- 4 min read -
As the consumer journey changes and each individual has access to many different digital channels to absorb information, so does the global spend on digital marketing.
In 2018, 43.5% of media ad spend was attributed to digital advertising tactics. This number is expected to surpass 50% by 2020, clearly portraying the global shift from traditional forms of advertising to reach the desired target audience.
This trend continues to hold true in the world of higher education marketing. In a survey of close to 200 higher education marketers, 75% of those surveyed said digital marketing is a high priority and expect their digital marketing budget to continually increase.
If the entire higher education marketing world is shifting to digital marketing strategies, what can you do to make sure your campaign stands out? And what can you do to make sure your investment is being optimized?
How to Measure Success in your Digital Advertising Campaign
Before diving into the keys to a successful digital advertising campaign, we need to establish tracked metrics that will contribute to identifying success. After all, if you can’t measure it, how will you know if you succeeded? Some of these metrics include: click through rate percentage (CTR%), landing page visits, total clicks, and cost per click (CPC).
In the world of higher education the ultimate end goal is to increase the number of students attending your institution or at the very least, increase the number of students looking into what your institution has to offer. So, what does a successful digital advertising campaign specifically look like in higher education? In many cases, successful digital advertising means an increase in the number of students looking for or opting in to receive further information about your institution or a specific program at your institution.
Align Your Ads and Landing Page for Increased Conversions
Below are a few fundamentals to keep in mind when putting together your digital ads and landing pages:
Considerations During Ad Creation Specifically for Higher Education Institutions
In a study that covered 119 higher education digital marketing initiatives delivering 1.3 billion impressions, five key features in the ad contributed to increased conversions:
Final Takeaways
When building a digital campaign, make sure the creative speaks directly to the target audience with clear and relevant messaging. Not all institutions will see the same success displaying the same messaging in their creative, but make sure the unique selling point is clearly outlined and the landing page follows suit.
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