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Online Advertising Case Study: An educational institution
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Online Advertising Case Study: An educational institution

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The Cline Group’s Actions …

The Cline Group’s Actions

-- Analyzed past results and practices, including data from third-party banner advertising campaigns
-- Educated the client on previous data and best practices moving forward
-- Performed extensive keyword research into numerous, niche topics within the scope of the institution
and then determined search terms and demographic profiles should be targeted based on a combination
of relevance and price
-- Consulted with the institution’s web developer on creating an effective landing-page and the reasons
why one is needed
-- Set-up and monitored Google Analytics to track the conversion funnel
-- Checked results on an ongoing basis and adjusted keywords and bids in Google AdWords and Facebook
Ads as necessary

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  • 1. PPC Case Study: An Educational Institution The Problem The client did not know or understand the best practices of paid-advertising campaigns including the tracking of results, the creation of landing pages, and the nurturing of leads. As a result, past results had been less than optimal with incorrect PPC keyword targets, banner ads not on the most-appropriate third-party sites, a higher cost-per-conversion than was desired, and a low conversion rate. The Cline Group’s Actions  Analyzed past results and practices, including data from third-party banner advertising campaigns  Educated the client on previous data and best practices moving forward  Performed extensive keyword research into numerous, niche topics within the scope of the institution and then determined search terms and demographic profiles should be targeted based on a combination of relevance and price  Consulted with the institution’s web developer on creating an effective landing-page and the reasons why one is needed  Set-up and monitored Google Analytics to track the conversion funnel  Checked results on an ongoing basis and adjusted keywords and bids in Google AdWords and Facebook Ads as necessary The Results A sample of the paid-advertising results:  Visitors from third-party advertising placements spent more time on website and visited more pages after the institution implemented The Cline Group’s suggestions  Clicks from Facebook Ads: 2,420 at a cost of $946  Clicks from Google AdWords: 1,061 at a cost of $578  Total PPC clicks: 3,481 at a total cost of $1,524  Facebook conversions: 177  Google AdWords Conversions: 38 Metric Before TCG After TCG Facebook CPC $0.47 $0.39 Google AdWords CPC $1.55 $0.55 Total Cost Per Conversion $12.43 $5.57

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