Audience: Higher-ed marketers at colleges, universities, and trade/vocational schools
Goal: Build a predictable pipeline of inquiries and applications using Weboganic’s core channels
Why This Mix Works
- Search (PPC/SEM) captures high-intent prospects already looking for programs. You control spend, keywords, and conversion tracking to tune ROI and volume.
- Paid Social finds lookalikes and interest-based audiences earlier in the journey, and shapes perception with creative—short videos, statics, and carousels—so your brand is top-of-mind when they search.
- CTV (Connected TV) scales awareness with precise audiences and complements search/social by lifting branded search volume and retargeting engagement. (CTV is a core service area highlighted by Weboganic alongside SEM and social.)
Funnel Architecture
- Awareness (CTV & Social Video)
- Target by program interests (e.g., healthcare, trades, IT).
- CTV frequency 1.5–3/week, 15–30s spots with a single CTA (visit program page).
- Social hooks: “Graduate in as little as X months,” “Hands-on training,” outcomes and career stats.
- Consideration (Social lead ads + site retargeting)
- Run Meta/TikTok lead forms with 3–5 fields max; sync to CRM for instant routing.
- Retarget site visitors with testimonial clips and campus tours.
- Conversion (Search/PPC + high-intent retargeting)
- Campaign groups: Brand, Program Non-Brand (e.g., “medical assistant school near me”), Competitor, and Location Modifiers.
- Aggressive bid strategies on exact/phrase for program + geo terms; test RSA pinning for control.
- Dedicated landing pages per program with fast load, trust badges, simple form.
Creative System
- CTV: 15s and 30s cuts, on-screen text for sound-off, one outcome-proof (placement, externship, licensure support) and a single CTA.
- Social: Short-form vertical (6–20s). Use 3 creative pillars: Outcomes, Student Story, Day-in-the-Life. Rotate weekly to avoid fatigue.
- Search: 12–15 headlines mixing program, geo, outcomes, and brand; 4 descriptions emphasizing time to completion and financial aid info (where compliant).
Landing Page Checklist (the “7”)
- Promise (clear headline tying program to outcome)
- Proof (testimonials, employer logos, stats)
- Program specifics (length, schedule options)
- Financial/aid guidance (compliant phrasing)
- Campus/online options + map
- Simple form (3–6 required fields)
- Trust & compliance (accreditation, privacy, consent)
These elements align with Weboganic’s emphasis on conversion-ready pages and PPC best practices.
Lead Management That Actually Converts
- Speed-to-lead: Aim for <60 seconds from form submit to first contact.
- Routing: Send by program + campus + availability; enforce SLAs.
- Nurture: Email/SMS sequences for 14–21 days—program benefits, deadlines, event invites. Weboganic provides lead generation and management plus email/database marketing to support this motion end-to-end.
Measurement & Targets
- Primary KPIs: Cost per inquiry (CPI), inquiry-to-appointment rate, show rate, application rate, enrollment rate.
- By Channel
- Search: CPI target based on historical ER (enrollment rate); track keyword-level CVR.
- Social: Cost per lead and qualified lead rate; monitor comment sentiment to guide creative.
- CTV: Track brand search lift, direct type-ins, and assisted conversions (view-through). Use retargeting pools to validate lift.
Starter Budget (example)
- $50k/month: 50% Search, 30% Social (lead ads + retargeting), 20% CTV.
- Rebalance monthly using CPI and down-funnel rates; scale channels that hold target CPI at stable quality. (This aligns with Weboganic’s full-funnel, lead-gen focus Across SEM, Social, CTV, And Email.)
First 30-Day Action Plan
Week 1
- Intake workshop: programs, campuses, SLAs, compliance.
- Build account structure (brand, program non-brand, competitor, geo).
- Draft three landing page templates; set conversion tracking.
Week 2
- Launch search (brand + top 10 program terms).
- Launch 6–9 social creatives (3 pillars × 2–3 variants).
- Implement lead routing and first-response scripts.
Week 3
- Add CTV prospecting; deploy site retargeting; begin nurture email series.
Week 4
- Optimize bids/negatives, rotate creatives, and publish first landing page A/B test.
- Report: CPI, inquiry quality, and early appointment rates; plan month-2 scale.
Weboganic Blog Series: Performance Marketing in Action
Explore how data-driven strategies like search, social, and CTV combine to move real results across industries—education, transportation, home services, and more. Every post breaks down what’s working, why it matters, and how to scale leads with precision.
Follow along each week as we share proven tactics from the Weboganic team to help you attract, convert, and grow smarter.
