Our Solution

To begin with, we put together a full campaign strategy. There are six different languages on offer at the school, so a separate Google Ads campaign was created for each. We conducted thorough Keyword Research, and identified some new keywords to target  for each language. In addition, we looked at which keywords performed best in previous years. A finalised list of keywords was created for each language.

Next, we put together effective copy for each of the 6 search ads. We thought carefully about the different headlines and ad text, and created text which would entice people to click. The ad text was designed to highlight the client’s key selling points, and highlight the fact that new courses are starting in September. The ads needed to target new students (not existing ones), so we adjusted the text accordingly.

Finally, we setup each campaign within Google Ads. The ad campaigns needed to be location specific, because the majority of the classes are taught in the school itself (not remotely). Students need to be within a commutable distance of the school, so we ensured that accurate location targeting was setup on the campaigns. We took advantage of Google’s dynamic search ads, which let you choose multiple headlines and descriptions. Google’s algorithm then finds which text performs best.

Once all of our setup work was done, we launched the ad campaigns. The performance of the campaigns was closely monitored, and small adjustments were made throughout the course of the ad campaigns. Conversion tracking was setup on the client’s website, to ensure we could calculate an accurate return on ad spend, and the exact number of new student enrolments from paid search.