Attracting parents to your school can be difficult. You may be wondering where to begin. What sort of marketing avenues are relevant to your demographic?
With restricted budgets the norm, how can you ensure a reliable return on ad spend (ROAS)?
In this article, we are going to take a look at how to promote a school using Google Ads.
The 3 main elements of your Google Ads campaign
When putting together a marketing strategy for school promotion, there are three key elements you will want to address: paid ads, local results, and organic results.
Let’s take a look at each…
These are the results that Google determines to be the most relevant based on a huge assortment of factors.
This can be anything from the relevancy of your website to the performance of it, i.e. your bounce rate, how quick it is to load, and so on.
This is not a paid placement, yet it is one of the most important elements if you are wondering how to attract students to your high school.
Tactics like search engine optimization and link building are critical here.
This section relates to the local results whenever a search query is made with a location or include words like “near me”.
When someone conducts a search of this nature, three schools, businesses, organizations, etc. will typically feature at the top of Google, alongside the contact information.
Being one of the schools in your area that features in these sections enhances your visibility considerably.
Paid Ad Results
Finally, another option is paid Google Ads.
You will be able to easily identify these, as they are placed in a green box and have the word ‘Ad’ written next to them.
Google marketing practices for schools
Now that you are aware of the key marketing mediums via Google, let’s take a look at the practices you should be putting in place.
Understanding Keyword Strategy
When it comes to Google ads of any nature, an effective keyword strategy is a must.
Keywords are simply phrases and terms that you use within your content and bid on when it comes to paid ads.
For example, you could select “new york school” as one of your target key phrases.
Updating Your Website
A lot of schools are guilty of having websites that are slow to load and difficult to operate.
This creates a negative impact on your ranking on Google.
Mastering Google Ads (formerly Google AdWords)
Google Ads is the platform for managing all your paid ads. A few tips…
- Make sure your ad copy is compelling so parents want to click
- Include keywords in your ad copy (it lowers your cost-per-click and boosts conversion)
- Once the parent is on your page, make sure it’s clear what steps they should take
- Continuously monitor ad performance to see what ads, keywords, and ad groups are driving the best performance
So there you have it… Easy tips for attracting parents to your school using Google Ads.
If you follow the tips above, you will have a good basis for increasing exposure online.
All the best,
Ivan is a professional advertiser and digital content marketer. Here are some famous brands he’s worked with.
When he’s not running ad campaigns, Ivan is helping people get more customers with free ai-powered interactive chatbots (i.e., virtual assistants for your website that turn prospects into paying customers).