The top of the business school applicant funnel is like a deep, dark jungle—vast, impenetrable in places, and tricky to navigate.
People express an early interest in applying to business school in a variety of ways—attending events, student fairs, speaking to students, contacting admissions staff directly—but most research starts in one place: online.
According to AIGAC’s 2018 MBA Applicant Survey, more than 80% of business school applicants target school websites as their most valuable source of information. And where does the search for business schools start? Google.
The more people searching for a school on Google, the more interest there is. Sure, people could be searching for a business school for any number of reasons, but you can bet that a good proportion will be potential applicants considering a degree program.
BusinessBecause decided to investigate this a little further. We took the world’s top-20-ranked business schools, according to the Financial Times’ Global MBA rankings, and analyzed each of their best-performing search terms on Google AdWords.
We wanted to find...
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