David runs an online course about digital marketing. His course is packed with valuable information, and he knows it can transform careers. But despite all the content and effort, he’s struggling. His PPC campaigns are expensive, and his signups aren’t coming through.
Then, David gets an idea: Maybe his PPC strategy is missing something critical.
After tweaking his approach, using advanced PPC techniques tailored for online courses, the results are game-changing. His enrollment numbers start to climb, and his ad spend starts delivering higher returns.
What did he do differently? Let’s find out together as we explore PPC strategies specifically for promoting online courses.
Why PPC is Essential for Online Course Marketing
Online education is a fast-growing industry, and there’s fierce competition. Whether you’re running a coding bootcamp, a language course, or an MBA program, you need targeted traffic that converts into students.
PPC (pay-per-click) is one of the most effective tools for driving qualified leads to your landing pages and enrolling new students. But, like David, you’ll need a strategy that goes beyond just throwing ads out there.
So, what does it take to win with PPC in the online course industry? Let’s break it down.
Case Study: How a Photography Course Used PPC to Increase Enrollment by 150%
The Challenge:
Jane runs an online photography course. She’s got high-quality content, but she isn’t seeing enough students signing up. Her PPC campaigns aren’t delivering ROI. She’s spending a lot, but the leads she’s getting don’t seem that engaged or serious.
The Fix:
Better Targeting
Jane realized that her targeting was too broad. She was bidding on keywords like “photography online courses” without considering the intent behind those searches.
She switched to more specific, long-tail keywords like “beginner photography course for beginners” and “learn photography online for free.” This helped her reach the right audience—people looking for something more specific.
Ad Copy That Speaks to Pain Points
Before: “Take our online photography course.” ❌ (Too generic)
After: “Tired of blurry photos? Join our 6-week online photography course to shoot like a pro!” ✅ (Addresses a pain point and gives a clear promise)
Optimized Landing Pages
Jane reworked her landing page to match her ad copy more closely. She added testimonials from past students, showcasing how the course helped them improve their photography skills. She even included a free trial lesson to get visitors engaged right away.
The Results:
150% increase in enrollments
30% reduction in cost-per-enrollment
More qualified leads, as she targeted people actively looking for photography courses.
Hidden Lesson: Use long-tail keywords, focus on your audience’s pain points, and match your landing page content to your ads.
PPC Strategies for Promoting Online Courses: Proven Tips
1. Choose the Right Keywords
When it comes to promoting online courses, keywords are everything. But it’s not just about bidding on broad terms like “online courses” or “learn online.” You need to narrow down and focus on what your ideal student is looking for.
How to choose the right keywords:
- Use long-tail keywords: Think about what specific courses your target audience is searching for. For example, instead of “coding classes,” target “online coding bootcamp for beginners.”
- Consider search intent: Use keywords that indicate high intent, such as “enroll in digital marketing course” or “best online courses for business”.
- Include location-based terms (if applicable): Even though the course is online, some students might be searching with location-specific terms, such as “online courses for marketing professionals in London.”
Pro Tip: Use Google Keyword Planner to research search volume and competition for each keyword before diving in.
2. Use Highly Relevant Ad Copy
Your PPC ad copy is the first impression your potential students will have. You’ve got seconds to grab their attention and convince them your course is worth their time and money.
Incorporate NLP techniques:
- Use words like “struggling,” “frustrated,” and “want to learn fast” to appeal to emotions.
- Follow it up with “join today,” or “take the first step now” to create a sense of urgency.
Highlight course benefits:
Rather than focusing on what the course includes, focus on outcomes. For example, instead of saying “Learn photography techniques,” say “Master professional photography and start getting paid gigs in 6 weeks.”
The Fix in Action:
Before: “Enroll in our online photography course today!”
After: “Want to turn your passion for photography into a business? Our online course helps you become a pro in just 6 weeks.”
Hidden Tip: Test multiple ad variations to see which headline, description, and CTA generate the highest click-through rates (CTR).
3. Create Dedicated Landing Pages
When a potential student clicks your ad, they need to land on a page that speaks directly to them—no distractions, just relevant content.
Match your ad copy to your landing page: If your ad promised that students will become pros in 6 weeks, your landing page should reiterate that promise.
Use video and testimonials: Online courses are a big commitment, so social proof is essential. Adding a video from a past student or testimonials about how your course helped them will boost credibility.
Include strong CTAs: Always end your landing page with a clear call-to-action. Whether it’s “Enroll Now” or “Sign up for a free trial”, make sure your CTA is easy to find and engaging.
Case Study in Action:
Jane used A/B testing for her landing pages. For one version, she had student testimonials above the fold, and for the other, she included a limited-time discount offer. The discount offer version had a 20% higher conversion rate.
Hidden Trick: Try multiple CTAs—some users may prefer to sign up for a free trial, while others may want a direct purchase option.
4. Retarget with Precision
Not every person who clicks your ad will immediately enroll. That’s okay—but you need a strategy to bring them back. This is where retargeting can be a game-changer.
Use retargeting ads: Set up campaigns to re-engage people who visited your landing page but didn’t sign up. Offer them something valuable like a free mini-course, a special discount, or a downloadable resource.
Segment your retargeting audience: Not all visitors are equal. Create different retargeting lists based on how far they went on your website. Did they just land on the page? Show them a discount. Did they watch the first video? Show them testimonials.
Tip: Use Facebook Ads and Google Display Network to show retargeting ads across multiple platforms.
5. Analyze and Optimize Your PPC Campaigns
With online courses, you’re investing in long-term growth, so it’s critical to track your results and continually optimize.
Use Google Ads Conversion Tracking: Set up goals such as course signups, form submissions, or trial account creations.
Google Analytics: Use event tracking to track actions such as button clicks, form submissions, or video views.
Look for patterns: Which ads, keywords, or landing pages bring the most engaged students? Adjust your budget to focus on those.
Hidden Tip: Use Google Optimize to test different variations of your landing pages. This can help you optimize for conversions and increase your ROI over time.
Final Thoughts: PPC for Online Courses Done Right
PPC for online courses is a game of precision, not just reach. The goal isn’t just to drive traffic, but to find the right audience, engage them, and guide them to enrollment.
Here’s the key to success:
- Target long-tail, intent-driven keywords.
- Craft ad copy that speaks to pain points and offers real outcomes.
- Optimize landing pages for conversions and test constantly.
- Retarget, retarget, retarget—engagement doesn’t end with the first click.
With the right strategies in place, you can turn your PPC campaigns into enrollment magnets, just like Jane and David did. Ready to scale your online course business with PPC?