized certifications.

Here, you can target people based on their job titles, industries, and education level, ensuring your ads reach professionals looking to boost their careers.

4. Keyword Research

Keyword research helps you find the right words for students searching for programs like yours.

Here’s how to approach it: 

Google Keyword Planner is a free tool that helps you discover which keywords people are searching for. 

You can type in general terms related to your programs, like “business degree” or “computer science courses,” and the tool will show you related keywords, how often they’re searched, and how competitive they are (meaning how many other schools are bidding on them).

This gives you a clear idea of which words to target in your ads.

When doing keyword research, focus on high-intent keywords.

Students use these terms when ready to take action, like applying or requesting more information.

Examples of high-intent keywords include:

• "[Austin] MBA programs"
• "Best universities for psychology"
• "Apply to [university name]"
• "Scholarships for undergraduates"

High-intent keywords show that the student is not just browsing but is likely to be serious about enrolling.

As a result, by targeting these specific terms, your ads will reach students closer to making a decision, increasing the chances of getting applications or inquiries.

5. Create Compelling Ad Copy

Crafting engaging ad copy is crucial to attract prospective students and encourage them to take action. 

Focus on what makes your programs appealing:

• Flexibility: Emphasize options like online classes, part-time schedules, or accelerated courses that cater to diverse student needs.
• Scholarships and Financial Aid: Inform students about available scholarships, grants, or financial aid packages that can make education more affordable.
• Career Prospects: Showcase the potential career opportunities and job placements that graduates can expect, highlighting the return on investment of your programs.

For example: "Earn your MBA online with flexible scheduling. Scholarships available. Advance your career today."

Moreover, direct students toward the next step with concise and compelling CTAs:

• Apply Now: Encourage immediate action for those ready to begin the application process.
• Request Information: Offer an option for students seeking more details about programs or admissions.
• Schedule a Visit: Invite local students to experience the campus firsthand.

For example: "Ready to take the next step? Apply now or request more information."

6. Design Landing Pages

Once someone clicks on your ad, they are taken to a landing page.

This is where they learn more about your program and, hopefully, take the next step, like applying or requesting more info.

A well-designed landing page is crucial to turning visitors into leads.

Each landing page should be tailored to a specific program.

For example, if your ad promotes an MBA program, the landing page should focus only on that program.

Include important details like:

• Program Overview
• Course highlights
• Application deadlines
• Tuition costs
• Career outcomes

This makes the page relevant and keeps students focused on what they’re interested in. Avoid cluttering the page with information about other programs, as it can distract visitors.

Moreover, your landing page should load quickly.

Students may leave the page if it takes too long to load, especially on mobile devices.

A slow page can hurt your chances of getting leads, so ensure it loads within a few seconds.

You can use tools like Google PageSpeed Insights to check the speed of your landing page and get suggestions for improving it.

With  this in mind, many students will visit your landing page on their phones, so it must be mobile-friendly.

This means the page should adjust to different screen sizes, making it easy to read and navigate on any device.

Remember, the goal of your landing page is to encourage students to take action, such as applying or requesting more information.

 To do this, ensure you have a clear and simple lead form on the page.

A lead form is where students enter their contact information.

Keep it short and only ask for essential details, like:

• Name
• Email
• Phone number
• Program of interest

The simpler the form, the more likely students will fill it out.

You can also include a CTA like “Submit” or “Get More Info” to guide them through the next step.

7. Set Up Conversion Tracking

Conversion tracking helps you see how well your PPC ads are performing.

It shows which ads drive important actions, like form submissions, clicks, or phone calls.

To track conversions, you need tools like Google Analytics and the Facebook Pixel. These tools allow you to see how users interact with your ads and landing pages.

Here's how they work:

• Google Analytics

This tool tracks all kinds of data from your website, such as how many people visit your landing pages, how long they stay, and what actions they take.

You can set up conversion goals to track specific actions, like filling out a form or clicking a link.

• Facebook Pixel

The Facebook Pixel is a small piece of code you add to your website. It tracks user actions on your site after they click on your Facebook ads.

This helps you measure how many people are converting (taking action) from your Facebook ads.

With conversion tracking set up, you can monitor important actions, such as:

• Form Submissions: Track how many people fill out a form to request more information or apply.
• Clicks: See which buttons or links are being clicked on your landing pages.
• Calls: If you offer a phone number for inquiries, you can track the number of people who call after clicking your ad.

For example, if one ad leads to more form submissions than another, you can focus more on that ad or adjust your other ads to be more effective.

8. Launch & Optimize Ads

After creating your ads and setting up everything, it’s time to launch them.

But don’t rush in with a big budget right away.

Instead, follow these steps to ensure your ads are effective:

• Start with a small budget

When you first launch your ads, start with a small budget. 

A smaller budget lets you see which ads perform well and which don’t. Once you identify the successful ads, you can increase the budget for those and get more exposure.

• Test different ad formats

Try out different ad formats to see what works best for your audience.

There are several types of ads you can use:

• Search Ads: These appear on search engines like Google when someone looks for specific terms. They’re great for reaching people who are actively searching for your programs.
• Display Ads: These are visual ads on websites within the Google Display Network. They can be eye-catching and help raise awareness about your programs.
• Video Ads: Video ads can be shared on platforms like YouTube or social media. They’re engaging and allow you to show more about your programs, campus, or student experiences.

Testing different formats helps you understand which resonates most with your target audience.

A/B testing is a method of creating two versions of an ad or landing page to see which one performs better.

For example, you could change the headline, image, or call-to-action (CTA) button to see which version gets more clicks or conversions.

Here’s how to do it:

• Create two ads (Ad A and Ad B) with one difference, like the wording in the CTA
• Run both ads at the same time and on the same budget
• Track which ad gets better results, like more clicks or form submissions

Over time, this leads to better-performing ads and more conversions.

After launching and testing, regularly review your ad performance.

Look at metrics like click-through rate (CTR), conversion rate, and cost per conversion.

Use this data to make adjustments, such as:

• Pausing ads that aren’t performing well.
• Increasing the budget for ads that get a lot of clicks or conversions.
• Tweaking the ad copy or design based on what’s working best.

9. Monitor & Adjust

Once your ads are running, it’s important to keep an eye on their performance. 

Set aside time each week to review your ad performance. Look at key metrics like:

• Click-Through Rate (CTR): This shows how many people clicked on your ad compared to how many saw it. A high CTR means your ad is appealing.
• Conversion Rate: This tells you how many people took the desired action after clicking on your ad, such as filling out a form or applying. A higher conversion rate means your ad effectively gets people to act.
• Cost Per Conversion: This metric shows how much you spend on each successful action (like a form submission). It helps you understand whether your ads are cost-effective.

In addition, depending on how your ads are performing, you may need to adjust your bids.

If an ad is doing well and bringing in a lot of conversions, consider increasing its bid.

This may help it get even more visibility and clicks.

On the other hand, if an ad isn’t performing well, you might lower the bid or pause it entirely to save your budget for better-performing ads.

Moreover, if you notice certain ads are consistently underperforming, you should pause them. This frees up your budget to spend on ads that are doing better.

Lastly, if you notice certain groups are responding better than others, you can refine your audience targeting to focus more on those segments. 

This can include:

• Narrowing down age ranges
• Adjusting location settings
• Adding or removing specific interests

This ongoing process helps you get the most out of your PPC budget and attracts more students to your programs.

10. Retargeting Campaigns

Retargeting campaigns are a powerful way to reach people who have visited your website but didn’t complete an action, like filling out a form or applying to your program. 

When someone visits your website, you can use tracking tools (like the Facebook Pixel or Google Ads retargeting) to follow them around the web.

Retargeting helps keep your school top of mind for those who showed interest but didn’t convert.

Here are some ideas for your retargeting ads:

• Reminder Ads: Show ads that remind visitors about specific programs they looked at, such as “Still interested in our online MBA program? Apply now!”
• Special Offers: If you have any upcoming deadlines or special offers, highlight these in your ads. For example, “Apply by [date] to receive a scholarship!” This creates a sense of urgency and encourages action.
• Testimonials: Share positive testimonials or success stories from current students or alumni. This builds trust and shows potential students the benefits of your programs.

Moreover, you can also segment your retargeting ads based on user behavior.

For example:

• Abandoned Applications: Target users who started an application but didn’t finish. Show ads that encourage them to return and complete their application.
• Program Interest: If someone visits a specific program page, tailor your ads to highlight that program, showcasing its unique benefits.

If certain ads are not performing well, consider testing different messages or visuals.

With retargeting campaigns, you can reconnect with potential students who showed interest in your programs, encouraging them to return and complete the application process.

Conclusion 

Google wants ads to be related to users' searches, and universities must create content that matches students' searches.

Key elements like choosing good keywords, compelling ad copies, and PPC-focused landing pages help drive traffic to your university website and increase conversions.

A well-designed PPC ad campaign puts your institution at the top of the search results to bring more students.

With the right tools and strategies outlined in this guide, you can implement a PPC campaign for universities that leads prospective students down the enrollment funnel to make the decision.

Moreover, a higher ed marketing agency can help you plan, manage, and execute PPC marketing campaigns.

Most importantly, implement strategies that fit your university's goals and target audience.

Explore our performance media services

Related: Learn more about our higher education marketing agency services