Today’s quick tip is on how to achieve greater response to your online ads.
I see schools fall into this trap all too often. They like to emphasise the features and qualities of the school in their advertising, which looks very professional on billboards, but when it comes to online advertising you can afford to be a little more creative.
People by nature love talking and hearing about themselves, so if you can tailor your ad to focus on your prospects thoughts or feelings, you will have a much better chance of capturing their attention.
When creating your ad, put yourself in your prospects shoes. Think to yourself… what are their biggest fears or concerns when choosing a school for their child?
Identify those concerns and create multiple ad variations. Then simply run a test to see which ad receives more clicks. Once you have an identifiable winner, tailor your landing page to be congruent with your ad text and scale up your campaign.
One little extra tip for when you are writing your ad copy.
Don’t try and target every concern in one ad. The purpose of your ad is to get a user to take action and click through to your landing page. You aren’t trying to convince them how fantastic your school is, and how much their child will learn, and how great it would be if they filled out an application form right now… all from your three lines of ad text.
Keep each ad focused with a strong call to action. Don’t be subtle about what you want your prospect to do next. Discover the pain points of your prospects and you will enhance your marketing effectiveness.
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