‍Educational marketing is the tools and strategies institutions can use to attract students (leads) and achieve engagement (conversions). Through these tools and techniques, which can be digital or conventional, institutions seek to impact their target audience to capture their attention and convince them that they are the best option for their training processes and their children.

Google Ads allows us to find and reach people in the geographical locations we determine who are actively searching for information about educational institutions where they or their children might want to study. Google charges you for each click made on a commercially interesting search, for example:

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School:

Martha, a resident of Chapinero in Bogotá, is looking for a school near her home for her 5-year-old daughter. When she goes to Google and searches for “bilingual schools in Bogotá,” several ads appear. Google will show Martha your educational institution's ad. If she clicks on your ad, Google will charge you. Therefore, the ideal scenario is that she arrives at a page designed specifically for her to leave her information or contact you via email, phone, chat, or WhatsApp. If Martha decides to fill out the form and leave her details for a sales representative to contact her, you will have obtained a potential customer in exchange for the cost Google charged you for the click.

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University:

Mateo wants to study law and is trying to decide which is the best university to do so. He then goes to Google and searches for “law universities in Bogotá.” As a result of his search, he will find several offers and ads. Google will charge the ad owners when Mateo clicks on them. Therefore, Mateo must have the option, for example, to contact via WhatsApp (since he is conducting his search from a mobile phone). When he clicks the "contact me via WhatsApp" button, he should be automatically directed to the university's commercial WhatsApp to inquire about tuition prices or any other information relevant to his decision-making process.

As you can see, Google charges for each click on ads containing the keywords you choose to show in your ideal customer's search. Setting up these campaigns can take time, and the learning curve for achieving good results is steep. To learn faster, you can take Google's free online courses, but it's important to remember that the cost of learning can be high in terms of what you invest in digital advertising on these platforms during this process. If you want to implement Google Search digital strategies easily, quickly, and effectively, it's best to hire professionals who specialize in this field.

Facebook has one of the most robust market segmentation platforms in the advertising industry. One of its advantages is the ability to show ads to people who aren’t actively searching for a product or service but match the profile of potential customers. We need to captivate them with valuable content or compelling ads.

Facebook's segmentation options allow us to explore and pinpoint diverse interests and demographics, connecting with individuals seeking an educational institution.

Example: To obtain quality leads for a school seeking students between 5 and 13 years old, it is possible to segment and reach all parents living within a 2-kilometer radius of the institution with pre-adolescent children aged 5-13 years. A video can be sent showcasing the school, its facilities, and all the added value. To capture their attention further, an invitation can be extended to these parents to take advantage of an early enrollment discount if they fill out a form on Facebook or write via WhatsApp or Messenger. When the school receives the data, they will initiate the sales process.