The Google AdWords campaign for a Journalism PhD program at the University of Texas initially struggled with expensive keywords, few clicks, and an insufficient budget. Modifications were made to change ad names and descriptions, target international locations instead of just the US, adjust the school name and linked webpage, and increase the budget. These changes led to lower average cost-per-click around $2, clicks on every ad, and improved ad positions. Further improvements could involve changing keywords, adjusting the budget for different results, exploring mobile ads, and researching competitor ads for additional ideas.

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