You’re advertising online education, can static ads still grab attention for your brand?
Absolutely. All you have to do is follow this simple, yet powerful formula that consistently converts views into clicks and signups.
At its core, the formula focuses on five essential elements. Each one plays a key role in guiding your audience from curiosity to engagement, and finally, to action — whether it’s signing up for your course, joining your membership, or enrolling in your program.
1. An Eye-Catching Visual That Speaks to Your Ideal Learner
First things first: visuals matter. The image in your ad is the first point of contact and needs to immediately connect with your target audience.
Whether it’s showcasing a snapshot of your course materials, an engaging lifestyle image, or even a student success story, the goal is to stop the scroll. But beyond that, your image has to be relatable, something that makes your ideal learner pause and think, “This is exactly what I need.”
2. A Headline That Addresses Your Learners’ Needs Directly
Once the image grabs attention, your headline does the heavy lifting. But this isn’t the place for clever wordplay. Your headline should be laser-focused on solving a problem or meeting a need for your audience.
“Here’s how this course/program will change your life.” It’s not about being flashy, it’s about being relevant and direct, inspiring your audience to take that next step and learn more.
3. Copy That Speaks to Their Pain Points and Aspirations
Next, your ad copy needs to deliver the value. This isn’t done by just listing features, but by tapping into your audience’s struggles, desires, or goals. You’re not selling a product, you’re offering a solution — whether it’s helping someone upskill, achieve a career milestone, or pursue a passion project.
If you know your audience well, this is where you can really connect. Your message should highlight the specific benefits your course or program offers, and how it will make a real difference in their life.
4. Social Proof: Let Your Student Success Stories Shine
Online learners are more discerning than ever, so social proof is a must. This is where you showcase that others, just like them, have already seen results from your courses or programs.
Feature testimonials from happy students, highlight impressive enrollment numbers, or even share success stories of your learners. Social proof builds credibility and reduces the hesitation people might feel about making an investment in your offering.
5. A Risk-Free Guarantee That Removes Doubt
Finally, eliminate any lingering doubts with a guarantee. Whether it’s a money-back guarantee, a free trial, or a “no risk” sign-up, giving your audience peace of mind is key.
When people know they have nothing to lose, they’re far more likely to take the leap. A strong guarantee can provide that final push toward enrolling in your course or program.
When you bring all these elements together, you create static ads that not only capture attention but also guide your audience toward action.
If your ads aren’t converting, it’s worth asking: have you integrated all five of these elements? The most effective ads aren’t necessarily the flashiest but the ones that follow a tested, proven strategy. And this is your roadmap to results.
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When to Use Static Ads for Maximum Impact in Advertising Online Education
Understanding how and when to deploy static ads can significantly boost your results. Let’s break down the optimal strategies for using static ads at different stages of your enrollment funnel.
Bottom-of-the-Funnel: Where Static Ads Shine
Static ads are particularly powerful at the bottom of the funnel, where your audience is close to making a decision.
At this stage, potential students are already informed. They’ve researched your courses or memberships, know about your brand, and are ready to enroll. Your task here is less about educating and more about sealing the deal.
Focus on visuals that grab attention quickly and copy that highlights the key benefits that matter most to your audience. Whether it’s the comprehensive nature of your course, the support offered, or the tangible outcomes, emphasize these points.
Enhance your offer with social proof, like student testimonials or success stories, and a strong guarantee. Social proof reassures potential enrollees that others have found value in your offer, while a guarantee (like a money-back promise or a free trial) addresses any final reservations.
Keep your copy concise and impactful — avoid lengthy paragraphs. Break down the information into easy-to-scan sections that your audience can quickly absorb.
Top and Middle of the Funnel: Building Awareness and Interest
While static ads are highly effective at the bottom of the funnel, they can also play an important role earlier in the enrollment journey, though the approach needs adjustment.
At the top and middle of the funnel, your audience may not yet be familiar with your offerings. Here, your goal is to introduce your course or program and spark interest rather than pushing for immediate enrollment.
Your static ad should still capture attention with a compelling image, but your messaging should be more about creating intrigue. Focus on showcasing the core benefits of your offer, but save the social proof and guarantees for later stages.
At this point, aim to make your audience aware of your program and position it as a potential solution to their needs or goals.
Pro Tip: The Impact of a Comparison Image
A highly effective format for static ads at any stage of the funnel is the comparison image.
This format visually contrasts the benefits of having your course or program versus not having it. It’s a straightforward yet powerful way to illustrate value without overwhelming text.
With comparison images, you have room to experiment with different creative elements. Try various colors, fonts, or benefit highlights to see what resonates best with your audience.
Whether you’re highlighting the enhanced skills, career advancements, or personal growth your program offers, a well-crafted comparison image can effectively capture attention and drive action.
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Testing Creative Concepts on a Budget: How Static Ads Can Help
Often overshadowed by video ads, static ads are a cost-effective way to test out new ideas before investing in higher production costs. They allow you to gather valuable insights quickly and affordably, with minimal effort.
Why Static Ads Are Ideal for Testing New Course Ideas
Say you have a new concept for a course or membership, but you’re unsure how it will resonate with potential students. Rather than jumping straight into producing a video, which can be time-consuming and expensive, you can first test your ideas with static ads.
Static ads provide a quick and easy way to gauge interest. You can run several variations simultaneously without stretching your budget or production resources.
Create a few different versions of your ad, each showcasing different aspects of your course or program. Whether you’re experimenting with a new course topic, a unique selling point, or a fresh visual style, these straightforward ads help you see what captures your audience’s attention.
Once you identify the most effective concept, you can develop it into a more polished video ad for greater impact.
The more you test with static ads, the better you’ll understand what resonates with your audience. When you’re ready to scale up, you’ll do so with confidence, backed by data that shows exactly which ideas hit the mark.
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Conclusion
With a killer mix of eye-catching visuals, punchy headlines, and persuasive copy, you can grab attention and get results in advertising online education. They’re perfect for closing the deal with strong social proof and risk-free guarantees at the bottom of the funnel.
But don’t overlook them earlier in the funnel, they’re great for building buzz and sparking interest with cool, strategic visuals. Plus, static ads are a budget-friendly way to test out new ideas before going all-in with pricier formats.
Nail the basics of static ads, and you’ll make your online courses stand out, attract the right people, and turn views into enrollments.