AdWords

OUR TOP TIPS FOR USING SOCIAL MEDIA MARKETING FOR INDEPENDENT SCHOOLS

Independent School Marketing

Your prospective parents are looking for an independent school that will give their children the best possible start in life. In order to get their attention on social media, you’ll need to show what sets you apart from the other schools. No matter what Social media platform you use, you need to show your pupil’ achievements, experience, and personal developments through the content that’s being shared on social media. Social media is a great place to display the wonderful atmosphere of your institutions and the amazing start in life it gives your pupils.

Most UK independent schools are active on three or more social media network but only spend between 1-5 hours per week on social media – which isn’t enough for a strong social media presence. If there isn’t enough in-house resource to spend time of each individual Social media channel, it is best to choose just one or two platforms.

Download Our Free Social media publishing schedule template

A strong social media presence will make you stand out from other schools when parents are sifting through the different options available to them. If it seems like a lot of work, use our handy social media publishing schedule template to help you get started.

We often find that some independent schools have numerous Facebook, Twitter and Instagram accounts for various school teams and societies, often created by students. They can be very hard to monitor. We strongly recommend that every independent school have only ONE Facebook and ONE Instagram account with consistent branding. The content shared on different Social Media channel also need to be suitable for that particular platform.

Regardless of which social media platform you choose, you should have a content strategy in place. It all comes down to what you’re trying to achieve from your social media. If your goal is to increase brand awareness, you should measure how many followers you have and how many people you are reaching with your posts (this information can be found in your Facebook Insights tab and in the insights section of your Instagram Business page). However, if you are looking to generate new leads from social media, we highly recommend you create social media-specific landing pages on your website and track clicks and conversions.

Why you need to use Conversion Rate Optimisation right now

Picture the scene: your website’s traffic is increasing.  That SEO campaign your team worked so hard on is seeing some great results, your social media strategy is pulling in strong numbers and your PPC is also doing the trick. Brilliant, your planning has paid off with more visitors on your site!

However…

You’re not seeing the kinds of actions you want from visitors. Conversions just aren’t happening; depending on your business, this can be an app download, an email newsletter sign up, filling out a survey, or purchasing something. Conversion Rate is a key metric in ecommerce as it tells you the percentage of visitors to your site that are completing a specific goal. (more…)

New AdWords Extenstion Feature

Price extensions can be brilliant for your business as they showcase the products and services in much more detail than a standard text ad. And as each product has its own link, people can tap straight from your extension to where they want to be on your mobile site. As well as being an effective way to drive sales, another benefit that comes with using price extensions is your ad takes up a lot more room. Compared to a standard text ad, an ad with price extensions takes up considerably more screen space.  (more…)

Customer Match – The basics

Somewhere, deep within your computer, there is going to be an email database of every person you have ever spoken to in terms of your business. People mostly use this list in their email marketing campaigns, to try and sell them services through automated emails. And if you have ever received one of these emails before, you’ve probably just deleted it straight away – email marketing doesn’t always work.

So, how amazing would it be if you could target your Google Ads to the people you have already communicated with? Without sending them millions and billions of automated emails in the hope of a collaboration? Well, now you can. Welcome to the magic of Customer Match.

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Google Adwords’ recent changes

Google Adwords is constantly changing. You could go away for a week and return to find the entire layout has changed, so you’ll have to work your way around it from the beginning all over again. An example of this is that on Friday 19th February Google effectively ‘killed off’ right side ads, and now only shows ads at the top and bottom of the SERP. Additionally, on February 23rd Google announced that the normal text ads on AdWords were gaining a better sibling – the expanded text ad. If you currently have no idea what I’m talking about, and you are now looking at your screen in confusion – do not worry, I will explain.

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It’s time for remarketing – The traditional sales funnel is obsolete

Buyer behaviour has changed.  Consumers no longer act in a linear fashion. The traditional approach may not be dead, but it is outdated. Regardless of whether you operate a B2C or B2B business, your sales funnel needs to react and adapt to this change.

In the traditional model, the largest number of leads enters at the wide top of the funnel. As they are pulled through the linear sales process from one stage to the next, more and more leads drop out along the way until only a small portion actually make it to the bottom, narrow part of the funnel to become loyal customers.  In the traditional funnel, it is the salesperson who controls or guides the lead through the sales process, educating and qualifying the prospect along the way until the purchasing decision is finally made. (more…)

Clean Up Your Act – It is Time to Audit Your PPC Account

No PPC account is perfect, no matter how hard you work on optimising it according to the best practices, you could always miss something. Which is why it is important, on occasion, to take the time to audit your efforts. An audit can be carried out at any time, however, you should try to avoid an audit after a recent strategy change or account update, just so you’re not auditing based on skewed results. Of course it’s a good idea to audit if you are experiencing performance issues, and equally it may be a good idea to conduct an audit if the same person or team has been managing an account for an extended period of time. Your audit should focus of the following key fundamental areas: (more…)

Top Tips for Writing Great AdWords Headlines

What makes a great ad headline? The answer, it would seem, is far from simple – but luckily, there are plenty of ways to make sure your ad jumps off the page and stands out in the crowd. You probably already understand the importance of great ad copy, but your target audience will never get as far as the copy if they don’t click through your ad! (more…)

Top Tips to Grow a Startup with PPC

The last few years have seen an idealised view of startups come to the fore, with movies like The Social Network and images of Silicon Valley telling us that those working at startups will spend their day tending to rooftop allotments, having meetings while sitting on beanbags and making organic salads in micro-kitchens as they code away on their paper-thin laptops. (more…)