Investing in paid search ads is a vital marketing tactic within independent schools looking to maintain or increase enrollment. Parents are increasingly using search engines like Google, Bing, and DuckDuckGo to gather information about where to send their children to school. However, ranking organically for terms like “all-girls boarding schools” or “best private schools near me” can be difficult for schools that don’t have exceptional SEO with high-quality content. Search Ads on Google or Microsoft platforms provide a significant opportunity for schools to advertise on the top search engines in the exact moment parents are looking. Here are some best practices for getting started on boosting your brand and building awareness with search ads:
Begin by setting up key events in your Google Analytics account, followed by establishing conversions on the Google and Microsoft search platforms. Attribution is critical for understanding your ROI. While there are various ways to measure success, focusing on inquiry or event form submissions in these platforms is the best place to start. If possible, integrate your CRM and update your surveys to include these search platforms to have a full attribution plan in place.
Since these efforts are pay-per-click, it’s crucial to maximize your spending by ensuring an effective landing page. This page should provide information for those beginning their private school search, highlight what makes your institution unique, and offer an easy and compelling way for them to inquire. Don’t forget to include basic keywords on your landing page that reflect those keywords you want your ads to show up for - like private school, your location, your programs, and grades (high school, middle school, kindergarten, etc.). More on landing page best practices in this blog.
Once you collect users' information, it’s vital to follow up with a series of emails that discuss the value of your school, along with thought-leader content. According to a recent Ride to Independent Schools report from EMA, parents are searching for schools for up to 5 years before they apply. Given this long consideration phase, create a drip campaign ensuring you have at least 18 months worth of content to nurture leads from initial inquiry to application. Here are some helpful tips on creating a lead nurturing campaign.
Google and Microsoft ads go beyond simple text in search engine results. They can include callouts, sitelinks, structured snippets, images, and other assets within your search campaign. Additionally, consider creating responsive display ads and designing both static and animated banner ads for a diverse advertising strategy. Video assets should also be incorporated, either as part of your overall campaign or through a dedicated YouTube strategy. Read more on Microsoft/Bing Search Ads here in this EMG blog.
Conduct your own keyword research beyond Google Ads suggestions. Use tools like Ahrefs, Moz, Google Trends, and your own search console to identify ideal keywords. Generally, the more long-tail and specific the keywords, the broader your geographic reach can be. In addition to keywords and geographic parameters, layer in additional targeting like household income, parental status, and interests like past website visits, to create a more focused campaign. For a more robust list of platform capabilities, check out this blog on Google Ads for Schools.
For more information on improving your school’s search campaigns to drive enrollment, reach out to Enroll Media Group, a data-driven digital marketing agency for schools.