Meta Description- Learn how to measure the effectiveness of an E-learning PPC agency. Check out the key metrics to measure success and boost your online course promotion.
As a business providing e-learning services, your market could be better. There are hundreds of courses available, both free and paid, that can put your e-learning course in the backseat. You've got a free crash course for Java on YouTube, a paid course on how to stitch, and even an online advertising class for beginners.
People no longer wait for days for someone to teach them a new skill. A quick search on the Internet is enough to find the top courses. This competitive crowd makes it harder for you to be visible in the eyes of your potential customers. You'll need expertise and a platform to advertise your services, and an E-learning PPC Agency will do just the job for you.
A good PPC agency effectively taps into your target audience to attract customers. But is that enough testament to the effectiveness of an e-learning PPC agency? Let us cover this in more depth in this blog.
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What is an E-learning PPC Agency?
An E-learning PPC agency specializes in managing and optimizing PPC, or pay-per-click, campaigns for e-learning businesses. They work to attract students, professionals, and organizations to these online courses and educational programs by targeting an interested audience. From setting up the campaign strategy to managing bids and ad placements, they help you optimize your PPC advertising strategy and achieve the desired ROI.
PPC forms the core of any advertising strategy, assisting you in ranking for search engine results pages (SERP) and displaying your e-learning advertisement on websites. Another perk is that you pay only when someone clicks on it.
5 Ways to Measure the Effectiveness of an E-learning PPC Agency
There's no specific time to sit down to see if your PPC Agency is working as it should. You can do it in the beginning when you're looking to contract with one. You can do it when you doubt their performance. Or you can do it on a random Tuesday just to check.
Here are 5 ways you can go about it-
1- What's their record?
When you're just stepping in to find an e-learning PPC agency, you cannot trust the first one you find. You need to check their records, which represent their reputation, to see if their performance is up to mark. You can start to research about this with some basic questions-
- Have they worked with e-learning clients before?
- Do they have enough reach within the e-learning audience?
- Do they know how to advertise online courses?
- Do they have qualified professionals on standby to help you?
- Are they paired with any reliable partners and platforms?
You can also determine all your requirements and see whether the PPC agency has a decent reputation for fulfilling them.
2- Looked for social proof yet?
When you look for credibility, you look for social proof. It's important to check the testimonials and reviews from actual clients. They can reveal a lot about the company- how it operates, its workflow, the best services, and areas where it lacks. If possible, you can also directly verify the information from the clients and ask about their experience.
Visiting the company's social media channels is also a good idea. Companies often highlight their success stories on social media, and you can easily get a run-through on what your success could look like with them.
3- Have you analyzed their services?
You need to check if you're getting the full package with a PPC agency. This is more than mere targeting and getting clicks on your e-learning advertisement. Before you jump into any decision, do a comprehensive check on the following-
- Campaign Goals Setup
- Targeting Options
- Available Ad Formats
- PPC Audit Services
- Geo-Targeting and Local Ad Services
- Bidding Options
- Payment Options
- Analytical Dashboard
An overview of these services will tell if you will have to look for some options elsewhere. In the long run, it's beneficial to invest in full-service agencies that walk you through all the steps of PPC advertising.
4- Are you getting the desired results?
This is where it gets interesting, and you're actually here for the results. The effectiveness of a PPC campaign will depend on its metrics. You wouldn't want to spend your time, money, and effort on something that isn't generating results. If you have already hired a PPC agency, these metrics will eventually determine whether your investment in them is worth it.
Let's take a look at all the metrics you will have to focus on.
Impressions
When you're running a campaign to increase brand visibility, total impressions are what you look at. Impressions refer to the number of times an ad has been shown to users on the internet. A good e-learning PPC agency will have a system set in place where your ads are shown to quality audiences that are likely to convert. If your impressions are increasing but you're not getting conversions, there might be a problem.
Click-Through Rate (CTR)
CTR measures the number of people clicking on your e-learning advertisement and going to your website. If your ads consistently get clicks and your website traffic is high, your PPC agency is doing something right. It's an indicator that your audience finds your ads useful. It can also help you identify ads, keywords, and audience groups that aren't performing well.
Conversion Rate
The conversion rate shows you the number of people who took a desired action after visiting your website through an ad. It could be downloading a resource, signing up for a newsletter, or something else that can be classed as a conversion. This metric is important to understand if your online course ads are optimized enough to attract customers.
Bounce Rate
Bounce rate refers to the number of times a viewer visits your website through an online ad but does not take any other action. This metric is great for identifying ads that aren't performing well despite getting clicks. The reason could be targeting the wrong audience, poorly structured landing pages, or clickbait-y ads. In this case, you will have to ask your e-learning PPC agency to check on the quality score of your ads.
Quality Score
Your ad's ranking and placement depend on its quality score. A high-quality score will lead to higher placements and conversions. If the quality score keeps dropping, you'll need to check with your e-learning PPC agency about your ad's quality and keywords.
Return On Ad Spend (ROAS)
ROAS refers to the total revenue generated from your advertising efforts. This ad-centric measure determines the money made on every dollar spent on your online course promotion ads. If your ROAS doesn't look good, check your keywords and audience groups.
5- Does it fit your budget?
The PPC agency you want to employ is the best out there. But does it fit your budget? The answer can lie in the pricing models they provide, the registration fees they charge, the budget spending limits they allow, and the return on investment you get. In some cases, you employ a PPC agency higher than your budget but make up for the extra costs with the results that it reaps. But if the results are stagnant, there's no point in hiring a PPC agency out of your budget.
So, if you're looking to hire an agency or feel like your current agency no longer fits your budget, give the following a quick scan.
Pricing Models
The flexibility to choose among different pricing models is a positive sign.
CPC, or cost-per-click, charges an advertiser for every click their ad gets. If your goal is to get website visits, this is the one you choose.
CPA, or cost-per-action, charges the advertiser when a user completes a pre-specified action. This model helps you achieve your conversion goal.
CPM, or cost-per-mille, charges the advertiser for every 1000 impressions of their ad. This works well when you want to work on brand awareness.
Budget Limit
One moment, you're busy optimizing a campaign, the next, you've overspent your budget. This makes it essential that the e-learning PPC agency you choose allows you to set daily and monthly limits on your ad spend. You start with a specified budget, and your ad turns off the moment your limit is exhausted.
Return on Investment
ROI, or return on investment, helps you measure the profit generated from the ads in proportion to the overall cost incurred to implement them. If your spending is pacing higher than your ROI, it might be a good time to change your PPC agency.
Conclusion
While this is just a rough guide, the requirements for your e-learning PPC agency can vary. You might also want to consider factors like how they conduct ad testing or their punctuality during calls and meetings.
On the other hand, if you're not willing to outsource your e-learning advertising, a self-serve ad network can be a great option. 7Search PPC is one of the most versatile ad networks, and you can connect with e-learning publishers directly at a cost-effective rate.
Frequently Asked Questions (FAQs)
What is the role of an e-learning PPC agency?
Ans: An e-learning PPC agency is responsible for all your PPC marketing needs. From setting up your campaigns to managing your analytics- they do it all.
How can I ensure my PPC agency is transparent?
Ans: Transparency is an important factor in choosing a PPC agency. A transparent agency will always be honest about your spending and ROI.
How can I improve my PPC ad's quality score?
Ans: You can increase your quality score by making relevant ad copy, using high-quality images, targeting the right audience with the right keywords, and optimizing your landing page.
What if I'm not sure if I want to hire an e-learning PPC agency?
Ans: You can always try advertising your e-learning advertisement by yourself first. An ad network like 7Search PPC can connect you with relevant publishers without much hassle, and you can display your ad on their websites.
