Targeted Advertising for Online University Courses: Best Practices and Tips [+Case Studies]
Targeted advertising allows universities to go beyond generic messaging and reach prospective students with tailored content. But what does targeted advertising look like for higher education institutes that want to promote their online courses?
Drawing on real-world examples, case studies, and the latest industry statistics, we’ll explore how universities can use advertising and digital marketing to attract students to their online programs.
Targeted Advertising in Higher Education
The shift toward online education really surged during the global pandemic. Schools were made to adapt, and as a result, online course enrollment saw a significant uptick.
In fact, according to a report by the National Center for Education Statistics (NCES), the number of students enrolled in at least one distance education course increased by 93% between 2019 and 2020.
While the pandemic has passed, more and more students are still opting for online learning. As such, universities must differentiate their online programs from those of their competitors to capture attention and increase enrollment.
Targeted advertising plays an important role in achieving this goal.
By using data and technology, universities can create personalized and compelling campaigns that are attractive to prospective students. This streamlined approach not only maximizes the return on investment (ROI) but also ensures that marketing efforts are focused on those who are most likely to enroll.
Best Practices for Advertising Online University Courses
1. Understanding Your Audience
A deep understanding of your target audience is at the core of every effective digital marketing strategy. Universities must identify the characteristics, preferences, and pain points of prospective students to create tailored digital marketing campaigns.
Use of Data Analytics
Data analytics tools can help universities gain insights into their audience's demographics, behaviors, and preferences. They're invaluable in a digital era when most students gather information and resources online.
For example, Google Analytics and Facebook Insights provide valuable information on website visitors and social media followers. These insights can inform the creation of student personas, which serve as the foundation for targeted advertising.
Segmentation
Segmenting the audience based on factors such as age, location, career goals, and educational background allows universities to create customized messaging for different groups.
For instance, a university might target recent high school graduates with messaging that emphasizes the flexibility of online learning while promoting career advancement opportunities to working professionals interested in the same program.
2. Getting the Most Out of Social Media Marketing
Social media platforms are powerful channels for reaching prospective students. With billions of users worldwide, platforms like Facebook, Instagram, LinkedIn, and X offer universities the opportunity to engage with a diverse audience through targeted ads.
Facebook and Instagram Ads
Facebook and Instagram are particularly effective for reaching a broad demographic. The platforms' advanced targeting features allow universities to create ads based on specific interests, behaviours, and demographics–which is key for elevating any social media marketing strategy.
For example, the National Holistic Institute used Facebook ads to target working adults interested in massage therapy. The campaign resulted in enrollment more than doubling (2.3x over the previous year), demonstrating the effectiveness of digital advertising via social media.
LinkedIn for Professional Programs
LinkedIn is the go-to platform for reaching professionals seeking to enhance their skills. Universities offering graduate programs or professional certifications can use LinkedIn's targeting features to reach target audiences based on job titles, industries, and educational backgrounds.
For instance, the O'Reilly learning platform used LinkedIn ads to promote its online programs and expand their targeting criteria. This resulted in 3x more application completions and a 65% reduction in average cost-per-lead.
3. Utilizing Search Engine Marketing (SEM)
Search engine marketing (SEM) is another important part of marketing online courses.
By bidding on keywords related to online education, universities can make sure that their ads appear at the top of search engine results pages (SERPs) when prospective students search for relevant terms.
Google Ads
Google Ads is the most popular platform for SEM.
Universities can create text ads that appear when users search for specific keywords, such as "distant learning business administration programs" or "online courses near me."
A well-optimized Google Ads campaign can significantly increase visibility and drive traffic to a university's website.
For example, Rutgers University successfully used Google Ad campaigns to target individuals searching for online degree programs. The campaign resulted in over 11 million impressions, a 313% increase over their previous marketing efforts, and grew student volume to 4x what it had been the year prior.
Landing Page Optimization
To maximize the effectiveness of SEM campaigns, universities must ensure that their landing pages are optimized for conversions.
This includes having a clear call-to-action (CTA), providing relevant information about the program, and making it easy for prospective students to request more information or apply.
4. Content Marketing and SEO
Content marketing and search engine optimization (SEO) are key components of a comprehensive digital marketing strategy. By creating informative content, universities can attract prospective students organically.
Blogging and Thought Leadership
Universities can create blog posts, whitepapers, and webinars that address prospective students' common questions and concerns.
For example, a blog post titled "Top 10 Reasons to Choose an Online Degree" can help prospective students understand the benefits of online education while positioning the university as an authority on the subject.
SEO Best Practices
To ensure that content ranks well on search engines, universities must learn digital marketing SEO best practices, such as using relevant keywords, optimizing meta descriptions, and building backlinks.
For example, Telfer School of Management successfully improved its search rankings through digital marketing, including SEO optimization, leading to a 123% increase in applications compared to the previous year.
5. Retargeting Campaigns
Retargeting is a powerful tool for converting prospective students who have shown interest in a university's online courses but haven't taken any action.
By displaying ads to those who have visited the university's website or engaged with its content, retargeting campaigns can remind them of the university's offerings and encourage them to enroll.
Dynamic Retargeting
Dynamic retargeting allows universities to display personalized ads based on the specific courses or programs prospective students view on their websites.
For instance, if a user visited a page about an online MBA program, they would see retargeting ads highlighting the benefits of that specific program. This personalized approach can significantly increase conversion rates.
6. Utilizing Video Marketing
According to a report by Wyzowl, 87% of marketers say video has increased traffic to their website, and 80% say it has directly increased sales.
With this in mind, universities can leverage the popularity of video content to showcase their online courses, share student testimonials, and highlight faculty expertise.
YouTube Advertising
YouTube is the second-largest search engine in the world and an ideal platform for video advertising. Universities can create video ads that appear before, during, or after YouTube videos, targeting specific demographics and interests.
Student Testimonials
Featuring student testimonials in video ads can build trust and credibility. Prospective students are more likely to enroll in a program if they see real-life examples of others who have succeeded, enjoyed their online learning experience, or tout the program having lifetime value.
7. Email Marketing and Automation
Email marketing remains one of the most effective digital marketing strategies for nurturing leads and driving enrollments. By sending personalized and relevant content to prospective students, universities can keep their online courses top-of-mind and encourage action.
Segmented Email Campaigns
Segmenting email lists based on factors such as program interest, stage in the application process, and geographic location allows universities to send targeted messages that resonate with recipients.
As far as engagement strategies go, HubSpot particularly notes the importance of this one. Research has shown that segmented emails receive 30% more opens and 50% more clickthroughs than their unsegmented counterparts.
Marketing Automation
Automated digital technologies, such as HubSpot and Marketo, allow universities to create automated email campaigns that nurture leads over time.
Imagine a prospective student downloading a brochure for an online course. They get the brochure but also receive a series of automated follow-up emails with additional information, student testimonials, and a CTA to apply. This is a type of strategic planning that ensures consistent follow-up with potential leads.
Case Studies: Successful Digital Marketing Strategies for University Online Courses
Case Study 1: Alpha Career College
Alpha Career College is an online higher education institution tailored to working adults. They successfully leveraged targeted digital marketing strategies to increase traffic, engagement, and enrollments.
Alpha used a combination of Facebook Ads, landing pages, e-brochures, and email marketing to reach their audience. Their success highlights the importance of a multi-channel approach to engage prospective students at every stage of their decision-making process.
Results:
644 qualified leads across three campaigns
535% conversion rate (compared to the industry average)
54% education in cost-per-acquisition (compared to the industry average)
Case Study 2: Telfer School of Management
Telfer School of Management used a data-driven approach to optimize its digital marketing campaigns.
Telfer utilized pay-per-click (PPC), social media advertising, and content marketing, which included Google and Microsoft ads, Facebook ads, lead magnets, landing pages, email marketing, and graphic design. By continuously analyzing and optimizing their campaigns, they achieved substantial growth.
Results:
272% increase in leads from the previous year
290% increase in Canadian leads of the prior year
123% increase in applications from the previous year
5× higher conversion rate than the industry average
Tips for Implementing Digital Marketing Strategies for Online Courses
Advertising for university online courses can be an intense and competitive process. That's why it's important to have these digital advertising tips at the forefront before leaping into the strategic planning stages.
1. Invest in Data and Analytics
To effectively target prospective students in today's digital age, universities must invest in data analysis tools. These tools provide valuable insights into student behaviors, preferences, and demographics, allowing institutions to refine their digital marketing strategy.
Tools to Consider:
Google Analytics. Offers detailed insights into website traffic, user behavior, and conversion rates.
Facebook Audience Insights. Helps universities understand the demographics, interests, and behaviours of their Facebook audience.
HubSpot. Provides marketing automation, CRM, and analytics tools to streamline and optimize marketing efforts.
2. A/B Testing for Continuous Improvement
By testing different variations of ads, landing pages, and email content, universities can identify what resonates best with their audience and make data-driven decisions to improve campaign performance. This process is known as A/B testing, and it's an invaluable part of any digital marketing strategy.
Practical Examples of What to Test:
Ad Copy. Experiment with different headlines, CTAs, and messaging to see which versions generate the most clicks and conversions.
Landing Page Design. Test variations in layout, imagery, and content to optimize for higher conversion rates.
Email Subject Lines. Try different subject lines to determine which results in higher open and click-through rates.
3. Focus on Mobile Optimization
According to a study by Statista, as of 2023, mobile devices accounted for over 58% of global web traffic. This trend is particularly relevant for online course marketing, as prospective students are likely to research programs on their smartphones.
Mobile Optimization Strategies:
Responsive Web Design. Ensure that your website and landing pages are fully responsive and provide a seamless user experience across all devices.
Mobile-Friendly Ads. Create ad formats that are optimized for mobile viewing, such as vertical videos and carousel ads on social media.
SMS Marketing. Consider using SMS marketing to reach prospective students directly on their mobile devices with timely and relevant offers.
4. Create a Strong Value Proposition
In a crowded online education market, a strong value proposition is essential for making programs stand out---especially online ones!
Clearly communicate what sets your programs apart. This could be the industry experts leading them, the flexibility of virtual learning, the reputation of your faculty, or unique career advancement opportunities.
How to Craft a Compelling Value Proposition:
Highlight Unique Program Features. Emphasize aspects like industry partnerships, hands-on learning experiences, specialized curriculum tracks, and unique course materials.
Showcase Success Stories. Use testimonials, case studies, and alumni outcomes to demonstrate the real-world impact of your programs on the local and global community.
Focus on Outcomes. Communicate the potential career outcomes, salary increases, job placement rates, and lifetime value that students can expect upon completing the program.
5. Leverage Partnerships and Collaborations
Collaborating with industry partners, influencers, and alumni can significantly enhance your digital marketing efforts. Partnerships can extend your reach, lend credibility to your programs, and create opportunities for co-branded marketing initiatives.
Examples of Effective Partnerships:
Industry Collaborations. Partner with companies to offer co-branded courses or certifications that align with industry needs. For instance, Coursera frequently partners with top universities and companies like Google and IBM to offer specialized online courses.
Influencer Marketing. Collaborate with education influencers or bloggers who can promote your online courses to their audience.
Alumni Networks. Engage your alumni network to share success stories and testimonials that can be used in your marketing campaigns.
Successfully Market Your Online Courses with Noetic Marketer
For universities looking to bolster their digital marketing efforts, partnering with an expert in the field who's up on the latest trends and practices can provide a competitive edge.
Noetic Marketer's Digital Marketing Services for Higher Education are designed to help institutions navigate online advertising and develop marketing strategies that deliver results.
From targeted social media campaigns to comprehensive SEO services, Noetic Marketer has the expertise to elevate your university's online presence and attract the right students to your programs.
Who We Are
Noetic Marketer is a full-service digital marketing agency with roots in Ottawa and the GTA. We specialize in creating and optimizing digital marketing campaigns for higher education, e-commerce, professional services, and contractors.
Over the past few years, our team has developed and implemented complete digital marketing solutions for professional service providers across North America.
Our services include digital strategy consultations, search engine optimization, pay-per-click advertising, social media advertising, content marketing, website design, email marketing, CRM implementation, and conversion rate optimization.
About the Author
With a keen eye for detail and a deep understanding of people's motivations, Jess brings her unique perspective and expertise to every project she takes on at Noetic.
With over ten years of copywriting experience, Jess is passionate about distilling complex concepts into engaging, accessible, and SEO-friendly content that resonates. Her mission is to craft written words and content strategy that brings your vision to life.
When she's not working on a project, Jess loves to explore the great outdoors, volunteer with animals, spend time with family, and game to her heart's content.
