By: Kyle Cavazos, Johana Guerra and Shannon Price

1. Google AdWords Campaign
By: Kyle Cavazos
Johana Guerra
Shannon Price

2. Journalism PhD Program

3. ● 51 total
keywords used
for all ads
● Most expensive
keyword: $3.75
● Budget = $3.80
Google Keywords

4. ● First Results
● Expensive keywords
● No clicks or very few
● The location set only to U.S.
● Incorrect/insufficient budget used
Original Ad Problems

5. ● Changed Ad names and descriptions
● Changed School name (UT/University of
Texas [at Austin])
● Changed targeted location to international
countries (Eng. language used).
● Changed link: utexas → journalism.utexas
● Fixed budget amount
Ad Modifications

6. The Final Ads

7. ● Avg. CPC went down from $4-5 to >~$2
● Received clicks on every ad
● Improved avg. position from 3/4 to 2
Final results

8. ● Continue to change keywords.
● Adjust budget for different results.
● Mobile ads (?)
● Research other similar ads for ideas
● Narrow specific pages
(difficult with UT’s site)
Further Improvements