Use Location Targeting to Increase College Enrollment
Topics: Digital Media, Higher Ed MarketingPosted by: Marketing
The ability to implement location targeting is one of the best features of local pay-per-click (PPC) advertising. Learn how using location specific geo-targeted advertisements can increase college enrollment.
What is local PPC?
PPC ads are a popular form of digital advertising. In this model, advertisers pay a fee each time one of their digital ads is clicked. It’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
+ Learn 3 digital marketing solutions for increasing student enrollment.
Search engine advertising is one of the most commonly used forms of PPC. It allows advertisers to bid for ad placement in the sponsored links that appear when someone searches using a keyword that is related to their business offering. Every time your ad is clicked, sending a visitor to your website, you pay the search engine a small fee. PPC ads can also be placed on social media platforms and mobile apps.
+ Discover the best places for colleges to advertise.
By enabling location targeting for a digital campaign, marketers can ensure that their PPC ads appear to specific audiences in specific locations. To see a geo-targeted ad campaign in action, try searching for a specific type of business. Chances are you will automatically see the ones closest to you first. You may also notice that many of the ads you see in your social media feeds are for nearby businesses or for services likely to appeal to consumers in your area.
“Luck is being in the right place at the right time, but location and timing are to some extent under our control.”
– NATASHA JOSEFOWITZ
Why use location targeting?
Using geo-targeted PPC diminishes wasted ad spend significantly. After all, using location and audience specific advertisements helps ensure that the digital impressions you’re paying for reach precisely the people you’re pursuing. Whether your ideal audience is based in major metropolitan areas or rural areas, located on both coasts, centered on college campuses, or found in only a single city or state, you can choose location targeting that’s right for you.
Businesses targeting local audiences face significantly less competition than those who advertise nationally. And applying location targeting to PPC is an important part of growing brand awareness in target markets and therefore increasing college enrollment.
In addition, PPC is easy to set up, easy to track (digital reporting provides detailed information on impressions, clicks, and conversions), and flexible. You can set your budget, target locations, and keywords however you’d like and adjust them as necessary.
Looking for more information? See our complete guide: Recruiting Students – A Marketing Plan to Increase College Enrollment.
Here at MSS Media, Inc., we’ve been providing Education, Government, Real Estate & Lifestyle clients with succinct, optimized, and successful marketing solutions for more than 15 years. Consider MSS Media, Inc. a full-service, one-stop shop for all your Media and Public Relations needs. Your goals are our motivation. And our mission is to propel your message, further and faster, to achieve the outcomes you’re looking for. If you found this blog post helpful, please share!
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