How to leverage seo and ppc as complementary strategies for higher ed marketing

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How to leverage seo and ppc as complementary strategies for higher ed marketing

  1. 1. How to Leverage SEO and PPC as Complementary Strategies for Higher Ed Marketing Slide 1 How to Leverage SEO and PPC as Complementary Strategies for Higher Ed Marketing
  2. 2. How to Leverage SEO and PPC as Complementary Strategies for Higher Ed Marketing Slide 2 1) SEO and PPC 2) Increase your site’s visibility 3) Use high performing keywords 4) Use your SEO keyword research 5) Use the immediate lift of PPC campaigns to stabilize lead generation Overview Source: Higher Education Marketing – How to Leverage SEO and PPC as Complimentary Strategies for Higher Ed Marketing
  3. 3. How to Leverage SEO and PPC as Complementary Strategies for Higher Ed Marketing Slide 3  In the world of higher education marketing, working with stretched or limited budgets is pretty much normal operating procedure.  Choosing between investing in SEO and PPC marketing is a common dilemma faced by many college marketing managers as they strategize to meet their marketing and recruitment objectives.  So how exactly can SEO and PPC campaigns complement each other?  And what are some of the specific marketing benefits if you use them in a coordinated way? 1. SEO and PPC Source: Higher Education Marketing – How to Leverage SEO and PPC as Complimentary Strategies for Higher Ed Marketing
  4. 4. How to Leverage SEO and PPC as Complementary Strategies for Higher Ed Marketing Slide 4  Increase your site’s visibility by dominating the Search Engine Results Page (SERP) for a particular keyword phrase, with both PPC and organic search results. 2. Increase your site’s visibility Source: Higher Education Marketing – How to Leverage SEO and PPC as Complimentary Strategies for Higher Ed Marketing
  5. 5. How to Leverage SEO and PPC as Complementary Strategies for Higher Ed Marketing Slide 5  Conduct a content gap analysis to determine if you have any high performing short or long-tail PPC keywords that are not adequately represented in your site’s content.  If this is the case, you need to get to work and add quality content (ie related blog posts or related resource material) to address them.  Use appropriate terms and phrases from your PPC campaigns and landing pages that you know effectively attract and convert traffic within your website’s page titles, header tags and meta descriptions. 3. Use high performing keywords Source: Higher Education Marketing – How to Leverage SEO and PPC as Complimentary Strategies for Higher Ed Marketing
  6. 6. How to Leverage SEO and PPC as Complementary Strategies for Higher Ed Marketing Slide 6  Identify new keywords for your PPC campaigns by reviewing the popular phrases searched on by visitors who have used your site's internal search functionality.  Refine your PPC keyword match types for improved performance by reviewing your site's organic search results and tweaking the PPC match types to better match organic search intent and search frequency levels.  Use lessons learned from Content Experiments to improve your general page's goal performance to tweak and improve your PPC ad and landing page copy. 4. Use your SEO keyword reseach Source: Higher Education Marketing – How to Leverage SEO and PPC as Complimentary Strategies for Higher Ed Marketing
  7. 7. How to Leverage SEO and PPC as Complementary Strategies for Higher Ed Marketing Slide 7  For example, in some cases with website redesigns, whose purpose of course, is to improve your traffic and lead generation, will cause drops in organic search ranking as you work out the kinks of a new site implementation.  Short term PPC campaigns can be used to address this issue by creating compensating increases in traffic and lead generation to reach and maintain your ongoing registration goals. 4. Use the immediate lift of PPC campaigns to stabilize lead generation Source: Higher Education Marketing – How to Leverage SEO and PPC as Complimentary Strategies for Higher Ed Marketing
  8. 8. How to Leverage SEO and PPC as Complementary Strategies for Higher Ed Marketing Slide 8 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

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