AdWords for Educational Institutes. Marketing Tips and strategies.

Last Updated On : 2017 Aug. 22

In this article today, we will discuss the creation and execution of successful AdWords campaigns for Universities, Colleges, and other Educational Institutes. From bringing new aspirants to join your institution to promoting courses you offer, everything needs to be marketed for the world to know. And AdWords not only helps get your word out, it also lets you target the right audiences.

Why is AdWords a good investment for Educational Institutes?

AdWords campaigns for educational institutes is a very delicate niche. AdWords ads act as the first touch point between an institute and students who are trying to make a decision. Though it highly unlikely to convert online, yet the very first impression leaves a long lasting impact. Therefore,  running a quality campaign is a must.

You might or might not be able to see the results soon enough in terms of AdWords leads, but it surely is a shortcut if your website isn't ranking good organically.

Without any further delay, let’s begin with the basics and the best industry practices in AdWords for Educational Institutes.

Right PPC Keywords for Educators

Choosing the right keywords for any AdWords campaign can be an intimidating task. The key here is to bid for the right keywords and keep evolving over time with the new keywords relevant to your courses.

It will help you get the most out of your campaign. There are 4 major practices for Institutes to keep in mind:

Note: Avoid using one-word keywords which are highly searched for, as these search terms aren’t very informative about the kind of courses you are offering or your prospect.

For example, if you use Marketing as a keyword for Marketing course, your ads may trigger for search terms like, Marketing qualification, Marketing services, Marketing jobs, etc. which are not even close to what you want to target for. Therefore choosing the keywords carefully is very important.

AdNabu takes care of this from the very beginning itself. It creates the structure of the campaign such that each keyword type has 3 different AdGroup (one for each match type) ensuring that you target the right keyword for the right search term.

Advantage of using “Broad Match Modifier” over “Broad match”

Broad match modifier (a.k.a BMM) is a variation of Broad match. Broad match triggers ads for all searches around the keyword, keyword idea, synonyms, grammatical forms as well as related words, etc. BMM gives you much more control over the search terms for which your ads will be a trigger. It excludes synonyms but allows variations. For Example, If you target ‘Broad’ match-type for keyword Marketing Institute, it might trigger for a search term like Marketing which may or may not be relevant for you. Instead, BMM will ensure that the word Marketing and Institute’ are present in the search. AdNabu automatically creates campaigns which use BMM instead of Broad match.

Best Negative Keywords for Educational Institutes

The importance of negative keywords cannot be ignored, especially when each click costs a fortune. Though accumulating Negative Keyword is an ongoing process, but to begin with, below are a  few points to consider.  

What is a good landing page for you?

A landing page should include various elements like trust badges, result-oriented headlines, explainer videos, testimonials, etc. Such landing web pages are aimed at driving visitors to take a worthy action.  Since every visitor who gets to your landing page after clicking on your ad may cost you a fortune, there’s no room for an error when designing a landing page for your business. Below are some Do’s and Don't to follow:



Structuring Google Ads for Educational Institutes

Ad copy is extremely important because it is the initial touch point where the content of the ad compels the student to click on your ad instead of other institute’s ads. Below are the few pointers you must keep in mind:

What Google ad-extension should a school use?

Google ad extensions add life to your ads and make them more professional and trustworthy. When used the right way, they can make you easily approachable and hence lead to better visibility for your potential students. Ad extensions work differently for different Industries. Some deliver a better result than others. For schools, best working extensions are:

Location extension:

Location extension enables schools to add a physical location besides their ads. This helps you in numerous ways:

Sitelink extension:

The Sitelink extension enables schools to add extra links to share achievements or additional courses or other links that might catch the student’s attention. For example, In case you are targeting for a generic keyword for your Ad, this extension might help you add options for students to have a look at the campus pictures or faculty details or book appointment with a single click.

Callout extension:

Callout extension gives institutes an additional 25 characters of space to add beyond the basic description of the add. It is recommended to use this space to encourage the students to take action.

Call extension:

Call extension allows schools to add a contact number in their ads. It works much effectively for mobile devices as Google adds a clickable call button to the ad. This allows the student to call you right away. For Educational Institutes, it is considered to be very effective because usually students have personalized problems/ questions which encourage them to call. For example:

Call extension for Educational Institute.PNG

Structured snippet extension:

Structured snippets allow advertisers to describe the brief and specific features of the course offerings. It provides students with a direct access to the information about the nature and variety of courses offered. In case of institutes, structured snippets can show potential students about types of courses offered. For example,
structured snippet extension for Educational Institute

Conversion Tracking for Institutes

Now that your campaign is ready to work, and its way with the competitors, conversion tracking is very important and is the last thing to set up as it will help you analyze your performance and optimize later. Depending on the business type, different conversion types are tracked. For a school, it mainly works in two ways:

Conversion Pixel

It helps track which keywords resulted in leads. This can further help in optimizing your campaigns. Setting up conversion pixel required some amount of technical effort (You would need the person handling your lead page). Having said that, benefits of results from it overpowers the hassle. Here is a guide to help you setup conversion pixel.

Call conversion Tracking

This will help if you are allowing students to make a call directly through their phones. Calls are extremely beneficial for an Educational Institutes and luckily Google makes tracking calls even from a website easy. Check out how to setup call conversion tracking here.   


If you follow the above suggestions, you would be able to create a well-structured campaign for your industry.This guide will help you get started. In case you haven’t tried your hands on AdWords for your business, we suggest you to consider setting up a campaign right now!  

If you are still not sure about how to start or to take your AdWords campaign to next level, sign up with AdNabu & automate campaign creation and optimize within minutes.