How to Generate Virtual Open Day Sign Ups using Google Ads

Open events are a great way of showcasing what your school has to offer to prospective parents and students alike, so building interest and buzz around such events is tremendously important. However, getting people to show interest and sign up for open events is an immense task in itself, and marketing departments at schools across the country are increasingly turning to online advertising platforms to help promote their schools and events. Here, we will look at the different ways you can advertise using Google Ads as well as how to build an effective campaign using these methods.

What are Google Ads?

Google Ads is a platform that uses the pay-per-click (PPC) advertising model, and it is the single most popular PPC platform out there. Essentially, Google Ads allows you to pay for traffic to your website or landing page through a range of different advertising instruments including search engines, video and display advertising. We will look at the main three methods of advertising on Google Ads: Search, Display and YouTube.

Search

As the world’s largest search engine, Google is crucial for business. On average, Google Ads convert 50% better than organic traffic. Keywords associated with schooling and education are becoming increasingly competitive, making it difficult to rank high on search results – so search advertising allows you to quickly and effectively get your adverts and school seen by an engaged audience that is actively searching for relevant keywords. Keyword research is essential and there are many tools that can help with this including Google’s built-in Keyword Planner as well as third-party software such as SEMRush. Targeting only the most relevant keywords will not only improve your conversion and click-through rate (CTR), it will also improve your cost-per-click (CPC).

Display

Display advertising follows the same PPC model whereby you pay for visitors to your website or landing page, but rather than search engine advertising it utilises images and GIFs. The Google Display Network (GDN) is made up of over 2 million websites, and you can feature your display adverts on these sites by filtering your target audience to specific locations as well as key interests and demographic information. Allow display advertising to showcase what your school has to offer using striking images and snappy headlines to attract visitors.

YouTube Ads

YouTube is now the second-biggest search engine after Google and with the popularity of video advertising on the rise, YouTube advertising is definitely worth considering for your school’s marketing. You can advertise on YouTube in a number of different ways – you‘re not limited to advertising using just videos, as you can also make use of display and search methods (similar to Google).

 

 

Landing pages

At the start of every successful campaign is a good landing page built around your key campaign goals. All adverts will lead back to this landing page, so it needs to highlight exactly what the open event is and the relevant data capture information must be included in the form. We recommend not overpopulating your landing page with information and keeping the form as short and concise as possible. Information overload, including excessively long forms to complete, tends to discourage potential sign-ups – the aim of the landing page is to convert interest, so it’s important to keep it brief.

Tracking

In order to measure a campaign’s effectiveness, you will need to know and understand key metrics as well as make sure that the campaign is fully trackable. Google Ads allows you to track conversions through tags set up within the platform that then need to be attached to Google Tag Manager (GTM). On your landing page, you can also add UTM parameters to URLs. So, for example, you can include a link to the school's main website for further information, and if your conversions are set up correctly within Google Analytics you can also track conversions on the main website where the source of the traffic was the landing page. Google offers lots of analytical data as part of your campaign, so it is important that you understand the basics, and where possible, go the extra mile and track conversions accurately. 

How to build an effective campaign using Google Ads

With Google Ads you can build highly effective campaigns using a range of different platforms, methods and adverts, capturing potential leads at every step of the buyer journey/marketing funnel. 

  1. Awareness - at the top of the funnel, a potential lead may simply be looking for information, and through the use of display advertising, you can successfully serve them with information that’s engaging as well as relevant. The aim is to showcase your open event to a large number of interested people, and display advertising can successfully do this, whether online or offline (using traditional media such as print). 
  1. Consideration - At the middle of the funnel we have the consideration stage, where a potential customer is considering their options before entering the decision-making stage. As this stage is all about engagement, YouTube is an excellent platform, since we are watching online videos more than ever before (each of us is set to watch 100 minutes a day by 2021). Video marketing on YouTube is a great way of engaging with your target audience during the consideration stage, enabling you to showcase your school’s selling points visually to a relevant audience.
  2. Decision - The decision-making stage is the key to any good campaign and in order to be successful you need to ensure that your landing page is built with the key goal in mind, ie. attracting open event sign-ups. Your Google Search campaign should include keywords that will not only attract clicks but that will also be relevant to the information on the landing page. Clickbait isn’t helpful here I’m afraid as the ultimate goal is a lead form competition.

 


social media marketing strategy

How to Use Paid Ads to Grow Your Facebook Following

There are over 1.56 billion users active on Facebook everyday and over 4 billion active users globally. This means there’s plenty of real estate to cover to help your business grow. This is where  Facebook Paid Ads come into play and we’re going to show you how to get the most out of them.

Facebook Paid Ads are a simple and cost-effective strategy for your business to reach a specific demographic. According to Facebook, “With Facebook Ads, you can create targeted ads to reach different audiences and meet your business goals.” It seems pretty straightforward, but let us elaborate. You can promote your custom ads and content to reach an audience of your choosing. What’s more, you can use the ads to collect data that will help you improve the ads to increase their efficiency.

When building your ad, there are a few important factors to consider:

Your demographic

Deciding what audience you want is one of the most important parts of optimizing your ad and reaching people who will want to follow your page. Choosing a broad range can be effective for some businesses, but you’re much more likely to see results by narrowing your terms.

For example, let’s say you’re selling video games. You will want to target men and women between the ages of 15 and 40 with interests in video games (obviously) and entertainment since that’s where your customers are likely coming from. If you’ve optimized your audience to your business.

A persuasive message

Your Facebook Ad has limited space, so make sure you’re saying exactly what needs to be said and get right to the point. Are you offering a deal? Hosting an event? Showcasing products? Make your message clear to your audience and give it a call to action! Don’t forget to add an image, too.

Ads with photos are much more likely to attract attention than those without and they are more helpful; when people read information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.

Keep it Fun and Fresh

The more, the better! You should definitely consider making two ads instead of one so you can have multiple sets of analytics. You can then determine which ads work and which don’t. But be aware, even if you find your ads are working well, it is still essential to switch them up every once in a while so the message doesn’t stagnate. People get tired of seeing the same thing over and over again, so keep it fresh!

You’re now all set! Facebook Ads are a great way to get your products and services in front of potential customers. Facebook has some great resources to help you get started. Even a low ad budget each month can help you attract new customers and find new business. Although Facebook advertising is extremely important, creating and running ad campaigns can be a time-consuming project. Consider using our paid advertising service, and with our reporting, you’ll be able to clearly see the ROI and what you’re getting for your money.

More: 5 Reasons You Need Instagram for Your Business

To find out more about paid ads and how they can help grow your business, book a consultation now.


advertising

How does online advertising help a local business grow?

Digital advertising consists of a range of services, all of which work to promote a business online. More and more businesses are increasing the amount that they spend on online advertising as we are now able to recognise that it increases awareness and leads—it’s that simple.

With traditional media channels, quite often there is no way of tracking the effectiveness or success of an advertisement in terms of advanced data analytics. However, with digital advertising, companies such as Google and Facebook grant users access to these advanced analytics. This way local businesses know that their money is being well spent and that the digital advertisements are positively impacting their storefront.

When determining the success of an ad, besides social media monitoring, the significant factors will differ case by case. However, the main indicators of the success of an ad lie in the indicators listed below.

ROI measures of a successful campaign:

  • Impressions: the actual # of views on an advertisement
  • Clicks: the actual # of direct clicks on the advertisement
  • Engagements: Social & landing page clicks
  • Results: In most cases, results come in the form of a phone call or a store visit.

Most effective places to advertise

Through our team’s extensive work in the digital advertising space, we have come to the same conclusion as pretty much every digital advertising company - that the best places to spend money on digital advertising are Google & Facebook.

With digital advertising, not only is a local business visible online, but they are visible to the right people online. Platforms such as Facebook and Google allow for advanced targeting, which puts a local business in front of consumers who are more likely to convert into a sale.

In fact, Google and Facebook accounted for roughly 60 percent of ad spend in 2017!

The Benefits of Advertising Your Business on Google

Google, the world’s largest network, is the most efficient way to tell people about your brand. The two main reasons are reach and flexibility.

Reach:
Consumers use Google every day to look for local businesses, resulting in approximately 3.5 billion Google searches every single day.

In this day and age, or computer age, people are no longer relying on TV commercials or radio ads to find a business or a service. They are mostly relying on Google.

Furthermore, Google integrated native Gmail ads with Google AdWords in 2015 and made it available to all advertisers. This means that you can reach prospects using their Gmail inbox.

For these reasons, it is indispensable to adopt Google’s network capabilities to allow your business to get instant visibility from users looking for your services.

Flexibility:
Google allows the advertiser to spend whatever amount of money they want on advertisements, whenever they want. Thanks to these flexible options, advertisers are able to test what works and what doesn’t work for their business. Spend a bit, wait to see how your campaign is performing, and then reinvest in larger budgets for greater prospect reach.

The Benefits of Advertising Your Business on Facebook

Facebook is one of the main forces dominating the modern-day society. But you already know this because you (like me) check your Facebook every day, multiple times a day, and so do potential customers. The benefits of advertising on Facebook can be summarised to 2 words: Audience and Targeting.

Choose your Audience:
Facebook is the fastest evolving marketing platform and communication channel.The audience on this social network includes 2.38 billion monthly active users (MAUs) on average, at an increase of 8% MAUs year-over-year.

Those statistics are simply too big to ignore, and as a local business, you need to understand the fact that Facebook is an intersection in which you can find prospective customers. If this hasn’t convinced you yet then let’s talk about how often social media is being used.

According to a study conducted by Zephoria Digital Marketing, the average person spends nearly 20 minutes every day on Facebook, highest-traffic occurring mid-week between 1 and 3 pm.

This means you have a short period to make your impression, so use it wisely!

Use the Powerful Facebook ad Targeting Strategy:
Firstly, how does Facebook Ad targeting work?

You can target a specific audience on Facebook with many different ad formats and ad targeting parameters. This is every marketer’s dream so get creative!

Facebook ad targeting allows you to focus on users so microscopically that you can basically become a bit of a digital stalker. You will be able to target users by their interests, life events, behaviours, age, gender, location, and anything else that their Facebook profile may reveal about them.

That Facebook algorithm has allowed massive changes to be made to the local advertising landscape and is now one of the best environments for businesses to get the word out about themselves.

Lastly, by leveraging these two platforms, Google and Facebook, businesses will be able to take their advertising game to the next level and begin to rake in new revenue with enough data to back their investment.

More: How to Reach Your Audience With Paid Advertising.

To find out more about how we can help grow your business, book a consultation now.


paid

How to Reach Your Audience With Paid Advertising

There are several different forms of paid advertising, including display advertising, sponsored ads (such as those on Google and Facebook), and of course, search ads - just to name a few of the main ones.

So where do you start? Whilst there are many options to choose from, reaching your desired audience does require a little bit of work. Fortunately, using paid advertising to get your business across to relevant consumers is easier than you think.

Pick the right platform

In 2008, only 24 percent of the UK had a social media account. Today that number has skyrocketed to 81%. Whilst many traditional methods of advertising, such as television and print publications, still have their place, companies are now turning to digital advertising for the majority of their needs.

Tech titans, Google and Facebook are said to command nearly 65% of UK online ad market by 2021. Furthermore, this year, the overall digital advertising market will grow by more than 11% to hit £14.73bn, with Google taking a 38.8% share, valued at about £5.72bn and Facebook will grow its share from 22.7% in 2018 to 24.5% in 2019, worth around £3.62bn (campaign live). So why would you settle for anything but the best? Pick the right digital platforms and go where you’ll be seen.

Know your audience

Knowing your exact target audience is undeniably the most beneficial tool in your advertising toolbox. Not only does it give you a leg up for reaching your most likely consumers, but it also helps to pick the appropriate platform and technology to deliver your products and services. However, once you have their attention, there’s still plenty of work to do!

To make sure you are pushing all the correct buttons, you need to know exactly what to say. Well thought and engaging content moves people and will consequently move your products! It creates loyalty, trust and brand awareness, meaning your customers will keep coming back for more!

Be interactive

As the internet continues to advance, media is consumed differently by all groups of people. More and more people are getting their entertainment and news from streaming options such as Netflix and YouTube. So what does this mean for paid advertising....interaction! Interactive ads get a higher clickthrough rate of around 6 percent, whereas most digital ads remain at just under half of one percent.

Interesting advertisements tell a story that engages the audience. If you’re a restaurant owner, enticing future customers with a snappy ad no longer works as well as it used to. You need to intrigue potential buyers with an eye catching video, and a captivating call to action. Don’t tell customers what to think, but instead show them why buying your product is the best decision for them.

Keep it short and sweet

Don’t say too much. Short, effective messages that include interesting and engaging content go a long way in the paid advertising world. Hook your audience with a smart pun, a fun image or simple one liner.

Pull at their heartstrings

Whether your message is sensitive, funny or serious, it should come across as authentic at its core.

Nowadays, audiences are smarter and expect a lot more than basic pandering. They need and want to see engaging content that scratches beneath the surface of a product and that relates to them on a personal level.

That’s why today’s most memorable campaigns reject tradition in exchange for something more sincere. We understand that traditional word of mouth will forever impact a local business and the trick with this is to give them something positive to talk about! The most important thing about your digital advertising campaign should be about connecting with your audience. A little passion goes a long way.

Successful paid advertising plucks at your viewers’ heartstrings and entices them with good, relevant content. Most importantly, whatever your approach, be sure to make a connection with your audience - leave them engaged and interested. Make your digital ad is memorable and appealing, and therefore your brand will be too.

More: How to reach your audience with print advertising.

To find out how we can help grow your business, book a consultation now.