PPC Blog: How B2B Marketing Resembles PPC Marketing in the Higher Education Vertical

Your marketing team is undoubtedly well versed in the differences between B2B and B2C marketing. As we’ve all learned, the B2B sales process is more complex than B2C, with a longer conversion path. Purchase decisions take longer and require group consensus. And after the sale concludes, the relationship between buyer and seller continues through product or service implementation and delivery. And in B2B, there’s always the tantalizing possibility of large future sales.

But every rule has its exceptions—and this is where PPC marketing in the higher education vertical gets interesting.

Because in many ways, PPC marketing for universities and colleges has more in common with B2B marketing than B2C—even though the target is individual consumers, not businesses.

Why does this matter? Because understanding the similarities and differences between B2B marketing and PPC marketing in the post-secondary education vertical can provide helpful insights for your own marketing efforts.

In my recent Search Engine Land column, I describe these B2B and PPC similarities and differences and give tips on how to leverage them. I invite you to take a look!

PPC marketing in higher education

Filed under: PPC Management

Ready to improve your PPC return?Contact us

“The Group Twenty Seven team is very data- and numbers-driven with a good understanding of AdWords. Pauline is a prompt and frequent communicator, which for me is an A item. And unlike many consultants, she will listen to you and work to understand your business.

Perhaps the biggest complement I can give Pauline is that she understands that my business is about making money. She is focused on using pay per click to improve our bottom line — not number of visits, not cost per click … but real “money in the bank” results.

Through the years, I have wasted a lot of money with 3rd party PPC companies with results ranging from poor to terrible. The time and money we have invested with Group Twenty Seven is time and money well spent.

I consider Pauline an extension of the Sign Art Etc team.”

Doug Ellenberger, President, Sign Art Etc

More testimonials