1. © 2011 ReachLocal, Inc.
ReachLocal
2014-2015
Annual Recap For
Pace University
Presented by Andre Archimbaud
Internet Marketing Consultant
New York City

2. © 2011 ReachLocal, Inc.
ReachLocal – Some Initial Notes
• Discussion Opener.
• Overall, the last year has been a well-run year. We’ve seen improvement across
the board on many key metrics.
• Page position, CTR, CPV have all generally been headed in the right direction.
• Generally speaking, the BM+ approach has worked very well.
• iPace – We may want to examine the landing pages for the iPace programs. In
clicking around the site, we think there’s greater relevancy in landing on the
program-specific pages.
• Other Possibilities:
• ReachEdge / ReachSEO
• TotalLiveChat
• Display

3. © 2011 ReachLocal, Inc.
DYSON COLLEGE OF ARTS
AND SCIENCE

4. © 2011 ReachLocal, Inc.
ReachSearch – Psychology
Average CPV (Cost Per Visit): $12.66
Ad position: 4.7
Campaign Updates:
• Updated daily publisher budgets to keep pacing on track.
• Updated ad group focus to improve relevancy.
Year to Year
Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $6.47 $6.38
Page Position (Avg) 4.79 2.38

5. © 2011 ReachLocal, Inc.
ReachSearch – MPA
Current CPV (Cost Per Visit): $10.48
Current Ad position: 3.4
Campaign Updates:
• Updated budgets and bids in order to be as competitive as possible
• Paused terms that were not specific to MPA degree to narrow funnel and drive
students looking specifically for this program.
Year to Year
Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $3.16 $2.50
Page Position (Avg) 2.48 1.71

6. © 2011 ReachLocal, Inc.
ReachSearch – Media & Comm
Current CPV (Cost Per Visit): $0.61
Current Ad position: 1.2
Campaign Updates:
• Updated budgets at the campaign to improve the pacing.
• Increased bids at Google DMA to improve competitiveness.
Year to Year Comparative
Data
May 2013-April 2014 2014-2015
Cost Per Visit (Avg) $2.74 $0.53
Page Position (Avg) 2.41 1.23

7. © 2011 ReachLocal, Inc.
ReachSearch – Environmental Science
Current CPV (Cost Per Visit): $0.53
Current Ad position: 1.1
Campaign Updates:
• Manually updated bids on individual KW to be more competitive and drive
relevant clicks.
• Increased budgets to spend more throughout the day.
Year to Year Comparative
Data
May 2013-April 2014
*only two cycles ran
during this time period
May 2014-April 2015
Cost Per Visit (Avg) $7.25 $1.61
Page Position (Avg) 2.95 1.35

8. © 2011 ReachLocal, Inc.
ReachSearch – Forensic Science
Current CPV (Cost Per Visit): $8.56
Current Ad position: 3.2
Campaign Updates:
• Updated daily publisher budgets to keep pacing on track.
• I updated the bids for master(s) related terms.
Year to Year
Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $6.40 $3.02
Page Position (Avg) 3.9 1.7

9. © 2011 ReachLocal, Inc.
ReachSearch – Counseling
Current CPV (Cost Per Visit): $16.11
Current Ad position: 3.4
Campaign Updates:
• Adjusted bids on terms that were recently added to the campaign to help
improve performance.
• Turned on location and call extensions to improve overall end user experience.
Year to Year
Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $9.59 $7.91
Page Position (Avg) 4.03 1.95

10. © 2011 ReachLocal, Inc.
ReachSearch – PhD Mental Health
Current CPV (Cost Per Visit): $7.04
Current Ad position: 5.2
Campaign Updates:
2015 Data
2015
Cost Per Visit (Avg) $8.58
Page Position (Avg) 4.55

11. © 2011 ReachLocal, Inc.
ReachSearch – Homeland Security
Current CPV (Cost Per Visit): $17.76
Current Ad position: 2.8
Campaign Updates:
Year to Year
Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $4.96 $9.26
Page Position (Avg) 4.05 2.96

12. © 2011 ReachLocal, Inc.
SCHOOL OF EDUCATION

13. © 2011 ReachLocal, Inc.
ReachSearch – School of Ed
Current CPV (Cost Per Visit): $3.37
Current Ad position: 4.3
Campaign Updates:
• Negative keywords added to avoid unwanted, irrelevant traffic.
• Paused 'How to become a teacher' terms to better utilize budget and improve
performance.
Year to Year
Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $4.98 $3.76
Page Position (Avg) 3.19 3.55

14. © 2011 ReachLocal, Inc.
LUBIN SCHOOL OF BUSINESS

15. © 2011 ReachLocal, Inc.
ReachSearch – MBA
Current CPV (Cost Per Visit): $10.17
Current Ad position: 3.0
Campaign Updates:
• Updated budgets at the campaign to improve the pacing.
Year to Year
Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $4.43 $7.92
Page Position (Avg) 2.87 2.79

16. © 2011 ReachLocal, Inc.
ReachSearch – MFP
Current CPV (Cost Per Visit): $1.76
Current Ad position: 1.3
Campaign Updates:
• Increased bids at Google DMA to improve competitiveness.
• Updated daily publisher budgets to keep pacing on track.
Year to Year
Comparative Data
Oct-Dec 2014 Jan-May 2015
Cost Per Visit (Avg) $1.16 $1.68
Page Position (Avg) 1.3 1.3

17. © 2011 ReachLocal, Inc.
ReachSearch – Social Media Marketing
Current CPV (Cost Per Visit): $13.95
Current Ad position: 2.3
Campaign Updates:
• Place more budget emphasis at Google to be more competitive.
• Set up Topic and Interest targeting using specific site qualifications that could
attract students looking for advanced degrees in social media marketing.
Year to Year
Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $0.96 $2.43
Page Position (Avg) 1.31 1.22

18. © 2011 ReachLocal, Inc.
ReachSearch – BBA Sports Management
Last CPV (Cost Per Visit): $0.42
Last Ad position: 1.6
2014 Data
2014
Cost Per Visit (Avg) $1.03
Page Position (Avg) 1.7

19. © 2011 ReachLocal, Inc.
ReachSearch – BBA Healthcare Management
Last CPV (Cost Per Visit): $1.08
Last Ad position: 1.3
2014 Data
2014
Cost Per Visit (Avg) $1.34
Page Position (Avg) 1.65

20. © 2011 ReachLocal, Inc.
ReachSearch – EMBA
Current CPV (Cost Per Visit): $0.57
Current Ad position: 1.1
Campaign Updates:
• Place more budget emphasis at Google to be more competitive.
• Set up Topic and Interest targeting using specific site qualifications that could
attract students looking for advanced degrees in social media marketing.
Year to Year
Comparative Data
May 2014-Dec 2014 Jan 2014-April 2015
Cost Per Visit (Avg) $1.31 $0.27
Page Position (Avg) 1.33 1.1

21. © 2011 ReachLocal, Inc.
SEIDENBERG

22. © 2011 ReachLocal, Inc.
ReachSearch – Seidenberg
Current CPV (Cost Per Visit): $13.98
Current Ad position: 3.3
Campaign Updates:
Year to Year
Comparative Data
May 2013- April 2014 May 2014- April 2015
Cost Per Visit (Avg) $2.72 $8.86
Page Position (Avg) 2.52 2.21

23. © 2011 ReachLocal, Inc.
IPACE

24. © 2011 ReachLocal, Inc.
ReachSearch – Lubin Multi-Market
Current CPV (Cost Per Visit): $3.11
Current Ad position: 1.6
Campaign Updates:
• Updated dayparting setting to help improve ad serving.
• Minor bid adjustments to 'degree completion' KW to drive more traffic.
Year to Year
Comparative Data
May 2013- April 2014 May 2014-April 2015
Cost Per Visit (Avg) $1.07 $1.47
Page Position (Avg) 2.45 1.99

25. © 2011 ReachLocal, Inc.
ReachSearch – Lubin Multi-Market
May 2014 – April 2015 Multi-Location Data:
Location Clicks Impressions CTR Avg. Pos.
New York NY 876 126,702 0.69% 4.0
Miami-Ft.
Lauderdale FL
76 13,948 0.54% 4.2
Dallas-Ft.
Worth TX
46 13,898 0.33% 4.5
Los Angeles,
California
56 13,328 0.42% 3.9
Washington,
District of
Columbia
24 9,174 0.26% 4.1
Boston,
Massachusetts
48 12,022 0.40% 3.6
Total 1,126 189,072 0.60% 4.0

26. © 2011 ReachLocal, Inc.
ReachSearch – Pro Comm
Current CPV (Cost Per Visit): $10.37
Current Ad position: 1.9
Campaign Updates:
• Campaign budgets have been increased, daily budgets have been updated to help
campaign to pace properly.
• Updated ad copy for primary ad group:
Comm Degree Completion
Learn about Pace University's
Comm Degree Completion Program
Year to Year
Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $4.24 $1.70
Page Position (Avg) 2.66 1.45

27. © 2011 ReachLocal, Inc.
ReachSearch – Pro Comm
May 2014 – April 2015 Multi-Location Data:
Location Clicks Impressions CTR Avg.
Pos.
New York, New York 85 12,632 0.67% 3.2
Miami-Ft.
Lauderdale FL
11 3,621 0.30% 2.9
Los Angeles,
California
11 3,504 0.31% 3.3
Boston,
Massachusetts
10 2,045 0.49% 2.8
Washington, District
of Columbia
7 4,041 0.17% 2.5
Dallas-Ft. Worth TX,
Texas
5 3,684 0.14% 3.5
Total 129 29,527 0.44% 3.1

28. © 2011 ReachLocal, Inc.
ReachSearch – Nursing
Current CPV (Cost Per Visit): $6.39
Current Ad position: 4.2
Campaign Updates:
• Updated daily publisher budgets to keep pacing on track.
• Paused keyword terms that have had 0 impressions for life of campaign to
improve quality.
Year to Year
Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $3.37 $6.42
Page Position (Avg) 1.79 2.07

29. © 2011 ReachLocal, Inc.
ReachSearch – Nursing
May 2014 – April 2015 Multi-Location Data:
Location Clicks Impression
s
CTR Avg. Pos.
New York, New
York
369 17,520 2.11% 3.2
New York 139 12,968 1.07% 3.7
New Jersey 69 7,985 0.86% 4.3
Pennsylvania 61 9,810 0.62% 4.7
Massachusetts 52 8,694 0.60% 4.4
Dallas-Ft. Worth
TX, Texas
23 4,822 0.48% 5.7
Connecticut 22 3,679 0.60% 4.2
Los Angeles,
California
15 3,376 0.44% 5.2
Rhode Island 12 1,019 1.18% 3.9

30. © 2011 ReachLocal, Inc.
ReachSearch – Nursing
May 2014 – April 2015 Multi-Location Data:
Location Clicks Impression
s
CTR Avg. Pos.
Washington,
District of
Columbia
10 1,805 0.55% 4.6
Miami-Ft.
Lauderdale FL
9 2,696 0.33% 5.8
New Hampshire 8 1,207 0.66% 4.7
Maine 0 784 0.00% 5.1
Vermont 0 477 0.00% 4.1
Total 789 76,842 1.03% 4.2

31. © 2011 ReachLocal, Inc.
ReachSearch – Seidenberg
Current CPV (Cost Per Visit): $4.06
Current Ad position: 1.3
Campaign Updates:
• Updated daily budgets for Google since pacing was slow.
• Paused all terms with 0 impressions for the life of the campaign to improve
quality.
Year to Year
Comparative Data
May 2013-April 2014 May 2014-April 2015
Cost Per Visit (Avg) $2.75 $1.03
Page Position (Avg) 2.21 1.31

32. © 2011 ReachLocal, Inc.
ReachSearch – Seidenberg
May 2014 – April 2015 Multi-Location Data:
Location Clicks Impressions CTR Avg. Pos.
New York,
United States
24 4,866 0.49% 5.0
Los Angeles CA 23 4,441 0.52% 5.1
Philadelphia PA 14 2,644 0.53% 5.4
Massachusetts 13 3,728 0.35% 5.2
Connecticut 9 1,762 0.51% 5.2
Dallas-Ft. Worth
TX, Texas
7 2,421 0.29% 5.2
New Jersey 5 772 0.65% 5.7

33. © 2011 ReachLocal, Inc.
ReachSearch – Seidenberg
May 2014 – April 2015 Multi-Location Data:
Location Clicks Impressions CTR Avg. Pos.
Miami-Ft.
Lauderdale FL
5 1,416 0.35% 5.2
Pennsylvania 4 3,554 0.11% 5.3
Washington,
District of
Columbia
4 1,700 0.24% 5.1
Maine 1 480 0.21% 5.2
New Hampshire 1 470 0.21% 5.4
Rhode Island 0 574 0.00% 5.2
Vermont 0 509 0.00% 5.0
Total 305 44,095 0.69% 5.0

34. © 2011 ReachLocal, Inc.
ReachSearch – Competitive Campaign
Last CPV (Cost Per Visit): $0.70
Last Ad position: 1.3
2014 Data
2014
Cost Per Visit (Avg) $0.99
Page Position (Avg) 1.6

35. © 2011 ReachLocal, Inc.
ReachSearch – Competitive Campaign
All Time Multi-Location Data:
Location Clicks Impressions CTR Avg. Pos.
New York NY 14 4,022 0.35% 3.9
California 9 9,411 0.10% 5.7
Boston MA-
Manchester
NH
1 468 0.21% 4.4
Philadelphia
PA
0 570 0.00% 5.1
Hartford &
New Haven
CT
0 122 0.00% 5.3
Total 24 14,593 0.16% 5.1

36. © 2011 ReachLocal, Inc.
UNDERGRAD TRANSFER

37. © 2011 ReachLocal, Inc.
ReachSearch – Undergraduate Transfer
Last CPV (Cost Per Visit): $1.24
Last Ad position: 2.4
Campaign Updates
• Updated daily publisher budgets to keep pacing on track.
• Increased bids at Google DMA to improve competitiveness.
Year to Year
Comparative Data
Oct 2013- Dec 2014 Jan 2015-April 2015
Cost Per Visit (Avg) $1.69 $0.79
Page Position (Avg) 1.47 1.46

38. © 2011 ReachLocal, Inc.
SUMMER UNDERGRAD

39. © 2011 ReachLocal, Inc.
ReachSearch – Summer Undergrad
Current CPV (Cost Per Visit): $4.03
Current Ad position: 2.8
Campaign Updates
• Updated daily publisher budgets to keep pacing on track.
• Increased bids at Google DMA to improve competitiveness.
Year to Year
Comparative Data
April 2013- May 2014 Jan 2015-April 2015
Cost Per Visit (Avg) $3.19 $3.21
Page Position (Avg) 2.58 2.52

40. © 2011 ReachLocal, Inc.
COLLEGE OF HEALTH
PROFESSIONS

41. © 2011 ReachLocal, Inc.
ReachSearch – ACANP
Last CPV (Cost Per Visit): $0.74
Last Ad position: 1.5
Campaign Updates
• Updated daily publisher budgets to keep pacing on track.
• Increased bids at Google DMA to improve competitiveness.
2014 Data
2014
Cost Per Visit (Avg) $1.02
Page Position (Avg) 1.43

42. © 2011 ReachLocal, Inc.
ReachSearch – PNL
Last CPV (Cost Per Visit): $0.75
Last Ad position: 1.4
Campaign Updates
• Updated daily publisher budgets to keep pacing on track.
• Increased bids at Google DMA to improve competitiveness.
2014 Data
2014
Cost Per Visit (Avg) $1.21
Page Position (Avg) 1.37

43. © 2011 ReachLocal, Inc.
ReachSearch – Undergrad Transfer
Current CPV (Cost Per Visit): $1.83
Last Ad position: 5.6
Campaign Updates
• Updated daily publisher budgets to keep pacing on track.
• Increased bids at Google DMA to improve competitiveness.
April 2014 – May 2015 Data
April 2014 – May 2015 Data
Cost Per Visit (Avg) $3.21
Page Position (Avg) 2.98

44. © 2011 ReachLocal, Inc.
ReachSearch – PA Completion
Current CPV (Cost Per Visit): $3.47
Last Ad position: 2.8
Campaign Updates
• Updated daily publisher budgets to keep pacing on track.
• Increased bids at Google DMA to improve competitiveness.
Year to Year
Comparative Data
April 2013- May 2014 Jan 2015-April 2015
Cost Per Visit (Avg) $3.19 $3.21
Page Position (Avg) 2.58 2.52

45. © 2011 ReachLocal, Inc.
Thank You!
45
Andre Archimbaud
Internet Marketing Consultant – NYC
andre.archimbaud@reachlocal.com
212.643.4300 x 136