With the growth of non-traditional students, campuses must tailor their communication to each audience. A strategy that enrolls adults must differ from one that enrolls high school students.
According to the National Center of Education Statistics, 38 percent of all students enrolled in higher education are non-traditional. Admissions teams must design the “right” digital marketing strategy in order to recruit adult learners and preserve their institution’s brand. Though digital marketing tools like eMail and personalized landing pages are popular, today, a growing number of marketers use paid search to produce high-quality leads and drive adult recruitment.
Paid search is NOT Search Engine Optimization
Search Engine Optimization (SEO) is the process of improving a website’s visibility in a search engine’s search results. Paid search, or CPC/PPC, is typically much faster than SEO and is the process of purchasing ads on search engines to boost website traffic. Successful paid search campaigns can be established and executed within hours, whereas SEO campaigns can take several months to deliver results.
Paid search tends to generate traffic that converts at a higher rate. As a result of ad placement on most search engines, paid search typically attracts serious prospects interested in moving forward within the buying process. The average conversion rate for paid search in 2012 was 8.4 percent.
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