According to the 2023 Higher Education Census, Brazil has 2,580 higher education institutions, 2,264 of which are private and 316 are public. These institutions offered more than 24.6 million places in undergraduate courses, with emphasis on the online education modality, which represented 77.2% of the places offered.
With millions of educational institutions vying for online supremacy, getting attention for your brand can be a challenge.
And I need to decide between the countless marketing strategies that exist. Each one gives different results, in different time frames, and needs to be worked on in particular ways. It all depends on the objectives: adding value to the brand, increasing enrollment in the entrance exam, reducing course dropouts, and the list goes on.
When we start comparing different strategies, for example:
Is it better to invest in digital marketing actions aimed at generating organic traffic, with initiatives that diversify and reinforce positioning through an SEO strategy and attention to link building?
Or is it better to focus on paid traffic right away, with investments in sponsored links and SEM (Search Engine Marketing) to quickly increase visibility and traffic sources for an educational institution?
In fact, the secret may be to stop asking the question “paid traffic or organic traffic?” and think that both are complementary, each performing its specific function. In today's article, we will talk about each of these alternatives and show why it is worth setting up this combo.
Key points covered in this article:
Continued education!
Regarding the terms used in today's post, it would be interesting to make some considerations about the most important ones so that you can absorb, in depth, all the content developed:
Before we detail the benefits of each modality and how they can be advantageous together, it is necessary to define the differences between them:
Organic traffic is determined by search engine algorithms and has to do solely with the merit of the page, that is, it is traffic of natural origin, when a user decides to enter your website after searching for a term on Google, for example .
Paid traffic comes from sponsored links and, when someone searches for a specific term, your page appears at the top of the list of results. In other words, your website may not appear in the organic list that search engines show to users, but it is still seen at the top.
Both modalities can function as sources of traffic for an educational institution, the difference lies in the results.
In digital marketing strategies for organic traffic, the work produces long-term results, but more consistent and permanent: users are engaged with your content in a natural way, people who believe in the added value of the information your brand shares.
With paid, the results are faster. Even if your educational institution has never published anything about a course, for example, it will appear at the top of the Google list and this will generate immediate visits. The problem is that, when the paid campaign ends, there is an immediate drop in access.
According to recent data released by SEO Inc., organic traffic accounts for approximately 53% of all website traffic, while paid media accounts for around 15%. These statistics clearly highlight the relevance of investing in SEO as an essential strategy for a solid and sustainable online presence.
READ THESE ADDITIONAL ARTICLES:
As we said above, you may not need to choose between one and the other: bet on the combination of paid traffic + organic traffic to increase traffic sources for an educational institution. It is worth investing in inbound results and generating qualified leads as much as dedicating resources to generating immediate results.
In fact, we believe that the most efficient growth marketing strategies lie precisely in diversifying the number of marketing techniques. Exactly for this reason, it is important to invest in both engaging content and paid campaigns optimized to be shown to specific audiences.
The opinion of those who work in marketing also points in this direction: approximately 86% of professionals in the field state that they work with paid social traffic as a complement to their initiatives with the aim of generating organic traffic.
If you are wondering why not invest everything in paid traffic?Well, this may generate results, but your educational institution will be missing a great opportunity. The key to digital marketing lies in the brand: attraction has to do with engaging real people, developing effective conversations and delivering value, in the most natural way possible.
What initiatives to generate paid traffic essentially do is say “hello” to users. A reminder that works for those who don't know you yet or to remind your followers that you continue to offer excellent services in the area of education.
You may have noticed that, whether through paid traffic or organic traffic, the most important thing is to be found by those looking for exactly what you offer. Here at 4RevOps, we are constantly looking for the best techniques and strategies that will make your brand grow on the internet and win new subscribers.
Paid traffic strategies have evolved over time, incorporating new technologies and approaches. Recently, there has been a significant increase in the use of video ads, driven by the ability to personalize and precisely target ads, as well as creative formats that capture the audience’s attention.
In addition, the integration of Artificial Intelligence (AI) and marketing automation has enabled the creation of more efficient campaigns that are adapted to user behavior.
Summary: Combining paid and organic traffic is key to strengthening the digital presence of educational institutions. While SEO builds authority and long-term results, paid ads ensure immediate visibility. The strategic integration of both approaches enhances reach, optimizes resources, and contributes to more effective student acquisition.
Be sure to follow our content, subscribe to our newsletter and have access to the latest information about marketing for education. Until the next article!
Paid traffic comes from ads like sponsored links — it's fast but depends on ongoing investment. Organic traffic is earned through SEO and quality content, offering more sustainable long-term results.
No. They’re complementary. SEO builds authority and lasting presence, while paid traffic offers quick visibility. Together, they create a balanced strategy to attract and engage students.
According to SEO Inc., organic traffic accounts for 53% of visits, while paid media contributes 15%. This highlights the value of investing in SEO as a solid foundation for digital presence.
It depends on your goals. For fast results, choose paid traffic. For long-term authority and cost-efficiency, invest in organic. The best approach combines both in a strategic way.
SEM (Search Engine Marketing) includes SEO and sponsored links to boost visibility in search engines. It’s vital for increasing campaign reach and engaging students at the right time.
Because it boosts search engine credibility. The more relevant sites link to your content, the higher your chance of ranking well on platforms like Google.
Beyond sponsored links, personalized video ads, AI-powered automation and refined targeting have made campaigns more effective for reaching and converting prospective students.
Because it strengthens the marketing funnel. Paid traffic drives quick visits and re-engagement, while organic attracts qualified leads and builds brand presence sustainably.