Dos and don’ts of PPC advertising for universities

If you’re a marketing manager of a post-secondary education institution (or a PPC agency working on its behalf), then you already know that universities, colleges and similar organizations present specific challenges (and opportunities) for online advertisers.
Over the years, my advertising agency has had the pleasure of working with a number of these institutions, and we’ve learned (sometimes the hard way!) some important lessons.
Here are a few dos and don’ts of running PPC advertising for the education vertical market:
1. Do advertise year-round
At most universities and colleges, admission activity peaks and falls at predictable times of the year. Accordingly, most educational institutions bump up their online advertising when application deadlines grow near. And that makes sense.
But that doesn’t mean you should shutter your advertising during less busy periods, for several reasons:

Lead time. The lead time for acquiring new students is long, and students can start researching their options at any time of year. Therefore, you want your online advertising

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