Generating Leads in EdTech with PPC
Navigating the Digital Playground of Paid Search
Jay Ashcroft
September 06, 2023
In the sprawling, bustling playground that is today’s digital landscape, standing out can be a herculean task – especially for those in the education sector.
Teachers are constantly searching for top-notch resources, and schools are on the hunt for the latest tools and technologies. So, how can you rise above the noise and get noticed?
Today let’s explore Pay-Per-Click (PPC) advertising.
Investing in the Right Tools
Finding the right platform
Just like you wouldn't send a teacher into a classroom without their essential kit, diving into PPC without preparation can be a futile endeavour. PPC advertising is akin to the school noticeboard of the digital world, allowing you to pin your offering at eye-level, right where everyone can see it.
🎯 Google Ads: Your Digital Classboard
Launching a Google Ads campaign is akin to writing your daily lesson plan on the blackboard – clear, upfront, and the first thing people see. Use these campaigns to target specific keywords related to your educational offerings.
📘 Facebook Ads: The School Assembly Announcement
In the ever-evolving auditorium of the digital world, Facebook stands as a prominent stage. It’s where you can gather your audience – parents, teachers, and education professionals – and make your voice resonate far and wide. Just like a headteacher taking the stage at a school assembly, Facebook Ads allow you to reach a captive, a wide and large audience.
🔗 LinkedIn Ads: The Staff Room Noticeboard
LinkedIn isn't just the digital staff room for professionals; it’s the noticeboard where you can catch the eye of headteachers, department leads, and educators keen on professional development. Great for reaching higher level decision makers.
🎯 Retargeting: The Pigeon Hole Reminder
Think of retargeting ads as the digital equivalent of a gentle nudge, reminding students – or in this case, potential customers – about the task they left incomplete. It’s that tap on the shoulder for visitors who engaged with your site but didn't convert, inviting them back for a second look.
Lessons for a Winning EdTech PPC Strategy
Plan your path to victory
Invest in Expertise: This isn't amateur hour at the school talent show; this is the big leagues. Whether that means hiring an in-house expert, outsourcing, or taking a course yourself, PPC mastery is a must.
Pilot: Consider beginning with a budget of around £200-£500. This allows you to test different ad sets and creative strategies without breaking the bank.
Assess and Adjust: After your initial run, review. Examine which ads performed best in terms of engagement, conversion rates, and return on ad spend (ROAS). Adjust your budget allocation to what is working best. I wrote about how to track key metrics here.
Scale what Works: If it’s working, think about scaling your budget. increase your ad spend gradually and based on solid data, perhaps by 20-30% at a time. Continually monitor and optimise as you go.
Always be Experimenting: Remember to allocate a portion of your budget (say, 10-15%) for experimentation. This is where you try new ad formats, different targeting options, or seasonal campaigns. It’s all about learning and improving.
Play the Long Game: Don't expect miraculous results from a fortnight’s campaign. Allow at least 1-3 months for your test phase, and be prepared to invest consistently over this period to gather meaningful data.
“Since working with Jay and The EdTech Forum, we’ve grown our annual revenue by 37%. Our goal was to stand out from our competitors and get into the Multi-Academy Trust sector. In May, we won our first Trust and we’re in talks with 2 others already.”
If you’re looking to grow your revenue, raise investment, or just generally scale your EdTech business, book a free 60 minute consultation with me here and find out how I can help.
The Importance of Your Website and Landing Page in the World of PPC
Your website isn’t just where you host your product—it’s where your prospective customers will decide whether to enrol or look elsewhere:
1. 🌟 First Impressions Matter: The School Front Gate
Just as students form an impression of a school the moment they walk through the gate, your visitors will quickly judge your product or service based on your landing page. It must be clean, professional, and inviting. Poor design or slow load times are akin to showing up to a dilapidated, chaotic schoolyard.t
2. 🎯 Conversion Focus: The Reception Office
Your landing page is where the action happens—it’s where visitors first interact with your brand. Your landing page must make it easy and enticing for visitors to take the next step, whether that’s signing up for a newsletter, requesting a demo, or making a purchase.
3. 💡 Clarity and Education: The Classroom Experience
Your website or landing page must educate potential customers. Clearly outline the benefits of your product or service, just as a good teacher lays out the day’s lesson on the board. Avoid jargon; speak their language.
4. 🛠 Optimisation and Testing: The Regular School Inspection
Just as schools are periodically inspected for quality, your landing page should be constantly reviewed and optimised. Use A/B testing to refine your headlines, calls to action, and images based on what resonates with your potential customers.
5. 🚀 Load Speed: School Timetabling
In the digital age, speed is of the essence. If your page takes too long to load, you risk losing impatient visitors. It’s akin to a school having a poorly setup timetable—disorienting and frustrating.
In Summary
In the vast digital playground, where every education company is vying for attention, PPC advertising can be your golden ticket. It places your services in prime digital real estate, directly in front of the eyes that matter most. But, as with any powerful tool, it requires a skilled hand and thoughtful strategy.
It’s time to pack your digital school bag, sharpen those PPC pencils, and step confidently into the world of paid search advertising. Class is now in session – are you ready to lead?
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As always, thanks for reading and see you again next week. Best regards, Jay
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