Google’s prevalence is well known and a successful marketing plan will have a specific strategy to ensure visibility in its search results. As of March 2016, the average number of Google searches per second totaled 2.3 million. With over 2 trillion searches per year – and over half of them coming from mobile devices – it’s a no-brainer to make sure you come up first, when prospective students are searching for your school, other training options or local extracurricular activities.
While search engine optimization is crucial for your business, martial arts schools can also have an impressive amount of success with Google AdWords, putting their websites above even the highest-ranked organic search results. Being found is the first step in getting a prospective student to come to their first class. Here are some of our AdWords tips, to get you the most out of one of Google’s biggest marketing tools.
Our first of these AdWords tips is easy to learn but difficult to master. It takes a lot of fine-tuning and testing, to figure out how to effectively target your audience. First, in your business and/or marketing plan, you should have clearly laid out your target demographic. You’ll want to think of what will attract their attention, how you can raise interest and create desire, how to spur action for them to sign up for a trial or membership, and how to make sure they’re satisfied with their purchase.
Next, you’ll want to perform three types of keyword targeting. A higher bid for exact match keywords – rather than broad match keywords – is generally a good strategy. Don’t forget to use Google’s targeting criteria, which can do things like geo-targeting, so people in a particular neighborhood close to your school find you more easily.
Split testing is an excellent way you can optimize the efficiency of your Google AdWords campaigns. For each ad group, you should be running two different ads and seeing which one is performing better. This gives you a chance to pause the ad that isn’t performing as well, so you can replace it with a new one or put more of your budget towards the ad with higher performance. This constant improvement on the two ads will teach you what is most effective in AdWords, as well as improving the results you’re getting from your ad campaign, in general. Don’t go overboard, though — running multiple tests or adjusting multiple variables will cloud your judgment on what actually helped or hurt the ad.
Mobile Is Key
As we mentioned before, more than half of Google searches were on mobile devices, rather than desktop devices. Mobile-preferred ads are a must within enhanced campaigns; you can customize messages and have calls-to-action specifically for your mobile searchers. You’ll want to make sure that your website — especially the campaign’s landing page — is mobile optimized, for multiple reasons. The customer experience will play a big role in your conversion numbers and mobile optimization is key for a good mobile experience. Also, Google ranks mobile-friendly websites higher, meaning more people will find you organically within the general search results.
Track your Conversion
Don’t forget, the goal of AdWords – and online marketing, in general – is to get prospective students to attend a class and sign up for a membership. This conversion from Google-searcher to student is an important one that you need to track, in order to improve your AdWords results. Without it, you won’t be able to know which keywords, ads or themes are the most effective, thereby losing out on many growth opportunities.
We understand the importance of SEO for your business and we provide SEO optimization that will increase your school’s ranking on search engine results pages. Learn more about the details of our SEO services and become a web-ranking champion.
What online form of marketing has been most effective for your martial arts school? Have a few more AdWords tips to share? Let us know on Facebook and follow us on Twitter and Google+, to stay up to date with all of your ChampionsWay news.