A detailed analysis of how word choice in education pay-per-click ads can impact campaign success, with a look at performance across PCs, mobile, and tablets.
Education is a multibillion dollar market. State colleges and universities, for-profit universities, trade and technical schools, and community colleges are all part of the education services industry, and all are fighting for ways to fill their campuses -- online or offline -- with viable, tuition-paying students.
Today we're looking at how word choice in education pay-per-click (PPC) ads can impact your campaign success. Two significant things rapped our knuckles right away:
This heat map, generated with Excel, shows poor word combinations for education search ads -- and great ones.
Bing Ads Gets Curious
Bing Ads wanted to get a closer look at what's happening with search advertising in education services. What is being most heavily advertised -- and what is being most heavily clicked on by potential students? What are the word combinations that are working best for search ads in education?
Breaking Down the Study
The Bing Ads researchers looked at 100,000 search ads in January 2013 in the Education Provider vertical. These ads generated more than 143 million impressions. Only queries that were used by at least 10 different advertisers were included. Some queries are buckets for phrases -- "Profession," for example, includes "registered nurse," "fashion," and "culinary."
Insights by Device
The Big Picture -- Other Word Combinations, by Device
General Insights We Uncovered
What are the changes you see in marketing for the education services industry? What are you doing with your search marketing plans to adjust to these changes? We'd love to hear your thoughts!
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John Gagnon is a Bing Ads Evangelist (aka “search nerd”) at Microsoft. He has worked for both Bing Ads and Google AdWords, and is a frequent speaker at digital marketing conferences such as SES, SMX, and others. He has advised hundreds of clients ranging from Microsoft teams like Windows and Internet Explorer to small businesses like local garage door repair shops just getting started.
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