Pay-per-click advertising (PPC) — and Google AdWords specifically — is a line item in just about every school’s marketing budget. Which is why it’s particularly shocking to me how so many schools are blowing their precious marketing budget on AdWords. I’m not saying that AdWords is a waste, I actually think AdWords and PPC in general are actually a great “rocket fuel” for inbound marketing (so long as you set your campaigns up strategically).
How much are you spending on AdWords campaigns for your school each month? And what’s the return you’ve gotten? Are your ads targeting the right audience and incentivising them with the right offers? How can you be sure?