Branded keywords play an important role in the education search journey. Microsoft Advertising found that when you serve your ads on brand terms, users are 37% more likely to continue to search for your brand, and 73% less likely to search for a competitor brand.
Compare that to serving on non-brand terms, which results in users being 26% less likely to search for your competitors.
In our analysis, we also found that the average user takes 11 days between the first search and conversion,
and the average user makes six searches before converting. Additionally, 60% of searchers are women, with nearly double the number of women aged 35-49 making education searches compared to men aged 35-49.
Be sure to consider these demographic trends when planning your campaigns.
Download the full insights for additional information on the education search journey.