Online Program Management companies like yours face a tricky balancing act.

You need to deliver immediate enrollment results to your university partners. But you’re also battling rising acquisition costs that eat into your margins. Sound familiar?

Leaning heavily on paid search (PPC) might sound like your best choice since it delivers predictable, immediate results. Click the button, pay the money, get the leads. However, this approach is becoming increasingly expensive and unsustainable.

Meanwhile, SEO offers a more cost-effective, long-term solution but requires patience and strategic investment.

So what’s the right answer? Finding the perfect marketing mix that leverages the strengths of both channels or choosing one over the other?

Why Most OPMs Over-Rely on Paid Search

There are plenty of good reasons why OPMs gravitate toward paid advertising:

• Speed to market – Need to launch a new program? Google Ads can have you in front of potential students tomorrow
• Predictable volume – With the right budget, you can forecast inquiries with reasonable accuracy
• Precise targeting – From geographic filters to demographic specifics, paid ads offer granular control
• Immediate feedback – You’ll know within days if your messaging resonates with prospects

These advantages make paid search incredibly attractive, especially when university partners are pressing for enrollment numbers.

But there’s a catch! Actually, several catches:

• Education keywords are expensive – Terms like “online MBA” or “nursing degree” often exceed $75-100 per click (not per lead—per click!)
• Diminishing returns – As more OPMs compete for the same keywords, costs rise while conversion rates typically fall
• Zero residual value – The moment you pause campaigns, your visibility disappears completely
• Ad fatigue – Prospective students are increasingly using ad blockers or simply ignoring paid listings

One OPM we worked with was spending over $400,000 monthly on Google Ads alone, with acquisition costs steadily climbing year over year. That’s not a sustainable growth model.

The SEO Alternative

SEO offers a fundamentally different approach to student acquisition:

• Lower cost per enrollment – Once ranking organically, programs attract high-intent students without paying per click
• Compounding returns – Unlike paid media, SEO results improve over time, creating lasting enrollment assets
• Higher trust factor – Students often trust organic listings more than advertisements
• Full-funnel visibility – SEO captures both research-phase and application-ready prospects

The challenge? SEO takes time. You won’t see results overnight, which can make it a harder sell when partners need immediate enrollment numbers.

But the long-term math is compelling. Our analysis of one OPM’s marketing spend showed that after 12 months, their cost per enrollment from organic search was significantly lower than from paid channels.

When to Use Each Channel

Rather than thinking of SEO and paid search as competing strategies, smart OPMs view them as complementary tools for different situations.

Best uses for paid search:

• New program launches – Use PPC to generate immediate visibility while SEO builds momentum
• Urgent enrollment deadlines – Need to fill seats before an approaching application deadline? Paid search delivers
• Competitive reinforcement – For highly competitive programs, maintain paid presence alongside organic efforts
• Testing new markets – Validate interest in new geographic areas or program variations before full investment
• Remarketing to prospects – Re-engage visitors who found your programs but didn’t convert

Best uses for SEO:

• Established programs – Build sustainable enrollment pipelines for core offerings
• Content-rich topics – Create comprehensive resources around common student questions
• High-competition keywords – Gradually build authority for expensive terms to reduce PPC reliance
• Location-specific programs – Target geographic modifiers that have lower PPC competition
• Building program authority – Establish thought leadership around specific degree specialties

5 Strategies to Balance SEO and Paid Search for Maximum Impact

1. Use the PPC bridge strategy

Instead of viewing PPC as a permanent solution, think of it as a bridge while you build SEO authority:

• Begin with aggressive PPC to establish an initial enrollment pipeline
• Simultaneously invest in a comprehensive SEO strategy
• As organic rankings improve, gradually reduce paid spend for those terms
• Maintain some PPC presence for highly competitive terms

One OPM we worked with used this approach to reduce their PPC budget by 38% while maintaining the same enrollment numbers, freeing up significant resources for other marketing initiatives.

2. Create an integrated keyword strategy

Too often, PPC and SEO operate in silos. Smart OPMs align their keyword approach across both channels:

• Identify high-converting PPC keywords
• Prioritize these terms in your SEO strategy
• Use PPC data to refine metadata, content focus, and conversion elements
• Create dedicated landing pages optimized for both organic and paid traffic

Pro tip: Share conversion data between teams. If certain program features convert well in PPC ads, make sure they’re prominently featured in your SEO-focused content.

3. Implement the “Dual Visibility” approach

Research shows that appearing in both paid and organic results significantly increases click-through rates and credibility:

• For high-priority programs, aim to appear in both paid ads and organic listings
• Create slightly different messaging between ads and meta descriptions to cover more student needs
• Use PPC to highlight time-sensitive information (application deadlines, scholarships)
• Reserve SEO for evergreen program benefits and outcomes

4. Develop a full-funnel content strategy

Different channels excel at different stages of the student journey:

Research phase: Build SEO-focused content addressing early-stage questions

• Program comparison guides
• Career outcome explorations
• Degree requirement explanations

Consideration phase: Use both SEO and targeted PPC

• Program-specific landing pages
• Student testimonial content
• Faculty highlight features

Decision phase: Leverage remarketing and high-intent organic

• Application guidance resources
• Financial aid and scholarship information
• Deadline-driven content

5. Implement progressive budget shifting

As organic results improve, implement a systematic approach to resource allocation:

• Phase 1: 70% PPC / 30% SEO (months 0-6)
• Phase 2: 50% PPC / 50% SEO (months 7-12)
• Phase 3: 30% PPC / 70% SEO (months 13+)
• Maintenance: Adjust based on program-specific performance

This prevents the common mistake of pulling PPC budget too quickly before SEO has fully matured.

Real-World Success: A Hybrid Approach Case Study

One of our OPM clients managed a portfolio of 22 online graduate programs across three university partners. Their challenge? Rising acquisition costs were threatening their revenue-share model.

Their starting point:

• 85% of the marketing budget allocated to paid search
• Average cost-per-enrollment: $3,800
• Heavy reliance on brand terms and generic program keywords

We implemented a 12-month hybrid strategy:

• Months 1-3:
  • Comprehensive technical SEO audit and fixes
  • Development of program-specific content hubs
  • Refined PPC campaigns to focus on the highest-converting terms

• Months 4-6:
  • Expanded content to target full-funnel keywords
  • Implementation of schema markup for program details
  • Introduction of remarketing to organic visitors

• Months 7-12:
  • Progressive reduction of PPC spend on now-ranking terms
  • Expansion of location-specific SEO content
  • Development of thought leadership content

The results after 12 months:

• 237% increase in organic traffic
• 42% reduction in cost-per-enrollment
• PPC budget reduced by 35% while maintaining enrollment targets
• Overall marketing ROI improved by 58%

Building the Perfect OPM Marketing Mix

Ready to optimize your OPM’s approach to student acquisition? Here’s your roadmap:

• Audit current performance
  • Calculate true cost-per-enrollment across channels
  • Identify keywords where you’re over-relying on paid search
  • Assess the technical SEO foundation of program pages

• Develop program-specific channel strategies
  • Newer programs: Heavier PPC with growing SEO investment
  • Established programs: Accelerate SEO to reduce PPC dependency
  • Highly competitive programs: Maintain a dual-channel approach

• Create a 12-month transition plan
  • Set clear milestones for organic growth
  • Establish triggers for PPC budget adjustments
  • Define KPIs beyond just traffic (applications, enrollments)

• Build an integrated content strategy
  • Align messaging across paid and organic channels
  • Develop resources for each stage of the student journey
  • Create conversion-focused landing pages that serve both channels

Take the Next Step

Finding the right balance between SEO and paid search isn’t just about saving money—it’s about creating a sustainable, scalable student acquisition model for your OPM business.

At Manaferra, we specialize in helping OPMs optimize their marketing mix to drive enrollment growth while controlling costs. Our team understands the unique challenges of marketing online programs and how to overcome them.

• Schedule a free 30-minute strategy session to discuss your specific OPM challenges
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