Google Ads (PPC) For Training Providers
Helping professional training organisations generate leads through PPC.
For private training companies, online course platforms and professional bodies who need more leads without blowing their cost per acquisition.
I understand the need to balance student lead generation with a realistic Cost Per Lead (CPL) to ensure your business is profitable and thriving.
Book a consultation to discuss your needs and objectives.
Generate highly relevant PPC traffic
The more PPC traffic your website receives, the more leads you are likely to generate. Sounds simple. But the quality and relevancy of traffic will impact your overall number of leads.
I will spend time understanding your business and the training courses you offer. With this knowledge I will carry out keyword research to ensure you target highly relevant searches, bringing only quality traffic to your website.
While it is tempting to bid on more keywords and use broader match types, the risk is a higher Cost Per Click (CPC), traffic less likely to convert, and ultimately a higher Cost Per Lead.
I also value reviewing search terms regularly as that is where I can identify additional potentially overperforming keywords – and irrelevant terms we want to exclude and not spend money on.
Send PPC traffic to the most relevant landing pages & optimise these incrementally
Many training providers offer a wide range of training courses. Some of these courses are product bundles or different versions of the same course.
Sending PPC search traffic to the most relevant landing page helps increase the page’s conversion rate. In other words people are more likely to enquire or purchase a training course if they land on exactly the course page they are interested in.
I will research your training courses and build Google Ads campaigns that follow that structure so as to group relevant keywords together with the corresponding relevant landing pages.
Testing
Testing, testing, testing.
The digital landscape is changing daily, and so is the way people navigate the online world.
I have an always-on testing approach: I will draft a testing plan, compile testing results and iterate continuously to make the most of our budget and assets.
PPC elements I will test:
- Ad copy and assets
- Bids and bid strategies
- Campaign structure
- Landing page optimisation
- Any new Google Ads releases
I had the pleasure of working with Sonia on B2B demand generation projects for Germany. With her wealth of experience and her deep knowledge as a marketing professional, she was a great help in identifying the right channels and messages which resulted in successful campaigns
Clemens Deimann
Demand Generation Manager, Global @ Lynda.com / LinkedIn
How I help my clients (services and approaches)
Account management
Whether you run Google Ads and paid social ads 24/7 or focus primarily on office hours, I actively manage your account on a daily basis.
A healthy account starts with a carefully thought-through structure, making sure keywords and audiences match the intent of the landing pages used.
I will draft ad copy and ad extensions that reflect the training courses you provide and implement it after your approval.
I will test bidding strategies, making sure the Cost Per Click and the Cost Per Lead are in line with agreed KPIs.
Crucially I will spend time in your account so as to identify opportunities for improvement – and potential elements to fix.
Measurement & impact reporting
Measurement accuracy is key to optimising for the correct values. I will implement or review your goal conversion tracking ensuring that your budget is spent optimally.
Before starting work on your ad account I will agree with you KPIs and metrics to optimise towards and achieve.
Furthermore I will set up reporting so you can have full transparency of the results I generate for you, see how your media budget is spent and the leads I generate for you.
Who I work with
As a paid media specialist working part-time or on a project basis alongside my clients’ team, the training providers I work with are:
- Private training companies
- Online course platforms
- Corporate academies
- Professional bodies
- Apprenticeship providers
Sonia is one of those professionals that is able to see the bigger picture in Integrated Marketing. While at Lynda.com/LinkedIn, she proved to have strong multilingual Paid Search expertise both in hands-on operations as well as PPC strategies