Increased competition over time is a major contributor to the rising cost of pay-per-click (PPC) advertising for higher education programs. As of 2024, PPC bidding difficulty for “MBA” searches is listed at ‘100%’ with the average cost-per-click ranging between $10 to $35 (that cost increase is just to drive a single prospective student to your landing page–not to generate an actual lead).
How does Google Ads work?
Google SEM (Search Engine Marketing) works on a keyword bidding structure. A keyword bid, or pay-per-click (PPC) bid, is the amount you are willing to pay to have your ad appear in search results for a specific keyword. Think of it as a lightning-fast auction that happens every time someone searches on Google. When you bid on a keyword, your ad enters the auction, giving it a chance to appear in search results, drive traffic to your website, and potentially lead to clicks, inquiries, and enrollments.
For example, if you’re promoting an online MBA program and want to attract prospective students, you might bid on keywords like “top online MBA programs” or “best executive MBA for working professionals.” This increases the chances of your ad appearing when someone searches for these terms. Google Ads, in particular, organizes your ads into “ad groups” based on related topics—like MBA programs, leadership courses, or graduate degrees.
When a user searches for a keyword that has been bid on, Google runs an auction to determine which ads will be displayed and in what order. This auction takes into account not only the bid amount but also the ad’s quality score, which is a metric that includes the ad’s relevance to the keyword, landing page quality, and click-through rate (CTR).
The keywords you choose are crucial because they determine when and where your ad will appear. Selecting the right keywords ensures your ads reach the right audience—people actively searching for programs like yours.
Increased competition means increasing advertising costs
Ad costs are increasing as more institutions, especially online MBA programs, enter nationwide markets. This widespread competition has led advertisers to rely on less-targeted tactics, such as advertising regional programs far outside their intended areas. We regularly see ads in Chicago for part-time programs (mostly commuter) in Arizona, Texas, and Florida. These institutions shouldn’t be advertising in Chicago. Additionally, Google’s preference for paid ads on results pages means that organic listings now appear below the fold, reducing their visibility.
Institutions looking to reach prospective students need to invest in paid search ads, as SEO alone no longer guarantees results. The search window for “mba” in Chicago shows all of the organic results below the fold, making it increasingly difficult for an institution to be seen unless it is running paid search ads.
MBA Search ResultsThis means it is crucial for institutions to refine their strategies. Below, we outline best practices to ensure your PPC campaigns deliver maximum results without draining your marketing budget.
HIGHER EDUCATION PPC BEST PRACTICES
- Target the Right Audience.
To effectively manage PPC campaigns, you must first define your target audience in order to make sure you are targeting the searches most likely to convert into an inquiry.
Verify you have properly tested and set your keyword match types (exact, broad, and phrase) to ensure that you are only bidding on the most relevant and targeted keywords. For example, if you have a campaign for your Executive MBA program, don’t bid on general “MBA” keyword searches that are costly and less targeted. As a general rule of thumb, spend less money bidding on competitor keywords: they rarely convert, especially if you are bidding against stronger brand names.
From a geographic perspective, focus on regions that generate applications, and if necessary, use separate campaigns to test new geographies.
- Write compelling ad copy.
Once you have properly structured your campaigns, it is important that you write copy that will encourage prospects to visit your page. With the average click-through rate in 2024 at 3.78% for the education industry, it’s crucial that your messaging is relevant to your target audience, the landing page, and the ad itself.
Use Google’s ad preview tool to check which ads your competitors are displaying for your specific keywords. Then, consider what makes your institution unique—perhaps a top program ranking or a distinctive campus feature. Highlighting these differentiators in your ad copy can set your institution apart and make a lasting impression on potential students.
- Simplify the Conversion Process.
It is important to remember that these searchers are real people. They have decided to click on your ad and, once they reach your landing page, it may be your only chance to turn their interest into an inquiry. Make it easy: use a targeted landing page that highlights your institution’s strengths and the essential program details, but encourages them to reach out for more. Provide a clear call to action in a prominent location on the page to capture leads effectively, and perhaps offer something valuable, like a program brochure or tailored information, to enhance engagement.
- Use Data to Optimize Performance.
A strong campaign setup needs continuous management to succeed. Daily check-ins allow for real-time adjustments in budget allocation and keyword selection. At Eduvantis, we often see paid search accounts that have been automated and left alone, leading to high costs and poor performance.
Regularly reviewing which keywords trigger your ads is crucial—especially optimizing your negative keywords—to prevent wasted spending on non-converting clicks. Actively managing campaigns in this way helps identify the keywords that drive engagement and conversions, providing an edge over competitors who aren’t as diligent.
PPC marketing can be a powerful tool for higher education institutions if managed carefully. At Eduvantis, we target the right audiences, write compelling ad copy, simplify conversions, and leverage data, so our clients’ campaigns deliver sustainable returns on their investment.
Contact us today to learn more about how to effectively capture and convert prospective student searchers through PPC strategy. We welcome the opportunity to help you get an edge on the competition.