The world of marketers has been using PPC as extensively as it could to sell everything under the sun.
The reason is quite obvious. It is a good way of reaching out to the prospects and letting them know that you and/or your product exist.
But does it work the same way for every industry? Not really!
Industries like eLearning are growing at a really great rate. Since the year 2000, the eLearning industry’s growth has been of 900%. Amazeballs, right?
But that’s not what I mean to point. What’s great is that this rise in popularity has given rise to the idea of niche-specific PPC advertising campaigns. And it’s awesome. Don’t believe me? You soon might.
Why eLearning businesses need niche-specific PPC advertising campaigns to boost sales?
Here are the reasons which will eradicate most ambiguities regarding the need for niche-specific PPC advertising campaigns for your perfect eLearning courses.
#1. Sharply targeted for the Audience
Shake-my-head, a niche-specific ad campaign will always be more targeted than a campaign which is a little open to surrounding niches.
And how is that good?
While it might come off as showing ads to a smaller segment of the audience, turns out, that is the aim.
A targeted ad campaign will always convert better than a non-targeted one. This is where conversion rate optimization comes into play.
But then there’s this difference.
When you run an ad campaign for a product other than an eLearning course, you will strictly have to use ad platforms like Google AdWords or Facebook ads.
Not that there’s anything wrong with them, just that for running an ad to market your eLearning software, using a niche-specific PPC network will be a good idea. It’ll be highly specific and will deliver ads on the basis of LMS directory campaign.
#2. Keyword Specific
Just as a niche-specific PPC advertising campaign would be highly targeted, it will be keyword specific too.
Content distribution on the web depends a great deal on the keywords.
The right keywords build your bridge to the top, while the wrong keywords will hinder conversions.
Using a niche-specific ad campaign for selling your eLearning course will just mean that you are adding a brick to the wall of your campaign’s efficiency to perform and convert more.
So, your ads will be displayed on the screens where it matters the most (basically people searching the web with your niche keywords).
As a result, the conversion rates will increase and so will the sales (provided your campaign is well lubed till the end).
#3. A niche specific ad campaign will connect way better to your audience
The human tendency is to go to the place where we can relate.
It’s like, a cockroach from earth will become your best friend on Mars. Don’t get it? Let me break it down for you.
We all know how a joke suddenly becomes funnier when we are able to relate to it, right?
Truth is we all love this kind of relativity. And by we, I mean all of us, including your audience.
So, your best bet is to use this element of relativity in your content. And the best example of its implementation regarding eLearning would be running a highly targeted PPC ad campaign using eLearning Industry’s PPC network.
Don’t believe niche-specific PPC campaigns work? Here’s an evidence!
Let us take an example of Kaplan Financial. Kaplan Financial roped in Banc Media in April 2010 in order to monitor and review the company’s Pay Per Click campaign with an aim to enhance the results in the short-term.
Kaplan Financial happens to be one of the UK's biggest accountancy and financial training firms. The company offers comprehensive training courses in as many as 27 places across the UK. Furthermore, they also provide online reference material to students.
Here’s what the challenge was
The company was undergoing a lot of change since the business was moving towards online purchases while trying to enhance both sales conversion as well as generating leads from the web. To make the transition easier, the business required support in order to ensure that the business change is attained with max. Results in min. Time. Kaplan also wanted to address the problem to ensure that the future growth happens costs that are sustainable. Steps to overhaul the PPC account were initiated, but optimization was required.
Increase the relevant visitor count at a lower cost of acquisition. In order to uplift the business using PPC. Also, to improve the count of major performance indicators like click through rate, ad texts, keywords, etc.
The approach that was followed
A detailed audit was carried out in order to ascertain the current position of the company. The areas included
- The number of relevant keywords
- The quality and the number of ad texts
- The efficiency of keyword match (included the negative match)
- Bid pricing
- Landing pages
The audit brought to light a lot of problems as well as opportunities. The company also reviewed and revisited the data of the campaigns it had developed in the past. Seasonality and trends were also taken into account. Furthermore, the entire PPC account was restructured in order to enhance optimisation and management in the future. Post this, a tactical plan was put in place to ensure cost effectiveness and an increased ROI.
- Keyword Volume rose by 200% and created better reach
- Ad Group count increased by 600%, facilitating better granular analysis
- The list of Negative Keywords was increased by approximately 110%
- Avg Quality Score rose to 6.8 from 6.4 because of an increase in keywords
- Click costs went down by 50%
The number of eLearning businesses is on a constant rise. The industry is going and so are the people associated with it.
This has given rise to a number of new marketing platforms. eLearning Industry’s PPC network is one of those.
The main role of all such ad networks is to deliver ads on a comparison directory for LMS providers.