Have you ever wondered what makes a course highly effective? If you had to focus on one, two, or three essential factors, what would they be? Would you emphasize a supportive learning environment, cognitive and affective learning, pedagogical design, essential content, creating assessments, providing feedback, integrating technology, or something different? Reflecting on my years in academia, I find myself increasingly drawn to the challenge of designing the optimal class—one that not only engages students but also maximizes student learning. Why do some classes leave an indelible mark on students, while others quickly fade from memory? As you think about this task, I hope this exercise offers a stimulating intellectual endeavor: a chance to reflect and improve one’s teaching.
Perhaps I am taking the easy way out by emphasizing pedagogical design, as it could be argued that a well-designed course naturally incorporates all of the above factors. That said, what is it about an optimally designed class that resonates so deeply with my inner teacher? Simply, it is the way it combines cognitive and educational psychology—how people learn—with the scholarship of teaching and learning (SoTL), which focuses on how educators’ study and improve their teaching to increase student learning (McKinney, 2007). This convergence of theory and teaching practice offers one perspective for creating an optimal learning experience.
An Anticipatory Set
For me, a well-designed class begins with an anticipatory set and a review of prior learning. These activities work together to engage students, activate their prior knowledge, and prepare them for new content. An anticipatory set, for example, might ask students to brainstorm times when they applied knowledge in real-world settings. This approach not only sparks curiosity but also helps students connect the material to their personal experiences, facilitating affective learning. Following this, a review of prior learning solidifies what students have already learned and creates a transition to new material. By linking new content to existing knowledge, students move from learning in isolation to building meaningful connections. Together, these strategies reduce cognitive load (Sweller, Van Merrienboer, & Pass, 2019), allowing students to focus their mental energy on deeper understanding and application.
The Delivery
Next comes the delivery of new learning, which can be achieved through various methods such as assigned readings, live or pre-recorded lectures, class discussions, flipped classroom activities, or small group work. The key to presenting new material effectively is managing cognitive load—ensuring students are not overwhelmed by overly long or complex presentations. For instance, lecturing for extended periods without breaks, poorly structured group work, or using technology without a clear purpose can increase cognitive load and hinder learning. When students are required to concentrate for long periods or expend unnecessary mental energy, their ability to process and retain information decreases.
Present and Practice
After presenting new content, it is crucial to provide students with opportunities to practice what they have learned. This could take the form of a no-point or low-stakes quiz, a case study, group work, or even a reflective activity. These practice opportunities not only reinforce learning but also allow instructors to offer immediate feedback and guidance, helping students refine their understanding of the material.
Summary Statement
Finally, an effective class concludes with a strategy to summarize key points. This might involve asking students to write a summary statement, connect course concepts to learning outcomes, or collaborate to create mock exam questions. These activities encourage students to make meaningful connections between new and prior learning, solidifying their understanding and preparing them for future learning.
Approaching your course with an eye for cognitive load allows you to scaffold learning in ways that are both efficient and grounded in effective learning research. By carefully managing how new material is presented, providing opportunities for practice, and encouraging students to connect new knowledge to prior learning, you create a classroom environment where students can thrive. Moreover, adopting a SoTL mindset empowers educators to continually reflect on their teaching practices, identify what works, and make meaningful improvements—all with the goal of student learning.
Reflection
As you reflect on your own teaching, consider this: What small change could you make in your next class to better manage cognitive load or foster deeper connections between new and prior learning? Perhaps it is rethinking how you introduce new material, designing a low-stakes practice activity, or incorporating a summarization strategy at the end of a class. Whatever it may be, remember that teaching is an iterative process, and even small adjustments can have a positive impact on students. By embracing these principles and committing yourself to ongoing reflection and improvement, you not only enhance your teaching but also model for your students how to become lifelong learners.
Michael Kiener is a professor at Maryville University of St. Louis in their Clinical Mental Health Counseling program. For the past 10 years he has coordinated their Scholarship of Teaching and Learning Program, where faculty participate in a yearlong program with a goal of improved student learning. In 2012 and 2024 he received the Outstanding Faculty Award for faculty who best demonstrate excellence in the integration of teaching, scholarship and/or service. He has over thirty publications including a co-authored book on strength-based counseling and journal articles on career decision making, action research, counseling pedagogy, and active and dynamic learning strategies.
References
McKinney, K. 2007. Enhancing learning through the scholarship of teaching and learning: The challenges and joys of juggling. San Francisco: Jossey-Bass.
Sweller, J., Van Merriënboer, J. and Paas, F. 2019. Cognitive architecture and Instructional Design: 20 Years Later. Educational Psychology Review 31, (2): 261-292.
Have you ever wondered what makes a course highly effective? If you had to focus on one, two, or three essential factors, what would they be? Would you emphasize a supportive learning environment, cognitive and affective learning, pedagogical design, essential content, creating assessments, providing feedback, integrating technology, or something different? Reflecting on my years in academia, I find myself increasingly drawn to the challenge of designing the optimal class—one that not only engages students but also maximizes student learning. Why do some classes leave an indelible mark on students, while others quickly fade from memory? As you think about this task, I hope this exercise offers a stimulating intellectual endeavor: a chance to reflect and improve one’s teaching.
Perhaps I am taking the easy way out by emphasizing pedagogical design, as it could be argued that a well-designed course naturally incorporates all of the above factors. That said, what is it about an optimally designed class that resonates so deeply with my inner teacher? Simply, it is the way it combines cognitive and educational psychology—how people learn—with the scholarship of teaching and learning (SoTL), which focuses on how educators’ study and improve their teaching to increase student learning (McKinney, 2007). This convergence of theory and teaching practice offers one perspective for creating an optimal learning experience.
An Anticipatory Set
For me, a well-designed class begins with an anticipatory set and a review of prior learning. These activities work together to engage students, activate their prior knowledge, and prepare them for new content. An anticipatory set, for example, might ask students to brainstorm times when they applied knowledge in real-world settings. This approach not only sparks curiosity but also helps students connect the material to their personal experiences, facilitating affective learning. Following this, a review of prior learning solidifies what students have already learned and creates a transition to new material. By linking new content to existing knowledge, students move from learning in isolation to building meaningful connections. Together, these strategies reduce cognitive load (Sweller, Van Merrienboer, & Pass, 2019), allowing students to focus their mental energy on deeper understanding and application.
The Delivery
Next comes the delivery of new learning, which can be achieved through various methods such as assigned readings, live or pre-recorded lectures, class discussions, flipped classroom activities, or small group work. The key to presenting new material effectively is managing cognitive load—ensuring students are not overwhelmed by overly long or complex presentations. For instance, lecturing for extended periods without breaks, poorly structured group work, or using technology without a clear purpose can increase cognitive load and hinder learning. When students are required to concentrate for long periods or expend unnecessary mental energy, their ability to process and retain information decreases.
Present and Practice
After presenting new content, it is crucial to provide students with opportunities to practice what they have learned. This could take the form of a no-point or low-stakes quiz, a case study, group work, or even a reflective activity. These practice opportunities not only reinforce learning but also allow instructors to offer immediate feedback and guidance, helping students refine their understanding of the material.
Summary Statement
Finally, an effective class concludes with a strategy to summarize key points. This might involve asking students to write a summary statement, connect course concepts to learning outcomes, or collaborate to create mock exam questions. These activities encourage students to make meaningful connections between new and prior learning, solidifying their understanding and preparing them for future learning.
Approaching your course with an eye for cognitive load allows you to scaffold learning in ways that are both efficient and grounded in effective learning research. By carefully managing how new material is presented, providing opportunities for practice, and encouraging students to connect new knowledge to prior learning, you create a classroom environment where students can thrive. Moreover, adopting a SoTL mindset empowers educators to continually reflect on their teaching practices, identify what works, and make meaningful improvements—all with the goal of student learning.
Reflection
As you reflect on your own teaching, consider this: What small change could you make in your next class to better manage cognitive load or foster deeper connections between new and prior learning? Perhaps it is rethinking how you introduce new material, designing a low-stakes practice activity, or incorporating a summarization strategy at the end of a class. Whatever it may be, remember that teaching is an iterative process, and even small adjustments can have a positive impact on students. By embracing these principles and committing yourself to ongoing reflection and improvement, you not only enhance your teaching but also model for your students how to become lifelong learners.
Michael Kiener is a professor at Maryville University of St. Louis in their Clinical Mental Health Counseling program. For the past 10 years he has coordinated their Scholarship of Teaching and Learning Program, where faculty participate in a yearlong program with a goal of improved student learning. In 2012 and 2024 he received the Outstanding Faculty Award for faculty who best demonstrate excellence in the integration of teaching, scholarship and/or service. He has over thirty publications including a co-authored book on strength-based counseling and journal articles on career decision making, action research, counseling pedagogy, and active and dynamic learning strategies.
References
McKinney, K. 2007. Enhancing learning through the scholarship of teaching and learning: The challenges and joys of juggling. San Francisco: Jossey-Bass.
Sweller, J., Van Merriënboer, J. and Paas, F. 2019. Cognitive architecture and Instructional Design: 20 Years Later. Educational Psychology Review 31, (2): 261-292.
Language learning institution’s growth is projected to increase in the coming years. From 2024 to 2030, the global language learning market is predicted to expand at a compound annual growth rate of 20%. Due to the globalization of the labor market, language learning is likely to be in high demand.
Though language learning is growing in popularity, for lasting success, your school must find effective ways to stand out among other language academies looking to boost their enrollment. Digital advertising offers a broad spectrum of tools to attract students, but knowing how to maximize the impact of these strategies is key to success. At Higher Education Marketing, we’ve spent years refining approaches that yield measurable results for schools offering language learning programs. The following strategies offer actionable steps to elevate your ads targeting language students and attract the right prospects to your programs. Let’s explore!
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Request a Free paid advertising consultation.
Understanding the Unique Needs of Language Learners
Language learners are a distinct group with varied motivations, backgrounds, and learning goals. Some are looking to learn a language for career advancement, while others may seek language acquisition for academic, travel, or personal reasons. Advertising that speaks directly to these needs requires a keen understanding of the diverse audience you aim to reach. One of the first ways to maximize the impact of digital advertising is through careful audience segmentation. Instead of promoting the same message across all channels, consider the specific motivations that drive different groups of learners and tailor your messaging accordingly.
Segmenting audiences by factors such as age, occupation, location, and even language proficiency allows schools to create highly targeted campaigns. How does language impact advertising for schools?Simply put,it depends heavily on your organizational goals. If you’re looking to target professionals wanting to learn English for business purposes, the language in your ad copy should reflect the vocational value of your programs. On the other hand, copy-targeting students hoping to improve their French skills before an international exchange can be more casual and experience-focused. This approach ensures the content resonates more deeply with potential students, increasing the chances of conversion.
Do you need help launching your language school’s latest ad campaign? Reach out to discover how we can support you.
Leveraging Social Media Platforms to Build Authentic Engagement
Social media is a powerful tool for language learning programs, offering an opportunity to create ongoing engagement with potential students. However, simply posting ads isn’t enough. The most successful social media campaigns foster a sense of community and engagement, which encourages followers to take the next step toward enrollment.
For language schools, showcasing success stories is one way to build trust. Highlighting testimonials from former students, sharing video snippets of language immersion experiences, and offering short, valuable language tips can increase authenticity. Interactive content, such as live Q&A sessions or virtual language exchange events, can draw in potential students who want to see what learning at your institution feels like before they commit.
Schools can also encourage user-generated content by asking current students to share their experiences online, providing social proof that can be far more persuasive than traditional ads. When students are shown engaging and relevant ad content on their social media feeds and in your school’s stories, they are much more likely to visit your site and perhaps even take the first step in your enrollment process.
Example: Here, a leading language school, EF Education First uses Instagram to drive their organic traffic. In their post, they share valuable language acquisition tips, providing an English reading list for their students. Try using social media to share actionable language tips with your audience. This will drive engagement, boost your follower count, and broaden your digital reach.
Source: Instagram | EF Education First
Creating Culturally Relevant Ads to Reach Global Audiences
Language learning programs often attract an international audience, which means your digital ads must resonate across cultures. One way to do this is by crafting culturally relevant ads that speak directly to the experience of international students. The language and imagery used in ads should align with the cultural values of the target audience. For example, an ad targeting language students in the Asian market might highlight the importance of family and education, while an ad aimed at Latin American students might focus on community and connectivity.
Schools should also consider creating ads in multiple languages to appeal to global audiences. You may be wondering how to go about this. For example, Can you target by language on Google Ads? Yes! Google Ads allows advertisers to create campaigns that specifically target users based on the language settings of their browser or device. You can set up your ads to appear in multiple languages, ensuring that they reach potential students who speak those languages. Additionally, you can create language-specific ad copy and landing pages, enhancing the relevance of your campaigns.
Optimizing Paid Search Ads for Long-Tail Keywords
One of the most effective ways to drive qualified traffic to your website is through paid search advertising. Language schools can take advantage of this by focusing on long-tail keywords that are specific to language learning. While broad keywords like “learn English” may have high competition, phrases like “intensive French courses for business professionals in Paris” or “Spanish language classes for travelers” are more targeted and tend to attract a highly motivated audience.
Long-tail keywords may have lower search volumes, but they often result in higher conversion rates because they target users who already have a clear intent. This approach not only helps you to maximize your ad budgets but also ensures that the clicks you receive are more likely to turn into enrollments.
Source: Hutong School
Example: Here, Hutong School uses the long-tail keyword: Global Chinese language school in their metadata. This targeted keyword is designed to attract students who not only want to learn Chinese but also want to do so at a global institution that welcomes students from all over the world. Specificity in keywords ensures higher quality leads who are specifically looking for you.
Crafting Compelling Ad Copy That Speaks to Pain Points
Effective ads for language learning and education go beyond promotion and address the specific challenges that potential students face. Whether it’s the fear of not being left behind in class or the worry about balancing language learning with other responsibilities, successful ads speak directly to these concerns.
To craft compelling ad copy, start by identifying the pain points that your target audience experiences. Are they professionals concerned about fitting language classes into their busy schedules? Are they international students worried about mastering a new language before moving abroad? Once you’ve identified these challenges, your ads should provide solutions. Highlight the flexibility of your class schedules, emphasize the support systems you have in place for struggling students, or showcase how your programs help learners achieve fluency quickly.
Source: KCP International Japanese Language School
Example: Here, KCP addresses a very common pain point for language learners in their ad copy. Many fear that it’s ‘too late’ to learn a new language as the experience can be expensive and time-consuming. KCP positions itself as the solution to this barrier, ensuring its audience that as long as they meet four basic criteria, learning Japanese is within reach for them.
Using Retargeting to Capture Warm Leads
Retargeting is one of the most powerful tools in digital advertising, particularly for language schools where prospective students may need time before making an enrollment decision. Retargeting campaigns allow schools to stay top-of-mind by showing ads to users who have already visited the school’s website or engaged with its content.
Retargeting works particularly well for language learning programs because it targets individuals who are already interested in the subject but may not have been ready to commit when they first encountered the program. Your school can use this strategy to provide reminders about upcoming enrollment deadlines, promote special offers, or share new content that highlights the benefits of your courses.
For instance, if a visitor left your site after viewing the course offerings but didn’t sign up, retargeting ads can remind them of the benefits of joining your program. This approach can be particularly effective when combined with personalized messaging, such as offering tailored suggestions based on the courses they viewed.
Incorporating Video Content to Showcase Language Learning in Action
Video ads offer a dynamic and authentic way to showcase your school’s programs. HEM’s tailored video ad services help you stand out, whether promoting a specific course or building brand awareness. From high-energy hype videos to authentic student interviews, we create compelling visuals that maximize visibility and generate results. How does that affect you as a language learning institution?
Video content is a particularly effective tool for language schools, offering prospective students a glimpse into the real-life experience of learning a new language. Whether it’s a classroom setting, a student testimonial, or a tutorial on language pronunciation, videos create an emotional connection that static ads often lack.
To maximize the impact of your video content, ensure that it highlights the immersive, interactive nature of your language programs. Videos should showcase the benefits of learning in a dynamic environment where students can practice speaking in real-life scenarios. This builds excitement and helps prospective students visualize themselves succeeding in your program.
Additionally, video ads on platforms like YouTube or social media can target specific audience segments. Language schools can use these platforms to create ads tailored to different learner types, such as professionals looking to learn a language for work or students hoping to study abroad.
Source: LSI Worldwide | YouTube
Example: This promotional video presented by a school director highlights the unique selling points of their online learning system. The unique academic benefits of your programs are an excellent topic for your promotional videos – particularly when presented by a language expert within your faculty. What makes your instruction style unique?
Harnessing the Power of Influencer Marketing
Language schools can also benefit from partnering with influencers, especially those passionate about language learning or travel. Influencers offer access to a built-in audience that already trusts their recommendations. By working with influencers who align with your institution’s values, language schools can reach potential students who may not have been aware of your programs.
An effective influencer marketing campaign for a language school might include sponsored posts where the influencer shares their language learning journey, highlighting the value of enrolling in formal programs. Schools can also consider offering affiliate programs, allowing influencers to earn commissions for every student who enrolls through their recommendation.
Utilizing Data Analytics to Refine Advertising Campaigns
Data-driven decision-making is at the heart of successful digital advertising. Language schools must continually analyze their campaign’s performance to ensure they’re reaching the right audience and achieving optimal results. Tools like Google Analytics and Facebook Insights can provide valuable insights into which ads are performing well and which need to be adjusted.
For example, schools can track metrics like click-through rates, conversion rates, and the cost per lead to determine the effectiveness of their campaigns. By continuously monitoring these metrics, schools can make data-driven decisions that maximize their return on investment. Adjustments might include refining audience targeting, improving ad copy, or reallocating the budget to the platforms that yield the highest returns.
Offering Free Trials or Sample Lessons to Convert Prospects
One of the most effective ways to convince prospective students to enroll in your language learning program is by offering a free trial or sample lesson. Language learning can be an intimidating prospect, and many students may hesitate to commit without knowing what to expect. By offering a no-obligation sample lesson, schools give potential students a taste of the learning experience, which can be enough to convert them into paying students.
This strategy works particularly well in digital advertising campaigns where schools can drive traffic to a landing page offering the free trial. Ads promoting a “try before you buy” approach can alleviate apprehension about committing to a full program.
Source: WuKong Education Online | YouTube
Example: WuKong Education Online offers a trial class to attract their prospects. Trials are an excellent way to convert leads and are particularly effective for online academies.
By implementing these language learning advertising strategies, your school can significantly enhance the effectiveness of your digital advertising campaigns. At Higher Education Marketing, we believe that understanding the unique needs of language learners, leveraging innovative tools, and continuously refining your approach is key to driving enrollment and building lasting connections with students.
Want to create successful ad campaigns?
Request a Free paid advertising consultation.
Frequently Asked Questions
Question: Can you target by language on Google Ads?
Answer: Yes! Google Ads allows advertisers to create campaigns that specifically target users based on the language settings of their browser or device. You can set up your ads to appear in multiple languages, ensuring that they reach potential students who speak those languages. Additionally, you can create language-specific ad copy and landing pages, enhancing the relevance of your campaigns.
Question: How does language impact advertising?
Answer: Simply put,An ad aimed at professionals wanting to learn English for business purposes should be crafted differently from one targeting students hoping to improve their French skills before an international exchange. This approach ensures the content resonates more deeply with potential students, increasing the chances of conversion.
