When Should You Start Running PPC Ads for Your School?

There are many marketing activities that will help your school grow over time. Search engine optimization (SEO), blogging, social media, video marketing and email marketing are all marketing strategies that are worthwhile investments for school. However, while these strategies are essential to have in your marketing toolbox, they take time, effort and patience to gain traction.

Pay-per-click (PPC) ads offer schools a way to get your school seen by potential parents relatively quickly. In the past, PPC ads were primarily used by commercial businesses, but in recent years it has become more common for schools to use PPC ads to effectively reach prospective parents.

What is PPC Marketing?

Pay-per-click (PPC) refers to paid advertising using online channels (Google, Facebook, LinkedIn, Instagram, Bing, Twitter, etc.) where the organization running the ads is charged when a user clicks on an ad.

Schools use PPC ads to:

• Increase brand awareness
• Generate inquiries
• Generate enrollments

PPC ads use keywords to match users with an active ad. When a prospective parent types in a query that is relevant to the keywords selected by the school running the ad, the parent will…