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How to Create Effective Online Course Adverts

Oct 11, 2024

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Online course ads that draw attention and connect with your intended audience are an effective way to improve conversions and stand out in an increasingly crowded elearning market

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With thousands of courses competing for the same limited pool of potential students, an effective ad campaign could make a huge difference in ensuring your program is noticed by students.

If you've not yet considered course advertisements as an option for your online course business and aren't sure why, let us convince you with solid reasons to consider it.

At the conclusion of this article, you'll have gained practical strategies to create captivating copy and images while optimizing your ads to maximize performance.

What are the reasons online course ads are important

Online Course Ads Benefits Infographic

The main advantage is the visibility. By paying for ads, you're ensuring that your brand gets seen to your intended audience.

In contrast to other strategies, such as organic search content it is guaranteed that your course's ad will be seen.

This can be a huge benefit for course owners and academy owners who are only starting off. It requires a lot of time and energy to establish an organic audience.

Paid advertising, on the other hand, can get your content out there in front of those most likely to be a part of your course faster.

This increased visibility can also lead to an increase in credibility. Repetition builds awareness and trust among potential students, which makes conversions more likely.

What's more, you can pinpoint your audience to ensure that only the right people is exposed to your advertisement. It is also possible to employ retargeting to reengage people that have expressed interest in your online course ads without enrolling.

The amount of course ads can achieve is contingent on the planning you have made and your general strategy, which includes:

  • In which place do you post your ad
  • Which ad format you choose
  • The effectiveness of your copy and messaging

The following points will be covered plus further in the sections that follow.

How to publish your ads

First, you must decide which channels are the best suited to your company's image. In other words what is the location where your intended group most likely to come across your online course ad?

Likewise, if the course you're offering is based on international cuisine, then websites such as Instagram and Facebook will be more appropriate since that's where the target people would be.

to get the most value out of your advertisements The most important thing about picking a platform to publish your ads is you must know how to utilize all the features present

This is a brief overview of all the platforms and capabilities they offer to help get your ads published in the best possible way

Instagram

  • Reels Let's do 90-second commercial videos
  • Stories let you set your creative and captivating course ads for only 24 hours
  • Instagram Feed lets you design an effective visual course advertisement that has the perfect caption to draw the attention of your audience while they scroll

Facebook

  • Stories to create short, appealing video ad content which lasts 24 hours
  • Video Ads: For long-form video ad content
  • Messenger Advertisements customers who see your ads on Messenger are invited to begin a conversation with your online business

YouTube

  • Skippable in-stream ads Advertisements are shown in user videos, which users may choose to not skip.
  • Non-Skippable In-Stream Ads Advertisements are shown in user video content, which viewers must view from beginning to end
  • Discovery ads  The ads are displayed on YouTube results for searches, the related videos and on the homepage.
  • Bumper Ads: Six-second non-skippable ads perfect for delivering a quick, impactful message

LinkedIn

  • Sponsored Content: Ads could be sponsored content that appear directly on the LinkedIn feed, making it a native format for ad formats
  • Video ads The advanced targeting capabilities of LinkedIn ensures that your video ads reach the right target audience.
  • Text Ads They are simple and targeted ads that are displayed on the sidebar of the LinkedIn interface. They are cost effective in driving people to your course landing page
  • Sponsored Messaging (InMail): These advertisements are in the form of personalized messages that are directly delivered into LinkedIn users' email inboxes

Search Engines (Google)

  • Google Search Ads allows you to reach those who are currently searching for online classes or related topics
  • Google Display Network: The Google Display Network allows users to utilize advertisements that use video or image to target users across hundreds of thousands of applications, sites and Google-owned sites like YouTube
  • Discovery ads: Discovery ads allow you to reach users in moments when they're open to discovering new content, offering broad visibility across multiple platforms
  • Ads Retargeting: Lets you re-engage people who've visited your page or engaged with your ads but haven't enrolled in your course

Bonus Point! Your Existing WordPress Website

It is also possible to add course ads to your website.

This is a great alternative if your website has already attracted a significant portion of your intended audience. But either way, it doesn't hurt to upsell your course to existing members.

If you're using WordPress it is easy to make an advertisement using a reused Gutenberg block. The user is free to design any type of ad you want such as images, videos, text, etc.

Ad Formats: Long/Short-Form Videos vs. Images

It is recommended to utilize the combination of these types, particularly in cases where you're serving diverse audiences across multiple media.

However, if you have an ad budget that is limited or you want to send an extremely specific message You'll have to think about the advantages and disadvantages for each option to help to decide on the most effective.

Here are the pros and cons of every advertisement format, to let you know which best suits the needs of your business:

Long-Form Video

 Pros

  • Lets you tell a detailed narrative that draws your audience in.
  • Ideal for explaining complicated product or service
  • Provides more room for creativity and allows for a variety of storytelling techniques
  • Provides greater retention for viewers those who are interested in the subject.
  • Builds stronger emotional connections between the person you want to target
     Your brand and its audience

 Cons

  • Production costs are more expensive and take longer.
  • Not compatible with some platforms like Instagram
  • You demand a longer attention period than most people can commit to

Short-Form Video

 Pros

  • It's quick and engaging
  • It is great for increasing branding awareness within a relatively short duration of time
  • Reduces production time and resources
  • It's easily shareable, making it better for organic reach

 Cons

  • Limited message depth
  • The product may not have any emotional value

Pictures

 Pros

  • Simple to make for fast messages
  • Provides a stunning visual appeal
  • Amazingly versatile across various platforms
  • It's the most cost-effective for manufacturing
  • It is suitable for static platforms and has less impact on the environment

 Cons

  • It's easy to forget about it.
  • Engagement is low compared to videos

After considering the pros and cons of each of these ad styles above, you'll now know where to use the formats and when not and what one you will choose according to which you think is the ideal fit for your intended audience.

Making a powerful message, and writing effective copy

No matter what format you select which platform or format you select the message in your online course advertisement is paramount.

Whether your copy is delivered via script on a web-based video or written as a PPC advertisement, it mist be strong, impactful and concise.

Your target audience must watch the ad and then say "Wow! I need to go through this immediately!"

This is what an online course ad with an attention-grabbing headline, clear and compelling body text, and an enticing call to take action (CTA) will do.

Here's how to craft every component efficiently:

Headlines that grab attention, clear, and Benefit-Driven

Your headline is probably the first thing that your intended viewers will see. It is important to create a flawless impression that'll linger in their minds.

Carefully craft a headline that's simple, succinct and effectively describes what you can gain from your offer.

Do not try to appear excessively humorous by employing a lot of vague phrases instead choose to use simple words and focus on a specific benefit that is a hit with the people you want to reach.

Tips for Online Course Ad Headlines

There are other aspects you should think about:

  • Utilize words that invoke emotion and excitement like "free," "proven," "easy," "guaranteed"
  • Highlight advantages that are tangible and relatable. Define what audience members can expect to gain
  • You should try to use the number. In our experience, advertisements with numbers result in higher conversions. E.g. "Voted the #1 Course", "Get Fluent in 30 days"
  • Create an actionable. Give an example of an action that your audience could be able to achieve.

Examples of Effective Headlines

  1.   Learn Spanish Rapidly and fluently in 3 Months!
  • Power words: Fast, Fluent.
  • The benefit is that you can learn Spanish over a shorter time.
  1.   Make more sales with proven Marketing Strategies
  • Power words: Double, Proven.
  • Benefit: Increased sales.
  1.   Find the secret to effortless Weight Loss
  • Power words: Secret, Effortless.
  • Benefit: Simple weight loss.
  1.   Learn to harness the power of Mindfulness within 10 minutes a Day
  • Power words: Power, Unlock.
  • Benefit: Gaining mindfulness through minimal time investment.
  1.   You can get fit at home. There is no equipment required!
  • Power words: No Equipment, Get Fit.
  • Benefit: Fitness is achievable even without special tools.

Make sure to tailor your headlines for the platform where your ads for courses will be posted. In particular, concise and sharp headlines are ideal on social media platforms like Instagram in order to allow users to effortlessly read them given their limited attention spans.

Overall, the key is to ensure that your headlines are benefit-driven and explains why your readership should pay attention and the benefits they'll get from engaging them more.

Body Text: Short as well as persuasive and in line with the requirements of the reader.

After you've created an attention-grabbing headline, the next step is to compose the body copy using a convincing tone, using simple and clear language.

Focus on your audience's weak areas and the way your program easily addresses them, along with other irresistible benefits.

For example, you can mention that your course will help them advance in their profession or offer them exclusive insights to improve a hobby they're passionate about.

Be concise and keep the fact that you have a limited amount of advertising space and people's short attention spans.

Call-to-Action: Clear, immediate, and Action-Oriented

Your CTA must include action words such as "Enroll Today," "Get Started Today," or "Download Free Guide," as they're clear and inform your customers exactly what's next.

In addition, you must establish a sense that you are in a hurry by using your CTA for a better conversion rate.

For example, by using phrases such as "Limited Time Offer" or "Join before Registration Ends" you persuade your audience to take a swift decision or lose access to the course.

If your audience is already hooked on the course you've created, be sure they'll click that register button much faster than lightspeed!

Finally, strategically place your CTA in your advertisements whether it's a button that is placed on your website's landing page, or a link on your social media ad for it to stand out and easily drive clicks.

Example of Successful Online Course Advertisements

In the past, we've talked about how to make effective online course advertisements for the online courses you run. The next step is to give you an example of effective online course ads and the factors which make them stick out.

Here they are below:

Google Search Course Ad

This is a short and powerful Google advertisement for Amazon's AWS available on Google's search results if you type in the search term "online courses."

Looking at the image above it is clear that the advertisement has an attractive headline that's both at-tractive and compelling. The terms used are easy to read and have none of the ambiguity and confusion.

The CTA suggests that users act through two key actions verbs "Become" in addition to "Learn," encouraging learners to follow their next steps for success.

Instagram Course Ad

Screenshot of instagram online course ad

This Instagram course ad by CFS Health is a great instance of an effective online course advertisement. The person in the picture is promoting a 4-week course to help people with chronic fatigue syndrome to manage their symptoms.

The video begins with an introduction catchy hook that addresses the audience he intends to appeal to "What I would have known regarding the chronic exhaustion syndrome".

He continues to discuss his personal experience struggling with the system of healthcare and explain the course he has taken to improve recovery outcomes.

YouTube Course Ad

Example of an online course ad on YouTube.

Its video provides a great example of a YouTube course ad that promotes programming courses offered by Devslopes.com.

The instructor begins by telling a story that is distinctive storytelling, before focusing on the subject and establishing the timeline for you to begin earning more money with the information you've accumulated.

The language used is straightforward and understandable with an actionable CTA in the form of a button at the end in the movie is included to drive viewers to the site for the course.

Wow Them With Your Landing Page

Optimize course landing page

You've developed an online course advertisement that is working and drawing interest. But, the story doesn't stop here.

It is important to think about the next steps after you've captivated your target audience's attention, which is where creating a landing page that is well-designed comes into.

If someone is interested in your course is able to click the link in the ad for your course and is directed to your landing page and continues to click, this should continue the momentum that will lead them to sign up.

The landing page you create should be created with clean and crisp designs with compelling headlines and an engaging body of content that appeals to your visitors.

If you do this, you'll enjoy certain advantages like more conversions, reduced percentage of bounces and competitive advantages, and more.

The book covers the most important strategies for making compelling headlines, writing clear calls to action, as well as ensuring an easy user experience. All made to turn users into learners.

Use Your Website to Cross-Sell Other Courses

When your visitors are visiting your website, you should consider including ads that upsell or cross sell courses to drive more revenue.

If, for instance, the student enrolls in a course on "Beginner Web Development"" recommend related courses such as "Advanced JavaScript" or "UI/UX Design" to assist them in continuing to enhance their skills.

For example, if customers are enrolled in a photography course The order bump may be an offer for an online guide to advanced editing techniques in photography.

It's fun because it's incredibly simple to set up! Simply select the items or services you want to showcase, and set your pricing options. You can also include an optional message optimized to inspire your customers to purchase. And you're done! Your checkout page is all set!

Conclusion

Advertisements are an excellent option to provide your web course more recognition, especially when you're building your reputation.

Remember to:

  •   Pick the best platform to increase return on investment  
  •   Utilize a mixture of formats for ads to reach diverse segments of your viewers.  
  •   Craft a winning message that resonates and drive the user to action  
  •   Keep the momentum going with landing pages that convert  

Read the related blog posts included in this blog to help you optimize he effectiveness of your advertisements and increase the number of conversions as well as increase the worth of your course.

Which strategies have you discovered to be successful in the creation of advertisements for online courses? Comment on your experiences by leaving a comment below.

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Thank you for reading and have a great time being a teacher!

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Henry       Henry is a talented wordsmith at Caseproof and , dedicated to providing fresh insights into diverse topics ranging from WordPress plugins to digital goods and technical support services using the power the pen. He is able to bring words to life, and takes pleasure in providing helpful guides that cater to the needs of the target audience, pushing them closer to their desired goals. Apart from his profession, Henry loves to watch films as well as play video games and also play chess. Henry is also a social lover who enjoys creating and keeping connections. Follow his updates Your one-stop source for WordPress as well as successful content marketing.