1. 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 paid advertising accordingly.
2. 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 analysis of ad results accordingly.
3. 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 prioritization of work accordingly.