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Search Marketing for Higher Education in the UK

We wouldn’t call our PPC specialists teacher’s pets, but they certainly know a thing or two about achieving A+ grades for higher education campaigns. Tweed jackets and horn-rimmed glasses aside, our team has extensive experience executing lean, lead-generating paid search campaigns for a range of academic institutions around the globe. We can help your higher education brand make the grade by connecting you with the right audience at the right time and helping you stand out in a highly competitive market.

Getting ahead of the class with effective SEM

Localising enterprise-level brands is our specialty—and the higher education vertical is no exception. We develop granular paid search campaigns that serve ads by location, whether it’s the user’s physical location or location as indicated by search intent. This allows us to differentiate between on-campus and online offerings, and optimise accordingly.

As the online education market continues to grow and expand, we recognise the increasing importance of international students. Putting our data-first philosophy to use, our team can identify search patterns, pinpoint which international locations index high on enrollment, and determine how best to structure a campaign.

Remarketing is also a key component here: students will research for months before enrolling, which means the window for remarketing should stretch long enough to capture these potential leads. In addition, the messaging you use in your remarketing campaigns should be program-specific and give students a reason to return.


Keep it consistent: 83% of mobile users say that a seamless experience across all devices is very important1


More clicks: Search ads see 3x more click-throughs than social and display2


Going local: 30% of mobile searches are related to a location3


Choose your words wisely: Degree and MBA-related keywords are among the highest costing keyword categories in Google4 and Bing5

1 IMPACT Branding & Design, "31 Mobile Marketing Statistics to Help You Plan for 2017", October 2016
2 Search Engine Watch, "29 Most Interesting SEM Stats from March 2016", March 2016
3 HubSpot, The Ultimate List of Marketing Statistics, 2015
4 WordStream, How Does Google Make Its Money: The 20 Most Expensive Keywords in Google Ads, March 2015
5 WordStream, The 20 Most Expensive Keywords in Bing Ads, March 2015

Our approach to search marketing

  • Our pay-per-click and organic search campaigns drive greater performance from the brand down to the hyper-local level through localisation, granularity, and context-sensitivity
  • We use best-in-class tools to continually monitor, test, tweak, and optimise our paid search marketing campaigns
  • Our proprietary platform allows us to generate a boundless number of search-optimised landing pages that drive higher conversion rates

We can help you earn top marks in paid search for your higher education brand.  

Be a part of the local revolution

Successful, locally focused digital marketing depends on ensuring that every landing page, banner ad, search query, and tweet counts—because if you’re not reaching the right consumer at the right time, what’s the point? DAC aims to improve the reach, relevance, and reputation of your digital marketing efforts. And we’re not too bad at it, if we do say so ourselves.

5 bn

More than 5 billion people use mobile phones1


79% of shoppers research products before making in-store purchases2

1 GSMA Intelligence, 2018
2 Salesforce, "Connected Shoppers Report", 2017

We’re the kind of agency that jumps at opportunities to learn something new every single day. 

For an agency with the creativity and expertise to make search marketing best practices perform for your higher education brand, make DAC your first choice.

For the last 46 years, DAC has been busy growing from a regional print directory advertiser into a full-service digital performance agency. We’ve come a long way from our humble beginnings thanks to our focus on local and commitment to staying at the front of the pack when it comes to digital marketing innovation. Our “Geeks with Personality” in offices all over Canada, the US, and Europe spend their days connecting brands to consumers.

THE KEY WORD BLOG Preaching to the conversion-minded

Let's talk!

We can help your business grow and thrive in digital—and it all starts with a friendly chat.