Google AdWords for Tutoring Companies
The internet is becoming a dominant source for local information, which means many of your potential customers are looking online for tutoring services like yours. If your business does not have an online presence including both a website and a means promoting your website, your business will be missing out on a lot of potential customers.
The first step in building an online presence is to get a website. If you don’t yet have a website yet you can choose one of many free website providers such as Weebly, Webs, WordPress or others.
Once you have a website, you will need to help people find it. There are millions of websites on the internet so the possibility of anyone finding your site without you helping them find it is very low.
One of the most effective ways of driving traffic to your website quickly is using an online advertising system like Google Adwords.
Google Adwords is an advertising platform that lets you create text ads that appear alongside search engine results or on websites with content related to your ads. In simple terms, you create a text ad for your company and then select keywords that will trigger the ad. When people search a keyword you selected, your ad will be displayed.
What makes Adwords so valuable is its ability to target very specific groups of customers. For instance, your tutoring company can use Adwords to target only customers in the geographic area where you offer tutoring services. On top of this, you can target your ads even further to only those people using specific keywords related to your tutoring services in their search queries.
Building Your First AdWords Campaign
Using AdWords to advertise your tutoring business is a simple and quick process. Just complete these steps.
1. Go to the AdWords home page: https://adwords.google.com/ and create an AdWords account.
2. Create your first ad campaign.
3. Provide your billing information.
The first and third step are pretty straightforward, but the second step requires a little more detail. Complete the following steps to create a campaign.
1. Log in to your AdWords account
a. click “Create Your First Campaign” if this is your first campaign, or click on the “Campaigns” tab and then click the “New Campaign” button. This will bring you to the campaign settings page.
2. On the campaign settings page you’ll enter the details of your campaign.
a. Begin by naming your campaign.
b. Next choose the location and language. This should be targeted to the specific markets and languages you want to reach. Under locations click “Select one or more other locations”. Then select the locations you want to advertise in – the browse and search tabs are the easiest to use for targeted advertising. Next select your language.
c. You can leave networks and devices in their default settings.
d. Leave the bidding to “Manual” for now and set your budget to the maximum amount you want to spend each day.
e. Click “Save and Continue”
3. Next you’re ready to create your ads.
a. Enter a name for the group of ads you’re about to create.
b. Choose a headline and enter it in the “Headline” field. It can be a challege to make this fit. The headline should try to grab the viewers attention and it should relate to the topic they’re searching for.
c. There are two description lines for your to describe your services or offer. To fit more content you might need to finish a sentence on the second line that you started on the first. You should include a call to action such as “Sign up today” “Learn more” or “Free consultation”.
d. You can use the display url to add some more information to your add that you couldn’t fit in the headline or description fields. For example enter www.yourdomain.com/NYCMathTutoring to specify the type of tutoring and the location.
e. Put the actual domain you want the ad to direct to in the destination url field.
f. Enter the keywords for your ad group in the text box under the keywords section. Use the “Keyword Tool” under the “Reporting & Tools” tab. This will help you generate some keyword ideas. Aim for about 10-20 keywords to start.
g. If you want to place your ad on specific websites that you know are popular for your target audience you can enter them under the “Select managed placements” section.
h. Next you can set the maximum cost per click you’re willing to pay. Google will automatically adjust bids to minimize your cost. Or you can manually set the bid for each keyword. It’s generally a good idea to start by setting a maximum bid based on the cost per click listed in the keyword tool and then you can adjust your bids manually if necessary.
i. Save the ad group and you’re campaign will begin.
Some Helpful Tips
The cost per click Google charges is partially based on the relevance of your keywords to the content of your ad and your website. In order to lower your cost per click, make sure your ads and keywords are related. If you have some ads specifically for math tutoring, create a separate ad group for math ads and use keywords related to math tutoring.
Broad keywords generally have more competition than specific ones. For example, the cost per click to display your ad for the keyword “tutoring” will likely be more expensive than if you used “chicago algebra tutoring” as your keyword.
Experiment with different ad titles and content to see which ones get the most clicks.
You can set up Google AdWords to track conversions on your site. For example, you can say that you want every person that signs up or requests information on your site to count as a conversion. You then need to insert a piece of code on your site to track conversions. Using this data you can then track which ads have the highest conversion rates. Conversion rates are a better metric to track than click-through rates since some ads might convince a lot of people to click your ad only to find out it was not what they were looking for. To learn more about tracking conversions click on “Conversions” in the “Reporting & Tools” tab in your AdWords account.