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4 Vital Strategies to Boost Enrollment for your Online

Education Programs

HOSTED BY:

Presenters• Jacob Brown

– Senior Account Analyst at Hanapin Marketing

– PPC Hero Blogger– @JakeBrownPPC

• Tanner Schroeder– Production Associate at Hanapin

Marketing– PPC Hero Blogger– @TannerSchroeder

– Run the world’s most popular PPC blog and conference.

– We manage and optimize global paid search, paid social, and display programs.

– Within 12 months, brands can expect a 250% increase in their growth trajectory.

Who is Hanapin?

Our Clients

Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

Live Poll Question #1How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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● Account Structure Alignment● Landing Page & Ad Copy Strategies● Lead Nurturing Process● Set Goals & Budgets Based on

Enrollments

Agenda

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Account Structure Alignment

Account Structure Alignment

What Are Your Goals and at What Levels are Goals Set?

How Do You Visualize Performance?What is the Structure of Your Landing Page

Layouts?Do You Have Budget Restrictions?

Account Structure Success Story

Account Structure Success Story

Goals are Set at Program LevelPerformance is Visualized by Location & ProgramEach Location has it’s own Landing PageYes, there are budget restrictions

Account Structure Alignment

SUGGESTED CAMPAIGN NAMING CONVENTION:

LOCATION_PROGRAM_MATCH TYPE/FUNNEL LEVEL

Goals are Set per SchoolPerformance is visualized per Income LevelsEach School has it’s own landing pageNo budget restrictions

Account Structure Alignment

SUGGESTED CAMPAIGN NAMING CONVENTION:

SCHOOL_INCOME LEVELS

Goals are Set per LocationPerformance is visualized per Funnel LevelEach persona created has it’s own landing pageYes, budget restrictions

Account Structure Alignment

SUGGESTED CAMPAIGN NAMING CONVENTION:

LOCATION_FUNNEL LEVEL_PERSONA_MATCH TYPE/TOP PERFORMERS

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Landing Page & Ad Copy Strategies

Ad Copy Strategies• Language matches targeting

o K-12: targeting parents, not studentso College: targeting students, not parents

• Appeal to emotions• Location Specific Ad Copy

o Ad Customizers o Campaign Level Structure

• Call-to-Action & Extensions

Ad Copy Example - WGU

• Location-centric Ad• Multiple Extensions for more presence• Targeted ad copy with a call-to-action

Ad Copy Example - UC

• Appeals to emotions• Headline showcases program variety• Multiple extensions & CTA

Landing Page Strategies• Design for leads, not applications• Offer benefits to filling out a form

o e.g., Free guide• Test Your Form Fill - Find the Sweet Spot

o More information needed, better quality, less conversionso Less information needed, lower quality, more conversions

Landing Page Example - CA

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Lead Nurturing Process

Awareness

Lead

Research

Apply

Enroll

Lead Nurturing Processes

Lead Nurturing Processes● Customer Match Tactics on Search● E-Mail Targeting on Facebook● Lead Thank You Page Targeting on

Display

● Continue Appealing to Emotions (Positive Videos, Wording such as “Life changing”, etc)

● Use New Call-to-Actions Speaking to Applying

● Connect any information in the Lead Form to the Ads (Program, location, etc.)

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Set Goals & Budget Based on

Enrollments

Goal-Setting Based on Enrollments

●Set CPL goals accordingly to reaching CPE goals at a more granular level (school, location, program, etc.)

● If different locations/programs bring in different values take that into consideration as well when setting CPL goals.

Budget Based on Enrollments

Steps to Budgeting Based on Enrollments● Use past Enrollment information per campaign in order to project the

Enrollment per Click numbers● Use IS data from the past to show the potential from each campaign

(one step farther is to break it out by IS Loss Due to Budget and IS Loss Due to Rank)

● Utilize the Excel Solver to assure numbers don’t exceed potential or your budget plans in the time frame being looked into

● See how you should adjust accordingly to Enrollment Data● Further Steps would be to Adjust Using the Solver by Monthly

Performance the Previous Year

Budget Based on Enrollments

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Takeaways!● Ask the four key questions and

structure your campaigns accordingly● Be specific & simple in Ad Copy and

Landing Page setups and assure they align

● Don’t think the job is over when the lead is in - use multiple nurturing tactics leading users to the application process

● Use tools and statistics to set goals and budgets based on Enrollments

Offers!

A. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)

B. No Thanks!

Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

Contact Us Directly: marketing@hanapinmarketing.comHanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero

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