Should community colleges use search engine marketing (SEM) channels such as Google AdWords? Is it cost effective? This presentation begins with a brief explanation of SEM, using examples from Bucks County Community College's Paragon Award-winning SEM campaign to promote medical occupational programs, both credit and non-credit. It explains the steps the Director of e-Marketing went through in the creation of the campaign, and explores which elements can be outsourced. It also explores items to consider when selecting a vendor. Finally it presents ROI data from the pilot campaign referenced above. This was presented at the NCMPR national conference in Albuquerque, NM on 3/16/10.