1️⃣ Ads don’t work for driving applications

They might work for general awareness campaigns
They might work for retargeting campaigns
They might work for bringing in top-of-funnel leads

But when you can follow leads from “form fill” to “application,” you realize that these expensive ads are filling the “leads” coffers but not the enrollment ones.

Adjust your 𝐀𝐝 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 accordingly.

2️⃣ Conversions are 𝘯𝘰𝘵 necessarily people

Next time you click an ad, bookmark the landing page. Anytime you click that bookmark BOOM! another “conversion.”

Platforms and Ad agencies tend to treat conversions as individual people who might apply or buy something, but there is a 25%-35% drop off between conversions and actual people due to scenarios like the one I describe above. People filling out the same form multiple times is another one 🙄 .

Adjust your 𝐑𝐞𝐭𝐮𝐫𝐧 𝐨𝐧 𝐀𝐝 𝐒𝐩𝐞𝐧𝐝 accordingly.

3️⃣ Your website is ALWAYS your biggest asset!

Purchase a quality Search Engine Optimization tool like @Semrush or @Ahrefs
Amplify your content through SEO and then support it via other channels

Bonus: Once you have visitors to your site, consider using a retargeting ad campaign to reinforce the message of the pages they have visited.

Adjust your 𝐢𝐧𝐯𝐞𝐬𝐭𝐦𝐞𝐧𝐭 𝐢𝐧 𝐒𝐄𝐎 accordingly.