A Quick Guide to Competitor Campaigns for Technical Education

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.
"The team demonstrates great knowledge in their SEO/PPC strategies by driving more traffic through international & local targeting, A/B testing, and landing pages."
Vinnie Frederico

Tweets

Perfect Search Media
19h

RT : How Links in Headers, Footers, Content, and Navigation Can Impact SEO - Whiteboard Friday By

Perfect Search Media
1d

Machine learning impacts every search; it's not a one-size-fits-all algorithm approach anymore.

Perfect Search Media
1d

Our CEO went to the conference last week. Here's the wisdom he took home.

Perfect Search Media
2d

RT : Google Shares Details About the Technology Behind Googlebot

Perfect Search Media
2d

It's time to look under the bed. You know, learn about the complex legal battle over mattress review sites.

Perfect Search Media
3d

Thanks so much for the recognition!

Perfect Search Media
3d

Now you can use for more than paying your roommate back for paper towels. This is big.

Perfect Search Media
3d

Perfect Search just won 2 ! We took home platinum & gold. Find out what categories we won for here:

Perfect Search Media
4d

TBH, we're skeptical of the new app tbh's staying power--but just bought it. Thoughts?

Perfect Search Media
4d

RT : Do iPhone Users Spend More Online Than Android Users? By

Perfect Search Media
4d

ICYMI: made a huge update to its budget structure. You need to get filled in. Read this post.

Perfect Search Media
5d

While mobile-first might be your mantra of 2017, explains that this isn't always true. Check it out.

Perfect Search Media
1w

Shopping around for some new tools? Our Director of SEO & Content Justin is here to help. Find out our faves.

Perfect Search Media
1w

RT : Writing Headlines that Serve SEO, Social Media, and Website Visitors All Together - Whiteboard Friday…

Perfect Search Media
1w

We're getting in the Halloween state of mind. to our Spooky Search Engine Halloween story.

Perfect Search Media
1w

According to , we're in the Age of the Bizarrely Intelligent Robots. And we're not ready to deal with it.

Perfect Search Media
1w

Love it! So excited to have you here.

Perfect Search Media
1w

Thanks so much!

Perfect Search Media
1w

Is your business ready for Q4? Try these tips and make it the most wonderful time of the year.

Perfect Search Media
1w

RT : Investors anxious about Google traffic acquisition costs, which regulation could further increase by

Perfect Search Media
1w

Did you catch our shout-out in this article? Halloween is just around the corner...

Perfect Search Media
1w

RT : How to Turn Low-Value Content Into Neatly Organized Opportunities - Next Level By…

Perfect Search Media
1w

Thanks to the Internet, change can happen fast. Like when TV buffs made McDonald's bring back .

Perfect Search Media
1w

is getting smarter. Is your PPC strategy keeping up? Learn all about machine learning here.

Perfect Search Media
1w

RT : Smartphones are changing, and they're more interesting than ever

Perfect Search Media
2w

Haven't tested the new Posts on feature yet? Why not? Get the lowdown & start testing now.

Perfect Search Media
2w

Don't get discouraged. Nofollow doesn't mean no value. Watch this informative to learn more.

Perfect Search Media
2w

Heads up: This pricing update might impact your weekend's & chill plans.

Perfect Search Media
2w

RT : Visually understanding your site structure and external link weight impact by

Perfect Search Media
2w

Thanks for hosting a great career fair !

Find us on Facebook

RT : How Links in Headers, Footers, Content, and Navigation Can Impact SEO - Whiteboard Friday By