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AT ALBION, WE DO THINGS DIFFERENTLY…
Looking for marketing campaigns that can pay for themselves many times over? We stake our reputation and our fee on getting great results. So if we don’t increase your rankings, traffic or sales (or reduce your cost per acquisition) you won’t pay a penny.
Reclaiming search markets for a Disruptive U.S. Medical School
Working with the American University of Integrative Sciences to better understand the needs and behaviours of their search market, Albion’s advertising specialists sneakily scraped competitor target keywords, bids and ads. We then rebuilt the uni’s Google Ads campaigns to generate a profitable flow of enquiries from potential students.
Increasing visibility for critical industries engineering giants
Specialist SEO knowhow and hands-on optimisation helped generate top rankings on Google for one of the UK government’s favoured engineering training firms. Achieving these rankings in national and international search results was instrumental to the company’s success which led to Edif ERA being bought by an even bigger beast.
Helping transform a UK executive consultancy into a market leader
Appleby Associates was saved from the history books by a new owner who was intent on reinventing the brand. Albion came on-board to redirect resources previously wasted on paid search marketing. We reinvested the monthly budget towards improving the site landing pages and generating increased Google traffic.
Most people think of Google’s Pay Per Click search advertising as a quick and easy way to gain maximum visibility in the search results. However, what most educational organisations and their marketing agencies don’t know, is that Google’s Display Network (GDN) allows advertisers to “pinch” high-value potential students away from their competitors.
Imagine if you could simply list your competitor’s web pages and follow all the people who visited those pages around the web with highly targeted image ads. This method can be a real eye-opener to private schools and universities that have previously tried to make pay per click advertising more profitable. Albion’s clients in the education sector no longer have to pay through the nose for highly competitive paid search advertising because they employ targeting methods that keep their brand and courses on the mind of potential students via the clever use of Google’s display targeting options. These little-known opportunities include:
Targeting only those potential customers who have recently visited your competitor’s websites
Say a competitor’s site has a page about a “Mechanical Engineering BEng (Hons)” course and your university needs to attract more potential students to a similar course you offer. You can now choose to advertise to just the people who have visited the competitor’s page and show them ads that bring them to your course instead. Not only that, but you will pay on average a quarter of what you would have paid via search advertising to bring those visitors to your page. The power of such targeting methods has been proven to be highly productive for those looking to fill vacant places on a course that generates valuable income.
Targeting those who have previously visited a specific page on your own website
Similar to targeting visitors of specific pages on your competitor’s websites, it can be of real value to target previous visitors of your own pages. It is also possible to bring some of the previous visitors to a specific course page back to your site in order to re-emphasise the benefits of studying at your university. Again the cost per click using image ads on Google’s display network means you will pay just a fraction for each targeted visitor you attract. Of course, you get to split-test the wording of the image ads, so that over time your refined ad copy generates optimal click-through rates as well.
Targeting anyone while they are on a particular website or web page
If you know your potential market visits websites that give advice on finding the right university, college or school or they visit specific educational forums and blogs – the opportunities here are endless. Simply have your team or ours identify ones that display Google Ads and create ads to your list of courses. By enjoying more visibility, your market gets to build a relationship with your educational organisation and are much more likely to make an enquiry or enrol on a course or training programme you offer.
Many PPC agencies that manage online advertising for educational brands don’t keep up with the latest targeting options and indeed don’t know how to increase their client’s advertising “quality score”. This is a real shame because high-quality scores usually result in our clients having to pay less for each paid ad click than their competitors. This is an advantage only some universities and colleges are making use of.
As well as this we are known for vastly reducing online advertising spend without reducing lead and sales conversions by continually optimising bids and reducing paid clicks from those who are not in our client’s target demographic, location and age group. Those in the know are currently enjoying more targeted traffic for less outlay, so be sure to check your ad spend is not being wasted due to your reliance on a PPC agency that doesn’t have specialist knowledge in the education field.
Generating over 5 times more website visitors in less than a dozen weeks via a handful of intensive SEO sessions provided London Role Play with a large increase in sales. The brand now dominates the search results throughout the UK with over 50 #1 positions in Google search results.
Generating almost 3 times more visits each week for a Kite Surfing brand was a feat that totally exceeded their expectations. And by teaching BEKS how to achieve top Google rankings they were able to complement our one-off campaign with further improvements in-house.
Suffering from badly designed and awkwardly worded landing pages, the American University of Integrative Sciences needed our help to understand their enrolment page’s ‘conversion killing’ flaws – we also redesigned them to vastly increase enquiries from potential new students.
…Web industry knowledge and hard work ethic have been of great benefit to the University of Brighton… providing valuable insights and documentation for our web editors
Rebuilt our ads campaigns from the ground up – by month 2 we had cut our marketing spend in half and brought down our cost per conversion by 79% whilst more than doubling the number of enquiries
…Made a tremendous difference to the consistency and flow of the university website