A Quick Guide to Competitor Campaigns for Technical Education
877-655-8227

Blog

A Quick Guide to Competitor Campaigns for Technical Education

Manager, Business Operations
February 1, 2017

Like news about Beyonce’s pregnancy, online education is trending up. This growth goes along with the popularity of short-term certificate programs that provide practical skill training, like those offered at General Assembly or Startup Institute.

In the past ten years, hundreds of new coding schools have started. Let’s face it: if you’re in the technical or online education space, you’ve probably noticed the competition by now.

Wondering how to break free of the competition? Try competitor campaigns. It’s a popular paid search strategy that we've found valuable in the education industry for staying ahead of competitors.

 

What are competitor campaigns?

Junior Analyst Joe recently explained why bidding on your brand terms helps you stay ahead of competitors. Another successful strategy can be competitor campaigns.

Competitor campaigns include keywords specific to your competitor’s brand. An example of a competitor campaign is General Assembly bidding on a New York Code + Design Academy keyword. 

 

 

Competitor campaigns work across a variety of verticals, but we’ve especially seen their effectiveness in the technical education space.

Fun fact: Google calls this space “Program Education.” This encompasses technical programs that provide you with a specific set of skills and a certificate (versus "Degree Education," or a traditional Bachelor’s degree or Master’s program).

Technical education programs emphasize practical skills for a specific job, instead of a more general education.

 

Why are competitor campaigns valuable?

Search & Social Analyst Quinn Dolan, a resident ping-pong champion and AdWords expert, weighed in on why we’ve seen competitor campaigns perform well for our technical education clients:

“The research process for applying to schools or programs is high-involvement, so prospective students spend a lot of time researching.”

Because researching a school or program is very important to the student, the cycle between initial search and actual conversion or enrollment can be very long (sometimes even two years!).

Bidding on competitor campaigns allows you to take advantage of the long sales cycle. Prospective students are likely to compare schools, and the more often you show up in their search terms, the more exposure your school will get.

Plus, AdWords allows you to see who’s bidding on your brand terms. You might be surprised to see that your biggest competitors are already buying your traffic. If so, it’s definitely time for you to implement the same strategy to make sure that you’re not losing leads to the competition.

For program education, where brand names don’t matter as much as in traditional education, competitor campaigns can be an effective way to get more exposure and bring in more prospective students. For our clients, competitor campaigns were so effective that they reduced the lead cost by 100% in many cases.

While this may have been due to our awesome team, it’s definitely a strategy worth considering in the technical education space. Competitor campaigns can be an effective way to increase the efficiency of your marketing campaigns.

 

--

If you’re convinced that it’s time to start some competitor campaigns of your own, but need some help, contact us. We can hook you up with a free analysis of your AdWords efforts and let you know if competitor campaigns are right for you!

Manager, Business Operations
Rachel originates from Kansas City, Missouri (go Royals!). She grew up riding her horse Tinkerbelle and she has a secret knack for making really authentic puppy noises. Two of her greatest wishes? Driving a Tesla and becoming fluent in Russian.
"Perfect Search was our first investment in search engine optimization...we found that their results-driven approach and testing mentality would yield the largest ROI."
Michelle Houser

Tweets

Perfect Search Media
22h

is one of the top trends of 2017. (Mobile is so 2016). Here's why.

Perfect Search Media
1d

Who said working from home means working at a desk? Tune in Fridays this summer to see how we work from home. TGIF!

Perfect Search Media
1d

RT : Google now removing medical records from its search results by

Perfect Search Media
1d

Making some goals for the rest of 2017? Our CEO has some advice in this post.

Perfect Search Media
1d

In that Thursday afternoon slump? We got you. Spend some time on today's Doodle.

Perfect Search Media
2d

Happy ! Approximately 1/3 of the Perfect Search office bikes to work, so we're fans of this week.…

Perfect Search Media
2d

RT : When and How to Use Domain Authority, Page Authority, and Link Count Metrics 🎥 Whiteboard Friday…

Perfect Search Media
3d

Can't bring a fidget spinner to the office--but can't kick the habit? has your back.

Perfect Search Media
3d

Forget lunchtime. It's o'clock. Check out our latest infographic on the ins & outs of A/B testing!

Perfect Search Media
3d

New week, new update. Founder Travis Kalanick resigns & Uber will soon offer in-app tipping.

Perfect Search Media
3d

Happy birthday to our Director of SEO & Content Justin! Hope your day is filled with Red Baron frozen pizza and fan…

Perfect Search Media
4d

Still reeling from Amazon's big Whole Foods announcement? Now there's Prime Wardrobe. The future is now.

Perfect Search Media
4d

You might be addicted to , but some features give it a leg up on local search. City guides, anyone?

Perfect Search Media
4d

Some . It applies to and, well, everything. Challenge yourself this week.

Perfect Search Media
4d

RT : New Mozilla Poll: Americans from Both Political Parties Overwhelmingly Support Net Neutrality…

Perfect Search Media
5d

Crafting content for isn't just about keyword research. Think about how you can use to master the SERP.

Perfect Search Media
1w

Work-from-home Fridays make the summer so much sweeter.

Perfect Search Media
1w

RT : Jeff Bezos' Amazon buys Whole Foods: will brick and mortar retail ever be the same again?

Perfect Search Media
1w

Happy birthday to our Director of Biz Dev Tim! A cool popsicle is the perfect treat for a 😎 day.

Perfect Search Media
1w

Calling all gurus! We're looking for a knowledgeable SEO analyst to join our team. Check out the position now.

Perfect Search Media
1w

Yes, your website can target more than 1 keyword per page. No, that doesn't mean keyword stuffing is back.

Perfect Search Media
1w

RT : Ms. Pac-Man has been targeted by AI researchers for years, but no player, human or otherwise, has ever scored so big

Perfect Search Media
1w

"They need to find a use case where it would help publishers make better content." Want to influence ?

Perfect Search Media
1w

Sometimes balancing & is like balancing on a tightrope. (Maybe. We've never tried the latter.)

Perfect Search Media
1w

Cue "Eye of the Tiger." Our kickball team is getting ready for the big playoffs tonight. Wish us luck! 🐯🏆✨

Perfect Search Media
1w

Don't get flashbacks of high school chemistry. This periodic table is way less scary! Get studying.

Perfect Search Media
1w

RT : What tools support mobile SEO? has compiled a list that will help you answer all your mobile SEO questions.…

Perfect Search Media
2w

Interrupt. Distract. Clutter. These are new criteria for penalizing bad . Make sure you're not guilty.

Perfect Search Media
2w

Interesting UK perspective on how & always exert some kind of influence over politics. Thoughts?

Perfect Search Media
2w

to our PSM Instagram Challenge. Love this shot of dedicated bikers Rachel & Eric!

Find us on Facebook

is one of the top trends of 2017. (Mobile is so 2016). Here's why.