Google Ads For Schools

Google Ads For Schools

We are always looking to find clever new advertising techniques that work, and while I would never advocate basing your business on one marketing mechanism, many people do use Google Adwords as a main source of new leads.

Why do people use Google Adwords? If you had to ask your clients what tools they use during the day, no matter if they are a stay-at-home mom or an executive, they will probably say Google. Google Adwords allows you to advertise on the search results page, and on websites.

How do you set Google Adwords up? I give you this advice with a word of caution, always use a professional when setting up your Google Adwords account, or get professional training. It can get very expensive if you don’t know what you’re doing, and if you don’t know how to convert those clicks into paying customers. There are basically three main kinds of Google advertising tools.

  • Search advertising – if people type into Google and match your keywords, your ad can appear above the search results. Choose keywords that potential customers might search for on Google and group your keywords into similar terms.
  • Display advertising – banners appear on websites and apps, allowing you to target customers wherever they are.
  • Remarketing – a tool which lets you show ads to people who have visited your website and is relatively easy to set up.

Small business owners have a limited budget, and they are often concerned about the cost of advertising. With Google Adwords, you are in control. You can pause campaigns at any time, and you can also set click limits so that you don’t go over your budget each day. You get to measure conversions, and you can measure if you are getting return investment for every single dollar spent.

My action points for you are to get a professional or get training and test and measure your campaign, don’t just let it run without measuring and testing your return and investment. Thanks for reading and I encourage you to try out Google Adwords.

How to promote your school on social media

How to promote your school on social media

Success with social media advertising can be explained in four key steps. In this article, we summarise the framework to work through before you launch your next campaign.  


Plan your peak and off-peak promotions

The first thing to start with is to take out your calendar and highlight key promotional dates. These dates are when you will be promoting certain events or running key campaigns, such as open events, peak enrolment seasons and scholarship campaigns. You will want each event/promotion to have a six-week promotional time block.

Now that you have your larger promotions highlighted, it’s time to look at what your off-peak promotions will be. These will be audience-building and awareness, and promotional items such as videos, new content and opt-ins.

Getting clear on your calendar about your peak and off-peak promotions will help you always have a strategy for your promotions and will build audiences during off-peak seasons so that they are ready to take action for your next major promotion.


Build your audience

The way to build your audience is to post content where people can engage with you. It can be video content on your school website that visitors can view. If your website has a blog, you can create great value articles that people can click through and engage with. You can also have content on your Facebook or Instagram page, where they like or comment on your content.

Remember that during quiet times, it is good to have a regular support email list.

You build audiences by creating something called a ‘custom audience’ on Facebook, where you can retarget people who have visited your website, subscribed to your email list, or engaged with your page. During those off-season times in between promotional times, your focus is getting as many people in your target market to have a touchpoint with your brand. During promotional times, you’re going to retarget that audience, which will significantly decrease your cost per acquisition or your cost per action.


Structure your advertising

How do you structure your advertising to get opt-ins? I structure the account based on industry standards, and the industry standard has three layers for your promotion. The top layer is called the ‘top of the funnel’, and that is going out to ‘cold audiences’ who don’t know anything about you, haven’t heard about you, or haven’t engaged with you before. You get to select these audiences by targeting people based on their interests and likes or geographic area. When you’re targeting this top of funnel audience, which is supposed to be cold, be sure to exclude any of your current customers or current people who have opted into your email list. You’ll find that this is the area where it’s most expensive to get an opt-in, but it’s a cold audience and you are reaching them for the first time. Make sure that you have something like a video that people can watch. I recommend a 32nd to a-minute video with engaging content that people can click through to your website.

Once you’ve done the top of funnel targeting, you’ve got those ads running and they’re working for you, you can then build on the next layer or your ‘middle of funnel’. It will make your ads cost-effective and will bring the cost of the whole campaign down. Your middle of funnel ads go to people who are lukewarm; by lukewarm, I mean that they saw your previous top of funnel ad. For example, if you had a campaign that was a video with the chance for people to opt-in, you would do it in the middle of the funnel to target people who watched 75% of that video but didn’t opt-in because they’re interested in what you have to say.

What you want to do next is target the ‘bottom of the funnel’ or the warmest audience. The bottom of the funnel ad targets people on your email list. These people have actually opted into your email list or opted in to say that they are interested, but they haven’t made a purchase. This audience will be the smallest in size, but it’s the most targeted. You can reach them in a cost-effective way and get low-cost opt-ins from people engaged with your audience or brand. At the bottom of the funnel, you can also target people who have visited the website but haven’t opted through or opted in, purchased your product, or registered for your event.


Use the Pixel

Ensure that you have a low cost per acquisition in your social media campaign. If you haven’t set up conversion pixel, that is the key pin to your whole strategy. When advertising something like an open morning, have a conversion pixel where you track every registration for that open morning.



Questions regarding this article? Please email me at mara@robertsdigital.com.au

Online Marketing for Small Business

Online Marketing for Small Business

A complete marketing plan should utilise a mix of both online and offline marketing activities. Gone are the days where you can rely solely on word of mouth, a brochure or a repeated marketing technique to attract new customers. When you repeat old techniques, they become stale and less effective over time.

I have a client who used to rely on leaflet distribution for getting new customers in their local area, as they measured their marketing effectiveness, they noticed that their leaflet distribution was getting less effective over time. That’s because they were sending out the same ad to the same audience and it was no longer productive. For a full marketing strategy, you need to have both online and offline techniques that are continuously evolving.

Small businesses can start online marketing by getting a website that is clear and articulate and answers the questions that customers have. Once you have a website that’s working for you, you can dip your toe into strategies such as Facebook advertising, Google advertising, banner ads on related websites and directory listings.

It is important that small businesses measure everything, budgets are tight and you need to know what is working for you and what isn’t. You can use Google Analytics to measure your website visitors. You can use click measuring to see what people are clicking on.

How do you set up online advertising? First, you need to determine what your sales path is. Do people first give you a call, answer a few questions and then sign up for a trial or do they buy a smaller product before buying a larger product? You need to write out your sales process. Then you have to design your website around your sales process. Have a website where people can easily contact you. You can have information sheets and product information. You can have free consultations by the telephone or Skype so that people can make contact with you to answer any questions that they have. Answer all the common questions or concerns on your website so that as people weed through and work through your website, they’re reducing their indifference and concerns.

Always collect contact details or email addresses on your website by offering a signup form that gives them something of value that is related to your product. Always have clear contact details. I generally recommend having a telephone number on the top right-hand side of the page and a clear contact form that is the last item on your menu. That’s where people expect to see it.

If you’re only a small business, you may be wondering if online marketing is for you. The online arena now means that small businesses can compete for the same customers as large corporations in an affordable way. It has opened up opportunities that have never before been available and every small business should take advantage of them.

In closing, I recommend that you get online with your website and measure it. Measure all your online marketing activities and your advertising so that you know what is effective and how you can continuously improve your marketing efforts.

Marketing Websites. Managing Your School’s Online Pres …

Marketing Websites. Managing Your School’s Online Pres …

There’s no doubt that schools need an online presence.

A professional website will answer people’s objections to your school. It will collect contact details to build a list of credible leads. It will also help you build credibility and gain trust with your audience.

My number one tip for your school’s website is not just an online brochure that displays information for people about your school. It is actually a sales tool. People’s interaction with your website should lead them closer to enrolment.

How do I build the perfect school website?

The perfect website should be built by both marketing and design professionals, not just one or the other. Your website should measure key metrics such as visitor numbers and searched keywords that resulted in visitor inquiries. This can be done using Google Analytics, heat maps and click tracking.

Your website should also be updated weekly with relevant new information. This will ensure that you remain on the top of the search rankings.

Many business owners say that managing a website is too time-consuming. I recommend a systematized approach where you update your content weekly in a manageable way. This way, you won’t have to update huge amounts of content each time.

Your website should look great, but you should also consult a marketing professional to make sure it’s optimised as a sales tool. Test and measure everything that you do on your website. You want to know which pages are more popular, which content is working and which isn’t, where are people clicking and looking on your website? Continually update your website to make sure you rank favourably.


Questions regarding this article? Please email me at mara@robertsdigital.com.au