Higher Education Client

Client is a multi-campus university dedicated to the training and education of men and women for a full life and a successful career through specialized courses.
Timeframe: 2012-2013
Categories

Pay-Per-Click

Services Provided

  • Analyzed and adjusted the budget allotted to their Pay-Per-Click (PPC) program for bidding on selected keywords in order to rank in search engines’ paid search results.
  • Analyzed and adjusted the keywords being bid on, the ads displayed in search engine results, and client’s multiple campaigns in order to generate the most value for their PPC spend.

Goals Tracked

  1. Optimize pay-per-click advertising. We measured effectiveness by tracking the number of online ‘Lead’ forms submitted by users who came to the site through paid (PPC) search. Form submission is referenced as a conversion.
  2. Lower the total ‘cost per start' for a new student, calculated by dividing the total cost of their PPC spend by 8% of the total leads generated.

RESULTS:

77

PERCENT DECREASE IN COST PER START COMPARED TO PREVIOUS YEAR

144

PERCENT INCREASE IN MONTHLY LEADS FROM CLICKS

33000

DOLLAR DECREASE IN AD SPEND

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