Any advice on an educational offer that costs $24,000? It's in the computer security niche. It's legal. What's the best way to run PPC? I am thinking of bringing some PPC marketers on. board and if I get this investment, I'm thinking of allocating.
The product cost is high, and the niche (cybersecurity) requires a special approach. Ordinary "cheap" PPC methods don't work here due to the high cost per click and the long decision-making cycle. Your plan to hire PPC marketers is correct, but it's important to set them the right tasks.
1. Hiring Professionals
The cost per click in this niche is high (up to $18+). Beginners will drain the budget to zero. Pros are not needed for "traffic pumping", but for setting up a complex funnel focused on return on investment (ROI).
2. Main Strategy: "Trust"
In cybersecurity, people won't buy without trust. Your team should build campaigns on three principles:
Narrow Targeting: No general queries. Only specific problems ("ethical hacking course", "CISSP preparation"). Ideally, targeting specific job titles (IT Director, Security Architect).
Valuable Content: Don't push the $24,000 price tag right away. Drive ads to useful materials (guides, webinars, graduate case studies) to collect contacts and start nurturing.
Long Sales Cycle: People don't buy an expensive course immediately. You need powerful remarketing (to follow up with those who have already visited the site).
3. Technical Setup (Checklist for the Team)
Negative Keywords: Strictly exclude "free", "download", "jobs".
Campaign Types:
Search: Main channel (hottest clients).
Remarketing: To close those who left without buying.
Content: Promote expert articles/videos to gather an audience.
Bid Management: At the start — manual, to understand what works, rather than draining the budget on autopilot.
4. Landing Page — Key to Success
The ad and the page after the click must be consistent. On the page, be sure to include:
Logos of companies where graduates work (social proof).
Photos of expert instructors.
A form only for initial contact (name, phone, email). A consultant should take over from there, because for $24,000, people won't just fill out a form for no reason.
