Running Effective Google Ads
How to use Google Ads to market your flight school. We create and manage pay-per-click advertising campaigns that drive traffic, leads, and sales to your business.
What is PPC?
Pay-Per-Click Advertising
Pay per click ads are just like the name implies. For every click on Google on your ad, you need to pay a fee to Google. It's a great way to get your flight school in front of targeted prospective students that are not in your immediate network.
A big concern with running PPC ads is how much it will cost. For flight schools and aviation businesses, we've seen the cost per click (CPC) hover between $7 dollars and $20 dollars a click depending on the area and keywords chosen.
You might be running the numbers in your right now. If I get 100 clicks on my ad, then that can cost anywhere from $700 to $2000. Which in turn may make you wonder if it's even worth it or not. The best question to ask yourself is how much is a student pilot worth in my flight school?
Does this sound like you?
- Stagnant or slow sales.
You're not getting the leads you need to keep your flight school running.
- PPC ads not converting.
You are spending hundreds and thousands of dollars on Google Ads with little to no results.
- Your marketing agency doesn't understand your business.
You're tired of explaining how the flight training process and your pilot academy works to your marketing agency.
We see so many flight schools that go into running a Google Ad campaign by themselves, pick a few keywords and stuff them all into one ad group, bid either too high or too low, and then send people directly to their homepage on their website for when people actually click.
Or they use the Google Ad prompts when setting up a new account and let Google run your ads on autopilot and spend your money with no results. This is the wrong way to do it in so many ways.
This is a recipe for disaster. You're going to be spending a lot of money and not getting the results you want. We've seen it time and time again.
How much is a student pilot worth?
Let's keep going with the 100 clicks example. If out of those 100 leads, you contact all of them and 30 decide to show up to your flight school and do a tour or a discovery flight, you might get 10 or so that commit to coming again and train. A 10% conversion rate which is typical in the flight school market.
With the $700 to $2000 dollars you spent, you now have 10 new students. Most students who commit to training to at least their private pilot certificate will bring on average $10,000-$15,000 dollars of revenue to your school. So you just paid $700 to $2000 to bring in more than $100,000 in revenue. It's a good investment.
Don't waste your money.
Most Google Ads campaigns fail because flight school owners fail to understand how the Google Ads platform actually works to get leads.
How to do it right
What's the right way to go about running Google Ads?
Google Ads are a great way to get in front of prospective students that are not in your immediate network. But it's important to understand how the Google Ads platform works to get leads.
By understanding how the Google Ads platform works, you can create ads that are relevant to the user that is searching for flight schools in your area. This will help you get more leads and more students.
Google wants to make sure that even paid listings are relevant to the user that is searching. So the quality of your ads and the page that people land on is all relevant to where you get placed in paid listings, along with the cost per click you're willing to spend. If a customer is searching for “how to become a pilot”, your ad isn't going to work well if it:
- Not relevant Headline.
Doesn't have a headline that matches the user search term (ie. flight school, pilot training, etc.). Headlines are the first thing a user sees and must grab their attention and curiosity.
- Unappealing ad copy.
Doesn't give the viewer an incentive to call now and check your flight school out. A great ad copy will give the viewer a reason to call now and check your flight school out. Either by offering an exiting experience thought flying.
- Not relevant Unique Selling Proposition (USP).
Doesn't give them a reason to choose your flight school over others. You need to have a unique selling proposition that makes your flight school stand out from the rest. This could be your location, your instructors, your aircraft, or your training program.
The same goes with the page that your customers go to when clicking your ad. It needs to be relevant. If a customer is searching for “how to become a pilot”, your ad isn't going to work well if the page they land on is your homepage. It needs to be a page that is relevant to the search term.
If this isn't done correctly you're back to square one. You're spending a lot of money paying more for ads than you need to pay and you're likely getting fewer calls than you should be. If the ad and landing page content doesn't answer the specific question or query they typed into Google's search bar, then you better believe it's unlikely they'll be reaching out to you.
So what's the right way to go about doing Google ads? It's to understand how the Google Ads platform works and how to create ads that are relevant to the user that is searching for flight schools in your area.
Our Process
The Right Rudder Marketing Method
Engineer multiple ad groups and campaigns and campaigns. Structure keywords, negative keywords, and locations properly to fit your ideal student pilot. Let's get your flight school more students! We create and manage pay-per-click advertising campaigns that drive traffic, leads, and sales to your business. Our PPC experts use their knowledge and experience to create a custom PPC strategy for your flight school.
- 1Google Ad Account Audit
-
We asses all services you provide and find a space where you can thrive online with proper keywords. We'll use the keywords that your potential clients use to help match you together.
- 2Focused PPC Keyword Strategy
-
We perform an in-depth competitive analysis to create a tailor-made and winning SEO strategy. Most competitors use automated tools and miss out on context. We understand the flight training market thoroughly and specialize in helping pilot training academies thrive.
- 3Landing Page Creation
-
We examine factors that Google considers when ranking your website. We take it a notch further by focusing on how Google ranks flight school websites to see areas we can improve.
- 4Conversion & Tracking Setup
-
We improve everything on the website that affects your rankings. Optimization ranges from meta descriptions, title tags, user experience optimization.
- 5Launch The Ad Campaign
-
We create content that provides value to the reader. It's easy to read, relevant, and no other website will have a website like yours.
- 6Ad Campaign Optimization
-
Link building helps you rank on search engines. It helps search engines categorize your website as relevant. We connect you to major sites to improve your rankings organically by creating content your flight school audience will like.
.CmJjN6T4_2mcTX3.webp)
Fly with digital marketing experts that know the flight training industry.
We are a team of pilots that know the flight training industry. Because if your marketing team doesn't know what the pilot training experience is like, then how can they be successful for you? See what we're talking about by booking a call now!